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Gaming at SingularityU Summit

Gaming at SingularityU Summit

Deus Ex: Mankind Divided

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For the release of the new videogame, Deus Ex: Mankind Divided, Glasnost created the fantastic opportunity to become part of the SingularityU Summit on September 13th, 2016 in Amsterdam. Why? The game Deus Ex: Mankind Divided is all about the future of augmented Humans in the near future. Although this all might seem farfetched, this future is not is not that far away as you might think. Eidos, the studio of the Deus Ex: Mankind Divided game, and prosthetic developer Open Bionics received a time slot during the summit in which they were able to talk about the game (fiction) and show how far their fiction is linked to reality. To enlighten us where the future is heading, a very special guest, the 10-year old superhero Tilly Lockey, was invited to Amsterdam.

Objectives

  1. Connect fiction to reality based on Deus Ex: Mankind Divided
  2. Realize broad media exposure, including gaming, lifestyle and daily news media

Strategy

By linking fiction to reality based on the videogame, we created the perfect circumstances for media to create their story. By teaming up with authorities like SingularityU Netherlands and Open Bionics we made our story credible and less commercial for the media. And, last-but-not-least, Tilly Lockey, she stole the hearts of both journalist and other attendees.

The Event

A select group of media received an invitation to join the summit, where they were welcomed in a special ‘Deus Ex room’. In this room a very unique bionic motion detecting Deus Ex arm and IDU’s were set up to make sure the media could experience in-game augmentation, providing the guest with a full Deus Ex experience. This room was also used as the green room for the interviews.First, we gave media the chance to sit down for an in-depth interview with Tilly, who has been missing her arms since she was 15 months old and is now carrying a futuristic robotic arm, similar to the main character in the Deus Ex game.After the interviews, journalists witnessed an impressive presentation on the parallels between the game and science. The presentation was hosted by Maarten den Braber from SingularityU (SU). We kicked off with an open interview between the audience and Tilly Lockey, Open Bionics and Eidos, followed by a Panel discussion on the future and reality of bionics between Eidos, Neil Jacobstein, whom is currently co-chair artificial intelligence (AI) and robotics at SU, and award-winning author Ramez Naam.

Results

By connecting the video game to a more scientific point of view, the Deus Ex SingularityU summit resulted in a broad media exposure. From an interview in the Dutch children’s news broadcast, NOS Jeugdjournaal, articles in both Dutch and Belgian news papers that included De Telegraaf en De Morgen, and 14 articles on gaming and lifestyle websites.

Result

Top 3 stories Gaming at SingularityU Summit Top 3 Stories
PR waarde € 150.000 PR Value
Bereik 346.000 Reach
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