INDIANAPOLIS CONVENTION CENTER | INDIANAPOLIS, IN | 2025

GEN CON 2025

Exhibit Booth, Tournaments, & Demos

Gundam Card Game Launch Meets Gundam Wing Legacy at San Diego Comic-Con

OBJECTIVE

Launch the Gundam Card Game and celebrate the 30th anniversary of Mobile Suit Gundam Wing through a high-impact, immersive booth experience.

PARTNERS

Bandai Card Games, Bandai Hobby, Bandai Namco Group

In partnership with Bandai Card Games and Bandai Hobby, Play Interactive designed and executed a showstopping booth at San Diego Comic-Con to officially launch the Gundam Card Game in North America (July 25th). The activation was strategically timed to coincide with the 30th anniversary of Mobile Suit Gundam Wing—an iconic series that continues to resonate deeply with Western Gundam fans.

This dual-focus booth aimed to bridge generations of Gundam fandom—honoring legacy while introducing a new way to engage with the universe through strategic card play.

ACTIVATION HIGHLIGHTS

Strategic Goals

To unveil the highly anticipated Gundam Card Game, Play! designed and executed a commanding exhibit booth that blended retail, play, and media.

1

Celebrate Gundam Wing's legacy with visual and thematic prominence in the booth
Drive first-time engagement with the Gundam Card Game through demos and retail sales
Showcase Bandai’s integrated brand ecosystem, including Gunpla, card games, and animation
Generate visual excitement and social sharing through display elements

Executed Booth Features

2

ANNIVERSARY CENTERPIECE

A towering RX-78-2 oversized card served as the visual anchor for the booth, surrounded by banners and visuals celebrating Gundam Wing. Nostalgic fans gravitated toward the centerpiece, sparking social content and emotional connection.

HEXAGONAL DISPLAY PODS

Each lit acrylic display featured a card + Gundam Assemble pairing, designed to highlight specific units across the Gundam multiverse—including Tallgeese, an anniversary-era highlight.

FACTION CARD WALL

Oversized cards and curated set boards represented series from Gundam Seed to Witch from Mercury, with Gundam Wing given priority real estate as the heritage IP.

LEARN-TO-PLAY ZONE

A fully booked and high-engagement tutorial area in a satellite location was staffed with trained ambassadors running live demos using starter decks and player mats. Every participant received a free promotional card to encourage first-touch conversion.

MULTI-SCREEN VIDEO INTEGRATION

Highlight reels from Gundam Wing and the new card game trailers looped throughout the day, reinforcing both nostalgia and product awareness.

GIVEAWAY CAMPAIGN & QR JOURNEY

A dedicated kiosk allowed fans to claim exclusive promo cards by engaging with a QR-based mission—encouraging digital conversion and list growth.

CONCLUSION

Play Interactive’s design and execution delivered not just a launchpad for the Gundam Card Game, but a multi-generational tribute to Gundam Wing and its legacy. By blending emotional nostalgia with tactile engagement, the booth helped Bandai solidify Gundam’s future in the collectible card game space—while honoring its storied past.