Fungal fright: Xbox brings the Dreamscourge and Living Lands to life for Avowed game launch
If you happen to be passing down Bethnal Green Road, Shoreditch, London, this week, you may notice strange looking giant fungi growing and glowing within a 3D billboard.
But don’t worry, the alien invasion hasn’t begun, it’s just an eye-catching and imaginative way for Microsoft’s gaming division Xbox to mark the global launch of its fantasy role-playing game (RPG) Avowed.
The installation, which Xbox is calling the ‘Bloomboard’, will be in place from 17-19 February, and graphically depicts the impact of a spiritual plague from the first-person fantasy game created by award-winning studio Obsidian Entertainment.
Passers-by will be treated to a snapshot of the Living Lands, a mysterious island filled with adventure and danger which forms the setting for the Avowed game. In this magical place, the air hums with ancient magic and the flora seems to move with a mind of its own.
Players must investigate rumours of a spreading plague called the Dreamscourge which is sweeping the Living Lands, threatening to destroy everything.
The ‘Bloomboard’ brings the Dreamscourge to life, featuring a living fungus-filled full-scale recreation of a character, complete with props…and real, growing mould. Over the few days the fungi will turn from gloriously colourful to hideously decayed, vividly illustrating the Dreamscourge’s devastating effect.
The creators have used a variety of oyster (Pink, Golden, Summer and Yellow), Lion’s Mane, and Pioppini mushrooms, strategically placed over the character’s body.
Prizes galore
Eagle-eyed visitors may also notice a partially concealed QR code within the mycological scene. If they scan this they can enter a competition to win a variety of prizes, including Avowed game codes, Xbox Game Pass Ultimate codes, hardware and more.
Xbox has also created a short video capturing the early growth of the mushrooms and showcasing every aspect of the final installation. You can view it on the Xbox YouTube channel.
Samuel Bateman, Xbox Gaming Marketing Lead for the UK, said: “The Obsidian team has a long-standing reputation for building some of the most creative and diverse worlds within the RPG genre, and we’ve taken inspiration from them in recreating Avowed in the (decaying) flesh for fans here in London.
“We’re looking forward to people coming to check out the installation and encourage them to pay close attention to what’s hidden within so that they can be in with a chance of winning some great gaming prizes.”
Avowed (PEGI 16) is launching 18 February 2025 and is available on Xbox Series X|S, PC and cloud. Xbox Game Pass members can jump into the action on day one. For more details, please visit the Xbox Store.
Gaming in the UK
The UK has the largest video games sector in Europe, and is the fourth biggest global market, worth around £8bn a year.
An astonishing 51 million Brits play video games and the sector is a vital component of the UK economy, constituting nearly 40% of total UK home entertainment revenues.
The UK has a rich heritage of video game creation, with globally successful franchises, such as Grand Theft Auto, Tomb Raider and DiRT all being made in the country. Xbox Game Studios owns four gaming studios in the UK: Rare, Ninja Theory, Playground Games and Zenimax Europe Limited, responsible for blockbuster successes such as Sea of Thieves, Forza Horizon, and Hellblade.
Candy Crush and Candy Crush Solitaire developer King, which is headquartered in London and Stockholm, has also become part of the Xbox family, following Microsoft’s acquisition of Activision, Blizzard and King.