After a two-year hiatus Australia’s biggest gaming event PAX Aus is back, bigger and better than ever, with cult status beer Voodoo Ranger being named the official beer partner.
The trend setting craft beer will be available with a range of other beers from the Lion portfolio at the PAX Pub, now renamed the Voodoo Saloon, over the three-day event, 7-9 October, at the Melbourne Convention and Exhibition centre.
PAX Aus is a celebration of gaming and gaming culture featuring thought-provoking panels, a massive expo hall filled with the best publishers and studios, new game demos, musical performances, tournaments, and an experience unlike any other.
With tickets almost sold out, fans have definitely shown they’re ready for its return to Melbourne.
Voodoo Ranger, one of the largest craft beers in the US, is renowned for its support of gaming culture and now is helping create better experiences for gamers in the return to live events.
Lion Craft portfolio director Malcolm Eadie said: “We’re super excited to see the return of PAX Aus and were eager to support it and add to the experience in a way only Voodoo Ranger can. Gaming is part of Voodoo Ranger’s DNA, but we want to ensure authentic value for fans, so it’s great to have partners like YKM and PAX who can connect us with fans as they come together in October.”
Proven to be an innovative and disruptive brand, Voodoo Ranger’s partnership with Australia’s biggest gaming event PAX Aus is a great example of brands seeing value in gaming and adding their unique value proposition. Gaming in recent years has transformed in perceptions, where previously it was seen as a risky play by brands is now becoming a must sector in brand partnerships.
Ryan Cunningham, CEO YKM said: “As a partner of PAX, we saw a fantastic opportunity in Voodoo Ranger to add authentic value to the event. As a client, Lion has empowered us to create strategic opportunities like this, which leverage their brand value and identity. Now gaming fans get to enjoy a better experience! We’re excited to showcase how this develops in the coming years. “
In this guest post, Azadeh Williams, the founder and managing director of AZK Media. Candidly shares with B&T how she’s gone up against the glass ceiling and what she has learned. Williams (main photo) has consistently been recognised as B&T’s Women in Media and Women Leading Technology. She’s a force within the industry, with a […]
Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]
We Are Social is bolstering its cultural insights offering with the promotion of Susie Hogarth (lead image) to the role of global head of cultural insights. Hogarth, the former senior research and cultural insights director for We Are Social UK, takes over the global role from Lore Oxford who has left the company. Hogarth will […]
In the wake of The Block returning on Sunday night, 9Podcasts has announced the launch of The Official Block Podcast, hosted by Shelley Craft. The new production will run alongside the 18th season of The Block, in which five teams must each build a 500-square metre homestead, with a room reveal every Sunday night. The […]
The first major exhibition of advertising and communication design in the NGV’s history, The Rigg Design Prize 2022 highlights the creativity underpinning the work of eight leading Australian-based agencies. For the exhibition, each agency will develop a suite of campaign assets – including billboards, street posters and moving image – to celebrate how creativity can […]
After 11 months of quietly building up their new business Queen Charles, Alex Carr (pictured, left) and Jon Kelly (pictured, right) have finally found enough time to launch their brand and experience consultancy to the wider market. Based in Sydney, Queen Charles aims to help businesses of all shapes and sizes consistently stand out and […]
Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]