SDCC Game Booths: How Top Studios Create IP Experiences

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San Diego Comic-Con (SDCC) may not be a gaming convention by definition, but that hasn’t stopped major game studios from building some of the most memorable, immersive booths in the entire event.

Over the years, these companies have leveraged SDCC’s pop culture audience to stage impressive IP activations — ranging from life-size installations to art showcases and interactive demos.

Here are some of the most iconic and talked-about SDCC game booth experiences in recent years.

Bandai Namco

Storytelling Through Space and Atmosphere

Bandai Namco delivered two contrasting but equally engaging activations built around their strongest IPs.

Code Vein II Motorcycle Photo Zone

Outside Lou & Mickey’s in the Gaslamp District, Bandai Namco parked a full-sized gold motorcycle — a replica from Code Vein II. Fans could pose for photos and share the moment as part of a themed street activation.

Little Nightmares III Speakeasy Bar

Instead of a conventional demo booth, the horror-themed Little Nightmares III experience came alive as a speakeasy-style bar. Guests entered through an unmarked entrance into a surreal, dimly lit world with scavenger hunts, thematic drinks, and eerie decor mirroring the game’s mood.

HoYoverse

At SDCC 2024, HoYoverse operated two booths featuring Honkai: Star Rail, Zenless Zone Zero, and Genshin Impact. Instead of large-scale activations, the company focused on stylized photo zones and small mission cards tied to each game’s setting.

Each space reflected the IP’s look and feel, but the experience leaned more toward visual branding than deep interaction.

Mecha BREAK

A Full-Spectrum Booth That Combined Spectacle and Gameplay

Despite being a new IP, the Mecha Break booth drew consistent attention throughout the event thanks to its bold visuals and layered interactions.

A massive three-sided LED screen dominated the booth’s front, projecting cinematic footage designed with a 3D perspective. From the outside, the display delivered striking depth and motion, giving visitors a sense of immersion before they even stepped in.

Inside, the booth offered a PC demo zone, a motion-based cockpit simulator, and on-site missions that gamified the experience. Visitors could also watch live PvP matches and join animator sketch sessions, making the space active, competitive, and creatively engaging.

Square Enix

At SDCC 2022, Square Enix showcased Final Fantasy and Kingdom Hearts with life-size character figures that instantly grabbed attention. Massive statues of Cloud, Sephiroth, and Sora stood at the center of the booth, drawing crowds for photos.

Blizzard

At SDCC 2022, Blizzard focused on franchise-exclusive merchandise for World of Warcraft, Overwatch, and Diablo. The booth featured collectible pins, apparel, and pre-release figures — all curated for loyal fans and collectors.

Effective Booth Design Drives Engagement

From immersive visuals to layered interactions, these booths show that success comes from how the booth brings the game to life.

A well-crafted booth draws attention, invites participation, and builds emotional connection with fans.

At Eidetic Marketing, we specialize in turning game IPs into unforgettable real-world experiences — whether it’s a demo, a photo moment, or a fully themed environment.

🎮 See other game booth portfolio → Anime Expo NIKKE, G-Star EA Sports