All About Mobile World Congress (MWC): The Future of Mobile Technology

What is MWC Barcelona?

MWC Barcelona (Mobile World Congress) is the world’s largest mobile device exhibition, held annually in February or March and organized by the GSM Association (GSMA). Known as the premier gathering for the global mobile industry, it brings together mobile technology professionals, innovators, and enthusiasts from across the world. Initially held in Cannes, France, until the mid-2000s, the event has been hosted in Barcelona, Spain, ever since.

Where is MWC Barcelona?

• Location: Fira Gran Via, Barcelona, Spain

When is MWC 2025?

• Dates: March 3-6, 2025.

The Evolution of MWC

In 2016, the GSMA partnered with CTIA to create MWC Americas, aligning the event with the broader MWC brand. The first MWC Americas took place in San Francisco in 2017, showcasing innovations from the mobile, tech, and communications industries. The event later moved to Los Angeles in 2018, where it expanded both in scale and influence.

By 2022, the exhibition was officially rebranded as MWC Las Vegas to reflect its permanent new home in Nevada. This evolution represents GSMA’s commitment to fostering innovation and connectivity within the North American market while maintaining the global prestige associated with the MWC brand.

MWC 2024 Highlights

MWC 2024 attracted 101,000 attendees from 205 countries, along with over 2,700 exhibitors, sponsors, and partners. The event highlighted cutting-edge advancements in mobile technology, establishing itself as a premier platform for global industry networking and innovation.

At MWC 2024, Samsung unveiled its latest innovation in wearable technology—the Galaxy Ring. Designed for comfortable wear, even during sleep, its inner surface wraps around the finger to enable precise health data monitoring. This innovation has drawn attention for its potential to expand the wearable market, particularly in health monitoring technology.

MWC 2024 Trends and Focus

Sustainability in technology emerged as a key theme, spotlighting eco-friendly practices and innovative solutions reshaping the mobile industry. The event also featured AI-driven mobile experiences, demonstrating how artificial intelligence is revolutionizing device interactions with unprecedented personalization and efficiency. Additionally, cybersecurity gained significant attention, reflecting the critical need for secure and resilient systems in today’s interconnected digital ecosystem.

MWC Agency

At MWC 2018, Eidetic Marketing successfully executed Samsung Device Solutions’ (DS) booth—a 468m² showcase divided into four distinct zones for Memory, System LSI, SEMCO, and SDE divisions. The booth highlighted Samsung DS’s innovative solutions while maintaining a cohesive brand image, offering private meeting rooms for business networking. Delivering seamless execution from design and fabrication to on-site management, Eidetic Marketing demonstrated its expertise in consumer electronics, mobile technology, and advanced innovations.

What sets us apart as an agency is our ability to combine a deep understanding of high-tech industries with flawless operational precision. IT and electronics exhibitions like MWC demand not only creative booth design but also logistical mastery to handle the unique challenges of showcasing advanced technology on a global stage. Eidetic Marketing excels in these areas, providing tailored solutions that elevate brand experiences and create meaningful connections with audiences. Choosing a partner with our level of expertise ensures your presence at events like MWC will not just meet expectations but exceed them, leaving a lasting impact on your audience and industry.

The Best Global Experiential Marketing Agencies in America

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In recent years, the experiential marketing industry has seen substantial growth, especially as the world recovers from the impact of COVID-19. The pandemic brought significant challenges to global experiential marketing agencies, with the demand for offline events plummeting. However, as live experiences and exhibitions regain momentum, the market size for events is expanding rapidly, and agencies are once again thriving.

With this resurgence in mind, we’ve conducted a detailed analysis of five leading global experiential marketing agencies. Using our creative framework, we explore what sets each agency apart in this evolving market. Our goal is to provide insight into their unique approaches and what makes them successful in a post-COVID landscape.

How We Analyze

We conducted an in-depth analysis of five global experiential marketing agencies: GPJ, Jack Morton, Czarnowski, Sparks, and Eidetic Marketing. Each agency’s tone and style were assessed using the following methods:

1. Website Investigation – We reviewed their online presence, focusing on messaging.
2. Keyword Gathering – By collecting frequently mentioned words, themes, and specific language habits within each website, we identified distinctive traits that reveal the agency’s unique character.
3. Character Analysis – Here, we examined the brand personality conveyed through these distinctive traits, analyzing the overall impression each agency projects.
4. Jungian Archetype Identification – Finally, we assigned each agency a Jungian archetype to uncover deeper identity cues. Developed by psychologist Carl Jung, archetypes are roles or personalities that people recognize subconsciously. Similar to how we intuitively identify a “hero” or a “comic relief” character in movies or books, archetypes are universally recognizable roles that Jung categorized into 12 types. This step helped us capture the implicit roles and strengths each agency embodies.

GPJ(George P. Johnson)

• History

Founded in 1914, GPJ is one of the pioneers of experiential marketing, originating as a custom flag-making company before expanding into large-scale event marketing. Over the years, GPJ has grown to serve various global industries, including technology, automotive, and finance.

• Main Clients

IBM, Nissan, DP World, Honda

• Analysis

GPJ’s language emphasizes a deep understanding of complex issues, often using terms like “actionable,” which conveys a sense of authority and problem-solving capability. The central theme in much of their content is centered on learning, acquiring deep insights, and seeing beyond the immediate to grasp the bigger picture. This suggests they aim to position themselves as not only skilled executors but also as thought leaders with a level of wisdom that distinguishes them from competitors.

• Habit Words

“Learn” ∙ “Think” ∙ “Understand” ∙ “Deep” ∙ “Experience”

• Jungian Archetype Identification

Sage Archetype – GPJ embodies the Sage archetype, reflecting their reputation for expertise and thought leadership. Their language and positioning imply that they offer not only services but also valuable insights, suggesting that there is much to be learned from their approach.

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Czarnowski

• History 

Founded in 1947, Czarnowski is a well-established exhibit and event marketing agency. Initially rooted in creating impactful trade show exhibits, Czarnowski has expanded to deliver comprehensive experiential marketing services, combining strategy, creativity, and production. They are known for working with some of the world’s most forward-thinking brands, with a strong focus on engineering and precision in their designs​.

• Main Clients

Mercedes-Benz, LG, Toyota

• Analysis

Czarnowski’s communication style is marked by bold, concise statements that project confidence and authority. Their tone often shifts from suggestive to commanding, reinforcing their position as experts in the field. A preference for numbers and exact language demonstrates a commitment to precision, while terms like “excellence” convey an image of sophistication and high standards.

• Habit Words

“Excellence” ∙ “Best” ∙ “Family”

• Jungian Archetype Identification

Ruler Archetype – Czarnowski aligns with the Ruler archetype, suggesting a company that values precision, high standards, and control over its brand reputation. This archetype reflects their commitment to delivering reliable, high-quality service that upholds their longstanding reputation.

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Jack Morton

• History

Founded in 1939, Jack Morton is a global brand experience agency that has been a pioneer in experiential marketing for over 80 years. Headquartered in New York and part of the Interpublic Group, Jack Morton has continually evolved, focusing on creating immersive, impactful brand experiences. It was recently named Adweek’s 2023 Experiential Agency of the Year for its innovative approach to brand activations​.

• Main Clients

Meta, TikTok, Cadillac

• Analysis

Jack Morton’s communication style is high-energy, often emphasizing words like “extraordinary” and using action-driven language that conveys movement and impact. Their tone suggests motivation, discipline, and hard work, effectively mirroring the energy of clients in dynamic sectors such as sports and entertainment.

• Habit Words

“Inspire” ∙ “Impact” ∙ “Drive” ∙ “Deliver”

• Jungian Archetype Identification

Hero Archetype – Jack Morton embodies the Hero archetype, displaying a high-energy approach focused on inspiring and engaging audiences. Their brand persona suggests a company skilled at creating impactful experiences that captivate and energize crowds, making them ideal for clients seeking to make a powerful impression.

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Sparks

• History 

Sparks, founded in 1919 and headquartered in Philadelphia, has a long history in creating immersive brand experiences. Known for its expertise in exhibits and brand activations, Sparks recently joined Freeman in 2023, further strengthening its presence in corporate events and experiential marketing.

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• Main Clients 

Google, Netflix, Salesforce

• Analysis

Sparks’ communication style emphasizes emotional language and vivid descriptions, focusing heavily on creating meaningful connections and memorable experiences. Their tone often prioritizes people-centric language, highlighting the importance of bringing people together for shared experiences. This approach suggests a deeper understanding of human connection that goes beyond simple event execution.

• Habit Words

“Meaningful” ∙ “Beautiful” ∙ “Together”

• Jungian Archetype Identification

Lover Archetype Sparks embodies the Lover archetype, demonstrating high emotional intelligence and a commitment to fostering meaningful experiences. This archetype reflects a brand that values relationships and aims to connect with audiences on a deep, emotional level, making their events resonate personally.

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Eidetic Marketing

• History 

Established in 2011 in California, Eidetic Marketing has become a notable player in the experiential marketing industry. The agency focuses on creativity and innovation, crafting culturally resonant brand experiences. Recently, they showcased their expertise as the master agency for Midea at IFA Berlin, managing a major global exhibition.

• Main Clients 

EA Sports, Samsung, Webzen, Tencent

• Our Analysis

Eidetic Marketing’s messaging centers on enlightenment, showcasing creative solutions that reveal new possibilities and inspire audiences. Their content emphasizes the power of transformation, using language that both captivates and informs. This positions Eidetic as more than just a service provider—they are creators of experiences that encourage people to see beyond the ordinary. By focusing on “enlightening,” they engage clients and audiences alike, turning each project into a moment that leaves a lasting impact and builds strong loyalty.

• Habit Words

“Enlighten” ∙ “Illuminate” ∙ “Discovery”

• Jungian Archetype Identification

Magician Archetype 

Magician brands want to make dreams come to life and create something special and informative. They want to bring the future to the present. The goal of this type is to help people transform their world, improving one’s life and making things exciting.

When it comes to the way customers feel, they tend to be mesmerized by the possibilities and promise that the brand has to offer. The Magician offers a story for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more. They have a sense of urgency to be a part of the “magic”.

Moments that Matter: The Power of Experiential Marketing

As we delved into the tone, style, and unique characteristics of these five leading experiential marketing agencies, a few key insights emerged. Each agency leverages its distinct strengths to forge deep, lasting connections with audiences. These companies remind us that experiential marketing is about more than just an event; it’s about crafting moments that resonate, inspire, and empower.

As the world evolves, brand loyalty increasingly depends on authentic, memorable experiences. Keeping this in mind, these agencies are leading the way forward. They reveal what’s possible when creativity and strategic insight unite. By understanding these archetypes and brand personas, we hope to bring deeper insights into how meaningful connections are made and ultimately inspire our own journey in the experiential space.

Previous Article: Why Do Companies Rebrand? Positive vs. Responsive Rebranding

Time for a New Chapter at Eidetic

At Eidetic, we’ve developed brands across domestic and international markets, delivering memorable experiences from start to finish. Our strategic approach has earned us 19 international design awards, including the Red Dot Design Award, IF Design Award, and A’ Design Award. With our first-ever headquarters established in the vibrant Gangnam district, we’re entering a pivotal phase of our evolution.

This physical space, undergoing transformation to reflect our identity, symbolizes our growth and ambition. While the challenges of approvals and renovations are significant, they are also opportunities for us to shape a dynamic new environment that embodies our story.

Our headquarters signals more than just a physical change. It marks the beginning of our journey toward becoming a full-fledged brand consultancy. As a branding agency, we’re evolving to offer a wider range of services and expertise. Additionally, we’re establishing an in-house marketing team to provide comprehensive solutions. With these developments, we are positioned for a major leap forward. With these developments, we are positioned for a major leap forward.

How to Rebrand a Company: Choosing a New Name

What should we be called?

As we embarked on this rebranding journey, we knew that choosing the right name was critical. “Eidetic Marketing” had served us well but had become limiting, especially in terms of international communication. The abbreviation “EM” was frequently used due to the length and pronunciation challenges of the full name, particularly for our partners across Asia.

Naming Study for Creative Branding Agency

Through countless brainstorming sessions, we considered several options, including WASP, SPERE, HYPERS, and HECTO. WASP emerged as a top contender, symbolizing the industrious and collaborative nature of our work. It resonated with our mission to craft memorable brand experiences, much like a wasp building its hive with precision and care.

However, after careful deliberation, we recognized the value in preserving the legacy we had built under the “Eidetic” name. Rather than abandoning it, we decided to simplify our brand identity by dropping “Marketing” and focusing on “Eidetic” as the core of who we are. In the world of branding, memorability is everything, and “Eidetic” embodies our commitment to crafting unforgettable brand experiences.

Making a New Slogan

A slogan is a powerful tool for conveying a company’s identity in a concise, impactful way. While it’s impossible to explain every detail of our philosophy to every individual, a well-crafted slogan can encapsulate our brand essence.

Global consultancies like Siegel+Gale champion simplicity with slogans such as “Brilliance in Simplicity,” reinforcing the idea that simplicity often leads to success.

Mission Statement: We Build the Moment.

For Eidetic, our new statement, “We build the moment!” captures the heart of our mission. It speaks to our expertise in creating unforgettable brand encounters and reflects our commitment to curating moments that leave a lasting impression. This isn’t just a slogan; it’s a guiding principle that aligns with our vision for the future.

As Eidetic steps forward with renewed clarity and purpose, it remains dedicated to crafting experiences that resonate deeply—both for its clients and within its own evolving brand journey.

Rebranding Portfolio

Why Do Companies Rebrand?
by Asia Brand Agency

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Before we dive into the details, we’re excited to share that our rebranding project has been featured in the Branding category of Behance’s Graphic Design gallery. As a branding and design agency, this recognition is a true honor. We saw it as the perfect chance to reflect on our rebranding journey. It also gave us the opportunity to share our experiences of rebranding our own company.

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Reinventing Ourselves After a Decade of Branding Expertise

In celebration of its 10th anniversary in 2023, Eidetic Marketing took a moment to reflect on both its past successes and its future direction. The key question, “How can we shape the future?” sparked a journey of self-reinvention, pushing us to redefine our own identity, despite years of expertise in branding for a distinguished client base.

