Bandai Namco launches OOH campaign for launch of Elden Ring

bandai namco elden ring ooh campaign

Video game publisher Bandai Namco has launched a data-led, all-action digital OOH campaign to reach gamers across the UK for the launch of the highly anticipated action role playing game Elden Ring.

Bandai Namco

Devised by Generation Media and Open Outdoor, the campaign draws upon multiple data sources to identify environments, formats and location hotspots that will reach and influence gamers. 

Sites were selected based on data sources indicating where people are when expressing passions and showing interest in RPG/Action-Adventure gaming; as well as in close proximity to gaming stores, high streets and shopping malls.

The campaign has kicked off with a full motion game play video on the iconic Piccadilly Lights, alongside five striking, fully wrapped London buses, featuring art from the game, director credits for Hidetaka Miyazaki, and a quote from game collaborator and Game of Thrones author George R.R. Martin.

Subtle and full motion creative can be seen on sites across the UK, on roadside and University D6s, Ocean’s large format digital screens including Westfield Stratford, Piccadilly Gardens Manchester and Monument, Newcastle, plus on London Underground 48 sheets, until the end of this week.

Elden Ring

Elden Ring takes place in the realm of the Lands Between, sometime after the destruction of the titular Elden Ring and the scattering of its shards, the Great Runes. 

Once graced by the Ring and the Erdtree which symbolises its presence, the realm is now ruled over by the demigod offspring of Queen Marika the Eternal, each possessing a shard of the Ring that corrupts and taints them with power. 

As Tarnished—exiles from the Lands Between who lost the Ring’s grace and are summoned back after the Shattering, players must traverse the realm to ultimately find all the Great Runes, restore the Elden Ring, and become the Elden Lord.