Major brands do not choose their Gamescom centerpiece lightly. With hundreds of thousands of visitors and every studio competing for attention, the activation has to stop people in their tracks, keep them there, and give them a story worth sharing. For its FC 27 booth at Gamescom 2027, EA Sports turned to an interactive sports wall to do exactly that, and made MultiBall the beating heart of its space.
Here is how a branded MultiBall became one of the most talked-about experiences on the show floor, and why interactive walls have become a go to tool for brands looking to make a real impact at events.
Bringing "The Grounds" to Life
To showcase FC 27's new social soccer feature, The Grounds, EA Sports built a small city on the show floor, a playful urban world designed to capture the spirit of street soccer. At its center stood the fun anchor of the whole experience: a MultiBall LED Club, with the game fully branded in the colors and design of EA Sports FC 27.
The setup was built for real play. A dedicated play area in front of the wall, framed by netting and fences, where visitors could step up and test their skills. Players competed solo or head to head in a branded version of the game Darts by kicking balls at the interactive Dartboards. Racing to reach zero as quickly as possible. It gave the digital world of the freshly introduced The Grounds a physical, playable counterpart, letting fans move from watching soccer to actually playing.
A Reason to Stay, Engage, and Play
The real measure of an activation is whether people stop and stay. At the FC 27 booth, they did. The MultiBall area was buzzing from open to close, with playtime running over eight hours a day across all five days of the show.
That constant activity solved one of the hardest problems at any busy booth: giving people a reason to stay while they wait. Instead of standing idle in line to try FC 27, visitors had something genuinely fun to do, a fast, competitive skill challenge that drew in everyone from children to adults. The result was a booth that felt alive, with a steady crowd, real energy, and plenty of friendly competition.
Combined with the rest of the experience EA created, the branded MultiBall helped make the FC 27 booth one of the most hyped spaces at the show on social media, and put EA firmly in the spotlight.
From Politicians to Soccer Legends
The challenge drew all kinds of players, from visiting politicians to genuine soccer royalty. One standout moment came when former world champion Bastian Schweinsteiger stepped up to the wall and proved his aim is as sharp as ever, landing accurate shots and hitting bullseyes to the delight of the crowd.
Why Interactive Walls Work for Brand Activations
The FC 27 booth is a perfect illustration of what makes an interactive sports wall so effective at events. It turns spectators into participants, replacing passive displays with hands-on play that people remember. It draws and holds a crowd, creating the kind of energy that makes a space feel like the place to be. And through the Asset Flip Interface, it can be fully branded to any campaign, so the experience looks and feels like an extension of the brand itself rather than a generic add-on.
For agencies and brands planning their next event, the takeaway is simple. A branded MultiBall is a activation highlight that gives people a reason to stop, stay, and engage, and turns a busy afternoon of foot traffic into a memorable brand moment.
Bring an Interactive Activation to Your Next Event
Whether it is a global gaming expo, a product launch, or a fan festival, MultiBall adapts to your brand and your goals to create an experience people talk about long after the event ends. The mobile MultiBall LED is available to purchase as a highlight activation module for event agencies, or can be rented from form us or our global event partners.
Discover more activation examples of MultiBall and start shaping your next standout brand experience.
