Paradox Interactive held a special event during the 2019 Game Developer’s Conference in San Francisco. 300 lucky members of the “Tender app”, an ARG experience, press and invited guests were invited to attend the event with secret puzzles to unlock that would ultimately reveal the name of their new game.
Players at home participated by watching and interacting with live players streamed from body and hidden cameras via Twitch and the Tender app itself.
Weeks leading up to the 2019 GDC, Paradox’s Twitter account began been promoting the Tender app, where cryptic screenshots were posted. ARG players from around the world immersed themselves in a role playing game solving puzzles and chasing leads. Tender was introduced as a social media revolution using artificial intelligence to find one’s soul mate, but it quickly became clear that something was amiss. Under pressure, the so-called developer of Tender revealed live at the event that rather than an innovative app, it was all a ruse to gather up prey for the “Kindred.”
The final livestream and ARG event culminated in an interactive theatrical live event and announcement of Paradox’s new release, Vampire: The Masquerade- Bloodlines 2.
For the live event, we designed a thematic environment that brought the online game element to life. We transformed the famed Folsom Street Foundry into the “Tender HQ,” complete with sensory experiences, thematic food stations and a secret laboratory.
Guests were fully immersed in the experience as the game unfolded through the evening. Completing tasks and puzzles, guests leveled up until they were awarded the opportunity to experience the secrets within the Tender laboratory.
The events of the early part of the evening led up to a theatrical event featuring live actors portraying the nefarious vampires behind the pseudo app and the scientist who exposes their plans to overtake the world, starting with the guests at the party.
We utilized specialty lighting, black light paint and cold fog effects to transform the festive party into a nightmarish scene as the performance reached its end before revealing the trailer for Paradox’s new release.
The livestream continued with Q&A sessions with the game developers from the main stage as well as interviews from a streaming studio we produced.
Paradox Interactive is based in Stockholm, Sweden which made our involvement crucial to the success of the event. With the nine-hour time difference communication was key to keeping the teams aligned. Additionally, we had to be the day to day boots on the ground with all venue, talent, hospitality, fabrication and production logistics.
