After the success of its first globally successful puzzle game, Dream Games wanted to premiere its newest epic, Royal Kingdom, with a narratively-driven anamorphic takeover of the world’s biggest media sites in London, New York and Tokyo.

Simultaneously launched in New York’s Times Square, London’s Piccadilly Circus, and Tokyo’s Shinjuku, we introduced the world to Royal Kingdom on the world’s most iconic OOH sites in a week-long takeover experience.

Celebrating the scale of the IP and its characters, we used each site to draw fans deeper into the kingdoms being conquered and created in the game by King Richard, Wizard, Princess and the Grand Duke. Not to mention teasing the game’s newest antagonist and biggest foe - The Dark King.

Beyond showcasing the worlds being created around the game, each character broke the 4th wall to interact with their location and the crowds below. But the pinnacle of the week-long showcase? A one-hour imagination-capturing roadblock of Times Square’s Big Kahuna with a fully 4D animated trailer to extend the entertainment even further.