Paris Games Week 2016

For the sixth year in a row, PlayStation challenged Amplify to design, produce, build and manage their stand at Paris Games Week, the world's third largest gaming show.

Our strategy was to be the standout space in terms of creativity, scale, experience and access. We designed a highly visible two-floor stand, but our focus was as much around driving conversations and content as the experience of visiting the space itself.

Amplify created a 2,500m2 show floor to invite fans to join PlayStation as we celebrated ‘The Future of Play’. The focal point of the stand was the stage, which was home to a hive of activities such as giveaway sessions, live demos, gaming contests and developer signings.

Alongside this, gamers were given the opportunity to immerse themselves in extraordinary worlds in our dedicated PlayStation VR areas. They experienced a brand new way to play by getting to grips with Horizon Zero Dawn in our captivating forest setting or by hitting the racetrack in the GT Sport Zone.

Attendees could also visit the PlayStation Theatre to be one of the first to see an exclusive live demos of some of the most anticipated game releases of the year - including The Last Guardian and Detroit.

As global partner, Activision previewed the latest instalment of Call of Duty, Infinite Warfare, in a dedicated area - offering a further 93 playing positions.