International Tradeshowbiz: Host`s messages

Date: 2009-06-14 17:02:43 written by: Geert Boettger in group: International Tradeshowbiz

E³: what is the lesson to be learned?

After years with disappointing results, E³ - Electronic Entertainment Expo - regained its strength as the premier annual destination for the gaming industry.

This is the story behind: The Entertainment Software Association and E³ exhibitors decided a few years ago that they wanted to concentrate on professional visitors, on buyers. They revamped and downsized the event "successfully", however exhibitors were increasingly unhappy, and also the attractivity of the show decreased.
This year E³ opened up again towards the former successful format, and most of the exhibitors were happy. Even more: media attention was back, because they could report about innovations and an event, which was meaningful to their audience, because the audience had the chance to visit the event. Stories about the latest amazing games appeared on tv, national and local newspapers. What can be more dynamic for a market than wide media attention? But also vividness and frequency on the showfloor gave a totally different climate than in the last years.
Graham Hopper, executive vice president and general manager, Disney Interactive Studios said: "The excitement the show generates and the ability for us to showcase our portfolio to a worldwide media, retail and consumer audience is an important business driver."
E³ provided an interesting showcase about the right mix of "only trade show visitors" and non professional attendees. However, it cannot be generalized...