Challenger soccer brand PES has booked out Sydney's The Nerd Cave for a trio of events this week.
Wednesday night was an event held in conjunction with soccer mag FourFourTwo, which saw some 50 readers gathered to check out the game early.
Thursday night, Mindscape held a media competition (pictured), and tonight it's a community event for fans.
There's not a huge amount of money being thrown around for territorial executions for PES, so the location and use of it makes sense.
Any kind of serious momentum in taking a bite out of the FIFA pie will come from grass roots changes rather than out-marketing the giant that is EA, and as such there were several pro FIFA players attending to check out what Konami has been up to for the last year.