Sega is one of the leading interactive entertainment companies in the world. When they asked for a Pop-Up shop during San Diego Comic Con, we delivered. We came up with a concept, scouted the location, and executed. We transformed an empty retail store into a fully functional, booming arcade in 2 days. Over 53,000 people experienced the SEGA Pop-up Arcade during a 5-day period.




Who is SEGA?

SEGA is one of the world’s premier video games developers and publishers. They develop and publish games across all top platforms, including Sony Playstation, Move, Xbox, Kinect, Nintendo Wii, Nintendo DS, Nintendo 3DS, PSP and PC. When it came time to create an event marketing plan for the San Diego Comic Con, they turned to Marketing Genome.

The Project

Sega Event Management Event Marketing Case Study

Looking to garnish big time attention for the newest lineup of games hitting the market, SEGA charged Marketing Genome with the task of capitalizing on the 160,000 fans storming San Diego Comic Con through experiential event marketing. 

With trade show floor space impossible to obtain, we proposed the idea of a “Pop-Up” Arcade, located within the Gaslamp Quarter, just a short walk to the convention floor. With thousands of obsessed comic book and video game crazed fans spilling out into the streets it was our job to draw them in!


But here’s the deal…we only had FOUR WEEKS to find a location, develop a design, coordinate with vendors, build out the space and make the event go off without a hitch…Go time!!

Breaking the Code

We flew out to San Diego, found the perfect location and convinced them to give us the store for a week. Excited with the progress, we immeadiatly kicked off our design process and began laying out each area for the event. We only had 2 days to market the event and transform a fully functioning retail store and turn it into a booming arcade. No pressure, right?

First, we transformed the exterior of the store with a huge hero acrylic sign and graphic vinyl adhesives along the windows. In an effort to boost attendance, a team of properly outfitted Brand Ambassadors was sent throughout the downtown area and outside of our store inviting people to the event.

Upon entering the space, visitors were immediately overtaken with sights and sounds from the latest SEGA titles. The ground level featured a large welcome desk where we printed limited-edition screen prints of game covers.

The second level housed a large DJ booth for proper ambiance, a sleek lounge with wall mounted custom arcade style props, and over 30 playable gaming stations for demos. Each demo station was extensilvely branded with graphics and scenic props bringing to life, key elements of the game.


The line of people waiting to get into the arcade stretched all the way down the block as we reached capacity throughout the show. It was then decided that the arcade should stay open late giving fans something to do once the show floor closed for the night. Along the 5 days of the show 53,000 people experienced the SEGA Arcade.



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