” This past Thursday, Microsoft and EB Games held the consumer launch of Gears of War: Judgment at Berkeley Church Toronto event venue. The event was organized for 75 EB Games pre-order contest winners and their guests.The event included a mock trial, 5 on 5 vs, competitive OverRun game-play. and prizes for the top performers. Oh. And meat. Lots and lots of meat.” Mehran Malek Toronto Thumbs.

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“It’s a side story with Baird and Cole, who are two fan favourites. It also tells a bit of a different story because you feel the intensity of the day after Emergence Day. So aliens came out of the ground and these guys broke all the rules to try to defend millions of people and now you’ve got this judge who is telling them “you didn’t follow protocol”. You feel the intensity of people saying “you didn’t follow protocol” and others saying “our lives are at stake” so it’s a whole new story and that’s why it’s good not just for the fans but new people coming into the franchise.” Paul Patinios Marketing Xbox Canada

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The Berkeley church was exquisitely transformed to match the atmosphere in the game ” One of the things that makes Gears of War stand apart is I think it’s a little bit [more] relatable from an emotional standpoint. I think as people watch humans as opposed to aliens and with the humans defending their planet which looks very similar to Earth (Planet Sera). Us being in a Church1, looks like one of the scenes from planet Sera.” Paul Patinios Xbox Canada Marketing.

Berkeley Catering served up some “meaty fare” that fans embraced  happily.

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The fans had a fantastic time as they had the experience of immersing themselves into a game that they love! A great example of experiential marketing done well!

Venue: Berkeley Church

Berkeley Catering

all photos by Paul McNulty