When the 2026 World Cup kicked off, Netgen Esports deployed four EA SPORTS FC 26 stations in the Brice rotunda at Les Grands Prés shopping centre in Mons. Twenty-six days later, the numbers told the full story: 86.1% average occupancy, 839 cumulative hours of play, and nearly 2,400 matches.
This was no coincidence. A highly visible, open-access setup. Short, repeatable session formats. And measurement built into the design from day one. Here is what Netgen Esports delivered.
What Les Grands Prés wanted
Les Grands Prés spans 110 shops, a Carrefour hypermarket, an IKEA, and a Retail Park — one of Wallonia's leading retail destinations. The 2026 World Cup was driving a surge of interest around football. Management wanted a fresh, on-trend activation to capture that momentum.
The brief was specific: an activation that would command the space all day, attract a broad cross-section of visitors, and produce reliable usage data. Not a weekend pop-up. A full month of measurable presence, with results credible enough to present to the board.
Netgen Esports proposed a two-mode gaming activation: free play on weekdays, competitive tournaments on Saturdays. With an integrated measurement layer, designed in from the start.
What was installed
Four custom gaming stations, arranged in an arc across the Brice rotunda. Two players per station. A central viewing screen and seating area encouraged passers-by to stop and watch.
Every detail of the layout was locked in beforehand using a 3D plan. Placement, visitor flow, sightlines from the centre's main arteries — all confirmed before a single piece of equipment arrived on site. No surprises during setup.
Netgen Esports produced the full visual identity: large-format wall graphics, roll-up banners, and looped video content that played on station screens between matches. The artificial turf and scenery incorporated Les Grands Prés' partners — Proximus, Samsung, OMODA | JAECOO — without encroaching on the playing area.
The open layout had one clear advantage: from three different approaches into the centre, visitors could see the screens, stop, watch, and — for some — sit down and play. The activation drew attention without obstructing foot traffic.
How it ran day to day
On weekdays, the stations operated in free-play mode from 10 a.m. to 7.30 p.m. No booking required. Visitors jumped into a match of EA SPORTS FC 26 or Rocket League as soon as a station opened up. No host needed — the setup sustained itself.
On Saturdays, EA FC 26 flash tournaments took over. A tightly calibrated format: 16 players maximum, a full bracket completed in under two hours, three sessions per Saturday. Nine tournaments across the entire run. Winner: €100 in Les Grands Prés gift cards. Runner-up: €50.
Two Saturdays were set aside for "Challenge the Champion." Quentin Vande Wattyne — formerly of the eDevils and Standard de Liège — took on visitors across 78 matches in two days. A win against him earned a €30 gift card. Ten rewards available per day.
On launch afternoon, a football freestyle performance by Juliette Dron bridged the gap between the physical game and the consoles.
A registration system that keeps slots filled
Players registered for tournaments through the Netgen Esports esports platform — either online in advance or by scanning a QR code on site.
Free events attract no-shows. To counter this, Netgen Esports tied every registration to a mandatory check-in 30 minutes before each tournament. Unconfirmed slots were released instantly, then offered to visitors already in the centre for the next 15 minutes.
The result: unfilled spots were quickly reassigned to people discovering the activation on the day, keeping wasted slots to a minimum.
Occupancy measurement: data, not guesswork
This is what sets this activation apart from most shopping centre events.
An occupancy measurement system, integrated directly into the setup, tracked actual usage of every station for the entire duration. 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. onward and held steady until closing time. Usage was not limited to Saturday peaks: stations ran at full capacity on weekdays as well, with no dedicated host.
The 2,400 match figure is an estimate based on occupancy hours and average match duration. It gives a reliable sense of the scale of activity generated.
For a shopping centre, this level of granularity transforms the conversation with management. You stop talking about a "nice event" or a "good atmosphere." You start talking about occupancy rates, usage hours, and measured data.
What was delivered, from brief to report
Netgen Esports handled every aspect of the project:
- Concept design and 3D planning
- Visual asset creation (large-format wall graphics, roll-ups, idle-screen videos)
- Transport, installation, configuration, and securing of all stations
- Tournament management, live hosting at key moments, and coordination with centre staff
- Online registration platform with check-in mechanics
- Occupancy measurement and data consolidation
- Performance report delivered to the client at the end of the operation
One point of contact, from initial concept to final report. No separate design agency, no different provider for setup, no third party for technical delivery. One team, one contract, data flowing directly — no middlemen.
Questions our clients ask
What budget should I expect for a gaming activation in a shopping centre?
Every project is scoped and quoted individually. The budget depends on the duration, the number of stations, whether a host is required, the need for audiovisual production, and the location. A month-long activation with four stations does not cost the same as a weekend tournament. We provide a detailed quote within 48 hours of a scoping call. Request a quote.
How much space do I need?
The footprint depends on the number of stations, spectator areas, and circulation requirements. At Les Grands Prés, the full setup occupied over 100 m²: four stations, seating, scenic elements, and the space needed for smooth visitor flow. The layout was validated in advance through the 3D plan.
How long does preparation and installation take?
At Les Grands Prés, the full installation was completed in approximately five hours. 3D plans, all visual assets, and the technical configuration were prepared beforehand to accelerate on-site deployment. End-to-end planning — concept, 3D, visuals, logistics — typically takes 4 to 6 weeks.
Do I need staff on site all day?
The free-play setup runs itself during the week, with no host required. On Saturdays, depending on the format — tournament, show match, or pro player appearance — a Netgen Esports host manages the competitions and atmosphere. Staffing levels are agreed with you at the design stage.
Which games work best for a family audience?
EA SPORTS FC draws a broad demographic, from younger players through to adults. Rocket League works well as a secondary title. For a younger crowd, Mario Kart or an arcade-style racing game. We choose the games with you, based on your audience.
How do I know if the activation actually worked?
By measuring real occupancy. Netgen Esports builds an occupancy measurement system into every long-duration activation. The client receives a report showing occupancy hours per station, per day, and per time slot. No guesswork. Hard data. At Les Grands Prés: 86.1% average occupancy over 26 days.
Where do you operate?
Based in Belgium, Netgen Esports runs gaming events across the Benelux region, France, and further into Europe depending on project requirements. Discover our gaming event services.
Have a gaming activation in mind?
Whether it is a World Cup, a product launch, a centre anniversary, or a fan zone — the approach adapts.
We define the format, duration, games, hosting, and occupancy measurement together. One conversation is enough to scope the project. Quote within 48 hours of the call.