Powering Up SEGA’s Presence at Anime Expo
- ClientSEGA
- Services
- IndustryMedia
- ProjectAnime Expo
- LocationLos Angeles
2Heads brings the party to Anime Expo with SEGA
Where Fandom Comes to Play
Anime Expo is the largest celebration of Japanese pop culture in North America and for the third year running, SEGA partnered with us to create an unforgettable presence at the heart of it all. What started as a bold activation has evolved into a multi-day, multi-location fan experience that gets bigger and better each year. In 2025, we pushed the boundaries once again, extending the experience beyond the show floor with immersive in-booth content, off-site activations, and moments designed to surprise and delight fans at every turn.
01
The Brief
The Assignment
For Anime Expo 2025, SEGA wanted to level up their presence and make a bigger impact than ever before. With a growing fanbase and new titles to showcase, the goal was twofold: increase visibility and footfall across the event and drive merchandise sales through exclusive drops. They challenged us to create an experience that would energise fans, cut through the noise of a crowded expo, and turn SEGA’s booth and brand into a must-visit destination both inside and outside the convention centre.
For Anime Expo 2025, SEGA wanted to level up their presence and make a bigger impact than ever before. With a growing fanbase and new titles to showcase, the goal was twofold: increase visibility and footfall across the event and drive merchandise sales through exclusive drops. They challenged us to create an experience that would energise fans, cut through the noise of a crowded expo, and turn SEGA’s booth and brand into a must-visit destination both inside and outside the convention centre.
02
The Challenge
The Quests
With SEGA setting new expectations for Anime Expo 2025, 2Heads faced the challenge of delivering an experience that was truly groundbreaking for the event. The goal wasn’t just to create a memorable activation within the convention center, it was to extend SEGA’s presence beyond the expo floor, engaging fans in unexpected ways around Little Tokyo and across the city. This meant designing experiences that were seamless, shareable, and capable of capturing attention in multiple environments, all while staying true to SEGA’s brand and maximizing fan engagement.
With SEGA setting new expectations for Anime Expo 2025, 2Heads faced the challenge of delivering an experience that was truly groundbreaking for the event. The goal wasn’t just to create a memorable activation within the convention center, it was to extend SEGA’s presence beyond the expo floor, engaging fans in unexpected ways around Little Tokyo and across the city. This meant designing experiences that were seamless, shareable, and capable of capturing attention in multiple environments, all while staying true to SEGA’s brand and maximizing fan engagement.
03The Concept
Main Stage
At the heart of the activation was SEGA’s main stage, a high-energy hub designed for virtual meet & greets with beloved creators, live demos where fans could watch and win prizes, and even have dance parties at the end of every day.
Merch Store
Alongside the main stage, SEGA’s dedicated merch store became one of the most in-demand spots on the show floor. Fans queued around the booth to get their hands on exclusive, limited-edition items, from apparel and collectibles to game-inspired accessories. By positioning the store right next to the stage, we ensured that the energy of live demos and meet & greets fed directly into the retail space, creating a seamless flow that kept excitement high and sales strong.
Photo Ops
Right by the main stage, fans could step into the worlds of their favorite SEGA titles with immersive photo backdrops inspired by hit franchises like Yakuza: Like A Dragon and Metaphor. These interactive spaces gave attendees the perfect chance to capture and share their Anime Expo experience, turning the booth into not just a place to play and shop, but also a share-worthy moment that spread across social feeds.
Pedicabs
Outside the convention center, fans were greeted with a surprise extension of the SEGA experience: custom pedicabs waiting to shuttle them straight into Little Tokyo. Each ride became part of the adventure, with drivers dressed as characters from Yakuza: Like A Dragon and the game’s soundtrack playing in the background. This unexpected journey blurred the lines between the expo and the game world, transforming a simple ride into an immersive, story-driven fan moment.
Free Ice Cream
Once fans arrived in Little Tokyo, they were welcomed with a sweet surprise, a SEGA-branded ice cream truck serving up free, refreshing ice cream. Open to both Anime Expo attendees and passersby, the activation created a lively street-side moment that spread SEGA’s presence beyond the convention center. The combination of unexpected generosity and brand immersion made the ice cream truck one of the most talked-about highlights of the weekend.
Pool Party
To beat the California heat, fans were whisked by pedicab to a nearby hotel for a Yakuza: Like A Dragon–themed pool party. The event offered the perfect mix of relaxation and entertainment with refreshing swims, themed décor, and the chance to play games poolside. Guests were treated to free drinks, pizza, and ice cream, creating a festival-like atmosphere that extended SEGA’s presence well beyond the expo. It was the ultimate way to close out a day at Anime Expo, leaving fans buzzing with unforgettable memories.
04
Solution
Game-Changing Results
The SEGA activation at Anime Expo wasn’t just about presence, it was about creating memorable, high-energy experiences that engaged fans at every touchpoint. From immersive pedicab rides and branded ice cream trucks to exclusive pool parties, live stage demos, and a record-breaking merch store, every element of the activation was designed to drive interaction, social sharing, and measurable impact. The results speak for themselves:
The SEGA activation at Anime Expo wasn’t just about presence, it was about creating memorable, high-energy experiences that engaged fans at every touchpoint. From immersive pedicab rides and branded ice cream trucks to exclusive pool parties, live stage demos, and a record-breaking merch store, every element of the activation was designed to drive interaction, social sharing, and measurable impact. The results speak for themselves:
Pedicabs
- 1,800+ total rides, with 75% carrying 2+ passengers.
- Estimated impressions: 2.64M,
- ROI scenarios ranged from +97.6% to +229%, depending on engagement.
Ice Cream Trucks
- 1,200 branded cups distributed in just 4.5 hours; 100% stock depletion both days.
- Engagement was strong via organic social sharing and photos, even without official hashtag tracking.
Pool Party
- VIP hospitality kept continuous engagement across 7 hours, a rare feat for multi-hour events.
- 164 poolside photo ops captured and posted, generating ~410,000 impressions (average 2,500 views per post).
Live Stage Demos
- Continuous programming drew crowds at 85%+ booth capacity—including Todd McFarlane panels and Ironmouse signings.
- DJ segments boosted dwell time by 40% during sets.
- Featured on KTLA, reaching an estimated 100K+ local TV audience.
Merch Store
- Record-breaking sales
- 12 POS stations handled 5,068 orders with minimal queue friction, ensuring a smooth fan experience.
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