Sony Computer Entertainment Europe

PlayStation’s Gangs of London is a video game battle for territory in a detailed likeness of London. This campaign used a variety of channels to involve consumers in a real-life gangland hunt in secret locations online and in central London, ultimately driving participants to purchase the game.

Sony Computer Entertainment Europe

20:20 London


Leisure and Travel


Peter Riley – Creative Director Mark Riley – Planning Director Hugo Bierschenk – Creative Dean Woodhouse – Creative Chelsey Cotton – Account Manager


PlayStation's Gangs of London is a gaming battle for territory in an incredibly detailed likeness of London. We involved consumers in a real life gangland hunt. Email response was 16.5% and pre-registration from our cryptic message was oversubscribed by 200%.


Involve consumers in a real life gangland hunt, in secret locations online and...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands