“I never thought I’d find myself shoulder-to-shoulder with a Space Marine,” I said from the shadow of his hulking armor. He turned slowly, holstered his chainsaw rifle, and removed his helmet, looking down to where the voice had come from.
“And I never thought I’d stand with…. Ned Flanders?”
“Absotively-positutely, neighborino. The line is moving now. Have a great PAX!”
*****
There are constants in every exhibit hall: exhibitors with timelines for their products, photo areas with props and backdrops, walking, queuing, and collecting swag. PAX East was no different. But there was a marked distinction between PAX and the medical expos, where I’ve been spending most of my time.
There was a buzz on the 7:10 AM train with shuffling cards and clicking controllers. It rose to a roar as we approached the Boston Convention & Exhibition Center (BCEC). Excited attendees followed clear signage pointing to bag checks and cosplay inspections. Costumed PAX staff entertained us with guessing games and playful banter as they guided us to the restrooms, merch stores, and the next queue. QR codes encouraged us to download the app and start farming PAX XP. The energy came from the attendees, and the show organizer amplified it.
The audience that filled the BCEC was as diverse as the games and vendors. PAX embraced and encouraged diversity and inclusion. Six simple rules, printed on the back of badges and signage, spelled out expectations for attendees.
- Drugs are bad
- Don’t Steal
- Don’t punch or kick people
- No cheating
- Don’t harass anyone
- Don’t mess with things that aren’t yours.
The rules were enforced by roaming staff with kind words and, perhaps, a tap from a magic staff or sword to keep everyone in line. New games were demonstrated with accessibility in mind, featuring low-visual-intensity modes and alternate control options to accommodate every player. Ballrooms were converted into kid-friendly arcades featuring content suitable for the youngest gamers. There were concessions and food trucks with vegan and vegetarian choices, craft soda for those who don’t drink alcohol, and themed lounges for those who do. Allergen-free areas, non-gendered restrooms, and neurodivergent-friendly quiet rooms ensured safe spaces for everyone. As they said in their pre-con communications, “If you love games like we do…Welcome home,” and they meant it.
The game designer shouldn’t be making a world in which the player is just a small part. The player’s the boss; it’s your duty to entertain them. John Carmack (id Software)
Every exhibit, ballroom, and keynote had one unifying goal: to put something into the hands of attendees. It could be a plushie of a beloved character, a new set of 20-sided dice, a deck of cards, or a controller to try the new game for yourself. Giveaways drove the traffic with pins for lanyards or codes for downloading in-game rewards, putting brands into hands.
However, it was the investment in demo stations that drove engagement, finding the balance between having enough screens or tables to handle the crowds, but not so many that people played alone. Most of the interactions came from watching other players and waiting for your turn.
Booth staff, often the developers themselves, pitched their products and answered questions from attendees. The developers and marketers had the opportunity to observe how the audience reacted to the game, how they evaluated strategies, and how they formed new alliances or online rivals in the future. This feedback provided critical information for products at every stage of development, only possible in a live setting with an energetic and engaged audience.
PAX East 2025 was all about the attendee experience. For four days, the BCEC transformed into a gamer’s sanctuary, where entertainment, innovation, inclusivity, and accessibility were turbocharged. Household names shared the expo floor with indie developers — and generations of gamers shared controllers, cards, honest opinions, and feedback. Cosplays of every fandom complemented each other, shared their socials, and built communities. Wild cheers came from the panels and reveals as new gameplay created new fans. In all the spaces from the expo floor to the breakout rooms and the beer tents, there was one constant that energized the entire experience: the joy and enthusiasm of the attendees for the games they love.
PS: The opportunities for engagement are endless. If you’re looking for new and inventive ways to connect with your audiences, give us a call.