Project Overview
In partnership with Outform, Exposure Displays was engaged to deliver, maintain, and manage the PlayStation 5 (PS5) retail rollout program across Australia and New Zealand. This multi-year project focused on building a consistent, high-quality brand presence in major retailers, supporting the PS5’s launch, driving sales, and ensuring long-term in-store engagement.
- Regions Covered: Australia (nationwide) and New Zealand (North & South Islands)
- Retail Partners: Noel Leeming, The Warehouse, JB Hi-Fi NZ, Mighty Ape, Big W, The Good Guys, Harvey Norman, JB Hi-Fi AU
- Client: Outform, in partnership with Sony
- Timeline: 2021–Ongoing (2025)
- Scale: 164 PS5 display units deployed (126 in Australia, 38 in New Zealand)
Vision
Sony and Outform required a retail program that could deliver an iconic presence for the PlayStation 5 console while ensuring a consistent brand experience across borders. The displays needed to be durable, interactive, and reliable under high levels of customer use, while also supporting major launch campaigns and events.
Delivery
- Installation & Deployment: Managed complex rollouts across metro and regional locations in two countries. Coordinated directly with store managers to align work with trading schedules. Obtained approvals and documented every step with photos, sign-offs, and reports.
- Installer & Logistics Management: Mobilised qualified installation teams across multiple regions. Oversaw freight logistics and ensured shipments remained on schedule and in perfect condition. Created rollout schedules that allowed consistent delivery across time zones and borders.
- In-Store Execution & Compliance: Installed free-standing (FSDU) and in-display units (IDU) to strict PlayStation brand standards. Verified full functionality on-site. Submitted compliance and completion reports to Outform.
- Ongoing Maintenance & Support: Maintained 107 active PS5 units, resolving technical issues, damage, and breakages caused by customer interaction. Conducted annual Test & Tag programs to ensure compliance and safety.
- Event Support: Supported Outform and Sony with redeployment of PS5 display units for major events including the Australian Open, Hoops Feast, Red Bull Higher Ground, and other gaming activations.
- Removal & Salvage Phase: From 2025, began managed removal and salvage of display units, recovering usable components for redeployment or future maintenance.
Impact
- Scale & Reach: Successfully deployed 164 units across two countries’ leading retailers.
- Longevity: Transitioned from rollout to multi-year maintenance and servicing for 107 active units.
- Event Integration: Enabled PlayStation’s presence at major sporting and gaming events with portable retail display units.
- Sustainability: Implemented salvage and repurposing programs for removed units, maximising reuse and reducing waste.
- Client Confidence: Provided Outform and Sony with detailed, transparent reporting across installation, servicing, and removal phases.
PlayStation 5 Retail Rollout Project