### PAX West 2023: A Calm Event Highlighted by Unforeseen Pikmin Blooms
Having attended PAX West in Seattle for the first time since 2019, I noticed that this year’s affair was distinctly more tranquil compared to previous editions. The event was rife with merchandise booths occupying ample floor space, yet it seemed that the overall number of games on display had decreased. Major publishers such as Bandai Namco, Sega, NIS, and Konami presented impressive booths; however, the general ambiance felt more subdued, missing the excitement typically associated with larger gaming gatherings.
A significant reason for this toned-down atmosphere was the absence of the “big three” console makers: Sony, Nintendo, and Xbox. Apart from a few indie titles showcased by ID@Xbox at a nearby location, none of the major console players made an appearance this year. Nintendo’s absence was particularly notable, given that their U.S. headquarters is just around the corner from the event. Historically, Nintendo’s participation at PAX has brought thrilling announcements and captivating showcases, making their lack of presence all the more evident.
Nevertheless, Nintendo was not completely missing, as their franchise, *Pikmin*, made an unforeseen and widespread appearance at PAX. In particular, *Pikmin Bloom*, a location-based mobile game first developed by Niantic and now managed by Scopely, appeared to take center stage. Released in 2021, this game encourages players to walk while collecting virtual Pikmin, planting flowers along their journey and engaging in lighthearted gameplay designed more to promote movement than to capture specific locations—unlike its predecessor, *Pokémon GO*.
Although I initially engaged with *Pikmin Bloom* extensively, my interest waned after my daily commute came to an end. I assumed that enthusiasm among its player community had similarly diminished and could easily have believed it had quietly ceased operations. Contrary to my assumptions, *Pikmin Bloom* surfaced at PAX West with a robust marketing campaign.
In the lead-up to the event, Scopely poured significant resources into promoting *Pikmin Bloom*. Throughout Seattle, I observed numerous advertisements adorning buses and light rail stations, especially at the Westlake station, which was overwhelmed with promotional material. This extensive campaign aimed to bolster visibility, reflecting a dedicated effort to rekindle interest in the game. At the PAX venue, Scopely operated a booth that attracted many attendees, who enthusiastically wore paper Pikmin crowns distributed at the event. The outcome was a sea of Pikmin hats among the crowd, making the game one of the most recognizable names at PAX this year.
Despite the active marketing effort, the reasoning behind *Pikmin Bloom*’s revival at PAX is uncertain. Visitors had the opportunity to earn a special PAX-themed Pikmin during their time there, and a themed in-game event showcased Pikmin adorned in whimsical sausage hats, in line with Oktoberfest. However, the overall importance of this promotion appeared limited, prompting queries regarding Scopely’s choice to invest in a five-year-old mobile game that, despite generating consistent revenue, may not have justified such a thorough advertising initiative.
One theory posits that this push could be part of a broader strategy by Nintendo to set the stage for announcements tied to the *Pikmin* franchise, positioning the game as a focal point ahead of possible news. Coincidentally, a Nintendo Direct was slated to happen shortly after the event, leaving room for exciting future announcements related to the series.
Looking back, Scopely’s vigorous promotion effectively captured my interest, leading me to reinstall *Pikmin Bloom* and check out the new features since my last engagement in 2023. The game has received substantial updates, introducing additional activities and an even more adorable selection of Pikmin hats to collect, rekindling its appeal.
In summary, while PAX West 2023 may have seemed quieter than in years past, the strategic marketing of *Pikmin Bloom* demonstrated the power of innovative advertising—even in the absence of significant publisher showcases. Hats off to Nintendo for creating an impact without a physical presence, leaving a memorable mark on attendees.