As experts who have helped countless reputable companies build their brands, rebranding ourselves felt a bit like the cobbler’s children having no shoes—ironic, but challenging. We faced the risk of overthinking or being overly cautious. We’ve built a decade of experience, marked by both triumphs and challenges. This journey helped us realize how crucial rebranding was for us. The process allowed us to view our brand with fresh eyes. We uncovered layers that needed both understanding and growth.

Why Companies Rebrand: The Quest for a New Identity

Many companies decide to rebrand for a variety of reasons. Some undergo a complete transformation, while others make subtle changes that might go unnoticed. Even small tweaks to logos or messaging can spark significant public reaction, showing how complex and challenging rebranding can be. But what drives companies to take this step?

Positive vs. Responsive Rebranding

There are two main motivations for rebranding: positive and responsive. Positive rebranding happens when a company is thriving and wants to expand or enter new markets. Responsive rebranding, on the other hand, is often necessary when a company experiences mergers, acquisitions, or needs to recover from a crisis.

Walmart

Walmart provides an example of successful positive rebranding. Walmart, guided by Lipincott, introduced its famous Spark logo. They also updated their slogan from “Always low prices” to “Save money. Live better.” These changes were designed to reflect a more lifestyle-oriented brand.

HYBE

In contrast, responsive rebranding comes into play when a company faces significant structural changes, such as mergers or crises. A prime example is Big Hit Entertainment’s transformation into HYBE. Originally known for managing BTS, HYBE expanded its scope by acquiring various entities across gaming and entertainment to become a comprehensive content platform. This shift demonstrated their ambition to diversify beyond music into new areas.

GAP & Tropicana

However, not all rebranding efforts are met with success. GAP’s failed logo redesign in 2010 is a well-known cautionary tale. Many people felt that the new logo lacked the brand’s iconic appeal and didn’t resonate with GAP’s identity, leading the company to revert to its original logo within just a week.

Tropicana’s packaging disaster in 2009 is another example, where the company’s drastic redesign of its juice cartons led to consumer confusion and a significant decline in sales. Both show how rebranding missteps—whether due to poor design or failing to communicate changes—can alienate loyal customers.. In just two months, Tropicana experienced a $30 million loss, forcing them to revert to their original design. The takeaway here is that visuals play a powerful role in how customers connect with a brand, and removing familiar elements can have unintended consequences.

After reflecting on why companies rebrand, from Walmart’s positive approach to GAP and Tropicana’s missteps, we realized that rebranding is more than just a visual makeover. It’s about growth, evolution, and staying relevant in an ever-changing market. For Eidetic, this brand renewal journey was not only about refining our identity but also about preparing for the next phase of our story.

And with that, we were ready for a new chapter—one that would take our company to new heights.

Our Brand Renewal Works

PENTAHEAL
Dr.FORHAIR

The Rise of Subculture Pop-ups: Spotlight on Goddess of Victory: Nikke

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The Rise of Subculture Pop-ups

Subculture pop-up booths are becoming increasingly popular. Fans now seek to experience their favorite games in real life, beyond the digital world. These pop-ups provide fans with an immersive way to engage with the game’s world, story, and characters. This makes their connection to the content more tangible and memorable.

The Goddess of Victory: Nikke pop-up events exemplify this trend, having been held in major cities like Singapore, Los Angeles, and soon Japan. Moreover, these events offer fans worldwide the chance to explore life-sized representations of characters, participation in interactive experiences, and purchase exclusive merchandise, further deepening their connection to the game. The global popularity of these events highlights Nikke’s reach and appeal beyond Asia.

As gaming continues to grow into a cultural movement, these pop-ups demonstrate the expanding fandoms that identify with unique game worlds. Thus, they offer an offline space where fans from all over the globe can experience the content they love, strengthening their sense of community and passion for the game.

Nikke at Anime Expo in Los Angeles

In July, we had the unique opportunity to manage the Goddess of Victory: Nikke booth at Anime Expo in Los Angeles. The booth was a massive success, with demo reservations selling out within just nine minutes of opening. This overwhelming response highlighted Nikke‘s immense popularity, not just in Asia, but in the U.S. as well. Seeing the widespread enthusiasm for the game on such a large international stage made us even more excited about the future of subculture pop-ups.

Throughout the summer, we filled our office walls with Nikke project materials. These ranged from life-sized character cutouts to creative designs, all in preparation for Anime Expo. The energy and excitement from that project carried over into our anticipation for the Nikke pop-up store.

Top 3 Takeaways from the Nikke Pop-up in Korea

A Beach or a Booth? Stunning Photo Zones with Attention to Detail

One of the most striking aspects of the Nikke pop-up store was the detailed photo zones. The lifelike reddish sand was especially impressive, so realistic that it felt like stepping onto an actual beach, surprising many with its vividness. The landscape decorations were meticulously crafted, making each photo zone into an immersive experience. These zones were strategically designed throughout the pop-up, from the gate entrance to various spots inside the booth, allowing it to be a captivating journey that drew visitors deeper into the world of Nikke.

Test Your Aim: The 4-Player Shooting Game

The 4-player shooting game was another major highlight. Visitors engaged in a fun and interactive experience where they shot rubber bullets at large monsters (Raptures) and competed for accuracy. The player with the best aim received additional exclusive merchandise as a prize. The shooting event didn’t take place at the Anime Expo in Los Angeles. Instead, it became a standout feature at the pop-up, offering a unique experience that distinguished it from typical exhibitions.

Celeb Autograph Wall

The collection of autographed photos near the photo booth caught our attention as another interesting feature. These included autographs from the voice actors of Nikke characters and Kim Hyung-tae, the CEO of Shift Up, the game development company behind Goddess of Victory: Nikke. Spotting these autographs added an extra layer of excitement, especially with visitors exclaiming, “Wait, they were here too?” It was definitely a fun little surprise for fans.

What’s Next for Subculture Pop-ups?

Subculture pop-up events will keep growing in popularity. They highlight a shift from simply consuming game content to creating deeper connections and emotional engagement between fans and the game. As user experience becomes increasingly important in offline events, careful planning and attention to detail are essential to leave a lasting impression.

Pop-up stores offer fans both unique and unforgettable experiences, further strengthening their connection to the content they love. Goddess of Victory: Nikke is leading this trend, expanding rapidly not just in Asia but also globally. With upcoming events like G-STAR and AGF this winter, fans are eagerly anticipating the new and exciting ways Nikke will continue to engage them, creating even more memorable moments.

Check out: Global Game Exhibition & Events Schedule in 2024

Exhibitors Tips for Tokyo Game Show

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Tokyo Game Show Schedule

Understanding the schedule and hall plan is crucial for making the most of your time at the Tokyo Game Show(TGS). Each hall hosts different companies and events, so planning your visit based on the exhibitors you’re most interested in will help you make the most of your time at the show.

TGS Game Zone

Tokyo Game Show Trend

Tokyo Game Show 2024 Lineup

In 2024, Tokyo Game Show will see participation from major companies such as Bandai Namco, Capcom, and Sony, showcasing not only their latest titles, but also plenty of ways to enjoy their existing IPs. Keep an eye out for their booths as they often have some of the most exciting announcements and demos at the event.

Tokyo Game Show Tickets

Tokyo Game Show Ticket Price

The ticket prices vary significantly between the Business (B2B) and Public (B2C) days. A B2B ticket costs around 11,000 Yen for two days, while a B2C ticket is 3,000 Yen for one day. Public days, however, tend to be much busier, with packed halls and longer lines.

About Tokyo Game Show Ticketing

TGS offers both invitation tickets (pre-registration) provided to exhibitors and paid tickets. Even if you receive an invitation ticket through a client or business partner, you must register your information on the official website for the ticket to be valid.

The pre-registration period usually starts about 10 days before the event. Even if you’re not directly involved in the gaming industry, the registration form includes various industry options (e.g., gaming students, marketing professionals, press, influencers, etc.) that you can check off. Note that you must sign up with an email address, and only one person can register per email account.

Check-In at TGS

Printing Your Ticket in Advance

Japan is known for its Omotenashi culture, which emphasizes personalized and attentive care. Despite the post-COVID environment, TGS continues to welcome guests in person. However, admission is processed through self-printed badges. If you forget to print your badge, don’t worry — there will be designated areas where you can print them on-site. While Japan’s analog culture may seem inconvenient at times, it’s worth taking it in stride and enjoying the experience.

Line for Check-In

Check-in is conducted at the Hall 2 entrance. Even if you arrive at 10 AM when the doors open, be prepared for long lines that may extend past several hall entrances. It’s a four-lane queue, so be ready to wait and plan accordingly.

Exhibitors Tips for Tokyo Game Show

Proper preparation is essential for a smooth experience at TGS. From understanding the hall layout to pre-registering your tickets, these steps ensure that you can fully enjoy the event without unnecessary stress.

Explore more: Tokyo Game Show: The Biggest Gaming Convention in Asia

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What is the Tokyo Game Show?

The Tokyo Game Show (TGS) is the largest gaming convention in Asia, attracting game developers, publishers, and enthusiasts from around the world. Known for its impressive scale and the breadth of content on display, TGS is a must-attend event for anyone in the gaming industry.

Where does the Tokyo Game Show take place?

The Tokyo Game Show is held annually in Chiba, not in Tokyo, at the Makuhari Messe convention center. This massive venue is well-known for hosting a variety of large-scale events, making it the perfect location for large-scale exhibitions like TGS.

Tokyo Game Show Location

Makuhari Messe, located just outside of Tokyo, is one of Japan’s premier event venues, as it offers easy access for both local and international visitors. Known for hosting a wide range of events, it boasts extensive facilities that accommodate thousands of attendees and exhibitors annually, making it a prime destination for experiencing the latest advancements in gaming and technology.

When is the Tokyo Game Show 2024?

TGS 2024 is scheduled from Thursday, September 26, 2024, to Sunday, September 29, 2024. Unlike other gaming conventions, TGS separates its Business day (B2B) and Public day (B2C.) The first two days are reserved for business attendees, allowing industry professionals to network and explore new opportunities. The last two days are open to the general public, offering gamers and fans a chance to experience the latest titles and technologies firsthand.

Ticketing Website (Link)

B2B Business Day & Ticket Price

• September 26(Thu.) ~ September 27(Fri.): 10:00a.m. – 5:00p.m.
• Business Ticket: ¥11,000
• Gold Pass Ticket: ¥27,500
  

⭐️Business Gold Pass: A pass for Business Day visitors that facilitates smooth business meetings and networking. Gold pass is a premium pass that allows visitors to use the Business Lounge during TGS 2024 Business Days. In addition, it provides exhibitors with the full functionality of TGS Business Matching System.

B2C Public Day & Ticket Price

• September 28(Sat.): 10:00a.m. – 5:00p.m.
• September 29(Sun.): 9:30a.m. – 4:30p.m.
• 1-Day Pass Advance Ticket: ¥3,000

Key Features of TGS

Analog Style and Omotenashi Culture

One of the unique aspects of TGS is its embrace of traditional Japanese hospitality, known as Omotenashi. For example, all tickets are manually checked by staff, reflecting a commitment to personal interaction and detail that is deeply rooted in Japanese culture. This blend of tradition and innovation creates a unique atmosphere that sets TGS apart from other events.

Attention to Detail

TGS is renowned for its meticulous attention to detail in the design and execution of its exhibits. Many game companies go above and beyond to create immersive experiences, allowing attendees to fully engage with their games. This includes the use of VR technology, mini-events, and tournament programs that enhance the overall experience.

Tokyo Game Show Agency

For those looking to participate in or enhance their presence at TGS, consider leveraging the expertise of a seasoned experiential marketing agency specializing in major global game shows such as GDC, Gamescom, and the Tokyo Game Show itself. Agencies like Eidetic Marketing offer valuable insights into managing large-scale gaming events, ensuring that every aspect of your exhibition is executed flawlessly from start to finish.

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11 Lifesaver Essentials for G-Star Korea Exhibitors

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When exhibiting at G-Star Korea, preparation is key to ensuring a smooth and successful event. Here are 11 essential items you should bring with you, based on tried-and-true experience from seasoned exhibitors.

1. Fanny Pack

A fanny pack is essential for keeping your hands free while ensuring you have quick access to important items like scissors, stickers, and portable chargers. It allows you to move around the booth efficiently without constantly searching for your tools.

2. Branded Items

Why do we wear T-shirts, hoodies, and jackets with our company logo? The first reason is to ensure everyone knows we’re part of the same team, even from a distance. It creates a sense of unity and makes it easy to identify team members. The second reason is to promote our company. We take pride in creating stylish, high-quality branded items that not only look great but also represent our brand well. In fact, we’ve had clients request design services after seeing our shirts. It’s a part of our commitment to detail and something we’re always proud of.

3. Whiteboard

A whiteboard is invaluable for managing inventory in your designated storage container, which will be located close to your G-Star booth. This is where you’ll store most of your merchandise. Using a whiteboard allows you to easily track and update stock quantities, making it much easier to manage inventory changes on the fly. This is one of those practical tips that come from years of experience at G-Star.

4. Printer

A printer is essential for quickly printing scripts, schedules, wrap-up meeting notes, and simple graphics. It’s especially useful for scripts — during rehearsals, any changes that need to be made can be promptly edited and reprinted. Having a printer on hand allows for immediate updates and ensures everyone has the most current information.

5. Stickers

Various stickers are incredibly versatile and can be used for a variety of purposes:

• • Logo Sticker
• • Icon Sticker
• • Box Sticker

Stickers are especially useful for labeling personal items during the setup period when many people are on-site. It’s easy for drinks like coffee to get mixed up, particularly in Korea, where iced Americanos are incredibly popular. Since the drinks all look the same, having a designated icon sticker makes it easier to identify your own.

Icon stickers are visually intuitive, making them perfect for quick identification. Box stickers are also useful for clearly labeling boxes for storage or disposal, making the packing process much more organized after the event.

6. Walkie-Talkies

Effective communication is crucial during an event like G-Star, and walkie-talkies are essential for keeping your team connected. When using walkie-talkies, it’s important to clearly identify yourself both when speaking and when responding. With dozens of people potentially sharing the same channel, things can quickly become chaotic, so clear communication is key to maintaining order and efficiency. This simple practice ensures that everyone knows who is talking and helps avoid confusion.

7. Lanyards

Having lanyards with ID badges for your team not only looks professional but also helps with security and identification of members on site. Make sure they’re comfortable for all-day wear.

