We built the launch around direct, in-venue experience rather than announcements from a distance — hosting a packed media week where top-tier journalists moved through the new space and the games themselves firsthand, generating reviews grounded in actually being there rather than a press release.

That on-site week sat on top of groundwork laid earlier: extensive listings coverage secured ahead of opening to spread the word early and build anticipation before doors opened.

To extend the story beyond the opening week itself, we drove consumer research angles that gave press a reason to keep covering the venue and positioned Fairgame’s CEO as a thought leader in immersive experiences, lined up for expert commentary and interviews.

Together, this delivered a high-impact launch and firmly established Fairgame St Paul’s on London’s entertainment map.