About This Project


Client: Shadowbringers (Square Enix)


Show: PAX 2019


Industry: Gaming



One of our recent exhibition clients has captured the illusive cult brand following, Square Enix with ‘SHADOWBRINGERS’ – the new FINAL FANTASY XIV Online Expansion.


The Shadowbringers exhibition stand helped to foster this cult following through numerous elements at PAX 2019.


The cult following for the Shadowbringers brand was emphasised by the feeling of scarcity that surrounded the exhibition stand and its immersive activities, they harnessed the psychological power of exclusivity. The Shadowbringer exhibition strategy also included a few other tactics to help emphasis the feeling of exclusivity for their following:


  • Event coding: A unique version of the Shadowbringers game was coded just for use at PAX 2019.
  • Limited players: The Shadowbringers stand has 3 custom made gaming pods. Each pod hosted 8 players for a 30 minutes session. 20 mins after the doors to PAX were open on the first day of the exhibition, the Shadowbringers line was already closed. From then each day the line had an average of a 2 hours wait time.





  • 5m high rigged bulk head
  • 2 large 3m x 1.5m rigged LED video walls
  • 3 gaming pods, with 8 players in each (24 players at one time)
  • Hanging fabric flags
  • Stage area


PAX 2019 was held at the Melbourne Convention Centre.

Gaming, large
Gaming Exhibition, PAX