How King Creative Brought World of Tanks to Life at PAX Australia
When global game developer Wargaming.net wanted to introduce World of Tanks to the Australian market, they chose the biggest stage possible — PAX Australia, the country’s largest gaming and technology expo.
To ensure the game stood out in a packed exhibition environment, King Creative was engaged to design and deliver an immersive activation that would showcase the title to thousands of passionate gamers.
The objective was simple: create an experience that encouraged players to step in, sit down and enter the battlefield.
Building the World of Tanks Experience
The striking two-level stand purpose built for PAX quickly became a focal point on the event show floor.
The installation featured multiple gaming stations where visitors could play World of Tanks on PC, giving attendees the opportunity to experience the strategy, gameplay and scale of the title firsthand.
Rather than simply displaying the product, the activation focused on direct interaction, allowing players to discover the game the way it was meant to be experienced.
Turning Engagement Into Participation
To keep the stand buzzing throughout the event, King Creative introduced a demo gameplay incentive, encouraging visitors to jump in and compete for prizes.
A team of promotional staff and brand ambassadors actively engaged the crowd, inviting attendees to participate, explaining the game’s features and helping guide new players through the experience.
The result was a high-energy environment that attracted constant foot traffic and created a genuine sense of community around the game.
Bringing the Activation to Life
Delivering the campaign required coordination across several teams managed by King Creative, including:
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Onsite event management
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Promotional and engagement staff
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Social media support
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Photography and content capture
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Public Relations Support
- Content Creator Management
Together, the team ensured the activation ran smoothly while capturing the excitement and engagement from the event floor.
The Result
The World of Tanks activation at PAX Australia successfully introduced the game to a large and highly engaged gaming audience, generating strong visibility and participation throughout the event.
As Kenny Poh, Marketing Director at Wargaming.net Singapore, said:
“Our Wargaming experience was brought to life thanks to the team at King Creative. Their team were very professional and had an amazing time.”
