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Retail activations

Point of Sales becomes Point of Emotion and Experience

eSports in Retail - Impressions, Experience and Innovations

As the lead agency for the Future of Sports topics, we were present at the International Trade Fair for Sporting Goods and Sports Fashion ( ISPO for short) from 03.02 - 06.02.2019 at Messe München. In Hall C6, we were able to install our own eSports arena - the experience area of the digitalisation platform for retail "ISPO Digitize".
Rocket League and NBA2K tournaments took place at the trade fair, as did the Future of Sports Conference, which was held here for the first time in front of 81,000 visitors. In order to present the possibilities of the topic of eSports and gaming in retail as well, the Managing Director of Globetrotter Ausrüstung München, Jens Holst, decided to implement the first activations in Munich. This was the beginning of a long series of different activations in the store at the Isartor. It started with a FIFA tournament and a Hologate VR station - soon it continued with the AR climbing Valoclimb and the AR sports innovation Hado from Japan.

 

 

"eSports is a big trend and will also play a big role in the sports market in the future. We deliberately want to venture something new in our experience branch and appeal to new clientele," says Claudia Dreibrodt, Marketing and Event Manager of the Globetrotter branch in Munich.

Retail and the ISPO Munich Sports Week

The flagship store Globetrotter Ausrüstung in Munich is a long-standing partner in the ISPO network and co-responsible for the installation of the retail activation event ISPO Munich Sports Week. The ISPO Munich Sports Week gives sports retailers the opportunity to present themselves as an innovative partner to sports-interested customers and trade fair visitors during ISPO Munich, which brings more than 80,000 visitors from all over the world to Munich. From Monday, 04 February 2019, to Wednesday, 6 February 2019, we conducted EA FIFA tournaments in 1vs1 mode. The companies Globetrotter Ausrüstung, ESL Sprachreisen and Nitrobags could be won as partners for this. The tournaments started at 3:00 p.m. and a maximum of 32 participants could compete for prizes worth over 5,000 euros.

ESL Language Travel provided three language trips including flight, accommodation with a host family and half board to Brighton, Manchester and London. Shopping vouchers worth €900 for the store could be won from Globetrotter. In addition, the winners could look forward to nine daypacker backpacks from Nitrobags including the Playstation 4 snowboard game "Steep".

 

Beat the Pro

Furthermore, you could play FIFA 19 for free against two eSport pros before the tournaments. Marvin "M4rv" Hintz from Bayer04 Leverkusen was on site on Monday. Stefan "Topik" Beer from Borussia Mönchengladbach eSports stopped by the store on Tuesday.

Three FIFA tournaments - one winner: Sofien Mnif took all three daily victories. The 24-year-old Sofien, who is studying electrical engineering at the University of Applied Sciences in Munich, was very happy about the language trips he won. A language study trip to England had been on his agenda for some time. All results of the FIFA tournaments can be found here: Globetrotter FIFA Tournament

Hologate VR

Visitors to the Globetrotter store were able to have a virtual snowball fight thanks to the Hologate VR multiplayer system set up in each case. The games of the Munich-based company are always developed as team and cooperation games - here, communication also takes place in virtual space. In the VR game "Groove Guardians", the virtual duel of teams of four in both locations even provides a real fitness effect for the participants. 

AR Climbing

From 29 June to 2 July 2019, a new type of climbing wall enriched with augmented reality by ValoMotion from Finland was installed in the Globetrotter branch in Munich as part of OutDays 2019. Everyone could try their hand at smashing asteroids, catching bats, collecting points and finding the right grip on the wall while climbing. The perfect combination of climbing and video game.

"Our goal was to get young people back into the store - we achieved that goal 100%. And the young people had an exciting time here with us that they will always remember."

Jens Holst

Store Manager, Globetrotter Equipment Munich

"These promotions are an important tool for the future of sports retail. With the possibility of eSports and gaming live events at the point-of-sale (POS), sports retailers have a modern and digital instrument to attract the young generation to the retail trade and to additionally emotionalise the shopping experience."

Tobias Gröber

Head of ISPO Group, Messe München GmbH

Implementation possibilities in your retail location

FIFA 21 Tournaments

With our partners, we implement FIFA tournaments as a full-service agency. The following services are included:

  • Concept
  • Planning and on-site implementation
  • Access to pro players and community
  • Media creation
  • Integration of a cooperation partner setup
  • Activation Digital and at the Point of Emotion
  • Live streaming
  • Evaluation

HADO AR Sports

With our partners, we implement tournaments as a full-service agency HADO AR Sports. The following services are included:

  • Concept
  • Planning and on-site implementation
  • Access to the community
  • Media creation for application
  • Integration of a cooperation partner setup
  • Digital activation and at the point of emotion in the event location
  • Live streaming on Twitch, Facebook, Youtube and other platforms
  • Evaluation

SIM Racing

With our partners, we implement SIM Racing eSports tournaments as a full-service agency. The following services are included:

  • Concept
  • Planning and on-site implementation
  • Access to the community
  • Media creation for application
  • Integration of a cooperation partner setup
  • Digital activation and at the point of emotion in the event location
  • Live streaming on Twitch, Facebook, Youtube and other platforms
  • Evaluation

FOR

Specialist trade and retail

FOR

Libraries, city centres and public locations

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Trade fair and event