Paris Games Week drew to a close on Sunday 5 November with PlayStation delivering a major brand activation and interactive media showcase.
Organised by Sony Interactive Entertainment (SIEE), Paris Games Week is one of the world’s top three global consumer gaming events.
PlayStation exhibited at PGW for the seventh consecutive year and this time around its stand saw 350,000 consumers over five days.
The gaming brand said it dominated the event thanks to its vast size, array of games, standout design, unforgettable experiences and strong social presence.
Brand experience agency Amplify has been working with PlayStation since 2010. This year it created the largest ever stand for the gaming brand. The agency was also behind the project for the press event.
Isabelle Adams, SIEE European events manager, commented: “At Sony Interactive Entertainment, we set our sights higher than ever with the vision for Paris Games Week Media Showcase 2017. What we wanted to achieve was a spectacular show, groundbreaking and cutting edge, all for the players. Amplify met our expectations and more, delivering a best in class show effortlessly and always a pleasure to work with.”
The wow factor
The project marks Amplify’s seventh consecutive year of designing, building and managing the PlayStation event, with this year’s stand being the biggest ever at over 3,500sqm.
Amplyfy said it evolved the stand’s design to be more open and feature key neon touchpoints to give the space a highly visible glow.
The agency also created the bespoke identity concept for the brand’s Paris Games Week presence, and was responsible for designing, producing and managing the PlayStation stand’s EA Battlefront II and Netflix Stranger Things experiences.
PlayStation’s director of communications, Richard Brunois, commented: “In the seven years we’ve been working with Amplify, they’ve always delivered seamless, fun and memorable experiences for gamers and media in Paris. But this year’s execution has taken the stand a level up with its vast scale and engaging content; a befitting launch for our most anticipated title Detroit and our new range of friends and family games PlayLink.”
Ahead of the Paris Games Week, Amplify delivered PlayStation’s Paris Media Showcase. The event featured exclusive announcements to 700 top-tier international media at La Grande Arche on 30 October.
Working with Stungun, Amplify created the brand’s European press conference, which was live streamed globally to millions of fans in eight languages.
To ensure maximum engagement, the event was a visually spectacular show that featured high impact video content, theatrical special effects and state of the art audiovisual technology.
“We’re lucky that PlayStation was one of Amplify’s founding clients nearly nine years ago,” commented Amplify’s founder, Jonathan Emmins. “Each year PlayStation continues to excite and innovate. Thanks to our long-term relationship, deep levels of understanding and trust, we’re able to go on fast-paced and exciting journeys together.
“Each year, we push ourselves, we evolve and we refine. That is why this year’s Paris Showcase and stand are the biggest and best yet,” he concluded.