the challenge
To support its UK market launch and maximise sponsorship of the 2025 European Rugby Championships, Omoda Jaecoo needed a standout fan experience that could cut through the noise of a crowded live event environment. With low brand familiarity in the market, the objective was to capture attention, drive participation, and create meaningful brand interaction during peak match-day moments.
the play
Studio Arcade created Kick for 7 in partnership with Orsen, a fully customised, fast-paced rugby kicking game designed exclusively for stadium fan zones during the Finals weekend. Fans had 60 seconds to score as many goals as possible, with a live leaderboard fuelling competition, repeat play, and crowd energy throughout the event. Built for high-traffic environments, the experience was simple to understand, instantly playable, and optimised for quick replays, transforming casual foot traffic into active, competitive brand engagement.
the challenge
To support its UK market launch and maximise sponsorship of the 2025 European Rugby Championships, Omoda Jaecoo needed a standout fan experience that could cut through the noise of a crowded live event environment. With low brand familiarity in the market, the objective was to capture attention, drive participation, and create meaningful brand interaction during peak match-day moments.
the play
Studio Arcade created Kick for 7 in partnership with Orsen, a fully customised, fast-paced rugby kicking game designed exclusively for stadium fan zones during the Finals weekend. Fans had 60 seconds to score as many goals as possible, with a live leaderboard fuelling competition, repeat play, and crowd energy throughout the event. Built for high-traffic environments, the experience was simple to understand, instantly playable, and optimised for quick replays, transforming casual foot traffic into active, competitive brand engagement.
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the result
- 5,500+ fans played the game during the Finals weekend
- 95% engagement rate, demonstrating exceptional cut-through in a live event setting
- High repeat play, with many players competing hundreds of times to climb the leaderboard
- 38% of players opted in to receive more information from Jaecoo - a standout result for a new brand entering the UK market
The activation proved that well-designed gameplay can turn live sporting moments into high-energy brand experiences, driving participation, memorability, and qualified audience growth.
services
- Live experience and fan engagement strategy
- Game concept development and competitive gameplay mechanics
- UX and visual design optimised for live event environments
- Game development for high-traffic, on-site activation
- Secure AWS-hosted infrastructure for live gameplay and data capture
- Data capture and third-party platform integration
- Campaign measurement, insights, and performance reporting