❗️Sometimes you might need name tag cases when you participate gaming convention. Here’s why. [Link]

8. Safety Helmets

The G-Star organizing committee closely monitors compliance with safety regulations throughout the setup period. As they regularly inspect the site to ensure all safety measures are followed, it’s crucial to bring and wear safety helmets during this time. Make sure your team is prepared to adhere to these guidelines to avoid any issues.

9. Pain Relief Patches

It’s a good idea to apply pain relief patches in advance, especially if you know you’ll be on your feet all day, carrying heavy items, or doing a lot of walking around the venue. Muscle aches are almost inevitable in this kind of environment. For those experiencing more severe pain, larger patches might be necessary. In Asia, smaller “coin-sized” patches are quite popular and effective. You can pick these up at a local pharmacy. Applying them to sore areas before heading out to the site can make a big difference, helping you feel lighter and more comfortable throughout the day.

10. Energy Bars

Working on-site can be incredibly hectic, leaving little to no time for proper meals. You’re constantly on the move, expending a lot of energy throughout the day. Keeping snacks like energy bars, chocolates, and candy on hand is highly recommended. These quick bites provide a much-needed energy boost, helping you stay focused and productive even when you can’t take a break for a full meal.

11. Comfortable and Warm Clothing

Korean winters can be quite cold, especially in November. If you’re managing an outdoor booth, long puffer jackets and hand warmers are essential. Comfortable shoes are also a must since you’ll be standing and walking around for long periods. At G-Star, you could log up to 30,000 steps a day, so make sure your footwear is up for the challenge!

By bringing these 11 essential items, you’ll be well-prepared to handle any situation that comes your way at G-Star. Proper preparation not only ensures a smoother experience but also helps your team stay focused on what really matters.

Navigating exhibition halls and outdoor booths for G-Star can be a complex task, especially with the various exhibition halls and rules. This guide is designed to help exhibitors make the most of their experience by understanding the layout, regulations, and logistics of the venue.

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1. What Companies Are in the 1st and 2nd Exhibition Hall?

Before selecting a hall, it’s important to understand the key characteristics of G-Star Korea. Known for showcasing new IPs, G-Star is essentially a launch event for new games. This means designing an eye-catching booth and incorporating engaging events are crucial to attracting interest. For more information, check out our article on tips on booth design and operation. [Link]

1st Exhibition Hall:

The 1st exhibition hall typically hosts larger, top gaming companies. This is where you’ll find booths dedicated to major titles and well-established IPs. It’s the prime location for showcasing blockbuster games and making a significant impact with a large audience.

2nd Exhibition Hall:

The 2nd exhibition hall, on the other hand, is the hub for subculture exhibitions. This hall is packed with booths showcasing subculture games, which are often a niche or have a dedicated but smaller fanbase. This area is ideal if your company is introducing anime style game IPs that cater to specific subcultures or if you’re looking to target a more focused audience.

Choosing the Right Exhibition Hall

Choosing the right exhibition hall depends on your game IP’s genre and target audience. For those introducing new IPs, the 2nd exhibition hall might be more suitable. Remember, G-Star is increasingly focused on showcasing new game IPs rather than established ones, so strategize accordingly to maximize exposure and engagement.

2. Booth Regulations

Booth Size

Understanding the booth regulations is essential for planning your space effectively at G-Star. When determining your booth size, you can convert square footage to square meters and then divide by 9 to calculate the number of booths you’ll need. For example:

600 sqft ➤ 55 sqmt ➤ 6 booths

Booth sizes can vary greatly, with some companies like NCSoft and Wemade occupying up to 200 booths each. EA Sports, for example, has a 20-booth setup.

Content Advisory

Graphics or visual content that are excessively revealing may be subject to restrictions by G-Star Korea. To ensure compliance, it is essential to obtain prior approval from the G-Star organizing committee for such materials. This approval process may require adjustments to character costumes, including those worn by cosplay models and staff.

Costumes such as bikinis, lingerie-like outfits, or attire that exposes significant amounts of skin are not permitted. It is crucial that all visual content and costumes adhere to the established guidelines to avoid last-minute alterations or potential restrictions.

3. Where is the Outdoor Booth?

G-Star Korea Outdoor Booth Location

G-Star Korea outdoor booth area is located in front of the 1st exhibition hall. If your booth is in the 2nd exhibition hall, be prepared for a considerable distance between your indoor booth and the outdoor area. This can pose logistical challenges, especially when it comes to restocking merchandise. It’s crucial to maintain quick communication and efficiently transport goods from your container storage to the booth.

Storage Planning to Sound

When designing the layout for your G-Star Korea outdoor booth, it’s essential to plan for storage space to keep your merchandise or other items. All outdoor booths tend to increase their sound levels due to the external noise, which can lead to sound competition among booths. If your booth includes an LED screen, consider preparing additional speakers. Remember, the sound output for outdoor booth amplifiers needs to be stronger than those used indoors.

Weather

During last year’s G-Star, both snow and rain made an appearance. While the weather for this year remains uncertain, outdoor booths are highly susceptible to weather conditions. 😇 It’s a good idea to prepare hand warmers for attendees waiting in line to prevent them from leaving due to the cold. Additionally, have a sign ready to inform attendees that events may be temporarily suspended in case of rain.

4. Material Handling & Drayage Fee

For U.S. exhibitions, a material handling fee is always charged, and it may also be applied at some European exhibitions. However, the good news is that G-Star Korea does not impose this fee, so you don’t need to worry too much about bringing in your exhibition materials, as there won’t be any additional costs related to material handling.

This guide should help you better navigate booth regulations and make informed decisions for G-Star Korea. Planning ahead with these details in mind will ensure a smoother and more successful event.

Previous: How to get to BEXCO for G-Star Korea

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Today, we’re diving into detailed transportation information for navigating Busan. These tips may seem small, but they can make a big difference in your trip planning for G-Star. We hope this guide is helpful for teams planning their trip to the event.

Before diving in, it might be useful to check out our general transportation and parking tips for more background.

Previous Content: Hotel Booking & Parking Tips

Now, let’s explore how to get to BEXCO or your hotel in Busan via various transportation methods, including flights, trains, buses, subways, and taxis. I hope this guide provides practical assistance to exhibitors preparing for G-Star Korea.

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1. When Arriving at Incheon Airport

Route: Incheon Airport ➤ Seoul Station ➤ Busan Station

One common route is to take the airport railroad from Incheon Airport to Seoul Station, then transfer to the KTX for Busan Station. Despite Gimhae International Airport being closer, many travelers opt for this route due to better connectivity.

1-1. Incheon Airport ➤ Seoul Station (via Airport Railroad)

The quickest way from Incheon Airport to Seoul Station is by the Airport Railroad. Since Seoul Station is centrally located, taxis and buses can take longer. However, the regular Airport Railroad stops at several stations between the airport and Seoul Station, which can take time (68 minutes from Terminal 2 to Seoul Station.)

The AREX Express Train is the fastest option, running non-stop directly to Seoul Station.

• • Travel Time: 43 minutes from Terminal 1 to Seoul Station, 62 minutes from Terminal 2 to Seoul Station.
• • Fare: 11,000 KRW (approximately $8) for adults.

For more details on ticket purchasing, usage and train schedule, check out the link: AREX Site Link

Here’s a detailed guide on how to take the express train [Link]

1-2. Seoul Station ➤ Busan Station (via KTX)

Upon arriving at Seoul Station, you’ll need to transfer to the KTX for Busan. Allow at least 15 minutes to navigate the station, but it’s wise to budget around 30 minutes just in case.

• • Travel Time: 2 hours 45 minutes to 3 hours 20 minutes from Seoul to Busan by KTX.
• • Fare: 59,800 KRW (approximately $43) for adults.

KTX Reservation here [Link]

1-3. From Busan Station to BEXCO or Your Hotel

a. By Express Bus (Bus #1001, #1003 recommended ⭐️⭐️⭐️)🚌

These express buses go directly to popular destinations like Gwangalli, BEXCO, and Haeundae. If you’re not taking a taxi, this is the most recommended option for public transportation.

• • Travel Time: Approximately 30 minutes from Busan Station to BEXCO.
• • Fare: 2,100 KRW (approximately $1.50).

As mentioned in previous posts, it’s best to have a T-money transportation card ready. If not, make sure to prepare the exact fare as buses are moving away from cash payments and may not have change available.

Multiple passengers can use one T-money card, but note that all passengers must get off at the same stop when using this feature. Before tapping your T-money card, inform the driver by saying “두 사람이요.” [doo sah-rah-mee-yoh] which means 2 people or “세 사람이요. [seh sah-rah-mee-yoh] which means 3 people. The driver will then input the fare for the number of passengers. Once the driver confirms (usually with an “Okay”), you can tap your T-money card to pay the correct fare.

b. By Subway 🚊

Taking the subway is not highly recommended as it takes longer and isn’t much cheaper than the express bus. However, if you do opt for the subway, take Line 1 from Busan Station, transfer at Seomyeon Station to Line 2, and continue to Gwangalli, BEXCO, or Haeundae. Fares start at 1,600 KRW (approximately $1.10.)

In Korea, there are no paper tickets so it’s recommended to purchase a T-money card, a rechargeable smart card, since you’ll need it to tap in and out of the subway system. Group rides on a single card aren’t allowed. If you already have a T-money card, simply ensure it has a balance, tap, and board. T-money cards typically cost around 5,000 KRW (approximately $3.60.) Alternatively, you can purchase a single-use card at the subway station for about 1,350 to 1,550 KRW, depending on the travel distance. This card is valid for one trip only and allows you to travel to your destination.

c. By Taxi 🚕

If you have a lot of luggage, taking a taxi is your best option. There are plenty of taxis available at the Busan Station taxi stand, or you can use the Kakao Taxi app to call a ride.

• • Busan Station to Gwangalli: 25-40 minutes, 11,000-16,000 KRW (approximately $8 to $12).
• • Busan Station to BEXCO: 25-45 minutes, 15,000-19,000 KRW (approximately $10 to $13).
• • Busan Station to Haeundae: 45 minutes to 1 hour, 20,000-25,000 KRW (approximately $14 to $18).

Don’t be surprised by the driving style in Busan ⎯ there are a lot of macho drivers, and things can get a little rough. 😅

2. When Arriving at Gimhae International Airport

Gimhae Airport also handles international flights, so some of you may be arriving directly here.

a. Express Bus 🚌

The Express Bus is a convenient option for getting to Busan Station or other major areas in Busan. [Link]

• • Interval: Every 1 hour
• • Travel Time: Approximately 1 hour to 2 hours.
• • Fare: 2,100 KRW with T-money card, 2,200 KRW in cash
• • Baggage Restrictions: No items over 50X40X20(cm) allowed, 20 inch carry-on suitcases are permitted.

b. By Subway 🚊

From Gimhae International Airport, take the Busan-Gimhae Light Rail Transit (LRT) to Sasang Station. Transfer to Line 2 (Green Line) at Sasang Station and head towards Jangsan. Get off at Centum City Station. BEXCO is a short walk from there.

• • Travel Time: Approximately 1 hour.
• • Fare: 1,800 KRW (approximately $1.30)

c. By Taxi 🚕

Taxis are available outside Gimhae International Airport. Here are the typical travel times and fares:

• • Gimhae Airport to Gwangalli: 40 minutes to 1 hour, 20,000~32,000 KRW (approximately $15 to $24.)
• • Gimhae Airport to BEXCO: 40-50 minutes, 22,000~32,000 KRW (approximately $16 to $24.)
• • Gimhae Airport to Haeundae: 50 minutes to 1 hour 10 minutes, 27,000~36,000 KRW (approximately $20 to $27.)

For more details on using taxis in Busan, refer to section 1-3 c.

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3. When Renting a Car

Renting a car can offer flexibility and convenience. Here’s how to get to BEXCO if you’re driving:

If you’re driving from Busan Station, head east on Jungang-daero, follow signs for Centum City, and take the exit toward Centum City. Follow the signs to BEXCO. The travel time is approximately 30 minutes, depending on traffic.

If you’re driving from Gimhae International Airport, take the airport road to the expressway, head east towards Busan, and follow signs for Centum City. Take the exit for Centum City and follow the signs to BEXCO. The travel time is approximately 40 minutes, depending on traffic.

BEXCO has ample parking spaces. Follow the signs to the parking area upon arrival. Parking fees vary by duration, typically around 2,400KRW per hour (approximately $1.85.)

❗️Caution: While renting a car in Busan is an option, it’s not highly recommended. If you’ve ever taken a taxi in Busan, you might have noticed that the drivers can be a bit aggressive. Merging into lanes can be challenging, and there are certain unspoken rules that seem to apply only to local drivers. The traffic can look chaotic, but it operates with an underlying order that may be difficult for outsiders to navigate. Unless you have nerves of steel, it’s better to skip the rental and rely on taxis instead. Taxi fares are affordable, and you’ll likely have a smoother and more comfortable ride. 👍

This updated content includes the detailed transportation methods for getting to BEXCO, covering all the options from Incheon Airport, Gimhae International Airport, and by rental car. Let me know if you need any further adjustments!

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Explore more of our G-Star content on our website!

G-Star Korea Introduction [Link]

G-Star Korea Booth Design & Operation Tips [Link]

Essential Tips for G-Star Exhibitors: Hotel Booking, Parking & Transportation [Link]

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Preparing for G-Star Korea can be a daunting task, especially for first-time exhibitors. Here’s a comprehensive guide with essential tips to ensure a smooth and successful experience at Korea’s largest gaming expo, held annually at BEXCO in Busan.

Hotel and Accommodation Tips

• • Proximity to BEXCO: The area with the most accommodations is Haeundae, which is also a popular tourist destination. Staying in Haeundae is convenient for international visitors due to its numerous amenities and attractions.

• • Hotel Price: Look for hotels that fit your budget. On average, hotel prices in the Haeundae area range from $60 to $200 per night, depending on the level of comfort and amenities offered. Comparing options can help you find the best value.

• • Early Booking: Good accommodations typically get fully booked by July, so it’s essential to book early. Make your reservations as soon as possible to secure a place to stay during the event.

Parking Tips

Finding convenient parking at BEXCO during G-Star Korea can be challenging due to the high volume of attendees. Here are some essential parking tips to make your experience smoother.

