Playstation appoints Circle Agency for EGX exhibition

EGX London (previously EuroGamer Expo) gives gaming fans the opportunity to play the biggest console and PC games, making it the ideal platform for PlayStation to showcase its latest products to the European gaming market.

Experiential experts Circle Agency were appointed following a successful two way pitch and devised the ‘Festival of Play’ concept. The resulting 1,500m2 stand featured over 130 gaming stations and was split into themed experiential areas to showcase different genres of games. Titles showcased included Destiny, The Order 1866, DriveClub, LittleBigPlanet 3, Until Dawn and SingStar.

The stand consisted of a cubed hanging LED wall (5.5m x 3m LED walls were suspended above a double-sided stage structure that allowed two different activities to be live at the same time) and a giant video wall featuring video trailer content, game master classes, interviews with developers, streamed footage from the stage, game play from competitions and streamed live tweets and social activity from visitors who used the relevant hashtags.

Online amplification included four different photo mechanics. You could become the pack cover star on LittleBigPlanet 3, walking away with a printed game sleeve. For fans of Destiny, there was an opportunity to become a Guardian, flying a ‘real life’ Sparrow. They were photographed and could then be shared on Facebook for the chance to win a trip to Seattle to visit the Bungee Studio where the game is made. Meanwhile, a photographer shot one-on-one photography sessions with groups of friends, wanting to take their DriveClub oath.

Artworkers were on hand to personalise their oaths and then share to Facebook and email; once again increasing social media presence for the PlayStation brand. Another competition encouraged people to take a selfie with LittleBigPlanet 3 Character Sackboy, to win a key ring. Finally, Sir Galahad from The Order 1886 wandered the exhibition hall and a face painter recreated Sir Galahad moustaches for avid fans of the game, creating further photo opportunities for fans.

To encourage trial across the stand, people were asked to complete a loyalty card, and each game they play earned a stamp. Collecting five stamps, earned an entry into a competition to win a special edition white PS4 and Destiny bundle pack.

Claire Stokes, MD and founder at Circle Agency, explained: “Such is the inherent nature of gamers there is a big emphasis on competition. We ran several large tournament structures that continued throughout the four days and provided daily opportunities to get your hands on a PS4. With the integration of live leader boards we publicised the best times immediately to screens on the shop floor, so everyone knew the time they needed to beat.”