We were tasked to create the PlayStation presence at Paris Games Week 2012 – one of the top 3 global gaming shows.
The brief for 2012 was to bring the brand to the fore, whilst letting multiple titles breathe and stand out. Our response was to create a functional framework that captured the essence and look and feel of the PlayStation brand whilst providing a platform for each product and title. The experience was subtly divided into different areas that would appeal to each of PlayStation’s audiences – gamers, family and social players, alongside our hosted Dance Star stage that attracted huge audiences across the 5 days.
In 2013 the focus was rooted around the highly anticipated launch of the PS4, which has gone on to sell 18.5m units globally. To prioritise the PS4 experience for consumers, 75% of the brand space was dedicated to the next gen console, showcasing key launch titles such as Drive Club, Knack, Fifa 14 and Assassin’s Creed IV. It was the first time consumers were able to experience PlayStation’s most anticipated game, Killzone: Shadow Fall in a single player mode. The remaining 25% was reserved for the main stage, GT6, Indie games and PlayStation Plus.
2014 was our biggest show since 2011 – a celebration of the success of the PS4, only launched a year previously. The centrepiece was a huge 4m x 4m white PS4 – to celebrate it going on general release. This was surrounded by over 217 playing positions including a series of exclusives including The Order, 1884, Far Cry 4 and Mortal Combat X. For the gaming fans the biggest highlight was a entire preview area dedicated to Destiny, the latest title from the team behind Halo, Bungee.
Results:
We have created, designed, built and run the experience for 4 consecutive years
Each event commences with a media preview
A huge 250k visitors attend each year, over 5 days
Data capture of over 3ok PlayStation fans to 'Inside PS4' every year, allowing the conversation to continue beyond the event
2013 saw 25k gamers had the opportunity to test the PS4 console ahead of launch
2014 showcased a huge number of exclusives, including a dedicated area to Destiny
PS4 the number 1 console in France