Arrive Early

To secure a parking spot close to the entrance, aim to arrive before 8:00 AM, as parking spaces are more readily available at that time. If you arrive later, try to be there by 8:30 AM at the latest to ensure a comfortable parking experience without the stress of searching for a spot.

BEXCO Parking fees

Item		General parking		Monthly parking
		For each 10 minutes	Day parking (24 hours)
Small	Passenger vehicles Vans (less than 25 seats) Trucks (less than 2.5t)	400 KRW	15,000 KRW	130,000 KRW
Large	Vans (25 seats or more) Trucks (2.5t or more)	800 KRW	30,000 KRW	–

Transportation Tips

1. Taxi Apps

In Korea, unlike in the U.S. or Europe, there is no Uber service available. Instead while in Busan, it’s better to use the Dongbaek Taxi app, it does require a Korean phone number to sign up. In general, throughout Korea, Kakao Taxi is the most popular taxi app. It also allows registration with a foreign phone number which may make it ideal if you are a visitor. To ensure you have a taxi available when needed, it’s recommended to book your taxi a day in advance, as getting a taxi on the event day can be challenging.

Download Dongbaek Taxi App: Appstore / Google Play

2. Public Transportation

In Korea, public transportation requires a rechargeable transportation card. Unlike Japan or other countries, paper tickets are not used for subways. You need to either get a single-use transportation card or recharge a multi-use card.
Koreans typically use their check or credit cards issued in Korea, which come with postpaid transportation card functions that can be used nationwide. However, for foreigners without a Korean card, using a T-money card is essential.

• – Single-use Transportation Card: Available at subway gates, cash only.
  (50,000 KRW notes might not be accepted, so prepare 10,000 KRW notes.)

• – T-money Multi-use Transportation Card: Available at airports or convenience stores. (The first purchase must be in cash.)

• – Korea Travel Card: This is a transportation card exclusively for foreigners. Sign up in advance to apply for the card, then pick it up at Incheon Airport. Once you register the card with the mobile app, you can use it for public transportation.

Catering and Lunch Orders

As an exhibitor at G-Star Korea, you likely won’t have the luxury of stepping out for lunch. Based on the experience of our accounting manager, who has been ordering lunch at G-Star for years, using a lunch box (dosirak or sandwich) service is the best option. Here’s a detailed guide to ordering at BEXCO.

1. Dosirak Services

These lunch box services are highly recommended. Contact a dosirak provider in advance and finalize the order quantity by the afternoon of the previous day. This method ensures that your meals are delivered on time each day during the exhibition setup and event days, providing a hassle-free and reliable solution.

2. Delivery Apps

For smaller orders, you can easily use the Baedal Minjok (Baemin) app to order dosirak. However, it’s advisable to place your orders early, as delivery times can be delayed due to high demand.

3. Dinner options

During the exhibition period, having dinner near BEXCO or at your accommodation is your best bet since you probably don’t want to have dosirak for every meal. Here are some tips for dinner.

• • Shinsegae Department Store F&B (Link)
• • Lotte Department Store F&B (Link)

Reservations for Large Groups

If you have a large group, it’s advisable to make reservations in advance. Many restaurants offer reservation services through the Naver Map app.

Naver Map App

In Korea, Naver Map is more commonly used than Google Maps. You can easily sign up for Naver as a foreigner and use the app to find and reserve tables at nearby restaurants. This ensures a smooth dining experience without long waits, especially for larger groups.

Digital Tools

Mobile Connectivity

In Korea, international calls are often perceived as spam, leading to blocked calls. Therefore, it is recommended to use a Korean SIM or eSIM with a local number rather than relying on roaming. Prices vary depending on whether you need a phone number or just data, so check the following sites for options.

• • Korea SIM Card Options: Depending on your needs, you can get SIM cards that include both data and a phone number, or data-only options, at mobile carrier stores or convenience stores.

• • Korea eSIM Options: For those who prefer eSIM, similar plans are available. Ensure your device supports eSIM and check the provider’s details for registration.
  

Buy a Korean SIM card here

Weather and Clothing

Temperature Consideration

November in Korea can be very cold and chilly. Busan, being a coastal city, experiences strong winds, making a puffer jacket an essential. Many Koreans will likely be wearing long padded overcoats. So if you are in charge of an outdoor booth, make sure to bring a long padded coat and heat packs. Heat packs can be easily found at convenience stores for about 1-2 dollars.

Rain or Snow Preparedness

If it rains or snows, you must be prepared to manage the risks. Last year, during the G-Star event, it rained heavily. Unfortunately, the construction company did not properly finish the woodwork on the outdoor booth’s roof, leading to leaks. Although we had pallets and plastic tarps ready, we realized the need to move all the souvenirs to the hotel as the heavy rain began. Korean weather can be unpredictable, so it’s crucial to always be prepared for such scenarios. It’s advisable to have awning tents, pallets for floor moisture prevention, and waterproof tarps on hand.

More Articles

Previous: G-Star Korea Gaming Expo Booth Design & Operation Tips

Next: How to get to BEXCO for G-Star Korea (Coming Soon)

G-Star Korea Gaming Expo Booth Design & Operation Tips

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G-Star is the biggest game expo in Korea, held annually at BEXCO in Busan. The event attracts thousands of gamers, with long lines forming even before the exhibition opens, making it one of the most popular gaming events and festivals in the country.

Having managed the exhibition planning and operations for major game companies like Webzen, Tencent, Wemade, and Shift Up over the past 11 years, we have accumulated significant experience. Here are some key tips we consider essential when preparing for G-Star.

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G-Star Korea Booth Design & Concept

Designing an effective and engaging booth is crucial for a successful exhibition at G-Star. Here are some key tips and important considerations for creating a standout booth concept.

• Define Your Theme and Identity

Establishing a clear and strong theme that aligns with your game’s identity is essential. This includes designing spaces that enhance engagement and make visitors feel like they are stepping into the game’s world. High-quality visuals, costumes, and props should be meticulously crafted to reflect the game’s characteristics and immerse visitors in the game.

• Seamless User Flow

Plan the layout to ensure a smooth flow for visitors from entry to exit. A well-organized layout that guides visitors through various interactive zones and activities ensures a memorable and enjoyable experience. Make sure the transition between different sections is smooth, allowing visitors to fully immerse themselves in the game’s world without confusion or congestion.

• Immersive and Interactive Experiences

Create an environment where visitors can deeply engage with the game. Incorporate interactive elements such as life-sized character displays, demo stations, themed environments, and captivating storylines to effectively convey the game’s atmosphere. Consider adding features like photo booths, character voting areas, and stamp tours, where visitors can collect stamps through different activities to receive merchandise.

By focusing on these elements, you can create a booth that not only attracts attention but also provides a memorable and engaging experience for all attendees.

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Cosplay Tips

• Professional Cosplay

G-Star is also a cosplay festival. Nowadays, even amateur cosplayers have high-quality costumes. Poor preparation can leave a negative impression. For Webzen, we collaborated with professional cosplayers suited to the subculture game genre. Korea’s top cosplay model, ‘Aza Miyuko‘, portrayed the character ‘Cecilia‘ from the game Terbis. Professional cosplayers not only wear costumes but also deeply study the characters to perform with synchronized expressions, poses, and movements. This dedication drew significant attention from gamers and impressed even the game creators.

• High Quality of Costume

There’s a saying, “The devil is in the details.” It means that thorough attention to detail is crucial. Working with our costume and weapon production partners, we had to play the role of the devil, meticulously inspecting and replicating even the smallest details. From wrinkles in costumes to minute color differences, nothing was overlooked. We conducted multiple tests and rehearsals with cosplayers until the day before the G-Star opening.

Invisible details matter. Our professional spirit aligned with the cosplayers, who passionately studied every detail, from character movements to narration. Though it was a painstaking process, the result was an unparalleled level of detail that created a profound impact.

Merchandise Tips

• Merch Lists Flood the Web

When G-Star opens, bloggers and YouTubers quickly post about the event’s merchandise, sparking competition. For attendees, obtaining merchandise is a source of happiness, and for fans, it’s a cherished collectible. Therefore, merchandise is not just a product but a medium for conveying brand experiences.

• Merch For Event Participation

For the Flint-Astra exhibition, we planned eight types of merchandise, including blankets, stickers, removable stickers, magnets, large mouse pads, tumblers, prism card tags, and playing cards. We categorized items from C-level to S-level to boost event participation.

• Connecting Booth Events Using Merch

Webzen also paid close attention to merchandise quality. From Webzen Friends brand products to unique IP-themed goods, we prepared a ‘Webzen Menu’ to showcase over 15 types of merchandise at a glance. We pre-planned user pathways connecting outdoor booth events, popularity voting, demo zones, and social media events, designing a stamp event that allowed gamers to enjoy collecting merchandise as part of the booth experiences.

Planning a Stage Event for G-Star Korea

Planning effective stage events is crucial for a successful G-Star exhibition. Here are some key tips for creating engaging and memorable stage events.

• Designing Engaging Stage Programs

First, designing stage programs is essential. Engaging programs attract and retain visitors, encouraging them to stay longer and return. To avoid empty seats and a dull atmosphere, curate interesting content with intriguing guests and activities like OX quizzes, mini-games, tournaments, and lucky draws. It’s also important to be flexible and ready to adjust the program based on the live audience’s reactions.

• Hiring a Skilled MC

Second, hiring a skilled MC is vital for managing stage events. Having multiple scripts and cue sheets ready for unexpected situations ensures better preparedness. An MC who enjoys gaming, connects well with the audience, and thinks on their feet can keep the energy high and effectively manage the crowd, making the event more dynamic and engaging.

• Conducting Thorough Rehearsals and Simulations

Lastly, conducting thorough rehearsals and simulations is crucial for ensuring both safety and fun. Comprehensive rehearsals and scenario simulations help in planning for smooth and safe events. Balancing entertainment and safety through proper planning provides an enjoyable experience for all attendees.

Implementing these strategies will make stage events at G-Star both captivating and secure, leaving a lasting impression on all visitors.

Previous: G-Star 2024: the Largest Gaming Convention in Korea (Link)

Next: G-Star Korea Essential Tips for Exhibitors (Coming soon)

G-Star 2024: the Largest Gaming Convention in Korea

by a 12 years experienced G-Star agency

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1. G-STAR 2024 KOREA

What is G-Star Korea?

G-Star is Korea’s largest gaming convention, which has been held annually since 2005. It takes place from the third Thursday of November to that coming Sunday, coinciding with the Korean SAT period. This year, G-Star 2024 will be held from November 14th to 17th.

• B2B: November 14th(THU) to 16th(SAT) 10AM-6PM
• B2C: November 14th(THU) to 17th(SUN) 12PM-6PM

Where?

G-Star is held in Busan, not Seoul. The event is hosted at Bexco, Busan’s largest convention center, and features a variety of activities such as the introduction of new game IPs, gaming competitions, game demonstrations, and business meetings. G-Star has established itself as a pivotal event in the gaming industry, attracting both local and international participants and visitors.

G-Star’s 20th Anniversary

This year marks a special milestone as G-Star celebrates its 20th anniversary. To commemorate this occasion, G-Star’s organizing committee is preparing an extensive campaign that promises to be the highlight of the event.

2. Key Features of G-Star

Subculture Game Festival

G-Star hosts its very own event called the Subculture Game Festival. This event celebrates the diverse and vibrant subcultures within the gaming community. It features activities like fan meetings, autograph sessions and various interactive events. It’s a space where gaming enthusiasts can immerse themselves in the rich culture that surrounds their favorite games.

Game Lovers Are Here🔥

As you may already know, Korea is the birthplace of e-sports. In Korea, there are gaming rooms equipped with hundreds of cutting-edge computers, found in neighborhoods everywhere. They are called PC Bang. Every Korean teenager has spent part of their youth in these places. Ah, and even as adults, many still do.😂

Just Right After Korean SAT

G-Star is strategically scheduled right after the Korean SAT (Suneung) exam. This timing is intentional, as a significant portion of the event’s attendees are students. The convention offers special events and gifts for students who bring their exam identification, making it a popular post-exam celebration for many young gamers.

(Tips: If you are an exhibitor, plan merchandise events for them!)

3. G-Star Trend

G-Star 2023 Major Companies

In 2023, G-Star saw participation from major companies such as Smilegate(Lostark), NCSoft(LLL), Netmarble(Demis Re:Born), Krafton(Dark and Darker) alongside international giants like Bandai Namco(Final Fantasy) and EA SPORTS(FC24). These companies showcased their latest games and technologies, highlighting the event’s global appeal.

• Main Sponsor: Wemade
• Special Sponsor: Google Play

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Multiplatform(Mobile, PC, Console)

G-Star has evolved to reflect the growing trend of multiplatform gaming. The convention features games and products across mobile, PC, and console platforms, catering to a diverse range of gaming preferences and ensuring that there is something for everyone.

Bigger and Bigger

Each year, G-Star continues to grow in size and influence. The G-Star 2023 saw a record number of 197K attendees, with even more space allocated for displays and events. This trend of growth indicates the increasing importance of G-Star in the global gaming industry, as it continues to attract more participants and visitors from around the world.

42 Countries, 1037 Exhibitors, 3328 Booth

This year, the early registration for exhibitors closed in just 30 minutes, showing a heated response and raising expectations that it will break previous records in scale.

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4. G-Star Agency

G-Star’s success is also attributed to the expertise of its exhibition agency. We are an experiential marketing company that not only handles global game shows like GDC, Gamescom, and Tokyo Game Show, but also G-Star. Our greatest strengths lie in solid execution and exhibition planning tailored to user preferences and trends. When planning game exhibitions, we ensure that the initial vision matches the final results and that the operations run smoothly from start to finish.

We have extensive experience managing both indoor and outdoor booths and have organized mega-scale tournaments such as WCG and dubbed the Olympics of gaming, making us specialists in participatory events. Successful exhibitions stem from strong reactions, and in the realm of gaming marketing, the immediate reactions of gamers at the event are highly impactful.

With Eidetic Marketing’s headquarters in Korea and a multilingual team proficient in Korean, English, Chinese and Japanese, it is of no wonder that our global agency participates annually in G-Star.

