SAN DIEGO CONVENTION CENTER | SAN DIEGO, CA | 2025
GUNDAM CARD GAME RELEASE
Exhibit Booth and 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.
