Circle Agency took cues from music festival sites to create the PlayStation Festival of Play at gaming exhibition EGX.
The 1,800sqm experience was made up of 136 gaming points in a variety of creative sets to appeal to different audiences and genres of gamers.
Immersive experiences were split by genre and age restriction, each dressed relevant to the game.
An exclusive VIP lounge for PS Plus members saw them treated to upgraded playing pods and free treats.
As well as sampling, the stand allowed fans to engage, create and share with
other members of the gaming community.
At its heart was a four-sided video wall and elevated stage where MCs hosted an entertainment programme, including competitions, live demonstrations and masterclasses.
A total of 51,416 one-to-one demos were carried out during the show, with 39% of visitors saying they would purchase a PS4 after playing.
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