WINTER | FEATURE
X marks the spot
The Copper Box Arena
hosted Xbox’s XO19 event,
which combines consumer
entertainment, product
launches and esports
T
he Copper Box Arena, part
of the LLC’s London legacy,
has been balancing its
humble community event duties
with some of the world’s most
high-profile festivals. Its cuboid
stylings, as the venue’s name
suggests, offer a distinctive appeal,
but perhaps none more aptly than
Xbox, Microsoft’s much-loved
gaming brand.
XO19, Xbox’s annual showcase,
was hosted at The Copper Box
Arena in Stratford from 14-16
November, livestreaming action
outside the venue to millions of
online viewers across the globe.
The event, which sees around
5,000 fans over three days,
features world game premieres –
including a new Star Wars launch,
exclusive hands-on gameplay of
the best new games, Q&A sessions
with some of the brightest creative
minds from the Xbox Game Studio
team, the launch of X Cloud, a
mobile experience, and more.
Access met Christopher Miles,
sales director, GLL, at the green-
and-black styled event fresh off
the back of a four-day build. “The
teams worked over night solidly
and Project X Cloud is among
the highlights. It’s an annual
event, held in different countries
and visually it’s one of their best
so far, held in a box. Our venue
also features cable network used
throughout the park. It’s a 1GB
network that’s very resilient.”
XO19 organisers appreciate
the venue’s blank canvas feel and
lack of restrictions over suppliers.
“All supplier decisions are up to
Picture: Christopher Miles
them, and creative content is
very flexible,” Miles adds. “The
event was very secretive initially,
then was suddenly made public,
prompting a scramble for fans
online.
Copper Box won the contract
back in March 2019, and the venue
is used to a variety of lead times.
“We balance long lead times, and
community uses, which are more
predictable. Next week all this will
be gone, and it’ll be the turn of the
local basketball team doing their
training.”
Copper Box Arena stats
» 2.3 million visits since opening
in July 2013 to May 2019
» Mo Farah broke the Guinness
World Record for the 100m sack
race at the Weetabix Ultimate
Sports Day in July 2014
» Used by more than 20 local
sports clubs and 20 local schools
» Home to London Lions and
London Titans Wheelchair
Basketball Club, Leyton and
Surrey Storm Netball Clubs,
London Great Danes Handball
Club
41