GeForce NOW brings cloud gaming to life with PAX Australia OOH campaign via MITP and M&W

GeForce NOW Powered by CloudGG has captivated the gaming community with a bold, programmatic Out-of-Home campaign at PAX Australia, the country’s largest gaming convention. Running across strategic locations surrounding the Melbourne Convention Centre and key transport routes, the campaign was designed to engage the estimated 100,000 attendees, showcasing the future of cloud gaming.

Developed in partnership with media agency Match & Wood and creative agency MITP, the campaign is hyper-targeted to the gaming audience, leveraging clever in-game references and humour to capture attention. With lines like “Your perception check was successful”, referencing Baldur’s Gate 3, and “Enjoy a royale welcome to cloud gaming”, referencing Fortnite, the campaign speaks directly to gamers, leveraging familiar gaming terminology in everyday locations to create an immersive and entertaining experience.

The OOH campaign takes a fresh approach by embedding game-specific language and references into the advertising, ensuring it resonates with gamers who value authenticity and relevance. Each ad is strategically placed in a location directly relevant to its tagline, making the experience personal and immersive for those attending PAX.

GeForce NOW Powered by CloudGG is democratising high-performance PC gaming by enabling users to stream games on any device they already own. As Australia’s most powerful cloud gaming platform, GeForce NOW allows gamers to play graphically demanding, top-tier games without needing expensive hardware. This service transforms hardware dependency into a simple subscription, making premium gaming accessible to all.

Christian Polson-Brown, Marketing Manager for GeForce NOW Powered by CloudGG, said: “Gamers can be sceptical when it comes to cloud gaming, so our challenge was to show them that GeForce NOW is a powerful, reliable alternative. This campaign allowed us to authentically engage with the gaming community, surrounding their experience at PAX with messaging that resonated and spoke their language.”

Lyndelle O’Keefe, CEO of Match & Wood, said: “We’re so proud to partner with GeForce NOW Powered by CloudGG. Our goal with this campaign was to create an authentic connection with the gaming community, and I believe together with MITP, we’ve managed to capture the spirit of the audience while highlighting the ease and accessibility of cloud gaming. This campaign highlighted the power of well-targeted, creative media execution.”

Alex Paioff, Managing Director at MITP, added: “It was a great opportunity to showcase our creative work for GeForce NOW Powered by CloudGG during PAX. Developed by gamers, for gamers, the campaign used clever phrases tailored to the audience and placement, aiming to resonate with a community that’s known to be tough to impress.”

Attendees at PAX were invited to visit cloud.gg and take advantage of a free trial of GeForce NOW, demonstrating the ease and convenience of streaming games through the cloud, without needing an expensive, high-powered gaming rig.

The out-of-home partner is QMS.