Q. The big events
continued to fragment into a stream of online digital showcases last year. Now that we see in-person events returning, do you expect to see digital showcases receding?
Julia Herd, Five in a Boat: Having many clients in the music industry, the lack of live events has decimated this sector. So there is a real pull to get live back on track, not only in music but in many other industries where events play a key role in business growth. That said, Covid has struck fear in some people and in others it has made them realise that in-person events are not the be all and end all and that digital showcases, especially with the explosion of immersive technologies, can be pretty effective. So, while I can see them receding, I can’t see them disappearing.
Caroline Miller, Indigo Pearl: I think we will see blended events, so gamescom but with a more global impact because it can be accessed online. But human beings are social animals, and going to shows is about communities coming together. Also trade shows allow you to look people in the eye (or bump elbows at least) over a deal. I can’t see that changing.
Stu Taylor, Dead Good: The freedom and financial benefits that online showcases provide have been amply demonstrated, but there is a limit to how many one hour presentations of varying quality that gamers will willingly sit through. I feel that we can expect to see two to three marquee virtual showcases becoming a permanent fixture on the gaming calendar, with a handful of niche panels catering to established game communities as well.
Stefano Petrullo, Renaissance: I really want to have an in person event back, I really do, but I don’t see digital showcases receding. Aside from the obvious cost savings of digital events vs physical shows, the potential increase in audience reach really makes a compelling augment for them to continue. I think what we need to see is a flourish of innovation on both sides of the spectrum to complement, not replace, one another. We need to get back to IRL meeting because there is no Zoom call as enjoyable, relational or genuine as meeting for a coffee!
Kirsty Endfield, Swipe Right: There were a number of consumer digital events last year
that carried a high cost that wasn’t necessarily quantifiable so I can see those receding. I did find value in B2B digital conferences which could offer clients based anywhere in the world a chance to participate and were incredibly accessible for speakers with busy schedules . Esports Insider, who has been running esports business focused networking events and conferences since early 2017 went fully digital during the pandemic and this presented a fantastic opportunity for clients such as PUBG MOBILE, whose spokespeople would never have had the time to travel from China, to build their profile in a new region. So I would hope from a B2B point of view there is a balance between physical and digital events.
Mario R. Kroll, UberStrategist: Measuring the success of events isn’t so much about coverage, but more about marketing impact. What sales did this drive, and how did this impact pre-launch traffic, wishlists and pre- orders? Most events aren’t hitting those vital measurements, but some do, and they’ll continue not just because they’re successful in these areas, but because they’re sound business for the brand owners.
Mike Hendrixen, Vertigo 6: Some bigger events have been planned in Benelux, like Gameforce and GG22, but overall event organisers are still very reluctant to schedule any events as they (and their audiences) have been disappointed time after time by the lockdown restrictions.
Publishers and tech companies with
international HQs are also hesitant to commit to event sponsoring, which is an important element to get an event subsidised. Therefore we expect digital showcases to dominate upcoming launch campaigns.
Dean Barrett, Bastion: Digital showcases can certainly make life easier for the media, no need to travel and they probably like being left alone to play, but on the flip side there’s no social element which can be mutually rewarding. For B2B events digital showcases have a part to play, but when it comes to consumers, in- person events will always have the upper hand.
“Human beings are social animals, and going to shows is about communities coming
together. I can’t see that changing” Caroline Miller
Founder and managing director, Indigo Pearl Febraury 2022 MCV/DEVELOP | 47
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