Warner Bros. Games

Bringing Gotham to life for the most anticipated game launch of the year.

80+

Press and influencers from nine global regions immersed in the world of Batman

25+

Archival props and costumes from across the Bat-verse on display

100+

Hours of gameplay footage captured and taken home by attendees

Distinct experiential zones guiding guests from Wayne Manor to the Batcave

The challenge

Warner Bros. Games had already generated serious buzz around Lego Batman: The Legacy of the Dark Knight. A sold-out Gamescom debut, strong hands-on engagement at Batman Day and New York Comic Con the momentum was real. But with launch approaching, they needed something bigger: a more immersive experience that would turn press and influencers into true believers.

The brief was ambitious. Invite 80 guests from 9 regions. Give them 2–2.5 hours with an all-new section of the game and do it in a way that didn’t just showcase the gameplay, it made them feel like they’d stepped inside it.

This wasn’t a press junket. It was a world to build.

Approach

Working in close partnership with the Warner Bros. Games team, NJLive developed a three-act journey rooted in Batman’s own origin story. Firstly, guests arrived at Wayne Manor – a welcome space rich with easter eggs and subtle references, the quiet menace of Gotham’s underworld playing out on screen. A hidden doorway led them deeper into a second zone built for theatre and tension: lighting, sound design, and atmosphere engineered to build suspense before guests ever touched a controller.

The Batcave included 20 high-spec gaming PCs surrounded by archival costumes, the Batpod from The Dark Knight trilogy, and over 25 props spanning decades of Batman cinema. A recreation of the iconic Batcomputer. A live Bat-signal photo opportunity drawn directly from the 1989 film. Gameplay stations themed and precisely calibrated, with capture available at every station so each guest left with content ready to share.

Every creative decision served the narrative, a thematic throughline that amplified the game without ever overshadowing it.

Result

The event landed exactly as intended. Game coverage was extensive and overwhelmingly positive, with a visible uplift in pre-orders once press content went live. Guests left not just informed, but genuinely excited and it showed in what they published. The event performed so well that conversations with Warner Bros. Games are already underway for future activations.