Brand Activations for AWS Summit Sydney

Interactive event games for busy expo floors.

Branded machines designed to help exhibitors attract visitors, start conversations and create easy giveaway moments on a crowded conference floor.

AWS Summit Sydney brings together cloud, data and technology teams from across Australia. For exhibitors, the challenge is standing out in a packed event environment, so Exponential Games supplied custom-branded machines for several stands to help turn passing traffic into genuine attendee engagement.

EventAmazon Web Services Summit Sydney

LocationInternational Convention Centre Sydney

Duration2-day event

GoalBooth traffic + attendee engagement

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Activation showcase

Four branded games across four exhibitor stands.

Each setup used a different interaction style, matching the exhibitor's stand concept, prize mechanic and lead-generation goal. The result was a set of branded expo games that looked like part of the stand rather than a generic add-on.

Boomi

Gumball machine hire

Boomi used the gumball machine as a simple prize giveaway mechanic. Small branded prizes were placed inside the capsules, creating a lucky-dip style interaction that gave attendees an easy reason to stop at the stand.

Mimecast

Prize safe activation

Mimecast used the prize safe for higher-value giveaways, including items such as a Nintendo Switch. Attendees registered before taking part, turning the game into a lead-generation moment as well as a prize reveal.

Versent

Retro arcade machine hire

Versent wanted an old tech meets new tech concept, so classic arcade machines were the right fit. Pac-Man and Space Invaders gave the stand a familiar, low-pressure way for attendees to pause, play and start a conversation.

Snowflake

Raffle barrel guessing game

Snowflake used a registration-based guessing game. Attendees entered their details, guessed the number of bears in the barrel, and the closest guess at the end of the event won a luggage set.

Expo stand strategy

Built for short attention windows.

At a major conference, attendees are moving between sessions, meetings and exhibitor stands. The activations needed to be quick to understand, easy to enter and strong enough visually to pull people in from the aisle.

Event delivery

Multiple branded activations, delivered for one major conference.

Custom branded machines: each activation was prepared to suit the exhibitor's campaign, prize mechanic and stand design.
Expo-ready setup: machines were delivered and positioned for a busy two-day event at ICC Sydney.
Different engagement styles: giveaway, lead capture, arcade play and guessing-game mechanics each created a different reason to stop.