UNiDAYS approached Raptor with a clear objective: to conceptualise and deliver a first-of-its-kind IRL festival for student gamers. The goal was not only to drive awareness of the new UNiDAYS LVL UP platform, but to build a strong sense of identity and belonging around the student gaming community.

The brief called for an imaginative, experience-first approach - one that would bring the digital world of gaming to life in a way that felt authentic and exciting to students. Raptor was tasked with developing a creative strategy for the overall festival, designing activations for UNiDAYS and key brand partners, and executing the campaign with full production oversight.

Raptor’s creative platform, LVL UP: Live, was rooted in the idea of making the entire event feel like a game in itself. Attendees entered the experience as if stepping inside a game world — complete with XP blocks, challenges, interactive zones, and a progression mechanic that mirrored the logic of levelling up.

The strategy centred around a multi-zone festival journey, with each space designed to reflect a core element of the gaming universe. A physical token mechanic encouraged attendees to explore, compete and return to the different areas, creating a dynamic flow through the space and driving deeper brand interaction. At the heart of the experience sat the Cache Point - a reward hub where tokens earned through gameplay and partner engagement could be exchanged for prizes across three tiers.

By blending nostalgia, adrenaline, social downtime and competitive energy into a single immersive format, the festival spoke directly to the rhythms and interests of Gen Z gamers - while giving brands a powerful role in the action.

Depot Mayfield’s raw, industrial aesthetic offered the perfect canvas. The venue’s warehouse architecture, pre-existing stage, and expansive layout supported the infrastructure and created an atmospheric contrast to polished corporate events. From low-level lighting and festoon bulbs to neon arches and UV installations, the visual identity leaned into a high-contrast, cyberpunk style - with each LVL designed to feel distinct yet connected.

The event journey began with The Maze, a dark, enclosed tunnel brought to life with glowing, game-themed line-art. From there, students emerged into a sprawling arena featuring five key LVLs. The Arcade was a nostalgic high-traffic hub, drawing crowds with cult classics and retro machines. Reflex tested speed and reactions through high-adrenaline challenges, while the AFK zone, in partnership with VOXI, provided a calm corner to relax and socialise offline. Food and drink areas powered by Goodfella’s and Palmers & Co. kept the energy high, while the main stage showcased the NSE British Esports Championship finals - delivering live drama and spotlighting the best of student talent.

The token mechanic proved central to the experience. Attendees quickly understood the system, with strong comms support encouraging participation and repeat engagement. The Cache Point remained busy throughout, its tiered prize system - including JBL headphones and Stanley Cups - driving dwell time and word-of-mouth growth across both days.

LVL UP LIVE sold over 2,500 tickets and saw students remain on site for between two and five hours, with many returning for a second day - a testament to the strength of the concept and its execution. Content from the event achieved over 2.8 million views, while attendee feedback was overwhelmingly positive, including “the best student event we’ve attended.”

By building an experience that felt truly tailored to this audience - from the creative vision to the interactive mechanics - Raptor helped UNiDAYS stake a credible claim in the world of student gaming. In the words of one attendee, “The biggest winner of the weekend is the gaming community.”