TWITCHCON

GAMERHOOD

🎮

Client

STATE FARM

Company

INFINITY MARKETING TEAM

Role

ART DIRECTOR / SPATIAL DESIGN

The State Farm Gamerhood Experience is a dynamic, branded activation at TwitchCon 2025 that brings the world of Gamerhood to life. Gamerhood is State Farm’s original reality-meets-gaming competition series, where popular streamers and gaming personalities face off in a custom-built virtual city, Neo City, through physical, virtual, and trivia challenges—including simulated “insurance mishaps” designed to teach preparedness in a fun, relatable way. Viewers can also join the action from home through the Gamerhood Fantasy League, picking teams and competing for prizes.

At TwitchCon, fans can step into the immersive Gamerhood neighborhood square—a themed, interactive booth designed like a city for gamers. Guests can explore storefronts inspired by Neo City, each offering games, photo ops, and hands-on activities. As visitors complete gamified experiences, they collect digital key codes that unlock exclusive prizes, deepening their engagement with the brand and the Gamerhood universe.

State Farm Gamerhood

CONCEPTUAL IDEATIONS

NEO CITY SQUARE

GAMERHOOD ARENA CHALLENGE

GAMERHOOD TRAINING EXPERIENCE

FLOOR PLAN EXPLORATION

SPATIAL DESIGN

THE PLOT

The key to Neo City is missing!

When the key for this year’s Gamerhood competition was being digitally perfected, the software glitched and the key was scrambled and lost! There can’t be a tournament without the key to Neo City!

In a glimpse of hope, local Neo City residents have found pieces of data scattered throughout game tech in the neighborhood-- it seems the answer to the key’s location is right here… if they could only collect the data and bring it all together.

Luckily, Gamerhood is a beacon for gaming visitors of all kinds and that is just the right skill set needed. To triangulate the location of the key, visitors must collect data all over the city by doing what they do best - play games. If they can collect all the data at each landmark AND manage to score over 100,000 points, they will be honored with a very special trophy for their (well played) service to the city: the coveted Good Neighbor Award.

FINAL DESIGN

EXPERIENTIAL ACTIVATIONS

REGISTRATION

As each guest enters the Gamerhood gates, they receive their unique Neo City ID badge.

Guests then learn about the missing Key from a Gamerhood resident and are invited to use their unique gaming skills to save this year’s Gamerhood tournament by finding the key - last seen in this very neighborhood square

STATUE

The center of the Gamerhood, this glowing statue is a central meeting place (as well as the perfect photo op). Guests will encounter denizens of the Gamerhood here and optionally be able to learn more about the missing Key to Neo City. They are always welcome to return here to get helpful hints about where to go and what to do next, and even participate in some fun in-world interactions… and of course get that picture perfect photo.

BODEGA

The Bod8ga Market is the go-to spot for gamer necessities, and the info/news hub of the Gamerhood! Guests will have to look closely at the products on display to complete this challenge. Gameplay Options on following page

METRO

Guests step into the metro car and scan their badges at one of the three stations to start a Simon-style game. They will be given an introduction via a video screen where they learn that the Sound Effect 1 correlates with the Green Button, Sound Effect 2 correlates with the Yellow Button, and Sound Effect 3 correlates with the Red Button.

How it works: Guests will hear and see a sequence of the three options that they will then need to copy. A sound effect plays, and the screen flashes the corresponding color. This happens three times. They press the buttons that match that sequence.

METRO

How do they complete the challenge? Guests must complete at least one sequence correctly to get one of the key code pieces but also be given the opportunity to keep playing to see how many sequences they can do in a row.

CINEMA

Guests scan their badge* at one of three stations. They are prompted to calibrate the system by standing in a marked spot. Once the system has calibrated so it wont detect people behind them, the game will give a small tutorial before starting.

How it works: Guests must move left and right, while staying in a marked area, to dodge incoming obstacles.

How do they complete the challenge? Guests must make it 100 yards or last for 30 seconds to complete the challenge, but can also continue past that point as long as they can keep going. Once they finish the game, they receive their key code automatically.

REDEPTION ZONE

Guests scan their badge*: If they have completed all of the stations, they will see an animation that shows the KeyCodes filling in the prompt and notifying the guest that they have uncovered the location of the missing Key to Neo City and saved the upcoming Gamerhood tournament! If they have NOT completed all the stations, they will be shown which station they have missed and are prompted to go to those stations. Guests that have completed the quest are rewarded with their custom premium.

VIDPHONE

Guests scan their badge* to start the game, they are shown a quick tutorial on how to play.

How it works: Guests will match the background frequency using the physical dials to adjust their frequency height and length.

How do they complete the challenge? Once the frequency is a perfect match, the game ends and the guest completes the challenge, and they receive their keycode piece.

There will be a timer, but it only counts up and does not have a limit; it will act as a fun stat for friends to compare, but does not affect their ability to complete the challenge.