GeForce NOW, powered by CloudGG, has launched an Out-of-Home (OOH) campaign at PAX Australia, the country's largest gaming convention.

The campaign was developed in collaboration with media agency Match & Wood and creative agency MITP, employing in-game references and humour to engage the estimated 100,000 attendees of the convention.

The campaign is hyper-targeted to the gaming audience, with each ad strategically placed in a location directly relevant to its tagline. GeForce NOW, powered by CloudGG, is a cloud gaming platform that allows users to stream games on any device they own. The service aims to democratise high-performance PC gaming by transforming hardware dependency into a simple subscription.

Attendees at PAX were invited to visit cloud.gg and take advantage of a free trial of GeForce NOW. The OOH partner for the campaign is QMS.

"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," said Christian Polson-Brown, Marketing Manager for GeForce NOW Powered by CloudGG.

Lyndelle O'Keefe, CEO of Match & Wood, also commented on the campaign. "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.”