The PS2 has become the fastest selling and most popular gaming console in history, with over 105 million units shipped worldwide and a choice of over 1500 compatible games.

Games developers such as Electronic Arts, Capcom and Rockstar were given an arena in which to compete and show their wares in PlayStation Experience, effectively a trade show for discerning gamers to trial new products prior to general release.

Although hugely successful, PlayStation wanted to transform
it from a consumer trade show into
a multi-sensory experience, where attendees could truly immerse themselves into the mysterious world of PS2.

To achieve this goal, Odd worked with other roster agencies including Naked Communications, TBWA and MICE, to develop a new creative strategy, layout and event design
for the 2003 experience.

Our solution was to remove the developer-led structure for the layout and replace it with one that was organized by gaming genre. So instead of visiting say, the Capcom area, you might visit the Rhythm, Dual, Throttle or Kids zones.

The resulting event was easier to navigate and each zone was styled and built to reflect the games they contained: the over 18s Zone had bouncers at the door and a dimly
lit boudoir style environment with cocktail girls, where PlayStation games were played while lying
on red-suede beds.

The 20,000sqm event was held at Earls Court One and attracted over 35,000 gamers in three days, nearly double the previous year.