With all Penny Arcade Expo (PAX) events now in the rearview mirror for 2025, ReedPop and Penny Arcade take a look back and a look forward as we race toward the end of another exiting year in game industry and culture events.
We interviewed Pierce Courchaine, Content Manager for ReedPop, who eagerly shared his thoughts with us about the past, present, and future of PAX events, and how you can have the most fun at them.
Events for Gamers (E4G): 2025 has been an amazing success with PAX West, PAX Aus, and PAX Unplugged recently concluded. What was great about these shows this year?
Pierce Courchaine (PC): This was year three in the new Seattle Convention Center building, The Summit, and I feel like we’re really hitting our stride there. The tabletop areas in the Summit are one of the highlights. It’s crazy to see how much tabletop expo, first look, freeplay, and tournaments have grown at PAX West over the years. It used to be such a small part of the overall show, tucked away on the 6th floor of the Arch building, and now it feels like its own convention itself.
Speaking of tabletop, PAX Unplugged had the largest expo floor we have ever had at that show. We had massive guests, including Critical Role and the designer of Gloomhaven, Isaac Childers. Our autographing area also was the largest it has ever been. Philly is such a great place to be during the holidays too. Stop on by next time and get all your gift shopping done early for next year!
E4G: What’s unique about each of the PAX events and why would someone want to attend them all?
PC: Every PAX should feel like a PAX but every PAX should be different. I know that sounds like an oxymoron. What I mean is it’s important to have the structure of our floor plan and event schedule in place. That structure has been successful in the past and there is no point in fixing what ain’t broke. Then we make changes to what is inside those parameters show after show. You may see some overlap in guests, panels, exhibitors, tournaments, etc. but the vast majority of the schedule and the show floor is new every single show. The changes we make are often modest. We’ll make a space more efficient for queues or add a feature area for a rising fandom in gaming (Jubensha, for example). But we don’t want to chase trends too hard. That can give fans a bit of whiplash and make them feel as though the show is not for them anymore. We do want to continue to reflect the culture of gaming as it is currently and that begins with thoughtful tweaks to every edition of the show (and a lot of passionate debate during meetings).
E4G: From what you’ve heard from attendees, what makes PAX events in general so much fun to attend?
PC: The PAX community is extremely welcoming. When you walk through the doors, you’re surrounded by people like you, who are passionate about the same things you are. This also extends to our Enforcers, who are often huge fans of games themselves and just want to make your show the best possible experience.
We also try to pack in as much value as we can into the badge. If you buy a badge to PAX, you can do everything at PAX: play games on the show floor, watch panels, participate in tournaments, participate in the scavenger hunt, dance on the dance stage, go to the concerts, try out new board games from our freeplay library, play D&D, and on and on. We want you to be overwhelmed (in a good way!) with the sheer number of things to do at a PAX.
E4G: Looking back at the past few years, what do you feel have been the standout moments or biggest successes of PAX, and how have fans helped shape those moments?
PC: At this most recent PAX West, Clair Obscur: Expedition 33’s fanbase came out in full force and they really leaned into the French-ness of the game. By far the most common cosplay was a silly baguette outfit from the game – there were hundreds of fans wearing berets with fake baguettes strapped to their backs. During the voice actor’s main stage panel, the fans and actor Jennifer English tried to goad actor Ben Starr into singing a song from Les Misérables on stage (he sang a little bit!). Some of the actors also photobombed a cosplay meetup the following day. I feel like every show has some “game of the show” that’s being celebrated. Some of the best and most organic celebrations of fandom come out of the events that surround that game.
E4G: How do you approach balancing major publishers and indie developers on the show floor so both have a meaningful presence?
PC: We’ve priced our booths in such a way that the larger the booths are, the more expensive the square footage becomes. In other words, you don’t get a discount for buying in bulk. Of course we love our major publishers. The bigger booth you have, the more centrally located your booth will be on the show floor. So we’re trying to make sure major publishers are getting the best value, without them needing to spread out, and that allows indie developers to fill in those smaller spots in between. Personally, I think it’s just a better experience for fans as well. When I’m walking around a convention floor, I want to be surprised at every turn. I want to see this giant spectacle that FromSoftware or Pokemon brought to the show and then turn the corner and see this cool seller of vinyl records or an indie dev.
E4G: What are exhibitors telling you they value most about PAX compared to other industry events like Gen Con or gamescom?
PC: I won’t compare us to GenCon or Gamescom because those are great shows too. I will say that the most consistent message I have heard from exhibitors is our fans are amazing (I agree). They are knowledgeable, they care deeply about games, and they provide excellent feedback. If you zoom out and look at gamers as a whole, people are playing fewer games for longer. But PAX fans are kind of the opposite. They play a lot of games during the year and they are playing a mix of genres, AAA, indie, and multiplayer games. They pay attention to the news, they watch streamers or listen to gaming podcasts. They are the ideal customer for just about any game developer because not only will they play the game they are making, they’ll tell their friends about it as well.
E4G: Many fans care deeply about inclusivity and accessibility. What new steps is PAX taking to ensure the event is welcoming and accessible to everyone?
PC: It’s never just one thing. We have a pretty strict anti-discrimination policy, with signs up all over the building re-enforcing that. We try to ensure basic needs are met for all individuals, whether that’s accessible line space, bathrooms, etc. We also have multiple spaces, such as the PAX Together Intersection and the community rooms, where organizations and fandoms can get together and be a part of the show. It’s important that marginalized groups see their community on the schedule, on signage, in event listings, and among exhibitors. Finally, we listen. We’re not always going to be perfect, so it’s important we keep talking to fans, exhibitors, communities, and even the Enforcers to help us improve year after year.
E4G: The events industry has been shifting — with publishers, indies, and even hardware makers changing how they engage fans. What trends are you seeing, and how is PAX adapting?
PC: I think the value of face-to-face interaction is becoming more and more pronounced. Event managers have probably said this exact thing for decades. I’m not saying anything profound here. But during the pandemic, there were a lot of questions about the future of in-person events. Why would I leave my house when I can do all my networking/marketing/gaming/socializing from the comfort of my own home? That was great for a little bit but people yearn for more. There are diminishing returns to a Discord call (and I say this as someone who loves Discord and finds it essential to my social life). Now, with the rise of AI, a lot of those digital spaces that people populated in the past are becoming increasingly fraught. How do I know what I’m looking at is real or authentic? When you go to a PAX – or any live event – all those questions fall away. What you are seeing is real, genuine passion for the things we all love. What you are experiencing is meaningful and cannot be replicated anywhere else.
E4G: What can PAX fans look forward to in 2026?
PC: We’re working on some musical performances we have never done at a PAX before. I’m really excited about that. We’re also doubling down on our professional content, so expect to see more PAX Dev content in the future. Otherwise, we’re gonna keep on keeping on. PAX has been around for 21 years and we hope to be around another 21 years by being a place the gaming industry and its fans can gather together, have fun, and celebrate everything we love about this culture.
We want to thank Pierce Courchaine for sharing his perspective about PAX events and what continues to make them one of the leading event draws in the world for game developers and fans of games.
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