This case study highlights Crowd Culture’s biggest PAX presence to date, delivering major client activations at PAX Aus 2025, which welcomed over 85,000 attendees across the three day event. With more than 1,000 square metres of stand build, it was the largest multi-client event in our history. Crowd Culture brought brands into the heart of the gaming conversation through bold, high impact experiential work that stood out on the show floor.

PAX Aus 2025 – Australia’s Home of Gaming

PAX Aus is Australia’s premier gaming convention and the only PAX held outside the United States, standing alongside events in Seattle, Boston, and Philadelphia. Each year, the Melbourne Convention and Exhibition Centre becomes home to three days of panels, hands-on demos, tournaments, cosplay, and community celebration.


The 2025 event marked the 12th edition of PAX Aus, drawing gamers, creators, and brands from across Australia and beyond. More than just an expo, PAX Aus 2025 continued its legacy as a place where fans connect, developers showcase new ideas, and gaming culture takes centre stage.

Crowd Culture at PAX: Where We Thrive

At Crowd Culture, PAX Aus remains a highlight of our year. Over six consecutive events, we’ve delivered more than 3,000 square metres of immersive experiences, partnering with over eight major brands to bring their visions to life. PAX is where our passion for gaming, design, and storytelling comes alive, allowing us to create high-impact activations that captivate audiences and elevate our clients’ presence on the show floor.

Inside Crowd Culture’s PAX Aus 2025 Lineup

At PAX Aus 2025, Crowd Culture partnered with our amazing clients, including Turtle Beach, CODE NZ, Crunchyroll, Benzac and Chainsaw Man, to deliver 1,000 square metres of custom activations. With over 85,000 attendees, each activation engaged fans, sparked conversation, and brought our clients’ brands to life on the show floor.

Let’s take a closer look at each of Crowd Culture’s activations at PAX Aus 2025 and how we delivered these immersive experiences.

Turtle Beach

Turtle Beach made their PAX debut at PAX Aus 2025 with an immersive 6M x 9M stand designed and delivered by Crowd Culture. As a renowned tech company known for industry-leading, award-winning gaming headsets, Turtle Beach wanted to give fans a full brand experience. The activation featured epic competitions, hands-on product demos, race car simulators, and interactive displays, all brought to life with detailed LED strip lighting highlighting Turtle Beach’s bold purple branding. The stand offered attendees the chance to test products, engage with competitions, and shop for Turtle Beach gear, creating an exciting and memorable first-time presence on the PAX show floor.

Key elements:

  • Immersive 6M x 9M stand, custom built and branded
  • Elevated 1V1 main stage hosting competitions all weekend
  • Two demo counters with eight screens for hands-on product testing
  • Product displays showcasing headsets, controllers, and accessories
  • Turtle Beach shop with gear and merch for fans
  • Striking halo feature suspended above the stand

Results:

  • Huge crowds engaging with the 1V1 competitions
  • Sales generated at the Turtle Beach shop
  • Attendees testing and experiencing products in person for the first time
  • Strong brand presence with bold purple and suspended halo, making Turtle Beach highly visible and memorable on the show floor

CODE NZ

Our long-standing partnership with CODE NZ, the New Zealand Centre of Digital Excellence, attained new heights at PAX Aus 2025. Crowd Culture designed and delivered a stand that continued to showcase the country’s most innovative game developers. CODE NZ is committed to growing a sustainable and inclusive game development ecosystem in Aotearoa, supporting funding, skills, and career pathways for the industry.

Their 6M x 18M stand served as a vibrant hub for players and professionals alike, featuring nine custom-designed double-sided pods standing three metres high, each showcasing a unique developer and their game. A six-metre branded storage space and a hero feature wall completed the activation, providing strong visibility and a cohesive, professional environment. This space allowed 18 developers to share their work, connect with attendees, and engage directly with publishers, investors, and future collaborators.

Key elements:

  • 6M x 18M stand with 108sqm of space, nine double-sided pods showcasing 18 developers
  • Custom 3M-tall pods with bespoke signage for each developer
  • Gaming setups designed to invite attendees to explore new titles
  • Bold CODE NZ branding highlighting their mission to grow the NZ gaming industry

Results:

  • Strong brand presence in a high-traffic zone
  • Increased engagement with developers, publishers, and partners
  • Elevated perception of CODE NZ as a key industry enabler in the region

Crunchyroll

For the third year in a row, Crowd Culture brought Crunchyroll to life at PAX Aus 2025, creating an immersive world where anime fans could connect, explore, and celebrate the stories they love most. Crunchyroll, the world’s leading anime brand, connects fans to their favourite content through streaming, merchandise, and experiences, and this year’s activation showcased their presence in a bold, interactive way.

