PGW Dark

Paris Games Week 2016

Amplify + PlayStation team up again to create the ultimate hands-on fan experience at Paris Games Week

Challenge

For the sixth year in a row, PlayStation challenged Amplify to design, produce, build and manage their stand at Paris Games Week, the world's third largest gaming show.

Insight

We know big events such as Paris Games Week are often busy and cluttered. The brands that cut through the noise need to think big and provide unparalleled access - giving the fans want they want, when they want it.

Strategy

Our strategy was to be a standout space in terms of creativity, scale, experience and access. We designed a highly visible two-floor stand, but our focus was as much around driving conversations and content as the experience of visiting the space itself.

Solution

'The Future of Play’

Amplify created a 2,500m2 show floor and invited fans to stop by and join PlayStation to celebrate ‘The Future of Play’. The stage was home to a hive of activities such as giveaway sessions, live demos, gaming contests and developer signings.

Alongside this, gamers were given the opportunity to explore the PlayStation VR area, where they immersed themselves in the latest extraordinary gaming worlds. They got to grips with Horizon Zero Dawn in our forest setting and hit the racetrack in the GT Sport Zone. The PlayStation Theatre became the place to see exclusive live demos of some of the most anticipated game releases of the year, including The Last Guardian and Detroit. Our global partner, Activision, also previewed the latest instalment of Call of Duty: Infinite Warfare, in a dedicated area offering 93 playing positions.