PlayStation New Zealand marks 30th anniversary with rooftop celebration at TBWA\NZ
PlayStation New Zealand marked its 30th anniversary with a dedicated celebration hosted on the rooftop of TBWA\NZ in Auckland. Led by Eleven PR, PlayStation’s communications and experiential partner for more than two decades, alongside long-time production partner V3. The event brought together more than 130 guests across media, entertainment, sport and the creator community to honour three decades of the brand’s presence in Aotearoa.
With 98% of New Zealand households now home to at least one gamer (IGEA Plays), the anniversary represented a significant cultural milestone for PlayStation. For Eleven PR, part of TBWA\NZ Group, who has worked alongside PlayStation for over 20 of those years, the celebration also marked a rare full-circle moment – bringing generations of work, fans and collaborators together in one place.
Says Krister Robinson, Head of Marketing at PlayStation NZ: “PlayStation has been part of Kiwi homes for three decades, shaping how people play, connect and experience stories. This event was a meaningful way to celebrate that history alongside the partners, fans and creators who have been part of the journey.”
Across the evening guests moved through interactive stations celebrating standout moments from each PlayStation generation – including Jonah Lomu Rugby on the original PlayStation, SingStar on PS2, Astro Bot challenges and Gran Turismo racing on PS5. A customisation station offering limited-edition 30th Anniversary sweaters was among the most popular elements of the evening, with guests lining up to make their own unique merch.
Entertainment was provided by DJ Spence, with a surprise performance from New Zealand music icon Che Fu. A nostalgic Kiwi-inspired food offering – pies, sausage rolls, melting moments and a classic lolly bar – connected the celebration to the shared-memory moments PlayStation has been part of for 30 years.
Prominent guests included Ian Jones (MNZM), Auckland FC players, Breakers players, Jay Reeve, Che Fu, Ben Boyce and Jono Pryor, alongside leading creators and gaming community figures.
The anniversary celebration achieved a combined reach of nearly 7 million, delivering strong engagement across influencer, media and partner networks.
Says Eleisha Balmer, Client Partner at Eleven PR: “Marking 30 years of PlayStation in New Zealand required an event that honoured the brand’s legacy while creating a moment people genuinely wanted to be part of. After more than 20 years partnering with PlayStation, it was incredibly special for our team to help bring this milestone to life alongside the people how have shaped its story in Aotearoa.”
The physical build and on-site execution were delivered in partnership with Trevor Thomson from V3, another long-standing partner of the brand in New Zealand, ensuring the experience matched the scale and significance of the milestone.
Client: PlayStation NZ
Agency Activation Partner: Eleven PR
Production Agency: V3
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