Square Enix at PAX

An immersive launch designed to attract crowds, hold attention and drive engagement.

Square Enix partnered with Expocentric to launch Final Fantasy XIV: Dawntrail at PAX Aus 2024 with a large-scale, high-performance exhibition environment. The 12×18m stand was engineered to support heavy foot traffic while delivering a fully immersive brand experience.

The layout featured extensive gaming pods, a central LED stage, dedicated registration areas and integrated photo moments — all planned to ensure smooth crowd flow and uninterrupted gameplay. Every zone served a clear purpose, balancing spectacle with operational efficiency.

The result was one of the show’s most visited destinations, consistently drawing crowds, extending dwell time and reinforcing Square Enix’s position as a headline exhibitor.”

Features:

• Raised timber and feature flooring
• Large-format hanging banners
• 70 gaming terminals
• Custom gaming pods with integrated screens
• Timber canopy structures with overhead signage
• Themed merchandise and giveaway zone
• Live-streamed main stage with LED screens
• Console and PC registration area
• Character photo opportunity zone
• Walk-in storage and dedicated tech room