This post is by Sam Machkovech.

Robert Khoo, Penny Arcade's business manager, is furiously typing on his Blackberry. By text, ping, and calls, he puppeteers more than 400 volunteers to coordinate the second 17-hour day of the Penny Arcade Expo. When he can't make it to a certain event, he issues a decree to a minion: "Tell 'em Robert Khoo told you to go there."

As soon as PAX co-creator Mike Krahulik walks up, the phone disappears. Even with his busy schedule, manning the complete administration load of PAX, he finds time, as always, to talk games. The two trade opinions on some new games demoed the prior day: "Assassin's Creed 2, that looks good," Krahulik says, smiling. "I love those Prince of Persia-style levels."

Khoo smiles, too. Certainly because he agrees—the reason he joined Penny Arcade was because he was a fan and a gamer. But his smile might also be because he knows that Krahulik's simple little sentence has just covered a brand-new game in gold.

PAX succeeds because of Krahulik and Jerry Holkins' fans-first philosophy. They champion great games and great ideas, not hype and marketing. That philosophy drives their Expo prep to a nearly neurotic level. "Every year at PAX, I worry if this year is the one we lose that feeling," Krahulik said at today's press conference, alluding to the fun environment he tries to foster that is often lost in bigger, out-of-town shows like San Diego Comic Con and the Electronics Entertainment Expo (E3).

Khoo followed that up with a pretty grand business decision: "We turn down a lot of things that we feel would ruin PAX. Movie studios, for instance." A credulous reporter asked: Uh, really? "Yeah, we'll say no to them. Happens all the time."

The guys know they run a niche show and cater to that niche—no Madden games are on display, for example, because the creators don't believe that jives with the "hardcore" set of gamers who prefer fare like Dungeons & Dragons or Final Fantasy. But at the same time, they try to be as inclusive as possible for the wide spectrum of fans who may attend the show. And that's not just about making sure the show feels "less oppressive" than out-of-state shows like E3.

There's a decided lack of Penny Arcade branding at the show this year. The PA cartoon series isn't plastered on the walls. PA's own video game series isn't on the show floor. And even the program guide, normally covered in Krahulik's art, is subdued this year. They admit that this de-branding is a conscious effort, somewhat echoing yesterday's keynote panel : "I don't want people to avoid the show because they're intimidated by Penny Arcade," Krahulik said. "PAX has gotten to the point where it's about more than the comic. It's a fest for gamers."

As a result of the Expo's incredible attendance numbers, PAX will expand with an East Coast edition in Boston this coming March. But the home base was still key to the decision: "We picked Boston because [as a gaming city], it feels a lot like Seattle," Krahulik said.