E3
Exploring the WBIE Universe
At E3, Warner Brothers Interactive Entertainment (WBIE) set out to create an unforgettable presence, using its expansive booth to immerse fans in the worlds of its blockbuster titles—most notably the highly anticipated Shadow of War. With several projects still in development and traditional gameplay demos unavailable, the challenge was to captivate audiences without playable builds while elevating the overall experience. WBIE’s goal was to reinforce its leadership in the gaming industry by showcasing both current hits and upcoming releases in a way that felt dynamic, cinematic, and deeply engaging.
Jack Morton transformed the booth into a dramatic Middle-earth environment, complete with immersive lighting, rich sound design, and a towering, climbable dragon centerpiece that drew crowds and fueled social sharing. Costumed Orcs roamed the queue, entertaining guests before they entered a soundproof theater for a cinematic trailer reveal. Beyond Shadow of War, a live studio stage hosted developer interviews and content capture, extending engagement beyond the show floor. Interactive workshops, hands-on demos, and dedicated meeting rooms rounded out the experience—creating a high-energy, multifaceted environment that kept fans returning and positioned WBIE at the forefront of the industry.
THE IMPACT
Drawing in approximately 60,000 confirmed visitors, the booth was a constant hub of activity and excitement. The result was an one-of-a-kind booth experience that captivated attendees, exceeded expectations, and solidified WBIE’s position as a video gaming industry leader.
