Google for Games × WeSmile @ IBC, Amsterdam

Turning attendees into playable art and conversations into 1.4k+ leads in 28 hours

The Brief

At IBC 2025 in RAI Amsterdam, one of the world’s leading media, entertainment and technology shows, Google for Games wanted an activation that:

• Demonstrated the future of broadcasting and AI.
• Sparked genuine conversations with studios, creators, publishers, and toolmakers.
• Left visitors with a personal, share-worthy AI photo that extended online reach.

With 5,400+ attendees, the bar for both attention and relevance was high.

Goals

• Convert foot traffic into qualified leads and meetings.
• Show Google’s role in the AI-enabled game development stack.
• Deliver an experience that travels online and back to the booth.

The WeSmile Experience

WeSmile designed a custom AI Character Forge, a booth that instantly transformed visitors into broadcasters, TV presenters, podcast makers, and media personalities, all framed within Google Cloud brand system.

The Impact

• 1,200+ booth users detected.
• 950+ physical prints handed out.
• 800+ new leads generated.
• 1,400+ total leads captured in 12 hours through integrated QR flow.
• 80% of visitors left smiling — measurable emotional impact.

Do you want me to also make a one-slide deck version (headline + key metrics + 2 visuals) that you can drop straight into client presentations?

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