How King Creative Positioned JBL Quantum at the Centre of PAX Australia
Breaking into the gaming category isn’t about showing up, it’s about showing up in the right moments.
To build credibility with a highly engaged gaming audience, King Creative partnered with JBL Quantum to activate at PAX Australia across two consecutive years, combining a strong on-ground presence with integration into competitive esports.
The strategy was clear: align JBL Quantum with performance at every level of gaming culture — from professional play to grass roots to consumer purchase.
Owning the Stage, Not Just the Floor
King Creative positioned JBL Quantum where attention was at its highest — the main stage.
As a sponsor of Rocket League's professional esports tournament, JBL Quantum was embedded directly into live competitive gameplay, reaching both live audiences and an online stream of 99,000 viewers.
Across both years, the brand was placed at the centre of high-performance gaming moments — reinforcing its association with precision, clarity and competitive edge.
Creating a High-Impact Booth Experience
Alongside the stage integration, King Creative delivered a JBL Quantum booth experience designed to drive both engagement and sales.
Supported by a highly trained team of brand ambassadors and promoters, the booth became a key touchpoint where attendees could engage directly with the brand.
Across the events, the impact was clear:
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85,000–95,000 attendees across PAX 2022
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80,000 attendees at PAX 2023
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15,528 competition entries driving active participation
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10,000+ social cards distributed
The booth also included a retail component, with JBL Quantum products available for purchase onsite.
King Creative worked closely with retail staff while ensuring promoters actively encouraged product trial and conversion — contributing to:
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$20,779 in sales across 3 days (2022)
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Strong product movement and increased stock year-on-year
Driving Engagement Through Experience & Incentive
To further amplify engagement, King Creative sourced and managed swag giveaways across both events, turning the booth into a high-traffic destination.
The results reflected the strength of this approach:
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4,000+ swag items distributed in 2022
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18,650+ items distributed in 2023 (+78.5% YoY)
This incentive-driven engagement, combined with a high-energy promoter team, ensured consistent foot traffic and strong audience interaction across both years.
Amplifying Beyond the Event
King Creative extended the activation beyond the show floor through PR, content and social amplification.
Across both years, the campaign delivered:
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25+ pieces of media coverage
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Audience reach of 137K (2022) + 88K (2023)
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2.96K+ social views from PR activity
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26.6M potential partnership reach
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492K video views and 49.6K engagements
Influencer and Quantum Squad ambassadors activity further amplified the campaign:
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814K social reach (2023)
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549K social reach (2022)
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Ongoing content driving visibility beyond the event
Aligning With Performance
By combining tournament sponsorship, on-ground engagement, and retail integration, JBL Quantum was positioned across the full gaming ecosystem:
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Professional level – esports tournament integration
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Community level – booth engagement and interaction
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Commercial level – direct product sales and conversion
This full-funnel approach ensured JBL Quantum wasn’t just seen — it was experienced, shared and purchased.
Delivering Across Two Years
Executing across consecutive PAX events required consistency, evolution and strong coordination.
King Creative managed all aspects of the campaign, including:
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Strategic concept and positioning
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Tournament sponsorship integration
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Booth design and execution
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Promoter staffing and management
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Retail coordination support
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Swag sourcing and distribution
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PR, content capture and amplification
Each year built on the last — strengthening JBL Quantum’s presence within the gaming and esports space.
The Result
Across two years at PAX Australia, JBL Quantum established a strong and credible presence within the gaming community, delivering both brand impact and commercial outcomes.
The activation delivered:
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Tens of thousands of engaged attendees across both events
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High-impact visibility through esports integration and live streaming
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Strong product interaction and over $20K in direct event sales
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Significant PR and social reach across multiple channels
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Millions in potential audience reach through partnerships and content
Where Performance Meets Presence
For King Creative, this campaign demonstrates the power of combining visibility, engagement and conversion.
By placing JBL Quantum at the centre of both competitive play and consumer interaction, we helped transform brand presence into real impact.
Because in gaming — performance isn’t just heard.
It’s experienced.
