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How a Scaled-Down PAX West in Seattle Still Worked for One Indie Developer

Fred Wood called scaled-down PAX West 2021 one of his favorite PAX events, crediting the sparse floor with making games more visible and giving his small team a prime spot.
WorldSeattle Still Worked for One Indie Developer Length2 min Posted Quest giverVGSources Team
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At PAX West 2021, indie developer Fred Wood found an unexpectedly positive side to a much smaller convention: fewer exhibitors made games easier to see, and his small team landed a prominent booth location while showing LOVE 3. That is one developer’s firsthand account, not a measure of how the event worked for every exhibitor or attendee.

What was different about PAX West 2021?

Held in Seattle during the COVID-19 pandemic, PAX West was dramatically scaled back. GeekWire’s Tim Ellis reported that major companies including Nintendo, Sony, Microsoft, and Ubisoft were absent. Typical overseas indie developers had not made the trip, and Indie MEGABOOTH remained shut down. The article did not give an exhibitor total or quantify the drop from a typical year.

Why did Fred Wood consider the show a success?

Attendees could spend more time with games

Wood, who traveled from San Antonio to demonstrate his upcoming game LOVE 3, said the smaller exhibitor presence made the games on the floor more visible. “The upshot of having fewer exhibitors at PAX West this year is that the attendees are hungry for games, and this year they’re able to actually see everything,” he said.

A prominent location for a small team

Wood also credited the reduced floor with helping his smaller team secure a high-profile spot. “It also meant that as a smaller developer we were able to get a premium location on the expo hall floor, right next to the skybridge and one of the main entrances.” The article reports his assessment; it does not independently measure booth traffic or visibility.

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What was it like from the developer’s perspective?

Wood had not attended a convention since PAX East in late February 2020, just before widespread pandemic shutdowns. After that long break from meeting players, he was eager to return, though he had few expectations for what the Seattle event would be like. “It was impossible to have any rational expectation for what PAX would be after a year and a half of a pandemic, so I’d say they were cautiously very low,” he told GeekWire.

His reaction also included the unease of traveling and being around a crowd. In a social post reproduced by GeekWire, Wood wrote: “I was really nervous to travel and be around so many people at #PAXWest, but now that it’s over (for me) I’m going to miss the energy of the crowd.” He added, “While it was small, this was one of my favorite PAX’s ever.”

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What this account does—and does not—show

Wood’s experience illustrates how a sparse expo hall could benefit one smaller developer: attendees seemed more receptive to the games present, and his team gained a prime location. It does not establish that PAX West 2021 was a success for indie developers overall. The report offers no attendance or exhibitor figures, no quantified comparison with earlier conventions, and no broader survey of developers or visitors.

As reported on September 7, 2021, Wood planned to return home, quarantine for a few weeks, work on his next game, and prepare for LOVE 3’s launch later that year. That was his plan at the time, not confirmation of the game’s eventual release schedule.

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Source: GeekWire, Tim Ellis, “How a scaled-down PAX West in Seattle was still a success for some indie developers,” September 7, 2021.

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