BAIT // GEARS OF WAR

The Penny Arcade Expo, better known as PAX, was founded by the creators of the Penny Arcade online comic. Unlike other video game conventions, largely focused on the business of gaming, PAX is for the fans. It features demos for consumers, panels focused on all aspects of gaming, gamer specific areas for meetings (such as 3DS StreetPass swaps, a board gaming room, etc.), and plenty of other special moments for fans. It’s a perfect event for brands to bring an authentic experience to create a deeper connection with gamers.

PAX West 2016 took place only a few weeks before the launch of Gears of War 4. We brought Xbox together with one of the trendiest apparel stores in the world, BAIT, and hosted a store takeover at their Seattle location. Throughout the week fans had the opportunity to meet and get autographs from members of the Gears of War 4 team, do the same with iconic rap duo Run the Jewels (who are in the game as special characters), take part in daily shirt giveaways, experience the exclusive reveal of Todd James’ second Gears of War poster, and many more fan-focused activities. It was a great way for the creators and fans to connect in a genuine way.

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