In pictures: Circle creates Festival of Play for PlayStation at EGX London

Agency Circle Agency created a 1,500 square-metre experiential stand at gaming expo EGX London for its client PlayStation last week (25-28 September).


EGX London, previously known as EuroGamer Expo, took place at Earls Court. The stand offered delegates the chance to experience the Sony brand's ‘Festival of Play’ and try out its latest products for the PS4 and PS Vita consoles.

Circle was briefed to focus on game trial, and gave attendees 130 experiential-themed gaming stations to choose from. Gaming titles showcased included Destiny, LittleBigPlanet and SingStar. Loyalty cards were available to encourage activity at the stand, with visitors who collected five stamps from five gameplay trials entered into a competition to win a special edition PS4 and gaming pack.

The stand also included a shopping area from retailer Game and an exclusive lounge for PS Plus members, however, its focal point was a cubed hanging LED video wall that allowed two different activities to be played live simultaneously. Video trailer footage, game masterclasses, interviews with developers, streamed footage from the stage, game play and social media activity were all broadcast live on the screens.

Claire Stokes, managing director and founder at Circle Agency, explained the screens also appealed to video game fanatics by displaying gaming leader boards. She said: "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."

Sandy Mann, UK events manager at Sony Computer Entertainment Europe, added: "EGX is always an important event for PlayStation, as it enables us to reach such a large number of gaming fans. The idea was to create a ‘festival feel’ with lots of different areas that would appeal to different audiences and genre of gamers. 

"We had lots of different activities, competitions and developer sessions that our fans could get involved in and across all of the content on the stand, we wanted it to feel very much like a celebration and to maintain the ‘festival of play’ feel."

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