The 6M x 18M stand featured a giant photo op zone with life-size character standees, a glowing archway leading fans into the Crunchyroll universe, and an LED wall with dynamic backdrops for endless photo opportunities. A branded halo suspended above maximised visibility across the show floor, while TVs played trailers and a merchandise shop offered exclusive swag, creating a fully immersive anime experience for attendees throughout the weekend.

Key elements:

  • 6M x 18M stand with giant photo op zone and life-size character standees
  • LED wall with dynamic backdrops for photography
  • Glowing archway welcoming fans into the Crunchyroll universe
  • Branded halo rigged above for maximum visibility
  • TVs showcasing anime trailers
  • Merchandise and SWAG shop with limited-edition products

Results:

  • Fans exploring the stand and engaging with multiple photo opportunities, fostering community connections
  • Strong foot traffic drawn by high-visibility halo and dynamic LED displays
  • Positive brand association through merchandise sales, SWAG gifts and immersive experiences

Benzac

Benzac made their PAX Aus debut in 2025 with a vibrant, interactive stand designed and delivered by Crowd Culture. The activation brought the leading skincare brand to life in a playful and engaging way, with strong visual branding highlighted through Benzac’s signature purple colour. Attendees were invited to learn about skincare through discovery, games, and prizes.

The 3M x 6M stand featured a custom-built spinning wheel, an interactive LED mirror game, and product display shelves showcasing some of the Benzac range. A TV and Xbox setup provided additional engagement, while branded decals, LED features, overhead and rear-facing signage ensured visibility across the show floor and from outside the MCEC. Attendees were treated to full-sized product giveaways and a gumball machine dispensing unique pins, creating an energetic and memorable first-time presence for Benzac at PAX.

Key elements:

  • 3M x 6M stand with interactive experiences and strong visual branding
  • Custom-built spinning wheel and LED mirror game
  • Product display shelves showcasing full size Benzac products
  • TV and Xbox setup for added engagement
  • Branded decals, overhead signage, and rear-facing signage visible from outside MCEC
  • Full-sized product giveaways and gumball machine with unique pins

Results:

  • Strong foot traffic and engagement throughout the weekend
  • Attendees interacting with games and learning about skincare in a fun way
  • High visibility on the show floor and from outside the venue
  • Positive brand connection through giveaways, interactive experiences and strong brand colouring

Chainsaw Man

We brought this activation to life for our amazing clients to celebrate the launch of the new ‘Chainsaw Man’ movie, released in October 2025, that builds on the world of a popular manga and anime series. The 3M x 5M stand provided an interactive photo experience where fans could step into the world of Chainsaw Man and pose alongside eight levelled character standees. Two mounted TVs played trailers, while 5M x 2.4M of branded fabric signage at the back of the stand, visible through the MCEC windows, created a bold visual presence and drew attendees onto the show floor.

Key elements:

  • 3M x 5M stand with immersive photo op setup
  • Eight levelled character standees for dynamic posing
  • Dual mounted TVs playing Chainsaw Man trailers
  • 5M x 2.4M branded fabric backdrop for photos
  • Rear-facing branded signage visible from outside the MCEC

Results:

  • High engagement with attendees posing for photos throughout the weekend
  • Fans celebrating their love for the series and sharing experiences on social media
  • Strong visual presence attracting both casual visitors and dedicated anime fans

The Future Beyond PAX 2025

Crowd Culture’s presence at PAX Aus 2025 was our largest yet, delivering immersive, high-impact activations for clients. Each activation captivated fans, drove engagement, and created memorable experiences that brought brands to life on the show floor.

Across more than 1,000 square metres of custom-built stand space, attendees explored interactive photo ops, hands-on product demos, and vibrant immersive worlds. Every detail was designed to leave a lasting impression and create meaningful connections between brands and their audiences.
PAX Aus continues to be a highlight in our calendar, and we’re proud to help shape the energy, creativity, and community that defines the event. With even bigger plans already in motion, we can’t wait to return for PAX Aus 2026.

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