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Recommended Content

• G-Star Game Booth Ideas for Successful Gaming Conventions [Link]

• 2023 G-Star Works [EA SPORTS, WEBZEN]

Gamescom Tips for Exhibitors A-Z, from Parking to Store

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Essential Tips from a Gamescom Agency

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Gamescom Tip 1: Entrance for Exhibitors

If you have received your Gamescom ticket via email, it’s a good idea to save the ticket image on your phone. When entering the exhibition hall, note that the entrances for exhibitors and visitors are different. Show your mobile ticket to the staff and enter through the exhibitor line (EXH line).
The visitor entrance line can be extremely long. 👯👯👯👯👯

Once inside the venue, you’ll see a scanner for QR codes, similar to a subway turnstile. If you arrive before the official opening time, use the far-left lane designated for exhibitors. Simply tag your mobile ticket’s QR code at the scanner, and your ticket will be printed, allowing you to enter immediately.

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Gamescom Tip 2: Prepare a Name Tag Case

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Gamescom provides only a lanyard but does not include a name tag case. If you attach the paper ticket directly to the lanyard and wear it around, it can quickly become tattered and torn as you walk around the exhibition. Be prepared to bring a name tag case in advance, keeping your ticket intact!

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Gamescom Tip 3: Parking

During Gamescom, when exhibitors and visitors flock to the event, finding parking can become quite a challenge. There are several parking lots around the exhibition center, and purchasing a parking ticket in advance can save you a lot of time and hassle. Simply place the ticket on your vehicle’s dashboard, and the parking attendants will check and guide you accordingly.

• • How to Apply: Visit the Gamescom official site and navigate to the Service Shop
• • Parking Fee: If you apply in advance, the total cost for the entire Gamescom period (5 days) is 41 euros. (excl.VAT)
• • Without Advance Application: The daily rate is 20 euros (2023).
• • Construction Period: Free parking.
• • Ticket Receipt: Tickets will be sent by mail from the administrative office.

The parking permit is only valid in original form; copies or photos are not permitted.

The ticket will indicate ‘P21,’ which denotes the specific parking area. After checking the location on the map on the back of the ticket, you can only park in the designated area. The administrative office assigns locations close to the halls for convenience.

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Gamescom Tip 4: Closest Store

Last year, we were in charge of BMW’s exhibition marketing at Gamescom. On the first day of the event, we prepared some wine and snacks, understanding the local game show culture and proposing the idea to BMW. The enjoyable gathering served as the launch signal for introducing the AirConsole gaming platform featured in the new BMW i5.

If you suddenly need a wine opener🍷 or additional snacks🍪, head to Lidl, a German grocery chain located just a 5-minute walk from the exhibition center. Most items you might need but can’t find within the venue can be quickly sourced from Lidl, making it a practical stop for event organizers.

Google Maps

Gamescom Tip 5: Are You Looking for an Iced Americano?

In Europe, it can be challenging to find an iced americano unless you’re at Starbucks. Europeans typically enjoy the pure taste of coffee, so an espresso diluted with water is considered a foreign drink, and “iced” versions are even rarer.

The same holds true in Cologne, where most large restaurants only serve hot coffee. However, there is one exception! You can find iced americano from a self-service coffee machine. 😉

At the entrance between Hall 8 and Halls 6 and 7, you’ll spot a restaurant where Gamescom operates a self-service coffee machine. An iced americano is so popular that it’s often sold out before 3PM. Although it’s not the quickest machine, and there might be a wait, every minute counts. So, be sure to place your order early!

We look forward to another exciting and successful Gamescom this year!

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Previous: 2024 Gamescom Exhibitors Guide (Booking, Schedule, Service)
Next: Where is the best meeting place in the hall and all around?!

2024 Gamescom Exhibitors Guide (booking, schedule, service)

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Welcome to the comprehensive guide for exhibitors at Gamescom 2024. This guide will provide essential information to ensure a successful and smooth experience at one of the world’s largest gaming conventions.

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Increasing Exhibitors

As of February 29, 2024, early bird registration for Gamescom 2024 has closed. This year, Gamescom has seen a 21% increase in the number of exhibitors compared to its record-breaking year in 2019. This represents a 28% increase over 2023, with a 66% rise in booked exhibition space. A total of 42 countries have registered early, with many participating through national pavilions. Confirmed participants include South Korea, the United Kingdom, the United States, Australia, Belgium, France, Greece, the Netherlands, Spain, Switzerland, and Turkey.

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Gamescom Exhibitors Guide #1
Schedule

The official schedule for 2024 Gamescom is from Wednesday, August 21 to Sunday, August 25.

The event will have separate schedules for the B2B (Business Area) and B2C (Entertainment Area) sectors. Please refer to the following table for details:

• • B2B (Business Area): Open for business meetings and networking.
• • B2C (Entertainment Area): Open for general public entertainment and consumer engagement.

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Gamescom Exhibitors Guide #2
Exhibition Hall

Gamescom is held at the massive Koelnmesse exhibition center, covering an area of 700,000 square meters, making it the largest gaming show globally. The exhibition is divided into B2C, B2B, merch store, and event areas.

• • B2B Halls: Halls 2-4
• • B2C Halls: Halls 6-10
• • Merchandise Hall: Hall 5
• • Gamescom ONL¹ Event: Hall 7

You’d better download the following Gamescom hall plan images on your phone in advance!

Navigating the vast Koelnmesse center can be challenging, so it is advisable to save the map on your phone. Entry points are located at the east, west, south, and north gates.

Other useful links and downloads

Make sure to determine which entrance is closest to your destination hall. Maps are also available at hall entrances, where “Level 1” and “Level 2” indicate the floors.

Since the B2B area spans multiple floors, plan your movements with ample time, especially if you have scheduled meetings. For shortcuts, refer to the additional post linked in the guide.

Gamescom Exhibitors Guide #3
Booking a Booth

With the early bird period concluded, booth applications now follow regular pricing. Booth costs at Gamescom include rental fees, energy costs, deposits (facility usage fees), and mandatory contributions to the German Trade Fair Industry Fund.

Gamescom Booth prices vary based on type (e.g., corner stand, island stand), so calculate costs on the Gamescom business site before applying.

Booth applications are only accepted online. Note that costs differ if you only rent a B2B booth, so verify prices on the site in advance. Key regulations for booth rental include:

1. B2B rental cannot exceed 1.5 times the B2C rental area.
2. Consumer-related (end-user) game companies must apply for a B2C booth to rent a B2B booth.
3. Booth allocation is at the discretion of the organizer.
4. Deposits (facility usage fees) are settled after the exhibition concludes.

Once your booth rental is confirmed, it’s just the beginning. Ensure you understand booth installation regulations, design restrictions, and undergo the design approval process.
Working with an agency can help navigate these requirements efficiently.

Order services

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Gamescom Agency: Eidetic Marketing

Eidetic Marketing, the agency behind successful campaigns for HYBE IM and BMW at Gamescom 2023, combines global talent and local trends to help game companies achieve their KPIs. Our strategic planning aligns with on-ground execution, delivering seamless and effective results.

Given the diverse international audience at Gamescom, multilingual staff are crucial. Our global team speaks English, German, Japanese, Chinese, and French, ensuring smooth communication and engagement with visitors. Our positive energy and cohesive teamwork resonate well with attendees.

As a dedicated Gamescom agency, our strengths lie in trend-aligned exhibition planning and robust execution. From operational know-how to dining recommendations, our extensive local knowledge adds significant value.

We look forward to another exciting and successful Gamescom this year!

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Next: Gamescom Real Tips for Exhibitors From Parking to Store

1. Opening Night Live ↩︎

Game Booth Ideas for Successful Gaming Conventions

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Introduction

Gaming conventions offer developers and publishers a prime opportunity to showcase their products, engage with fans, and build a loyal community. This article explores various game booth ideas focusing on interactive events, cosplay, integrated IPs, user experience, and technology to create a memorable and successful presence.

Game Booth Ideas 1)
Events

Creating successful game booths involves hosting a variety of events that engage attendees and connect them with the game IPs. Attendees can enjoy instagrammable moments throughout the event with the photo booth, cosplay zone, and giant game character displays.

Successful Events for Game Booth

• • Tournaments
• • Autograph Sessions
• • Inviting Streamers
• • Lucky Draw
• • Developer Meet and Greets
• • Photo Booth

Enjoyable experiences throughout these events can increase user retention time at the booth.

Game Booth Ideas 2)
Cosplay

Detailed Design for Cosplay

High-quality cosplay that accurately represents game characters is crucial. Focus on authentic accessories, accurate costumes, and detailed hair and makeup to replicate in-game characters.

Audition for Cosplay Model

Select models who not only resemble the characters but also understand and convey their personalities. Assess character understanding, performance skills, and the ability to match the character’s appearance and demeanor.

👉 TERBIS G-STAR Cosplay

Game Booth Ideas 3)
Integrated IPs

Well Integrated IPs

Maintaining a cohesive brand identity across different games is essential for game publishers. Despite the variety in genres, themes, and characters, it’s important to ensure all games are aligned with the publisher’s branding.

Unified Messaging

Ensure that promotional materials and communications reflect the publisher’s overall brand message and values, using consistent visual elements like logos and color schemes.

Zone Planning

Effective zone planning enhances attendee experience and optimizes space by guiding smooth attendee movement through the booth and ensures easy access to different areas.

Different Styles for Different Hardware

Design each zone to showcase the specific hardware, such as high-end PC setups for desktop gaming, casual setups for mobile gaming, and immersive lounge areas for console gaming.

Game Booth Ideas 4)
User Experience

Brining the Game to Life

Enhancing user experience involves creating a booth that replicates the real game environment, allowing attendees to feel as if they are inside the game. This can be achieved by transforming the digital experience into a physical one.

For example, EA SPORTS is an online soccer game. We created an entrance tunnel similar to the one the players use to access the field. It is complete with realistic sounds like cheering, grass, and flags, to maximize the user experience.

👉 EA SPORTS G-STAR Booth

Game Booth Ideas 5)
Technology

Blockchain-based NFT

Showcase the integration of NFT technology in games, allowing attendees to test new tools and technologies. Highlight successful NFT implementations and provide interactive workshops on creating and managing NFTs.

👉 WEMADE GDC Booth

Expanding Platforms: From Traditional to Automotive

In recent times, the concept of ‘infotainment’ has gained popularity, referring to the enjoyment of various entertainment options within a vehicle. Game platforms are evolving beyond traditional hardware like PCs, mobile devices, and consoles, and are now integrating into automotive systems.

👉 BMW Gamescom Booth

For Successful Gaming Conventions

By implementing these ideas, you can attract a large audience, provide memorable experiences, and build a strong community around your game. Careful planning and execution can make your game booth a highlight of any gaming convention, leaving a lasting impression on attendees and fostering long-term engagement with your game and brand.

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Eidetic China Hosts Lynk & Co New Car Launch Event

by Eidetic Marketing

New Car Launch Event for Lynk & Co

Eidetic Marketing’s Chinese subsidiary, Eidetic China, an event management company, successfully held the new car launch event for Lynk & Co.

Lynk & Co, an electric vehicle brand jointly created by Volvo and China’s Geely Automobile, held the 07 EM-P new car launch event on May 17th at the 751D Park Beijing Fashion Design Plaza inviting over 1,000 journalists.

They officially unveiled the 07-EM-P, the second sedan vehicle model, at the Beijing Auto Show in April 2024. It attracted great interest from spectators and recorded over 10,000 orders as a result.

The 07 EM-P is notable for offering drivers a multi-screen interactive experience, characterized by its sporty design and aggressive wheels.
Furthermore, it features a 12.3-inch LCD dashboard and a 92-inch AR-HUD head-up display that shows augmented reality navigation across three lanes with 2.5k ultra-high resolution.
The 12.6-inch smart screen co-pad, designed with passengers in mind, is a detachable pad mounted on the front seat, allowing control of windows, air conditioning, seats, lighting, and audio with a single touch.
Lastly, the entertainment system built through the interconnection of multiple screens includes integrated sound.
Drivers can experience a luxurious 3D sound with technology from Wanos, known as the “Dolby of China.” It has 23 speakers, 7.1.4 multi-channel support, 2080W output, and Quantum Logic Immersion 3D sound.

Event Management Solution, Eidetic

Eidetic China planned and oversaw the new car launch event for Lynk & Co. Eidetic incorporated a digital driving experience to dynamically showcase the new car’s features without test drives. The immersive interactive features of the 07 EM-P were combined with the actual vehicle through 3D anamorphic visuals on a panoramic screen. As a result it received much praise and admiration from all in attendance.

Ashley S. Jung, CEO of Eidetic, stated, “The new car launch event is the most important event for mobility companies. It provides an opportunity to showcase the brand’s sense to the public beyond just revealing new cars.” He emphasized then,”Recently, the companies have been developing vehicle performance centered on digital experiences. Therefore, event marketing companies must consider how to provide visitors with expanded experiences to convey the technology embedded in these vehicles.”

Looking for an Event Management Company?

Eidetic is a global event management company with its headquarters in Los Angeles and branches in Korea and China. As a partner of companies such as Tencent and Samsung, Eidetic has successfully established brand strategies and conducted offline events.
In the mobility industry, particularly the infotainment market, Eidetic has led trends by applying branding suited to the era for electric vehicle brands such as BMW, Wuling, and Nio.

[ Lynk & Co 2024 Car Launch Event in Beijing ]

Check out our work!

Eidetic China Lynk&Co Global Event 2020
Eidetic Korea Esports Global Event 2019

Get our latest updates on social media!

TOP5 Biggest Global Game Expos

by Game Exhibition Agency

Eidetic Marketing

“Who is the biggest game expo now?”

With the continuous advancement of technology, it is no surprise that game expos have become some of the most eagerly anticipated and widely attended events globally.

While many believe these expos are a recent phenomenon in the era of social media and entertainment, they have actually been around for the past 60 years! In 1968, Gen Con made its debut in Lake Geneva, Wisconsin, with nearly 100 attendees.

Today, game expos attendance reaches into the hundreds of thousands. Let’s explore the top 5 biggest game expos in the world for 2024 and see what they offer!

