LIFE'S GOOD LET'S PLAYLG
Gaming Expo LG Let's Play
LG wanted to own gaming and esports culture in France, using its Korean roots as proof rather than a footnote. So we took over Europe's largest gaming center: 2,000 m² on Rue de Rivoli, fully privatized and rebuilt as "Life's Good, Let's Play."
From casual play to competitive esports, all under one roof.
Eight gaming spaces spanned casual play, sim racing, a Korean culture zone, and a live esports arena. Two livestreams anchored the story: "Korea of the South, History of an Esports Leader," hosted by Laure Vallée with League of Legends world champion Ambition, and a showmatch between Karmine Corp and five LCK legends, cast live by Kameto on Twitch.
Full-Service Event Activation
A full press and social campaign carried the event before, during, and after: four press releases, on-site coverage from a dozen-plus media outlets, and a trailer amplified across France's top esports creators and media.
The results:
2,000 m² fully privatized
8 gaming spaces
2 livestream productions
35 articles and interviews
12+ media outlets on site
