Get in the game 

Arcade Arena brings iconic arcade classics to life, with three epic worlds under one roof. You don’t just play the games, you step inside them. LMC developed the Arcade Arena brand and all three game experiences from the ground up, drawing inspiration from the nostalgia of the 80s arcade. 

At the heart of the identity are the two arrows formed from the A’s in Arcade Arena, creating a distinctive graphic device that runs throughout the brand. For each gaming experience, we developed a motion-first identity and suite of assets, giving each its own colour palette, typography and power-ups.

Beyond the Arena

LMC created an immersive TV advert that captured the fun, energy and escapism of Arcade Arena, bringing audiences into the action and showing what it’s like to step inside the arcade. The campaign imagery was then rolled out across signage and out-of-home throughout London, extending the Arcade Arena experience beyond the venue and onto the streets.

Inside the action 

LMC also developed a suite of photography capturing the energy and excitement of Arcade Arena first-hand. Rather than simply showcasing the games, the imagery puts people at the heart of the experience, capturing the genuine reactions, competition and emotion as they play.