Game Expo Name	Date	Location
1. Gamescom	August 21st-25th	Germany
2. Taipei Game Show	January 25th-26th	Taiwan
3. Brasil Game Show	October 9th to 13th	Brazil
4. Tokyo Game Show	September 26th to 29th	Japan
5. ChinaJoy	July 26th-29th	China

1. Gamescom

• • Date: August 21st-25th, 2024
• • Location: Cologne, Germany
• • Venue : Koelnmesse Exhibition Center
• • Volume: 320K attendees
• #63 Countries & 1227 Exhibitors #Europe #Since2009

Gamescom is the biggest gaming expo now,

with an attendance of 320,000 in 2023. It is held annually in Cologne, Germany at Koelnmesse Exhibition Center. This year, it will take place from August 21st to 25th, 2024, with a live opening night on the 20th. Gamescom is Europe’s premier general gaming expo, showcasing cutting-edge hardware and gaming engines through over 1,000 exhibitions from 56 countries. It is live-streamed on Youtube, Twitch, and its official website. From international cosplayers, artists, and musical acts to a unique retro arena featuring over 200 ready-to-use game consoles, home PCs, handhelds, and arcade machines from the past four decades, there is something for everyone to enjoy.

Eidetic collaborated with BMW to participate in 2023 Gamescom exhibition, effectively showcasing the AirConsole service. By bringing the BMW i5 vehicle to the booth, visitors could fully experience AirConsole paired with BMW’s electric car technology, providing an immersive in-car gaming experience. Integrating BMW’s comfortable seats, high-quality speakers, and curved displays with the AirConsole platform created the ultimate gaming environment. Eidetic managed all aspects of the exhibit as a professional game expo agency, including graphic visuals, booth design and construction, event planning, and operations, offering a comprehensive solution to reposition BMW as a mobility company.

2. Taipei Game Show (TGS)

• • Date: January 25th-26th, 2024
• • Location: Taipei, Taiwan
• • Volume: 320K attendees
• #Asia #TGSonline #Since2003

Taipei Game Show (TGS)
Close on Gamescom’s heels is the Taipei Game Show, held in Taipei, Taiwan. This year it took place on January 25th and 26th. TGS has continued for over 20 years and attracts more than 2,500 business visitors from 40 different countries and regions. The pandemic did not slow this event down; it was held entirely online in 2021 and now offers a hybrid experience to ensure no one misses out. In 2023, it even saw an attendance of 320,000!

3. Brasil Game Show (BGS)

• • Date: October 9th-13th, 2024
• • Location: Sao Paulo, Brazil
• • Volume: 320K attendees
• #LatinAmerica #Since2009

Brasil Game Show also boasted a turnout of 320,000 last year in Sao Paulo, Brazil. It was the first gaming expo in the world to break the 300,000 mark, and they hope to break more records in the future. This year, it will be held from October 9th to 13th. The expo encourages the mingling of game developers and cosplay enthusiasts alike. Annual features include an opening ceremony, lifetime achievement awards, an arcade game station, talks, meet&greets, shopping, and a PC gaming area.

4. Tokyo Game Show (TGS)

• • Date: September 26th to 29th, 2024
• • Location: Tokyo, Japan
• • Venue : Makuhari Messe
• • Volume: 240K attendees
• #Oldest #Originality #Asia #Since1996

Returning to Asia, the next expo is the Tokyo Game Show, with an attendance of 270,000 in 2023. It is presented by the Computer Entertainment Supplier’s Association and Nikkei Business Publications. While its main focus is on upcoming Japanese game titles and release dates, it generates even more excitement with high-tech gaming inventions like headphones, controllers, furniture, and portable gaming devices. Its “Sense of Wonder Night,” featuring innovative and experimental computer games, is always a highlight. The show is closed to the general public for the first 2 days, allowing industry professionals to discuss the latest trends. This year, don’t miss your chance to visit from September 26th to 29th, 2024.

5. ChinaJoy

• • Date: July 26th-29th, 2024
• • Location: Shanghai, China
• • Venue : Shanghai New International Expo Center
• • Volume: 330K attendees
• #Asia #Since2004

Last but certainly not least is ChinaJoy, held in Shanghai, China. This year, ChinaJoy is scheduled for July 26th to 29th. Also known as the China Digital Entertainment Expo & Conference, it has 30 different countries participating and showcases over 3,500 games annually. It hosts numerous exhibitions related to literature, art and music occupying a massive venue of 7500 sq ft.

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Global Game Exhibition Events Schedule in 2024

Eidetic Marketing

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Taipei Game Show

• • Dates: January 25th-29th
• • Location: Taipei, Taiwan
• • Attendees in 2023: Approximately 300K

The Taipei Game Show is one of the most prominent global gaming events in Asia, attracting industry professionals, gamers, and developers from around the world. It features game exhibitions, business matching events, and various game events.

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GDC (Game Developers Conference)

• • Dates: March 18th-22nd
• • Location: San Francisco, USA
• • Attendees in 2023: Approximately 28K

GDC is the world’s largest professional game industry event, where developers gather to exchange ideas, attend lectures, and participate in workshops. It covers all aspects of game development, from programming to design and business.

#GameDevelopment

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PAX East

• • Dates: March 21st-24th
• • Location: Boston, USA
• • Attendees in 2023: Approximately 130K

PAX East is a popular event that celebrates gaming culture. It features panels, exhibitions, concerts, and tournaments. It attracts gamers, developers, and industry professionals alike.

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Anime Expo

• • Dates: July 4th-7th
• • Location: Los Angeles, USA
• • Attendees in 2023: 390K

Anime Expo is the largest anime and manga convention in North America, bringing together fans and industry representatives for a celebration of Japanese pop culture including anime, manga, gaming, and cosplay.

#Anime #Cosplay

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San Diego Comic-Con (SDCC)

• • Dates: July 25th-28th
• • Location: San Diego, USA
• • Attendees in 2023: 150K

San Diego Comic-Con is the largest comic book and pop culture convention held annually in San Diego, California, since 1970. It features panels, exhibitions, events related to comics, movies, TV shows, games, drawing fans and celebrities alike.

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Chinajoy

• • Dates: July 26th-29th
• • Location: Shanghai, China
• • Attendees in 2023: 338K

Chinajoy, aka the China Digital Entertainment Expo & Conference, is the largest gaming and digital entertainment exhibition in Asia. It showcases the latest in gaming, e-sports, and digital entertainment technology.

2019 Chinajoy Booth Design by Eidetic Marketing

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Comic Market (C104)

• • Dates: August 11th-12th
• • Location: Tokyo, Japan
• • Attendees in 2023: 260K (C102)

Comic Market, aka Comiket, is the world’s largest *doujinshi fair. It is held twice a year and is a major event for manga and anime fans, offering a platform for creators to share their work with a large audience.

*Doujinshi : self-published works in Japan

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Gamescom

• • Dates: August 21st-25th
• • Location: Cologne, Germany
• • Attendees in 2023: 320K

Gamescom is the largest gaming event in Europe, held annually in Cologne, Germany. It features game announcements, exhibitions, and networking events, attracting both industry professionals and gaming enthusiasts from around the globe.

2023 Gamescom BMW by Eidetic Marketing

#Game Exhibition #Experience Marketing

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PAX West

• • Dates: August 30th-September 2nd
• • Location: Seattle, USA
• • Attendees in 2023: 120K

PAX West is a premier gaming convention that celebrates video games and gaming culture. It offers panels, game demos, tournaments, and concerts, making it a must-attend event for gamers and developers.

#VideoGames

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Tokyo Game Show

• • Dates: September 26th-29th
• • Location: Tokyo, Japan
• • Attendees in 2023: 240K

The Tokyo Game Show is well known for being a premier Japanese game show, showcasing the latest in gaming from major and independent developers. It features extensive exhibitions, business meetings, and public access days for gaming enthusiasts. The event highlights cutting-edge technology, new game releases, and offers a platform for networking within the gaming industry.

#Craftsmanship #Subculture

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G-Star

• • Dates: November 14th-17th
• • Location: Busan, South Korea
• • Attendees in 2023: 197K

G-Star is South Korea’s largest gaming convention, featuring exhibitions from local and international game developers, conferences, and business meetings. It is a key event for networking and discovering the latest in gaming trends.

Eidetic Marketing has been designing G-Star booth exhibitions for over 10 years, with major clients including Tencent, EA Sports, Krafton etc. Currently, there is an increasing number of international game publishers who want to participate in G-Star. We specialize in designing large booths with differentiated designs and have extensive experience in global marketing, allowing us to integrate branding with exhibition booth design.

#Esports #Subculture #Convention

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AGF (Anime Game Festival)

• • Dates: Early December
• • Location: Ilsan, South Korea
• • Attendees in 2023: 65K

The Anime Game Festival is a celebration of anime and gaming culture, bringing together fans, developers, and industry professionals. It features exhibitions, panels, and interactive events related to anime and games.

#Subculture

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Comic Market (C105)

• • Dates: Late December
• • Location: Tokyo, Japan
• • Attendees in 2023: 270K (C103)

Comic Market is the winter edition of the bi-annual Comiket event in Tokyo. It continues to be a significant event for manga, anime, and doujinshi enthusiasts, providing a platform for creators to showcase their work.

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[EIDETIC INSIGHT] AI’s Impact on the Design Landscape

by Luke Song

In the dynamic landscape of design, the integration of Artificial Intelligence (AI) stands as a transformative force, reshaping traditional approaches and propelling the field into new realms of innovation. As we explore the intricate interplay between AI and design, a nuanced understanding of key trends unveils the profound impact of technology on creative expression and user experiences.

01. Widespread Use of Generative Design
Generative AI has sparked a paradigm shift in art and design, evident since Midjourney’s groundbreaking win at a 2022 art contest. This pivotal moment marked the dawn of AI’s creative prowess, challenging conventional notions of authorship and inspiration. Midjourney’s capabilities have improved since then and has become prolific in the design scene. Even esteemed firms such as Zaha Hadid Architects has admitted to using Dall-E 2 and Midjourney in their ideation phase.

we generated these images of a robot donning our company name and color.Moreover, tools like Autodesk’s Fusion 360 Generative Design democratize design exploration, empowering creators across disciplines to unlock novel solutions to complex challenges. By fusing AI algorithms with user-defined constraints, the design process accelerates, fostering a culture of experimentation and discovery. Platforms like Runway pave the way for text-to-video generation, promising unprecedented creative possibilities in digital content creation.

02. Personalized Experiences in User Interface Design
AI-driven personalization is revolutionizing user interface design, offering tailored experiences that resonate with individual preferences. From Netflix’s sophisticated recommendation engines to dynamic e-commerce interfaces, AI algorithms analyze user behavior to curate content and optimize interactions. This level of customization enhances user satisfaction and cultivates deeper engagement and brand loyalty.

Exploring AI techniques such as collaborative filtering and natural language processing unveils the intricate mechanisms underpinning personalized experiences. As designers navigate ethical implications regarding data privacy and user consent, transparency and accountability remain paramount in fostering trust and integrity in UI design.

03. Automation and Efficiency in Product Design

In product design, AI serves as a catalyst for efficiency and innovation, streamlining workflows and accelerating time-to-market. Siemens’ NX software exemplifies this trend, integrating AI-driven features like generative topology optimization to empower designers with actionable insights and iterative capabilities. By automating repetitive tasks and harnessing predictive analytics, AI enhances the creative process, allowing designers to focus on strategic decision-making and problem-solving.

04. AI in Experiential Marketing
In the realm of experiential marketing, AI is pushing the boundaries of what brands can achieve, blurring the lines between the digital and physical worlds. Agencies like Jack Morton Worldwide and Invisible North are leveraging AI to create immersive brand experiences that captivate audiences and drive engagement.

From AI-powered chatbots to AR/VR experiences infused with AI-led technologies, brands are embracing AI to create impactful storytelling experiences. By harnessing the power of AI, marketers can create personalized, immersive experiences that resonate with audiences on a deeper level, driving brand affinity and loyalty.

As marketers navigate the evolving landscape of AI in experiential marketing, ethical considerations remain paramount in safeguarding consumer trust and privacy. By prioritizing transparency and inclusivity, brands can leverage AI to create authentic and impactful experiences that resonate with diverse audiences.

05. Collaborative Intelligence in Design

IBM’s Watson Design AI embodies collaborative intelligence, where human designers collaborate with intelligent systems to co-create innovative solutions. By leveraging AI-driven insights and recommendations, designers gain new perspectives and uncover hidden opportunities for creativity and innovation. This collaborative approach fosters a culture of exploration and experimentation, driving meaningful change in design practices and outcomes.

As AI continues to reshape the landscape of design, ethical considerations remain at the forefront of innovation. Tools like Google’s Perspective API exemplify the importance of ethical design practices in AI-driven solutions, promoting fairness, transparency, and accountability in digital spaces. (AI’s Impact on the Design)

06. Challenges and Ethical Considerations

Implementing Generative AI poses challenges, including data biases and ethical concerns. Ensuring fairness, transparency, and accountability is essential to mitigate these risks. Concerns regarding job displacement and creative originality also prompt discussions, highlighting the need for ongoing dialogue and proactive measures to address these challenges.

07. The Future of AI and Human Creativity

Looking ahead, Generative AI is poised for significant advancements, with systems becoming more sophisticated and creative. Future developments may include AI seamlessly collaborating with humans in creative processes, more intuitive user interfaces, and AI systems interpreting human emotions to create personalized content. The convergence of Generative AI with emerging technologies like quantum computing could lead to unprecedented levels of efficiency and creativity.

While AI continues to advance at a rapid pace, experts agree that humans will remain essential in the creative process. As AI enhances creativity and enables new possibilities, it’s the human element that adds depth and meaning to experiences. Human-AI collaboration, as seen in projects like Deeplocal‘s AI-powered musical instrument, exemplifies how technology can enhance, rather than replace, human creativity.

As AI continues to reshape the landscape of design and experiential marketing, the future holds endless possibilities. From generative design tools that unlock new realms of innovation to AI-powered personalization that enhances user experiences, the transformative potential of AI in design is vast and profound. By embracing AI as a partner in the creative process, designers and marketers alike can unlock new avenues of exploration and drive positive change in the world of design and beyond. (AI’s Impact on the Design)

[EIDETIC INSIGHT] CES 2021: Going Virtual

CES Tech Show Exhibitors

by Kenneth Nienhuser

Source : CTA

From rollable smartphones to graphics cards, AI-powered vacuums to drones, this year’s CES had plenty of cool and interesting technology to take in. It was the first year, also, that CES, the world’s largest consumer-electronics show, was not held in-person since its debut in 1967. This month, we’re looking into the numbers for CES, seeing how this giant show overcame the burden of the global pandemic, and what exhibitors brought to offer at the show.

