PAX West 2026 saw a noticeable shift in convention floor presence, with a reported decrease in the number of games and large publisher booths compared to previous years. Major Japanese publishers like Bandai Namco, Sega, NIS, and Konami maintained a solid presence, but the overall atmosphere was described as more subdued. This quietude was amplified by the absence of the so-called 'big three' console manufacturers: Sony, Nintendo, and Xbox, with the exception of some ID@Xbox titles showcased at a satellite event.
Nintendo's absence was particularly striking given its U.S. headquarters' proximity to Seattle and its usual active participation in the event. However, the company's properties were, in fact, visible throughout the convention, with one Nintendo IP achieving near-omnipresence: Pikmin.
Pikmin Bloom, originally developed by Niantic and now managed by Scopely, was the focus of this pervasive presence. As a location-based mobile game akin to Pokémon GO, Pikmin Bloom encourages players to engage in walking to grow their Pikmin collection and plant flowers on the in-game map, which yields rewards. The primary in-game objective appears to be collecting Pikmin adorned with various decorative hats.
Ubiquitous Advertising Campaign
The game's visibility extended beyond the convention center itself. Scopely executed an extensive advertising campaign across Seattle in the lead-up to PAX West. Ads were prominently displayed on public transportation, including buses and light rail stations, with particular saturation around the Westlake station, the closest to the convention. This aggressive marketing effort led to Pikmin Bloom being arguably the most consistently noticeable game property at and around PAX West this year.
Within the convention, a dedicated Pikmin Bloom booth distributed paper Pikmin crowns, which were enthusiastically worn by many attendees. This resulted in a visual landscape where Pikmin iconography, particularly the distinctive hats, was a common sight among the crowds.
Speculation on Motives
The rationale behind such a significant promotional push for a five-year-old mobile game remains unclear. While a special PAX West-themed Pikmin was available within the game for attendees, and a seasonal Oktoberfest-themed event was running, these did not seem to justify the scale of the advertising. The game has reportedly seen increasing revenue each year since its launch, a trend that may inform Scopely's marketing strategy.
One prevailing theory suggests that this widespread promotion is a precursor to an upcoming Pikmin-related announcement from Nintendo. The timing, coinciding with a scheduled Nintendo Direct presentation, lends some credence to this speculation. Regardless of the exact reason, the campaign succeeded in re-engaging players, with some, including the author, reinstalling the game to explore its expanded content and newly added cute Pikmin hats.