Year of the Dragon (backup)
2024 ways to skin a dragon
Or how I became Aristocrat Gaming’s mother of dragons
Aristocrat Gaming has a bunch of dragon games, or dragon themed games, or games featuring dragons. Here’s a list off the top of my head.
Dream it
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Dream it 〰️
Bombastic Aristocrat Gaming (AG) booth in their 2023 G2E Asia conference. AG wanted to go big, all out.
They had new dragon games, new ideas new xxxx. It’s the year of the Dragon, it’s go big or go home, are you in or are you out?
A whole slew of brochures, decks and key visuals were made for proposals all over markets in Macau, Philippines, and Singapore.
Aristocrat Gaming representatives got really busy, flying around and meeting big shots from the properties.
All of these culminated with us landing a cool experience with…
Studio City’s Dragon Kingdom
Hidden away in Studio City Macau’s gaming floor was what used to be a room for membership signups.
Over the years, the room has fallen out of use and pretty much served as a makeshift storeroom.
Our task is to turn that Dead zone into a Dragon zone.
There was a deadline tick-tick-ticking as the property wanted the room to launch during the Golden Week in early October, giving us less than 9 months to conceptualise, present, build and promote the room.
Resources were limited as the brief dropped the Chinese New Year break. While everyone in China, Macau and HK were enjoying their 15 day break, I got round to figuring out the room’s concept in 3D.
Since 2024 is the year of the wood dragon, we went with a nature-inspired look.
We invite visitors to step into our life-sized paper craft landscape, where they will experience a surreal but charming vision of the outdoors. The headliner of the space is of course a giant gold dragon that watches over players.
The clients dig it, their clients love it, and with that the concept is sealed.
A new hoarding was placed up, teaser trailers was blasted on screens all over the property, Studio City proudly heralds the coming dragon kingdom.
Amidst a typhoon, we also shot a BTS teaser video and a Operator Spotlight video
Dragon’s golden week
Visitors got themed food like Dragon’s Beard candy and bubble tea (with pearls of course).
A mid-autumn PR kit with mooncakes & tea set was also sent out to relevant partners.
Well to wrap all of that up in 10 seconds…
Across the pond, another Dragon stirs.
Yaamava Dragon Takeover
Yaamava, all the way in sunny California, is all in on heralding the Year of the Dragon.
We had a dragon running through multiple screens in the space, weaving above players.
More than 30 over decks of ideas, some still in development, the Dragon-ing doesn’t stop