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Arena-Sized Game Trailers

Sony's Projection-Mapping Trailer for God of War Debuted on an NBA Court

— February 13, 2018 — Tech
Sony's projection-mapping was used to display the trailer for a forthcoming video game on the court of the Oracle Arena. The trailer was played during the halftime of a game between the Golden State Warriors and the San Antonia Spurs, and was done to exhibit Sony's newest addition to the God of War franchise. The idea was explained by Sony as a way of innovating traditional marketing and media in a way that transcends gaming. The hope was that attendees of the game would shoot and share footage on social media and would generate viral buzz over the game and Sony's newest marketing innovation.

This exhibition was done using technology known all project mapping and was produced by BBH New York. The quality of the projection was far beyond conventional projectors and was achieved by using eight Digital Light Processing systems, along with the God of War game engine. Sony's projection mapping trailer was titled 'War on the Floor' and was completed after a month of working with BBH New York.


Image Credit: Daniel Terdiman
Trend Themes
1. Projection-mapping - Sony's use of projection-mapping for video game trailers opens up opportunities for immersive and engaging marketing experiences.
2. Transcendent Marketing - Sony's innovative approach to marketing aims to transcend gaming and capture the attention of a wider audience.
3. Viral Game Marketing - Sony's strategy of creating buzz through social media sharing can be a powerful tool in generating viral marketing campaigns for video games.
Industry Implications
1. Video Game - The video game industry can leverage projection-mapping technology to create memorable and immersive marketing experiences for their upcoming titles.
2. Sports and Entertainment - The sports and entertainment industry can explore the use of projection-mapping to enhance halftime shows and create unique fan experiences.
3. Advertising and Marketing - The advertising and marketing industry can adopt Sony's approach of transcendent marketing to reach a wider audience and create innovative campaigns.
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