Resident Evil 7: The Experience
How do you earn the trust back of a cynical, niche audience? Especially when the UK reception of Resident Evil 7 would directly affect Capcom’s global sales?
Shockingly Authentic – create an opportunity for gamers to experience the game in a truly authentic way like never before.
Resident Evil 7: The Experience – an immersive horror-house-meets-escape-room. We put the public face to face with the Baker Family, trapping them for 45 minutes in the terrifying world of Resident Evil 7.
Held over four days in Shoreditch, the Experience allowed 28 pairs each day to get free tickets on a first come, first serve basis. We also set up a Sewergators lounge where the general public could pop in and play on the new VR version of the Game. Finally, we created a purposefully grotesque private dining media experience with the Baker Family.
Sales worldwide from Jan-March 2017
Resident Evil 7 was the biggest selling boxed game in the UK in January 2017, despite only being on sale for 5 days of the month – 170,000 games were sold in the UK
Footfall across both the Experience and Debrief areas in 4 days
Media launch attendees, including key press and influencers
Pieces of coverage, including 20 national & double-print hits for Evening Standard, Metro & Time Out
Reached for the theatrical video trailer across social & mainstream media
We knew we had to do something really special to celebrate a game that has been so highly anticipated. We have been overwhelmed by the response to the experience and it only added to the excitement around the launch. We were excited to be partnering with M&C Saatchi PR Experience once more – their impressive work on the Street Fighter V launch last year set standards high, and I was pleased to see how they continue to execute innovative launch events and PR ideas.
Resident Evil 7 Biohazard was one of the most successful soft reboots I’ve seen in my long career in games journalism. The game launch managed to mix elements that appealed to both old school fans and those new to the franchise, and as such automatically becomes the new standard by which to judge any future refresh of a long-running brand. The immersive experience brought the game to life in an extremely authentic way, and it was clear how much detail went into replicating the best parts of the game ‘in real life’. Content based on the experience proved extremely popular on metro.co.uk, with articles on the Resident Evil Experience proving especially successful.