BLE 2019: Powerstation Studios confirms final line-up for The Arcade

With less than two weeks to go before BLE 2019, PowerStation Studios has confirmed the final line up of partners for The Arcade – the new gaming and esports activation at this year’s show.

The Arcade is a space to celebrate gaming history, spanning from the 1970’s through to the present day; with a view to the future of gaming and the huge licensing opportunity for the industry.

Rovio, Sega, Difuzed, Bandai Namco and Disguise all join Activision, Bioworld and Sybo Games, who have  previously been announced as partners on the project.

Visitors to this year’s BLE can expect a trip down memory lane from Sega, who have a spotlight on retro gaming characters.

Jason Rice, Director of Brand Licensing, EMEA for SEGA, commented: “We’re really excited to be participating in the planned Gaming Zone at this year’s Brand Licensing Europe. With so much buzz and excitement around all the new SEGA content and our plans for international licensing success it’s an absolute priority for us to be part of such a key event.”

With a view to the future, Rovio will be presenting its AR capabilities, with opportunities to get hands on and try out the technology.

Simo Hämäläinen, senior vice president, brand licensing for Rovio, said: “With our Angry Birds 10th anniversary celebrations about to roll out at the end of this year, it’s important for us to be a partner in the planned Gaming Zone at BLE.

“It also gives us a great opportunity to showcase how we are constantly innovating on the traditional licensing world, for example with our Augmented Reality app Angry Birds Explore, which links the physical consumer products to the digital universe of Angry Birds via cool AR experiences.”

Meanwhile, birthday celebrations will be in full swing for Bandai Namco with Pac-Man turning 40,  and Activision celebrating their upcoming fortieth birthday in 2020, and showcasing their hugely successful franchise, Call of Duty.

Joining in, Difuzed will be focusing in on their work in the esports arena, and  Sybo Games will be presenting their ever popular Subway Surfers series.

There will be plenty of opportunities to get hands on with your favourites games, custom t-shirt printing provided by Bioworld, and the opportunity to dress up as some of your favourite gaming characters courtesy of Disguise.

Tara Hefter, EVP and general manager for Disguise, commented: “As we expand our reach across EMEA, Disguise is thrilled to provide a photo booth activation in ‘The Arcade’ at BLE. This is a fun opportunity for attendees to get a photo flip book of themselves wearing some amazing costumes and accessories from our extensive video game costume line including Halo, Minecraft and Nintendo.”

Retailer tours of The Arcade will be operating each day, plus the chance to arrange a private tour of the activations. For more information on the retailer tours, or to book a private tour please contact Claire Bradbury –

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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