During the 2026 World Cup, Netgen Esports installed four EA SPORTS FC 26 stations in the Brice rotunda of Les Grands Prés shopping centre in Mons. Twenty-six days later, the measurement system showed 86.1% average occupancy, 839 cumulative hours of play, and nearly 2,400 matches.
This result is not accidental. A visible and accessible setup, short event formats, and measurement built in from day one. Here is what Netgen Esports delivered.
What Les Grands Prés Were Looking For
Les Grands Prés is 110 shops, a Carrefour hypermarket, an IKEA, and a Retail Park. One of the main commercial hubs in Wallonia. In 2026, the World Cup created a surge of interest around football. The management wanted something original and on-trend to capitalise on that momentum.
The brief was precise: an activation that fills the space all day, draws a varied crowd, and produces reliable usage figures. Not a weekend operation. A month-long presence, measurable, capable of proving its value to the board.
Netgen Esports proposed a gaming activation built around two modes: free play during the week, tournaments on Saturdays. And a measurement layer integrated into the setup from the outset.
What Was Installed
Four custom gaming stations, arranged in an arc in the Brice rotunda. Each station seats two players. A central screen and seating invite passers-by to watch the matches.
The layout was locked in advance using a 3D plan. No surprises on install day: placement, foot traffic flow, visibility from the centre's main thoroughfares. Everything was sorted before the equipment arrived.
The visual identity (large-format wall wraps, roll-ups, videos playing on station screens between games) was produced by Netgen Esports. The artificial turf and decor incorporated Les Grands Prés' partners (Proximus, Samsung, OMODA | JAECOO) without encroaching on the play area.
The open format has a concrete advantage: from three axes of the centre, visitors see the screens, stop, watch, and some sit down. The activation is visible without blocking circulation.
How the Activation Ran Day to Day
During the week, the stations ran in free-play mode from 10 a.m. to 7.30 p.m. No booking. Visitors could start a game of EA SPORTS FC 26 or Rocket League as soon as a station freed up. No host required: the setup ran itself.
On Saturdays, EA FC 26 flash tournaments took over. Calibrated format: 16 players max, a full competition in under two hours, three sessions per Saturday. Nine tournaments in total over the operation. Winner: €100 Les Grands Prés gift cards. Runner-up: €50.
Two Saturdays were reserved for the "Challenge the Champion" format. Quentin Vande Wattyne, formerly of the eDevils and Standard de Liège, played 78 matches against visitors over two days. A win earned €30 in gift cards. Ten rewards available per day.
On launch afternoon, a football freestyle show by Juliette Dron bridged the gap between the ball and the consoles.
The Registration System That Minimises Empty Slots
Registration for tournaments went through the Netgen Esports esports platform. Players signed up online in advance, or scanned a QR code on site.
In a free event, no-shows happen. Netgen Esports linked registration to a mandatory check-in 30 minutes before each tournament. Unconfirmed slots were immediately released, then offered for 15 minutes to visitors present in the centre.
The result: unconfirmed spots were quickly reassigned to visitors discovering the activation on site, keeping unused slots to a minimum.
Occupancy Measurement: Data, Not Impressions
This is what sets this activation apart from most shopping centre animations.
An occupancy measurement system, integrated into the setup, tracked real usage of each station throughout the entire operation. Data was consolidated by station, by day, and by time slot.
| Metric | Result |
|---|---|
| Average occupancy across four stations | 86.1% |
| Total gameplay hours | 839.1 h |
| Estimated EA SPORTS FC 26 matches | nearly 2,400 |
| Flash tournaments run | 9 |
| "Challenge the Champion" matches | 78 in two days |
Occupancy exceeded 95% from 2 p.m. onwards and held until closing. Usage was not limited to Saturday peak times: stations ran at full capacity during the week as well, with no dedicated host.
The 2,400 matches are an estimate based on occupancy hours and an average match duration. They give a sense of the activity generated.
For a shopping centre, this level of detail changes the nature of the conversation with management. You're no longer talking about a "nice activation" or a "good atmosphere." You're talking about occupancy rates, usage hours, and measured data.
What Was Delivered, From Brief to Report
Netgen Esports handled the entire project:
- Concept design and 3D planning
- Visual asset creation (large-format wall wraps, roll-ups, idle-screen videos)
- Transport, installation, configuration, and securing of stations
- Tournament management, peak-time hosting, coordination with centre staff
- Online registration platform with check-in mechanics
- Occupancy measurement and data consolidation
- Data report delivered to the client at the end of the operation
A single point of contact, from concept to results report. No separate agency for visuals, another provider for installation, a third for tech. One team, one contract, data flowing back without intermediaries.
Questions Our Clients Ask Us
What budget for a gaming activation in a shopping centre?
Every project is quoted on a custom basis. The budget depends on duration, number of stations, whether a host is present, whether audiovisual production is needed, and the location. A month-long activation with four stations is not the same price as a weekend tournament. We deliver a quote within 48 hours after a scoping call. Request a quote.
How much space is needed?
The space depends on the number of stations, spectator areas, and circulation needs. At Les Grands Prés, the full setup occupied over 100 m² with four stations, seating, decor, and the space needed for foot traffic. The layout was validated in advance using the 3D plan.
How long does preparation and installation take?
At Les Grands Prés, the full installation took about five hours. The 3D plans, visuals, and technical configuration had been prepared in advance to speed up on-site deployment. Full planning (concept, 3D, visuals, logistics) generally takes 4 to 6 weeks.
Do you need staff on site all day?
During the week, the free-play setup runs without a host. On Saturdays, depending on the format (tournament, show match, pro player), a Netgen Esports host runs the competitions and atmosphere. The level of staffing is decided with you at the design stage.
Which games should we choose for a family audience?
EA SPORTS FC appeals to a very broad audience, from younger players to adults. Rocket League works well as a second title. For a younger crowd, Mario Kart or an arcade racing game. We choose the games with you, based on your audience.
How do you know if the activation worked?
By measuring actual occupancy. Netgen Esports integrates an occupancy measurement system into its long-duration activations. The client receives a report with occupancy hours per station, per day, and per time slot. Zero guesswork. Data. At Les Grands Prés: 86.1% average occupancy over 26 days.
Where do you operate?
Based in Belgium, Netgen Esports deploys gaming events across the Benelux region, France, and more broadly across Europe depending on project requirements. Discover our gaming event offer.
Have a Gaming Activation Project?
A World Cup, a product launch, a centre anniversary, a fan zone: the principle adapts.
We define the format, duration, games, hosting, and occupancy measurement together. One conversation is enough to scope the project. Quote within 48 hours after the call.