PlayStation offered gamers the chance to experience exclusive previews of PlayStationVR and its latest titles at video games event EGX Rezzed at London’s Tobacco Dock over the weekend of April 7th to 9th 2016.
EGX Rezzed, hosted by Eurogamer’s parent company Gamer Network, is one of the UK’s leading video games events, attended by thousands of gaming fans to London’s Tobacco Dock. Following on from the success of EGX 2015, which took place at Birmingham’s NEC in September, PlayStation again brought in experiential marketing experts Circle Agency to activate its presence.
Circle Agency transformed one of the vaults at Tobacco Dock into a fully immersive area where gamers could experience PlayStation’s latest technology, PlayStationVR, and test their skills on a host of different titles, including RIGS: Mechanized Combat League, PlayStation VR Worlds, Playroom VR, Battlezone, Rez Infinite and SUPERHYPERCUBE. EGX Rezzed was the first UK consumer event where fans could experience many of these titles first hand, in advance of the PlayStationVR’s October 2016 release.
Twelve gaming stations were set up, showcasing six different titles, along with an indie section to demo smaller, independent games. A photo booth was installed to present fans with a GIF of themselves wearing the VR headset, which could be shared on social media to help boost brand engagement. For those looking to take a break from all the on-screen action, a ‘chill out lounge’ offered soft furnishing and free PlayStation branded refreshments.
Claire Stokes, MD and founder of Circle Agency, commented: “We were really excited to help PlayStation activate at EGX Rezzed this year, as it provides the perfect audience to showcase PlayStationVR first hand. With so many devoted gamers in attendance it was vital that we created an immersive, stimulating and rewarding experience that left them wanting more. In this instance our job was to ensure that the process of facilitating demand for trials was as seamless as possible, and that we created lots of opportunities for those who experienced it to shout about this great technology.”
Although Playroom VR was available for walk-ins to trial on arrival, fans could also pre-book a slot before the event to trial the full catalogue of games available and to ensure they didn’t miss out.