London – Gaming takes place everywhere, from crowded 5pm metro trains swarmed with zombie-fied Candy Crushers to the high-tech desktop set-ups of avid gamers. The sheer accessibility of the activity from mobile to PC to console has established proliferating market demand that, in 2019, amounted to 138.2 billion euros in global spending with a year-on-year increase of +9.6 per cent. There were 7.7 billion people in the world as of October 2019 (according to United Nations estimates); 2.5 billion of them are gamers, reports industry specialist Newzoo.
This context makes it much less surprising that over 2,000 fans queued up outside the first flagship from gamer lifestyle brand Razer upon its opening in London. Local experience design agency YourStudio worked alongside Razer’s team and Singaporean studio Crombie Design to develop a retail environment for the ‘next generation’ of gamers – GlobalData anticipates that this generation could very well turn the industry into a 272.3-billion-euro one by 2025. The Razer space, comprised of a series of immersive areas developed to turn young consumers into loyal customers, predicates this development.