As a team dedicated to truly understanding our clients’ brands and products, we believe in the power of immersion. To gain a deeper perspective on what drives end users and target audiences, we regularly dive into the worlds that surround the brands we work with. Our latest outings are a testament to this approach, bringing us face-to-face with both high-energy sports culture and competitive play.

Recently, we had the opportunity to attend the USA vs. Germany women’s basketball showcase at the O2. The event wasn’t just about the game—it was an experience that highlighted the dynamic culture of basketball.  The showmanship truly sets it apart vs other sports: from the half-time hype squad and high energy hosting to celebrity appearances, entertainment value was high. The atmosphere was inclusive, drawing in a diverse crowd: families with children, groups of friends, and even work colleagues like us, all united in the shared excitement of the game.

But we didn’t stop at immersing ourselves in sports fandom; we traded basketball courts for the colourful streets of Monopoly Lifesized, where we discovered who was the most competitive among us (you know who you are!) and cemented our love for the nation’s favourite board game.  Our day had us racing the clock to build houses and hotels, navigating a Monopoly-themed escape room to avoid jail, and relishing the fun of becoming human game pieces.

Our experience working with toy manufacturers has given us plenty of insight into play behaviours and needs, but this adventure was a new level of engagement. It was a race against time (and a company in the AI industry on a team bonding day…), but in the end “The Trytanics” managed not to sink and emerged victorious – congratulations team!

The two events were full of excitement, friendly competition, and deeper understanding—both of each other and the worlds we’re working in. The experiences helped us see even more clearly through the eyes of the respective audiences and reminded us of why we love what we do.