Known as the ultimate quest for gaming fanatics, industry veterans, and even pop culture fans, PAX Aus 2024 levelled up the Melbourne Convention and Exhibition Centre (MCEC) from 11-13 October by turning it into an energetic hotspot of action-packed showcases and iconic moments. As the controllers clicked and cosplayers dazzled, the expo floor became a battleground of gaming exhibitions where various brands contented for attention in a sea of flashy demos and lively programs.
In this high-stakes game of visual appeal, Expo Centric, a leading exhibition company, led the charge by helping our prestigious clients rise to the challenge with interactive booth displays that were impossible to ignore. Square Enix, Aftershock PC, and Ubisoft attracted newbies and veteran gamers with their stands’ imaginative layouts, immersive engagement zones, and cutting-edge gamification features. These remarkable elements surely made our clients stand out in the battle-ready PAX arena, attracting waves of visitors and dominating the gaming world as true champions.
The Event
PAX Aus, a premier celebration of the exciting gaming landscape, is a unique platform for developers, publishers, and fans to connect across Australia and beyond. As the country’s only event of its kind, the expo plays a pivotal role in the Australian market by showcasing the latest mainstream and indie gaming technology developments. The three-day event continues to offer a riveting experience under one roof, featuring the industry’s biggest names and independent studios, along with thought-provoking panels, e-sports tournaments, and even cosplay competitions.
Now in its 10th year, PAX Aus continues to grow with over 25,000 visitors this 2024, fostering a sense of community and passion for gaming. As it remains a must-attend event for both casual players and hardcore enthusiasts, the expo powerfully reflects the vibrancy of the Australian gaming industry and its impact on the global landscape.
The Clients
Square Enix: Immersive and Interactive Stand for Final Fantasy XIV’s Expansion, the Dawntrail
A masterclass in engaging gaming experiences, Square Enix’s exhibition stand highlighted the latest Final Fantasy XIV expansion, the Dawntrail, along with its expanded free trial version. The 12x18m colossal booth, designed and brought to life by Expo Centric, transported attendees straight into the mystical in-game nation of Tuliyollal, with its perfect fusion of interactive and immersive elements that brought maximum fun for all.
Expo Centric’s expertise in creating captivating spaces ensured every corner of the custom booth spotlighted the Dawntrail’s narrative, unifying an enchanting thematic design inspired by the game’s rich cultural heritage. By weaving fascinating storytelling into every detail and using multiple activation strategies, the exhibition company transformed Square Enix’s vision into a breathtaking reality, setting a new benchmark for gaming exhibitions at PAX Aus 2024.
Quest-Worthy Booth Features:
- New Player and Battle Challenge Counters: Engaged players as the main immersive gamification element of the stand, offering hands-on battle demos against Dawntrail foes in visually themed setups.
- Free Trial Registration Area: Attracted both beginners and veterans with expanded free trial sign-ups, enhancing interaction through a prominently located and thematic interactive space.
- The Main Stage: Drew crowds with live presentations, using a prominent tribal-themed platform to attract attendees and showcase Dawntrail’s new features.
- T-Shirt Redemption Area: Boosted audience participation by offering exclusive giveaways in an Aztec-inspired zone.
- Photo-Op Zone: Created memorable experiences with a themed photo area, encouraging attendee interaction and sharing.
Read the full case study HERE.
Watch the full build here:
Aftershock PC: Next-Level Booth for a Remarkable Custom-Built PC Showcase
Aftershock PC’s game-changing exhibition stand successfully demonstrated the brand’s commitment to delivering high-performance gaming systems while prioritising brand awareness and engagement. Brought into existence by Expo Centric, the expansive 18x6m booth captivated attendees by blending interactive elements and product showcases. This deliberate design invited gamers and tech enthusiasts to explore the cutting-edge technology Aftershock PC offers through custom PC builds.
With Expo Centric’s flair for curating captivating setups, each area was meticulously designed to encourage visitor interaction with featured displays. By seamlessly implementing a strategic layout and thoughtful engagement tactics, Aftershock PC not only met its goal of managing high foot traffic but also established its position as a leader in the personalised gaming system market.
Standout Build Specs:
- Product Display Area: Showcased custom PC builds with an inviting layout that encouraged exploration while maintaining a smooth traffic flow.
- Interactive Experiences Zone: Featured racing and flight simulators supported by large screens displaying live action, creating immersive gaming experiences that drew visitors deeper into the booth.
- Merchandise Display Area: Utilised a flexible pegboard system to display giveaway kits and collectibles, ensuring accessibility while maintaining a separate space for relaxed engagement.
- Ambient Design Elements: Employed sleek, tech-inspired aesthetics with ambient lighting and colour accents, aligning the booth with Aftershock PC’s brand identity.
Read the full case study HERE.
Watch the highlights here:
Ubisoft: Multifaceted Space for Iconic Video Games
Solidifying its position as a powerhouse of gaming variety, Ubisoft offered a whirlwind of experience for fans to dive into with its 9x18m exhibition stand showcasing four iconic video games. The booth kept the momentum going for the brand’s action-packed October, with The Crew Motorfest speeding ahead into Year 2, Prince of Persia: The Lost Crown celebrating its 35th anniversary, Star Wars Outlaws welcoming players into its first-ever open world, and Just Dance grooving its way into its 2025 Edition.
Expo Centric, the creative mind behind this perfectly blended space, prioritised visitor flow with spacious standing areas and a strategically raised floor. This tactical design facilitated smooth queuing from the front-left corner to the rear, all while maintaining a seamless experience.
Inside the booth, PAX adventurers were engaged in immersive trial zones for the ultimate video gaming quest. Expo Centric ensured each game was spotlighted with its dedicated pod, flawlessly bringing together racing, rebellion, and rhythm into one epic display.
Dynamic Booth Highlights:
- Dynamic Gaming Pods: Included four interactive gaming stations equipped with screens, controllers, and headsets, delivering an engaging experience for attendees in the world of The Crew Motorfest, Star Wars Outlaws, and Prince of Persia: The Lost Crown.
- Expansive Wall for Just Dance 2025 Edition: Seamlessly transitioned into an interactive spacious area complete with a mounted screen, encouraging interaction as visitors tried out the video game’s newest version.
Watch the highlights here:
The Result
As the curtain falls on PAX Aus 2024, Expo Centric’s creativity has truly levelled up the gaming exhibition presence of our prestigious clients. By masterfully translating online gaming themes into captivating, interactive booth designs, we helped them stand out like legendary heroes in a sea of bustling competitors.
With each activation and immersive element, we turned exhibition spaces into arenas of excitement. This proved that in the game of visibility, it’s not just about showing up but making a lasting impact in ways that make the magic of the gaming landscape come alive.
