Punch were commissioned by Codemasters to generate interest in their target market in advance of the launch of a groundbreaking online-enabled video game. Punch curated a late night event at the Custard Factory Penthouse in May 2012. With a breathtaking view of the city and fast internet, the venue is at the heart of the city’s new aspirational creative quarter. Punch invited the best gamers in the region for a début of Codemasters‘ game two weeks before it was released. The event was framed as a contest, and the winners were invited to showcase the game at the London press launch.