Last September, Madrid became the world's epicenter of gaming and entertainment with Logitech G PLAY 2025. The iconic Plaza de Callao dressed in blue to welcome press, creators, partners and guests from around the world, in an event that marked a turning point in how brands engage with the gaming community.
The gala was held at Cines Callao, turning the heart of Madrid into a global showcase through an innovative "blue carpet" format. The cinema's outdoor screens projected content that caught the attention of hundreds of passersby, turning the city into a live and digital amplification platform. This brand experience not only generated major visibility for Logitech G, but also reinforced its position as a pioneer in immersive brand experiences.
Beyond its street-level impact, the event was streamed live on Logitech G's YouTube channel, allowing audiences around the world to take part in the experience. The combination of physical presence and digital coverage strengthened the connection with the gaming community, amplifying the event's visibility and reach.
Inside Callao City Lights, Logitech G presented its most ambitious portfolio yet, featuring innovations in PC, console, eSports, sim racing and streaming, alongside collaborations with McLaren Racing and NVIDIA.
The deployment at Callao City Lights, with the iconic outdoor screen serving as a brand canvas and the cinema's interior turned into an immersive stage, reaffirms Logitech G's position as a benchmark in gaming. But it also shows how a brand can redefine the way it connects with its audience, blending creativity, technology and high-impact urban experiences.
For this major event, the brand wanted to recreate the iconic Oscars moment. We set up the Bolt in front of a photocall custom-designed by Logitech G, where guests posed showing off a signature gesture or the brand's new products. The Glambot service was a genuine hit.
Logitech G PLAY 2025 wasn't just an event — it was a clear example of how innovation, collaboration and a passion for gaming can turn a city into a global stage for the gaming community.