Q.
How do you see expos, conferences and other game events panning out this year?
Dean Barrett, Bastion: Last year saw the most successful Develop:Brighton ever, and GDC this year is looking very similar to pre- covid years with the big platforms returning to the show floor. As an industry we adapted brilliantly during the lockdown periods, but we’re a community that thrives on meeting in person; doing business, exchanging ideas and finding new opportunities. All the pandemic has done has highlighted how important those opportunities are and why we need to make the most of them.
Kirsty Endfield, Swipe Right: It was only the second half of 2022 that felt like business as usual. For the first half events were either scaled back or had fewer attendees. 2023 will be a pivotal year for a number of events companies to show they have returned to their original glory. Before covid hit there were almost too many to attend, each with high price points and those price points have increased dramatically. While events can be pivotal from a marketing and networking point of view, companies haven’t had to spend on events, and I would anticipate they would be very selective for 2023, determining which actually make the most sense to invest in and what will give them the best ROI. By 2024 we might see some big shifts in the calendar, with a consolidation of events as we find our footing in 2023.
Julia Herd, Five in a Boat: As people are required to spend more time in the office moving forward, I see a parallel happening with events in that IRL events will feature more heavily on people’s agendas. Where it will change is that we will end up with a less is more approach – bigger, more impactful events versus hundreds of smaller events. Also the power of the metaverse and of running hybrid events where parts remain online is very appealing to both businesses and employees. Not only are they more cost effective, especially given the current economic climate, but environmental considerations have become increasingly important in tech development, brand positioning and in planning and growth cycles. With more companies trying to better their sustainability credentials, not having to hop on flights multiple times a year
to attend events (because there are now other options available) will continue to serve as a huge pull.
Stefano Petrullo, Renaissance: The legacy of covid-19 is that we now have an abundance of both physical and digital splashes, and I think we will need a rebalance in 2023. Too many events for the industry to invest in will inevitably lead to a diminished return. Also, events are never “one size fits all”: We always suggest our clients adopt a curated approach and think about where their audience is rather than signing their titles up at the showcases with the big, big numbers. What I mean with this is: a convention like LudoNarraCon is a great fit for a title with a strong narrative and will likely lead to much more engagement than would be generated at a much bigger and more generic event. So we always suggest that our clients pitch at events that have not only reach but also engagement of the right audience.
Rana Rahman, Raptor PR: It’ll be business as usual for events this year. Events are great for building existing relationships, a bit of business development, and brand awareness. But I think, post-pandemic, many of us now realise that we can conduct business and network virtually, with similar if not better results. Of course different companies and personalities will enjoy different ways of doing things, but it’s the digital realm which generates the greatest ROI for Raptor PR.
Alex Verrey, Embracer Freemode: As we’ve seen with the recent pandemic outbreak in China, things can change very quickly so we need to be cautious, but I think the industry and the gaming public are eager to return to normal and I think we’ll see a very busy year for expos and conferences. E3 has always been my favourite show and I’d be thrilled to see the folks at Reedpop take the reins. I’m really looking forward to that one and I hope that the industry, including the format holders, gets behind it. A raft of digital presentations may allow publishers to control their messaging, but it simply isn’t the same in terms of excitement and industry impact.
“2023 will be a pivotal year for a number of events companies to show they have returned to their original glory.” Kirsty Endfield
Swipe Right January 2023 MCV/DEVELOP | 39
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