Jurassic World Evolution 3: Centre of Evolution

Client: Frontier Developments

To launch Jurassic World Evolution 3, we created "The Centre of Evolution," a high-impact, 60-minute immersive experience in London that transformed a standard gameplay preview into a living brand world. Facing negative sentiment from previous titles, our objective was to restore community trust and drive pre-orders through an activation that bridged the gap between the Jurassic fanbase and the gaming community.

We welcomed press and fans into a fictional research facility as "trainee managers." The journey seamlessly blended physical discovery featuring 3D-printed park models, biodiversity labs, interactive juvenile dinosaur play areas with 30 minutes of hands-on digital training. To deepen the narrative stakes, the experience culminated in a scripted security breach by activists "Extinction Now," forcing guests into a bunker before a final encounter with a live baby T-Rex. This strategic fusion of storytelling and gameplay delivered exceptional ROI. The event generated a high number of content and engagement with positive sentiment, that drove sustained web traffic and interest. Crucially, the activation acted as a commercial engine, driving a high increase in web conversions pre-release. The campaign successfully reclaimed the franchise’s reputation, resulting in 500,000 copies sold within just two weeks of launch.