California comes to London with immersive gaming experience | News
Visit California And Virgin Atlantean Holidays launches “California Games,” an immersive two-day takeover of Outside London designed to bring the playful energy and excitement of the Golden State to the heart of London.
Taking place from June 12 to 13, 2026, the activation will transform the Tottenham Court Road venue into an experiential showcase of the Golden State’s vibrant and welcoming spirit. Visitors are invited to “Play Big” and enter The Ultimate Playground through interactive sports and games, live entertainment, California-inspired food and cinematic destination content. High-resolution LED screens bring California to life with spectacular images of the state’s iconic landscapes, legendary road trips and rich cultural experiences.
As the state prepares to host a historic era of global sporting events, the event will coincide with the opening match of the 2026 FIFA World Cup™ in Los Angeles on June 12, where the U.S. Men’s National Team will take on Paraguay.
The two-day acquisition is part of a broader integrated marketing campaign between Visit California and Virgin Atlantic Holidays, positioning California as the ultimate destination for sports, entertainment and iconic road trips. The campaign includes out-of-home advertising on key Transport for London (TFL) stations, a special media campaign from Virgin Atlantic Holidays, product development and training initiatives for travel agents, and a media partnership with The London Standard, culminating in the “California Games” at Outernet London – the UK’s most visited cultural attraction.
“California is entering an extraordinary era in sports and entertainment, with some of the biggest events in the world taking place across the state in the coming years” Visit California President and CEO Caroline Beteta said. “California Games is an exciting opportunity to bring the welcoming and adventurous spirit of the Golden State to British audiences and invite visitors to truly play the ‘Big Play’. From iconic road trips and outdoor adventures to live entertainment and global sporting moments, California offers experiences unlike anywhere else in the world.”
Paul Truss, head of product at Virgin Atlantic Holidayssaid: “California remains one of the most popular destinations for our customers, thanks to its mix of iconic cities, world-class entertainment, sports and unforgettable road trips. With Virgin Atlantic and Virgin Atlantic Holidays, customers can fly direct from the UK to Los Angeles and San Francisco daily, making it easier than ever to explore the Golden State. We are proud to partner with Visit California at California Games to give Londoners a taste of the Virgin Atlantic experience and all this iconic destination has to offer.”
Visitors are invited to “play big”
At Outernet London, visitors will be transported to California through a series of immersive experiences across the venue’s key public spaces: Pop 1, Now Building and Now Trending.
Doll 1 will transform into a Virgin Atlantic Clubhouse-inspired lounge, recreating the excitement of a departure from London Heathrow to Los Angeles International Airport. Engaging video content brings the boarding and inflight experience to life, with refreshments available for purchase in the Clubhouse bar.
The Nu building will immerse in the spirit of the Golden State through sports activations and interactive games, live entertainment including flash mobs and nightly DJs, and California-inspired cuisine served from a vintage Airstream trailer. Visitors can take a vacation selfie next to a classic red Cadillac and Virgin Atlantic Premium and Upper Class seats, while immersive destination images showcase the breadth of California adventures, from coastal surf towns and dramatic desert landscapes to world-famous cities and mountain escapes. The space will also feature National Football League (NFL) activations and merchandise giveaways, while visitors will have the chance to book California vacations and win a trip with Virgin Atlantic Holidays.
Trending now will revive Epyx’s iconic 1987 California Games™ video game, featuring massive interactive gaming screens featuring some of California’s most iconic sports. Visitors can play games such as surfing, skateboarding, hacky sack, roller skating and BMX racing, bringing the nostalgic arcade classic to life on two large screens.
The ultimate playground for sports and entertainment
The activation coincides with the opening match of the 2026™ FIFA World Cup in Los Angeles on June 12 and will spotlight California’s global sports calendar, including World Cup matches in Los Angeles and the San Francisco Bay Area, Super Bowl LX in 2026, Super Bowl LXI in 2027 and the LA 2028 Olympic and Paralympic Games.
In addition to its historic sporting events, California is home to 24 major professional sports franchises – more than any other U.S. destination – in addition to globally recognized participation sports such as surfing, skateboarding, climbing and snowboarding. The state is also the global capital of entertainment and popular culture, from Hollywood film studios and iconic music venues to internationally renowned festivals, gaming, television and creative communities that shape global culture.
Visit California’s newest global brand platform, The Ultimate Playground, invites travelers to play their way and experience a fun, free-spirited California vacation. The state’s first brand evolution in more than a decade is based on research from the US National Institute for Play (NIFP), which emphasizes the importance of play and connection in everyday life.
Key partners for the activation include Los Angeles Tourism, See Monterey and Universal Studios Hollywood, which will be featured during the “California Games” with special content and advertising. San Diego Tourism Authority and Visit Greater Palm Springs will also be in the campaign.
For more information about California, visit: www.visitcalifornia.com
