HOW DO YOU TURN AN ESPORTS VENUE INTO A CULTURAL PLATFORM?
YOU BUILD A CONTENT ENGINE AROUND THE EXPERIENCE.
YOU BUILD A CONTENT ENGINE AROUND THE EXPERIENCE.
HyperX Arena Las Vegas, inside the Luxor on the Strip, operated as a 30,000‑square‑foot, multi‑level home for gaming culture, broadcast, and brand experiences all happening at once. The goal was to move beyond “a room full of PCs” and turn the first permanent esports venue on the Strip into a recognizable destination for players, fans, and brands in the middle of Las Vegas.
I treated the arena as a content engine, defining a modular visual language for type, color, motion, and layout that could move from the competition stage and 50‑foot LED wall to social content, daily tournament graphics, and client decks. I led creative across a high‑volume schedule of weekly tournaments and live shows, and full‑scale live production graphic packages. That included collaborations with partners such as ESPN, NASCAR, Blizzard, Epic Games, Activision, Tencent, Riot Games, Rainbow Six, UNO, and the American Red Cross, shaping how each brand and title showed up in the space while reinforcing a unified arena identity.
Through Allied Esports, that system extended beyond the venue into original content, a mobile esports semi truck activation, and global partnerships, carrying the HyperX Arena look into new markets. Together, these efforts helped position the arena as a flagship platform for brands wanting to connect with gaming culture, without losing its core personality under a demanding live event cadence.
In-Arena Graphics
In-Arena Graphics
In-Arena Graphics
In-Arena Graphics
Custom Streamer Booth
In-Arena Tournament Graphics
In-Arena Tournament Graphics
In-Arena Tournament Graphics
Client Broadcast and Graphics Package
Sponsor Esports Truck
Sponsor Esports Truck
Client Event Graphic Package
Client Event Package
Client Broadcast and Graphics Package
Client Broadcast and Graphics Packag
Client Broadcast and Graphics Packag
In-Arena Tournament Graphics
Custom Event Credentials
In-Arena Graphics
In-Arena Tournament Graphics
Wayfinding Totem
Wayfinding Totem
