Google for Games × wesmile @ IBC, Amsterdam
Turning attendees into playable art and conversations into 1.4k+ leads in 28 hours
The Brief
At IBC 2025 in RAI Amsterdam, one of the world’s leading media, entertainment and technology shows, Google for Games wanted an activation that:
- Demonstrated the future of broadcasting and AI.
- Sparked genuine conversations with studios, creators, publishers, and toolmakers.
- Left visitors with a personal, share-worthy AI photo that extended online reach.
With 5,400+ attendees, the bar for both attention and relevance was high.
Goals
- Convert foot traffic into qualified leads and meetings.
- Show Google’s role in the AI-enabled game development stack.
- Deliver an experience that travels online and back to the booth.
The wesmile Experience
wesmile designed a custom AI Character Forge, a booth that instantly transformed visitors into broadcasters, TV presenters, podcast makers, and media personalities, all framed within Google Cloud brand system.
The Impact
- 1,200+ booth users detected.
- 950+ physical prints handed out.
- 800+ new leads generated.
- 1,400+ total leads captured in 12 hours through integrated QR flow.
- 80% of visitors left smiling — measurable emotional impact.
