CineGame Launching at Odeon Cinemas Nationwide With Virgin Mobile

Dublin ( September 30, 2022 ) -

Virgin Mobile are sponsoring a new, interactive and immersive brand experience called ‘CineGame’ launching exclusively at ODEON cinemas nationwide, this weekend. Owned by Virgin Media, Virgin Mobile provides coverage to over 99% of the country, with flexible SIM and mobile device plans.

Brought to market by and Pearl and Dean Ireland, ‘CineGame’ is a bespoke branded game played on the big screen by the cinema audience, through their mobile phone as part of the pre-show. The concept of interactive gaming on-screen is currently live across 8 countries in EMEA & APAC and proving to be very popular. This is the first ever interactive mobile game to come to the big screen in Ireland, and a media first sponsorship with Virgin Media, planned and bought by OMD.

As an innovative brand activation, CineGame combines the power of gaming with the shared social experience of the cinema. Cinemagoers connect to the cinema screen via their mobile device to play games with their friends and to compete against others in the auditorium. Prizes can be won at every movie.

Before every movie showing, a stunning 3D on-screen avatar alerts the audience to a game, along with the game code, to input into their CineGame app.

As participants join, they meet each other on the big screen in a landscape created uniquely for Virgin Mobile and ready themselves to race against each other for prizes which arrive on the winner’s app. Prizes can be redeemed at any ODEON food and beverage stand.

CineGame is downloadable from Apple and Android app stores and features an in-app branding takeover by Virgin Mobile. An extensive app download campaign will kick off the launch at ODEON cinemas with advertising on-screen, in foyer and on their website. Beyond the cinema, maximum exposure will be driven through a digital partnership on and promotion across Wide Eye Outdoor’s advertising networks.

Between cinema visits, people have the chance to hone their CineGame skills and play ‘always-on’ games within the app to unlock special seasonal prizes from Virgin Mobile.

The Virgin Mobile game will be live at all ODEON cinemas in the Republic of Ireland until the 28th February 2023.

Niamh O’Driscoll, Head of Marketing at Virgin Media says ”We’re delighted to be the first sponsor of CineGame at ODEON cinemas throughout Ireland. Virgin Mobile is about giving our customers freedom to connect and enjoy new experiences, which is exactly what this fun and interactive game delivers to cinema audiences. I’d encourage anyone to head to any ODEON cinema and see the game in action.

Eoin Wrixon, CEO of Pearl & Dean Ireland says “We’ve been tracking the popularity of gaming across all age demographics in our community, beyond the obvious appetite among a younger GenZ cohort. Being proliferous among cinema goers who visit once a month or more often, ’CineGame’ is providing Virgin Mobile with a perfect tool for interaction. And, unique to the ODEON audience, this game and reward opportunity is a fun experience enhancing their trip to the cinema.

Paul Wren, Senior Commercial Manager at ODEON Cinemas Group adds, “The ODEON cinema team in Ireland is very excited about this new development – as our aim is to give our guests the very best cinema experience possible. ODEON is the only cinema group in Ireland to be offering this fun and social gaming experience and we predict it is going to be extremely popular in the months ahead.

Robbie Morton, Business Director at OMD adds, “This is exactly the type of innovative solution that the Virgin brand is all about. We are delighted to be bringing this to our fantastic client at Virgin Media and working with great partners Pearl & Dean Ireland, and ODEON”.


For information about CineGame, or Pearl & Dean Ireland please contact Su Duff 086 041 9216

For information about Virgin Mobile please contact

For information on ODEON please contact Joanne Byrne 087 249 4668


ODEON cinema locations are Point Square, Charlestown, Stillorgan, Blanchardstown, Coolock, Naas, Newbridge, Cavan, Waterford, Limerick, Portlaoise.