30th Sep2014

PlayStation appoints Circle Agency for EGX exhibition

PlayStation appoints Circle Agency for EGX exhibition

We were very excited to put our expert experiential skills to very good use this weekend, delivering  the biggest (and best!) exhibition stand at EGX London in Earls Court for the one and only PlayStation®. But of course we don’t just do exhibition stands – oh no! Say hello to the ‘Festival of Play’….

Previously called EuroGamer, EGX was the perfect place for PlayStation® to showcase its products to the European market, and following a successful pitch we were chosen to make sure their activation packed a punch!

Game trial was at the heart of the brief and we developed a huge 1,500m2 stand to give attendees plenty of opportunities to experience PlayStation®’s latest titles across the PS4™, and PS Vita™ range. The idea was to create a ‘festival feel’ with lots of different areas that would appeal to different audiences and genres of gamers.

Experiential activation for PlayStation

There were tonnes of different activities, competitions and developer sessions for fans to get involved in, but the beating heart of the stand was a giant cubed hanging LED wall.  The 6m x 3m LED screens broadcast video trailer footage, game masterclasses, interviews with developers, streamed footage from the stage, game play and social media activity.


Visitors could choose from over 130 gaming stations with titles including Destiny®, The Order 1866, DRIVECLUB™, LittleBigPlanet™ 3, Until Dawn™ and SingStar™. Our brand ambassadors encouraged trials, giving out loyalty cards for gamers who collected five stamps who were then entered into a competition to win a special edition white PS4 and gaming pack.


The stand also included a shopping area from retailer Game and an exclusive lounge for PS Plus members.


Of course social media amplification was huge part of the activity and four different photo mechanics proved a hit with gamers who wanted to share their on-stand experiences:

  • For fans of Destiny®, there was no better an opportunity than to become a Guardian, flying a ‘real life’ Sparrow.  Photos were shared on Facebook for the chance to win a trip to Seattle to visit the Bungee Studio where the game is made
  • Our pro-photographer shot one-on-one photography sessions with groups of friends, wanting to take their DRIVE CLUB™ oath and design it in our studio on a double-decker bus!
  • A competition encouraged people to take a selfie with LittleBigPlanet™ 3 Character Sackboy, to win a key ring. Or, you could become the pack cover star, walking away with a printed game sleeve
  • Sir Galahad from The Order 1886 was spotted wandering the exhibition hall and a face painter recreated his quirky moustache for avid fans of the game, creating further photo opportunities


This is the first year that we’ve worked with PlayStation® at EGX and it builds on the great work we did with the brand at the PlayStation® Schools’ Cup earlier this year.



Head over to Event Magazine to see what PlayStation themselves thought of the Festival of Play concept.


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