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, which was hosted to mark the start of this year’s Super Bowl American football tournament, took place at Indigo at The O2 last Sunday (1 February).
Guests at the event had the chance to try out computer game EA Sports Madden NFL 15 on Xbox One consoles in dedicated zones created by the brand and Circle Agency. Four gaming pods were provided on the ground-floor level of the venue near to the bar area, while two extra installations were supplied for the event’s VIP players lounge.
Participants who tried out the Xbox One game were able to take home free pin badges, of which 700 were given out. In addition, 120 Madden Ultimate Team cards were handed out so that consumers could access the game online via a code.
Rachel Bell, senior account manager at Circle Agency, told Event that EA Games hosted the brand experience because it has always supported the NFL UK’s activity. "Each year the brand has always supported NFL’s UK games. EA Games activation at the NFL Super Bash went down really well – guests enjoyed getting to grips with the game on Xbox One consoles and there was a real jovial atmosphere around the experience."
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