Powerful POS: Videogame Launch Success for Bethesda

The Challenge

Launching a highly anticipated videogame requires flawless execution, especially when delivering retail POS displays across the UK and Europe. Bethesda needed a partner to:

• Develop original creative concepts and designs
• Streamline manufacturing processes for maximise cost efficiency
• Localise print-ready artwork for various territories
• Maintain brand consistency across all formats
• Oversee collation and dispatch across European retail locations

The challenge was amplified by tight deadlines, including production spanning two bank holidays, and the necessity to comply with complex retail guidelines.

The Solution

We operated as the principal creative, production and distribution partner, delivering a fully integrated campaign.

Setting the Brief

• By being involved from the outset, we were able to identify opportunities to make production as efficient as possible, saving time and money.

Creative Concepts and Mockups

• We developed a comprehensive suite of Point-of-Sale materials, including bespoke standees, window takeovers, shelf decorations, cubes, posters, and wobblers. All designs were adaptable for different European territories, with logos and text translated as needed. To simplify the approval process, we created digital mock-ups to showcase POS displays in real-world retail settings.

Budgeting

• By breaking down costs, standardising materials, and consolidating jobs across product types and territories we were able to make considerable cost savings and allowed Bethesda to expand their campaign scope without exceeding the original budget.

Production & Branding

• Although production spanned two Bank Holidays and was brought forward by one week, we were still able to deliver within these demanding constraints. Our flexible tier-one suppliers allowed us to deliver the highest quality products with gloss UV finish and 4 colour printing on all visible surfaces.

Retail & Logistics

• UK Supermarkets have complex guidelines and requirements for Point of Sale. We managed the process of compliance which included pre-assembling and filling Floor-Standing Display Units (FSDUs), and producing dummy game units with store-specific inserts. This meticulous attention to detail guaranteed trouble-free installation across retail locations.