Sport & Entertainment

812 Leads from 3,205 Sessions in 4 Days for Capcom Devil May Cry 5

Capcom activated the launch of Devil May Cry 5 at gamescom with a custom-wrapped UpReach Compact in the Capcom brand design. AI overlays placed gamers into the Devil May Cry imagery and produced single photos, GIFs or boomerangs to take away. The GDPR-compliant data gate before the game prize draw converted 25 percent of all 3,205 sessions into qualified leads — 812 records in 4 days for the subsequent marketing of the latest Devil May Cry title.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

gamescom is the largest gaming fair in Europe. Hundreds of thousands of gamers, content creators and trade visitors compete for the attention of publishers. Capcom had two goals in parallel: visibly push the sales of Devil May Cry 5 — and at the same time capture usable data for the subsequent cross-sell marketing of further Capcom titles.

Standard demo stations on the stand create long queues but no lead data — players put the controller down and move on. A pure banner campaign would have made the Capcom branding visible but delivered no conversion mechanism.

On the hyper-overstimulated gamescom floor, the activation had to do three things at once: draw attention, make the Devil May Cry brand look tangible and motivate a voluntary hand-over of data — without visitors feeling pushed into a marketing funnel.

The UpReach solution

UpReach delivered an UpReach Compact with a full wrap in the Devil May Cry brand design. The photo booth was architecturally integrated into the Capcom stand design — not a standalone standard device, but a component of the brand world.

The software layer ran in the Devil May Cry visual design: fonts, colour scheme and UI elements were tuned to the game aesthetic. Gamers chose between three capture modes (single photo, GIF, boomerang) and could activate a special Devil May Cry overlay — from Dante's sword cut to the characteristic demon light effect.

The conversion lever was the prize-draw mechanism. Before the final photo output, visitors went through a GDPR-compliant data-request form: email, newsletter consent, optional gaming preferences. The incentive: a draw for a full copy of Devil May Cry 5 among all participants. The mechanism works because the reward is concrete and highly relevant to the target audience — no generic Amazon-voucher prize draw.

Output was either as a print on the stand or by email to the address provided — the email delivery was a further implicit marketing touchpoint with the finished Devil May Cry content in the inbox subject line.

More on the hardware used: /produkte/compact.

Setup & Logistics

Five weeks' lead time: 2 weeks for the photo-booth concept and the software configuration (Devil May Cry UI, overlay-selection logic, prize-draw workflow with a GDPR data gate), 1 week for the graphic design of all visual elements (wrap layout, overlay assets, marketing materials), 1 week for the physical custom wrap of the Compact in the Devil May Cry branding, 1 week for on-site logistics and set-up testing.

Set-up the day before gamescom, directly at the Capcom stand. Camera calibration to the stand lighting. Print and email output available in parallel. Material stock prepared for 4 days of heavy load.

The cloud CMS ran in the background: sessions, lead conversion and device status were visible live. Capcom marketing could observe the activation in real time and monitor the prize-draw entries in the lead pool. Campaign management and logistical support for stock resupply by UpReach on the stand.

Results by the numbers

3.205

sessions

812

qualified leads

days of high-load continuous operation

The 25.3 percent conversion rate sits at the upper end of what is achievable at B2C fairs with a prize-draw mechanism. The lever was the relevance of the incentive: gamers at gamescom have a clear self-interest in a full copy of Devil May Cry 5. Generic cross-brand prizes would have lowered the conversion markedly.

The 812 leads landed in the Capcom CRM with a timestamp, an activation tag (Devil May Cry 5) and newsletter opt-in status. Post-event marketing could start the cross-sell sequence with no CSV export or manual reworking — further Capcom titles in the Devil May Cry genre, DLC announcements, pre-order promotions.

The parallel email-output option for the photos was an implicit second marketing touchpoint: every email delivered contained the Devil May Cry branding and a further conversion hook — a game-trailer link, a pre-order CTA or a newsletter detail page.

Key takeaways from this setup

Prize-draw relevance is the conversion lever: at a gaming fair, a full game copy as a prize converts far higher than a generic cross-brand gift. The conversion rate hangs directly on the relevance of the incentive to the stand audience's persona — not on the mechanics of the data request.

A custom wrap is part of the brand impact: a standard white photo booth at the Capcom stand would be a visible brand gap. The full Devil May Cry wrap was not a visual extra but a component of the stand aesthetic — an architectural element of the brand world.

Email output is a second marketing touchpoint: anyone who gets the print on the stand has the content immediately. Anyone who receives it by email opens a brand email in the next few hours with the finished AI photo content. The email is an implicit second push that, with the right subject line and content design, delivers further conversion hooks.

A newsletter opt-in within the prize-draw flow increases lead quality: anyone who ticks the newsletter opt-in in the prize-draw form has given a double signal of brand affinity. These leads convert higher in the post-event sequence than purely prize-motivated cold leads.