Source : CTA

In previous years, the CES show floor was absolutely packed with exhibitors from around the world, stretching over 2.9 million sqft in 2020, with over 4,400 exhibitors fighting for the attention of about 180,000 attendees. This year, due to public health concerns, the venue was moved to the virtual space, and as such, lowered the amount of exhibitors (1,943) and attendees (80,746) by more than half. 

This goes without saying as being quite a hit to the numbers that CES is accustomed to pulling in. The show did succeed, however, on pulling in digital views. With over 3 million conference and keynote views, many audiences outside the attendees of the events were eager to see what CES 2021 had to offer. 

Source : LG

And there was a lot to see. LG unveiled the LG Rollable in a trailer that demonstrated the rollable smartphone’s front side capabilities as the screen grew and shrunk. Razer unveiled a ‘smart mask’ with RGB lighting and rechargeable filters. NVIDIA and AMD also came to battle it out with reveals of new graphics cards for gaming laptops and processors for mobile devices. 

So how did the exhibitors fair in this new virtual space? It’s reported that the show generated over a million leads for exhibitors. Not bad considering the fraction of the costs required for exhibitors to hold their exhibitions virtually compared to the pricey real estate of the CES showroom floor. 

Source : CTA

This does not mean CES 2022 will be held online, as it has already been announced that they will be back in Vegas next January. The lessons learned from this experiment, however, will certainly carry over to how companies and the show itself approach virtual attendees in the future.

CES tech show exhibitors – Our 2023 Posco Exhibition

Go See Our Works – CES Global Exhibition

[EIDETIC INSIGHT] 2021: Metaverse Pt 2: Where We Go From Here

by Kenneth Nienhuser

Last month, we dived into the ways the Metaverse has become a part of our daily lives, in no small part due to the isolation that resulted from 2020. This month we will discuss the future of the Metaverse, and where things could potentially lead to going forward.

Telehealth, Virtual Care

The rise of telehealth during 2020 could be accredited both to the pandemic as well as the increase in the use of 5G and VR technology. The ability for doctors to be able to diagnose patients from the safety and security of their own homes, allowing both patient and practitioner to avoid the potentially dangerous contact of the COVID19 virus, is not to be understated, but the potential for this technology reaches far beyond the current pandemic. Nursing homes, rural communities, even areas of conflict, could greatly benefit from having highly trained doctors and nurses lend their diagnosis from afar. 

Source : Riot Games

5G and Streaming

Streaming services are experiencing boosts in activity from the rise of 5G technology, allowing audiences to stream their favorite entertainment platform anytime, anywhere. This only stands to grow as audiences flocked to streaming services during the pandemic as other forms of entertainment became limited or unavailable. Add that to streaming innovations like the League of Legends Pro View which allows audiences to change their POV during streams to follow the action, and the advancement of VR technology for streaming like Wowza and Delight VR allowing content creators to offer streams in 360 degree views, and streaming will certainly continue to reign as a staple in our lives in the Metaverse.

Source : KT

Business through Virtual Spaces

Companies all over the world in 2020 had to face the possibility that the future of business may not be face-to-face. It may, in fact, be conducted through the virtual spaces of the Metaverse, as South Korean telecommunications giant, KT, illustrated through their virtual agreement signing with FarEasTone Telecommunications in April of last year. The agreement to jointly develop 5G services between the Taipei and South Korean companies was conducted through KT’s virtual platform, Engage. 

If companies can save money and resources by conducting meetings and important events through digital platforms like Engage or other VR services, surely it would make sense to engage more with this technology as the experiences become more fluid and natural.

[EIDETIC INSIGHT] 2020: Reaching into the Metaverse

by Kenneth Nienhuser

 

Source : newsletter.banklesshq

 

Like something out of a science fiction film, the Metaverse has arrived, becoming an intimately interactive part of our daily lives. 2020 has created a perfect storm of social responsibility and advances in technology to push our virtual-centered lifestyles even farther. Our lives are lived through virtual spaces, in games, Zoom meetings, online classes, and social media platforms. This is why businesses and governments alike have found ways to become an intrinsic portion of our virtual habits, creating experiences and events that meld together our hobbies and social lives with the messages these entities create in the virtual world that links us all together.

 

Source : Virtual Market 4

 

Virtual Spaces and Marketing

2020 has brought in a new era of marketing through the use of virtual spaces. Due to the need for social distancing, which led to the cancelation of many exhibitions and events around the world, major industries that communicated with their consumers through these events reached out in surprising ways to audiences through the use of virtual spaces.

Virtual Market 4 in Japan was a virtual reality exhibition that used the revolutionary ‘VR Chat’ platform to present and sell wares to its users, mostly in the form of custom cosmetics for user’s virtual avatars. However, this year there was one big auto giant that seized the opportunity to reach audiences through the Metaverse by making a virtual, interactive exhibition space. Audi created an exhibit for the Audi e-tron Sportback, allowing users to take the vehicle for a virtual spin around their custom-designed track. The event had over 700,000 attendees, which makes this the largest virtual event in existence. 

 

Source : Animal Crossing

 

Government and the Digital Planes

Virtual events aren’t just reserved for the likes of private companies; government entities too have been dabbling in the virtual spaces of the Metaverse. These have ranged from simple online exhibits to entire worlds created within video games to spread messages to the citizens of these nations.

During the presidential race, Biden-Harris’s campaign put together a very special reminder for the citizens of the United States to go out and vote with the island they created on the wildly popular Nintendo Switch title, Animal Crossing. The island, named Biden HQ, included intricate details to make the virtual space really seem like a virtual field office for the campaign, including a packed staff office, voting booths with instructions on how to vote, and a virtual Joe Biden wandering around the island.

South Korea’s Blue House had also gotten into the Metaverse this year, utilizing the powerful creation tools of Minecraft to create a virtual world for citizens to visit. Normally, every year, the Blue House opens up for visits from the youth of South Korea on Children’s Day. However, as a result of the global pandemic, this was not possible this year, which led to a very creative solution from President Moon’s staff. The Blue House server was created to give children around the country a chance to visit the Blue House and many other sites virtually, creating a sense of community that would have otherwise been missing if the annual tradition had not carried on.

 

Source : Jepeto

 

Metaverse Music

Culturally, the Metaverse has also evolved. Music Idols are being represented through virtual avatars on online platforms, which create a connection between audiences and members of these groups that has been unfelt before.

Zepeto, the augmented reality chatroom app, has made the famous KPOP idol group, BLACKPINK, their official virtual models earlier this year. After making this official, the group announced it would hold a virtual fansign through the app, as meet and greets were made nigh impossible due to the global situation. The group also created a performance using their digital avatars in partnership with Selena Gomez under the title of “Ice Cream” earlier this year. 

Not to be outdone, gaming has also proven to be an attractive space for artists to release new hits and create virtual concerts. Travis Scott and Marshmello have both found great success with Fortnite. In April, Travis Scott’s Astronomical performance brought almost 30 million attendees online to view the playable concert series, where the larger than life performer debuted his new track “The Scotts” to audiences around the world.

Throughout 2020, our social interactions and popular culture are starting to blend together in a virtual world where governments, companies and popular cultural icons come together to occupy the same space. 2020 won’t be the end of the Metaverse however, as companies and other entities have learned these virtual spaces have high potential for reach and can help make connections with a consumer base that has moved to a more virtual-centric lifestyle.

[EIDETIC INSIGHT] Hi, Speed : iPhone 12 launch Event

by Kenneth Nienhuser

Apple has always been keen on innovation and reaching audiences in new ways. Now with the series of launch events and announcements we have seen from them, these strategies are bearing fruit.

Source : apple

The iPhone 12 launch event on October 13th revealed 4 new phones, including the new iPhone 12 mini. These phones include 5G capabilities and an improved camera, making them an attractive upgrade for Apple users everywhere. The presentation had the same great production quality that we are used to seeing from Apple, and it seems that even in the COVID-19 pandemic, they don’t seem to be holding back.

The hype certainly paid off. Within the first 24 hours of sales, the iPhone 12 outperformed the iPhone 11 by around 800,000 units, totaling to approximately 2 million units sold. A large percentage of the demand comes from China, where 5G is more readily available for use.

But that wasn’t the only event Apple held. A few days ago they held another event. On November 10^th Apple revealed its new hardware with the Apple M1 Chip. The presentation also covered the next in the series of Mac Books, as well as the Mac Mini that will come standard with the M1 chip.

This is important because this transition means that the Mac Books will also be touting 5G capabilities as well, which will certainly appeal to Chinese audiences. Apple stocks have been on the rise since this reveal, and things are looking bright for the Apple brand.

[EIDETIC INSIGHT] Esports: United in a Socially Distant Era

by Kenneth Nienhuser

 

While the world has been changing rapidly over the course of 2020, with everyone now working or studying from home, one form of entertainment has fought to adapt to these changes and remain vigilant for fans around the world: esports.

COVID 19’s impact on the gaming industry has not been small by any stretch of the imagination. Events all around the world had to be canceled in response to the pandemic. As a result, new rules and formats had to be applied to ensure the safety of not only players and organizers, but the fans as well.

This, as we have seen, has led to esports leagues adopting a hybrid of streaming and online play, compared to the LAN formats we all know and love. It is a different feel, for sure, without the roar of the crowd cheering for their teams, or fans lining up after a match to shake hands with the winning players.

Source : Michal Konkol / Riot

“But. What has been the effect on viewership?”

If League of Legends serves as any indicator, they seem to be doing just fine. Better than fine, actually. LCS reported that this year’s summer split had higher viewership than it has had since 2016. To top that off, at Worlds, they’re getting more viewership than ever before. Dexerto reported that Day 1 of the LoL Worlds 2020 destroyed the previous year’s record with 1.15M peak viewers.

 

CS:GO has also seen its fair share of viewership success, with hikes up to 113.2% over the previous year, back during the ESL Pro League in April.

It seems that despite the changes, fans are now more engaged than ever with esports. Whether this is due to increased screen time as fans are stuck at home, or from strategies taken by organizers to increase viewership, the verdict is undecided.

 

“So what happens next?”

Technology is only improving from here. With 5G infrastructure becoming more established around the world, streaming can only stand to spike from here, garnering viewership for esports from viewers who may not have been able to tune in before. This makes viewership, and even online attendance, of esports tournaments and festivals, an increasingly attractive option for event organizers. Though China and Korea remain firmly in the lead for 5G coverage, the US has been making great strides in the coverage major carriers offer.

Even after the pandemic subsides, these lessons will change the way esports are viewed and celebrated. This experience will certainly be utilized to improve the esports ecosystem, like reduced staffing costs with online set-ups or providing safer settings for players at tournaments, utilizing distancing and better health standards. 2020 has made a big impact on the way esports are done, and in many ways this will improve the longevity and stability of the future of the industry.

 

 

[EIDETIC INSIGHT] Live Commerce, a potential cure to the retail industry’s COVID-19 plight.

by Kenneth Nienhuser

 

With the pandemic still hot in the US, the retail industry has suffered as customers do not flock to areas like malls, outlets, or department stores as they observe social distancing and self-quarantine. In fact, within the first week of June, more than 2,100 stores closed across the US, and as many as 25,000 stores are expected to follow suit throughout the year. When comparing that with last year’s total store closings of 9,300, the impact of COVID19 is clear to see.

There may be hope, however, for the retail industry, and the answer lies in Live Commerce, a form of stream shopping that allows for customers to watch products be previewed, tried on, and tested on live stream, with one-click or other expedient forms of purchase enabling seamless transactions between seller and buyer.

 

Source : ©Alizila

China Leads Ecommerce

Does it work? Just ask China. In 2019, Chinese consumers outspent the US and UK in online purchases in 2017, and with an impressive $1.935 trillion in ecommerce sales recorded for 2019, there is some serious cash being spent online. While that is in no small part due to the smart strategies taken by ecommerce giants like Alibaba and Taobao, there’s no denying the incredible impact that live commerce has brought.

In one two hour live commerce streaming campaign, Maybelline sold more than 10,000 lipsticks, which is around $210,000 USD. On Single’s Day of last year, sales from Tmall’s live commerce service garnered sales of $2.9 billion, according to Alibaba Group.

There also does not appear to be any slowing down for the growth of ecommerce in China, as analysts predict this growth will last through 2023.

 

Source : dote, shopping party

Where does it fit into US Retail?

So it’s successful overseas, how can it translate in the US? Well it’s already begun, just not at the scale China or APAC is running at.

Amazon launched Amazon Live in 2019, its own live commerce service, where hot items from the Amazon store are put on display and presented by creators. Dote also released Shopping Party, a feature that replicates the mall shopping trip on your smart phone, complete with influencers streaming trying on outfits and a chat box to interact with them.

The US is late to the game, but that doesn’t mean they can’t bounce back. With online shopping the only viable option for those trapped in quarantine or for those wishing to maintain social distancing, it is an excellent time for retailers to experiment with this highly successful formula.

[EIDETIC INSIGHT] Distancing Messages from Major Brands in 2020

by Kenneth Nienhuser

2020 has been a trying year so far. COVID19 spread across the globe, forcing governments and businesses to make tough calls considering employment and operations. In response, rather than their usual messages, brands have responded with forms of creative changes to their brand symbols in a form of meaningful marketing to show that they are in the fight with their audiences.

Source : Audi

“Keep Your Distance”

The automotive industry has altered their brand symbols in inspired ways to emphasize the importance of maintaining social distancing. Audi has created this image, separating the 4 rings for which their brand is known. Other brands like Mercedes and Volkswagen have also joined in on this trend by altering their symbols to account for distancing.

Source : McDonald’s

“I’m loving it (on my own)”

It’s not only the automotive industry that is speaking out. All around the world, brands are telling audiences to practice social distancing. From South Korea to South America, these brands are coming up with creative ways to encourage people to stay apart, at least physically.

McDonald’s golden arches are one of the world’s most iconic images. That is why it is surprising that Brazil’s McDonald’s branch made the shocking choice to separate the arches for the first time ever, creating a sharp contrast between the iconic symbol we know. The message is clear, everyone should be keeping their distance to prevent further spread of COVID19.

Source : mercado libre

“Changing the Handshake”

Social Distancing isn’t the only way to help protect against the spread. Hyundai and Mercado Libre have both changed their symbols to emphasize the need for precautions when interacting with others. Formally connecting seamlessly, these new symbols show off the ‘elbow bump’, a different way to great others without the issue of shaking unwashed hands.

