eBay — PAX Melbourne

Collecting isn’t just about the product, it’s about belonging. In Australia’s collector community, trading cards, toys and gaming culture are deeply social. Fans don’t just buy and sell. They connect through shared passions, in-person events and the thrill of discovery.

We saw an opportunity for eBay to move beyond being a marketplace and become an active part of the culture, creating spaces where collectors could meet, play, trade and feel rewarded for being part of the community. This insight became the foundation for Collectors Club, a platform to engage collectors through real-world experiences at the moments that matter most.

At PAX, the strategy came to life through an immersive four-colour custom build inspired by the NYC Subway system. The space featured interactive zones, curated display walls and gamified activities tied to the eBay Passport, a personal memento apart of our strategy, designed to encourage collectors to play, connect and unlock exclusive merchandise and prizes as they navigated the expo.