Though times are difficult to navigate, brands are trying to maintain the message that we may be separated now, but that doesn’t mean we will be separated forever.

Trade Show Going Virtual: CES 2021

[EIDETIC INSIGHT] Brands Responding to the BLM Movement and the Response Given

by Kenneth Nienhuser

2020 has been a trying year so far. COVID19 spread across the globe, forcing governments and businesses to make tough calls considering employment and operations. Then in the early summer, with the unjust killing of George Floyd by a police officer, protests sprung up around the world in support of the BlackLivesMatter movement and the need for police reform. In response, rather than their usual messages, brands have responded with messages in hopes of reinforcing that they stand with the call to end racism, but in many cases, this message has fallen flat, and the sentiment has appeared forced and insincere.

“For once, Don’t Do It.”

On May 30^th, NIKE released a powerful message, telling audiences “For once, Don’t Do It.” To emphasize it is time to stop ignoring the issue of racial inequality and racism in America. Nike’s competitors followed suit; Adidas retweeted the brand’s message, in a message of solidarity. The message generated a lot of support, with over 236K likes on Twitter, but at the same time it also came across as hollow to many social media users.

Many commented on how the sentiment was appreciated, but they wanted to know if the corporation was going to do more than just post about the issue. There were many comments remarking on the lack of black and POC representation in Nike’s board members. Others demanded to know how Nike was helping the black community.

To the latter, Nike eventually responded two weeks later with a breakdown of where its contributions go, and to which communities they benefit. Some applauded the transparency, but others criticized the brand for its tax avoidance, and how that was negatively impacting the communities it claimed to be supporting.

McDonald’s Speaks Out

McDonald’s also spoke out with a unifying message that attempted to try to bring audiences together in the movement for equality. However, the message was poorly received, as many users pointed out that McDonald’s and its business practices had caused considerable harm to the communities that it claimed to be supporting. From low wages to a lack of worker benefits, McD’s was slammed on its post for what appeared to be a hollow statement.

Other users also attacked the message for the contentious banning of black customers in China earlier this year, while others criticized the inclusion of Michael Brown in the list of victims. What was meant to be a unifying message ended up unifying those for and against the BLM movement in an unintentional way, as the majority of users agreed that this was an attempt to virtue signal, and that McDonald’s had failed to reach its audiences.

Facebook and Instagram Encourage Sharing

Facebook and Instagram made posts siding with the BLM movement, calling for its audiences to share black stories, and to continue raising their voices so that the names of those lost to police brutality are not lost. To show their commitment, they stated that Facebook would be pledging $10 million in support of ‘ending racial injustice’.

The responses were positive for the most part, with over one million likes on Instagram’s post, the majority of users agreeing that this was the time for using their voices to continue bringing awareness to the profiling and injustices experienced by black communities.

Using your brand to speak out about morality comes with its pitfalls. Audiences remember hypocrisies, and they are fearless to call your brand on it. In 2020, moral marketing has taken over, and consumers now want to hear more than just words, they want to hear how your brand can help. So be honest, be sincere, and most importantly, show how you can help.

[EIDETIC INSIGHT] Virtual Experiences are Evolving

by Kenneth Nienhuser

 

Virtual experiences have gained a lot of traction in recent months, connecting audiences in innovative ways on platforms like games, social media, and more. Here are some of the ways brands have created unique experiences while optimizing virtual platforms to capitalize on digital audiences

Source : www.epicgames.com/fortnite

Astronomical: Fortnite and Travis Scott

Virtual concerts are nothing new, but the latest collaboration between Fortnite and Travis Scott for the Astronomical experience showed that the concept has a lot of potential to be tapped into. In order to build hype for the premiere of Travis Scott’s new track “THE SCOTTS” Fortnite worked with the artist to create a virtual concert experience for fans the world over to enjoy. Over the course of 3 days, 5 showings were held, with over 27.7 million unique users attending, for a total of 45.8 million views in game, according to Fortnite’s twitter page. Though this was not Fortnite’s first virtual concert project, nods to Marshmello, it did smash their previous concert’s attendance by more than 17 million attendees.

Travis Scott also reaped the benefits of this, as his new track, which premiered in the video, reached the number 1 spot on the billboardfor the week of May 9^th. It reached the top of digital song sales as well, reaching 67,000 downloads by the end of April.

 

Source : SM Entertainment

VLIVE and K-pop

Fortnite isn’t the only platform capitalizing on the virtual concert scene, as the online streaming and interactive platform, VLIVE, is catering to global K-pop fans with concert series like Beyond LIVE. VLIVE allows for audiences to interact with their idols by allowing them to ask questions as well as being able to video chat on stage, and Beyond LIVE is a collaboration of multiple K-pop artists for millions to watch perform. The concert series takes place every Sunday from April 26^th to the end of May. Beyond Live is offering some big name groups like TVXQ! And Super Junior. If the first concert, featuring Super M, reaching 75,000 consecutive viewers from 109 countries is any indication, the concert series certainly shows promise.

 

Source : magazine.audi.com.au/article/virtual-world

AUDI and Virtual Market 4

Exhibitions have struggled this year as a result of the global pandemic, forcing exhibitors to explore new avenues to reach their audiences. One such method to be explored is virtual reality. Enter VR Chat, the virtual reality chatting platform where users can interact with each other using custom avatars. In VR chat, the Virtual Market series, or Vket, offers exhibitors the opportunity to run exhibits in a virtual space where attendees can experience their products from the comfort and safety of their own home. Last year, the exhibition recorded over 710,000 visitors, which attracted larger exhibitors to participate in this year’s event.

In the virtual “Para-real Tokyo” world, Audi, along with 41 other companies and 1400 stores, came to offer virtual audiences a unique VR experience with their product. Attendees were able to take the e-tron Sportback for a spin on a virtual track, as well as hear about the vehicle’s USPs from an on-site Audi specialist. Attendees were expected to exceed one million this year, and announcements for the next Virtual Market has already been announced for later this year

 

Virtual Experiences are Thriving

COVID 19 has negatively affected marketing and the way brands are able to interact with their target audiences in many ways, but this has also presented a chance for them to explore new and creative ways to reach out. Virtual experiences have shown they have a lot to offer in this regard, and the potential seems to only be increasing as time goes by.

 

 

 

 

[EIDETIC INSIGHT] Speaking to Consumers in a COVID-19 World

by Kenneth Nienhuser

 

With social distancing in full swing, many are stuck at home as everyone around the world is waiting out the pandemic. This has hit the economy in a severe way, with the global economy suffering a 12% contraction during the first quarter of 2020, according to JP Morgan. As a result, companies around the world are seeking methods to increase sales and reach audiences at home. Whether this be through the leverage of technology, meaningful marketing techniques, or a reassuring voice during this trying time, these brands stand out for their quick adaptations during the global pandemic.

Source : Volkswagen

Taking it Digital

With most major B2C events being canceled due to health and safety reasons, automotive brands had to transform their traditionally offline exhibits into digital premieres that would reach audiences across the globe from the comfort of their own homes. Volkswagen took this opportunity to create a unique, virtual, solution in response to the cancelation of the Geneva Motor Show, by creating their own virtual showroom. The Volkswagen virtual showroom allowed digital ‘visits’ of the VW exhibition floor, where several models were on display. Virtual attendees are able to navigate their way through the showroom floor, listening to presentations about the vehicle USPs or freely wander around. They are also able to customize the vehicles they view by selecting the model’s paint job and rims. With the delay or cancelation of other motor shows like NAIAS, the automotive industry is exploring new ways of reaching audiences, and it stands to reason that automotive brands will find more ways to leverage technology to reach customers digitally.

Source : NIKE

Marketing with Meaning

The current pandemic has also presented an opportunity for brands to present themselves in a more generous and socially conscious light. Meaningful marketing allows for brands to connect with their audiences by interconnecting their brand image with a campaign that benefits audiences. NIKE is no stranger to marketing with meaning, having taken stances behind social issues, like their 2018 Dream Crazy campaign featuring the controversial Colin Kaepernick, a prominent Black Lives Matter activist, as well as notable campaigns like their Find Your Greatness series that encouraged audiences to pursue their own paths to greatness, no matter how they viewed it. This time, the message is to stay home, not just for their sakes, but for the world’s, rallying behind the call to Play for the World. The campaign has been centered around providing support for those in isolation while encouraging those at home to stay active.

Nike’s Play Inside campaign offers access to their NTC Premium membership for free, further incentivizing athletes to help the world recover from the pandemic, and maintain social distancing by training indoors. Since starting their community workouts, the combined views on their community workouts page has surpassed 1.5 million views, with more audiences turning in every week.

Source : GUINNESS

Positivity Counts

COVID-19 has done a number on people’s worldviews, as many are finding themselves in low spirits due to the effects of the pandemic. This is why some brands have decided the best message they could send now is one of reassurance. Guinness has also sent out a message of reassurance, as the celebration of St. Patrick’s Day was understandably quelled due to the pandemic and the danger of social gatherings. Large parades that are iconic of the festivities will not be held this year for health and safety concerns. Thus, the brewing company released a video stating that “we’ll march again” to their audiences, signifying that there will always be another time to march for celebration, and that this pandemic will not be the end of good times, or tradition. The brand also announced its commitment to the Guinness Gives Back Fund of $1 million in support of its local community and hospitality workers who have fallen on economic hardship due to the global situation. While everyone maintains social distancing, hospitality workers are sore for business, and this support will surely not go unnoticed.

In essence, show you’re still there

Regardless of how your brand chooses to navigate these times, it is important to remind your audiences that you are still there, and that you’re speaking to them. It is easy for people to feel like they are alone in this, with isolation and social distancing in effect, so it is important, now more than ever, to speak to your consumer base, and let them know we are all in this together.

[EIDETIC INSIGHT] The Future is Human

by Kenneth Nienhuser

 

Source : https://www.facebook.com/pg/neondotlife/posts/

 

The Future is Human

At CES 2020, AI was out in full force. From automobiles and home appliances to cities themselves, AI seems to be destined to become more integrated into our daily lives. As cold and calculated as that may seem, there was one San Francisco-based start-up at CES this year that wanted to show the more human side of AI with their new human-interface interactive technology. This year, I had the pleasure of visiting the booth of STAR Labs, an independently operated Samsung subsidiary, which has created the NEON, a “computationally created virtual being” that resembles an actual human being that is supposed to further bridge the gap between humans and the world of Artificial Intelligence.

 

NEON and the Brains Behind Them

STAR Labs began as a small team of brilliant researchers and scientists, led by their CEO Pranav Mistry, former senior vice president for Samsung Electronics. The goal is singular in focus: to create the next iteration of communication, and that iteration comes in the form of the “Artificial Human”, or as they’re officially called, the NEON.

At first glance, when talking to a NEON, it may appear that you are conversing with another voice assistant that just happens to look human on screen. However, STAR labs have created NEONs to not just be the next Siri or Alexa. NEONs aren’t designed to be your music player or weather checking assistant. They look and behave like another person, showing emotions, intelligence, and patterns of speech. Meaning they are meant to behave as our companions, confidantes, and even our collaborators. They learn and evolve with you, creating memories from past interactions, acting more as a close friend rather than a ‘know-it-all’ bot you can check the distance to the moon in giraffes with (which is 69,890,910 giraffes by the way).

NEONs are also not customizable. They resemble or are directly modeled after real people, and each have their own unique personality, complete with expressions, movements, and dialogs. This means that the focus will be placed on interaction through conversation, rather than more superficial aspects like clothing or body type. These new beings are meant to do what other voice assistants have failed to do before them, actively engage users.

 

Source : https://www.facebook.com/pg/neondotlife/posts/

 

Your Next Experiential Marketing Asset?

Though they are designed to be more personal in interaction, the NEON is not set to be sold for personal ownership any time soon. The business model for these companions is more of a subscription service, with businesses and organizations being able to lease their services for a variety of duties, like a translator, service representative, or concierge. When speaking with a representative from STAR Labs, the purpose of this ‘domain-specific’ deployment of NEONs was to make sure that they were not used for purposes beyond their intended use.

For experiential marketing, a deployable form of interactive assistance at booths and events sounds appealing. Being able to reduce the amount of manpower, and all costs that coincide with that, with an efficient, personable staff member that can act as a presenter, information desk attendant, or even product model is a prospect that is hard not to get excited about. And with NEONs being digital, a NEON could do presentations in an event in Shanghai in the morning in Shanghainese and then work a different exhibit in Los Angeles in English and Spanish later the same day. These advantages will surely help NEONs catch on once the technology becomes available.

 

Still in the Works

For now, the NEONs are a far way off from seeing wide-spread use. This year’s exhibit showcased a very limited use of the interactive technology at work, with most displays only running pre-recorded demonstrations. When talking with our STAR Labs contact, there was a Phase 2 in the works, but the release date for this seems to still be far off. Either way, we are looking forward to the next step in the Artificial Human evolution.

Thumbnail Image Source : www.digitaltrends.com

[EIDETIC INSIGHT] The Subscription Economy Game-Changer: Cloud Gaming

by Kenneth Nienhuser

 

Video Streaming: The Reigning Champs

Our entertainment is dominated by streaming services, and at the top sits the video subscription service industry. Titans like Netflix, Amazon Prime, iQIYI, and others hold the throne because they offer the ability to stream videos at home or on the go, making them highly accessible, and with access to thousands of movies and shows on demand for less than a movie theater ticket, it’s clear to see where the popularity stems from.

Netflix stated that they have over 151 million paying subscription holders, with shared accounts totaling more than 300 million viewers, while iQIYI claims to have over 50 million daily active PC users, and monthly active user counts exceeding 450 million.

While most people are familiar with these services, and many of those individuals have used them, they might not be aware of the new potential contender for the streaming throne, cloud gaming, nor the subscription services that have formed alongside it.

 

The Contenders

Before we get into why these are potential usurpers, let’s discuss first what exactly cloud gaming is. Cloud gaming is the process of using remote hardware to play game games on devices with consistent internet access. Users can play the latest games from remote, high-end hardware on any device with a steady internet connection, like Smart TVs, tablets, phones, and older PCs. This brings PC and console games that were tethered to their systems out into the mobile sphere, and also makes them accessible for those who could not afford the latest hardware.

 

 

This technology translates to the recent rise of game subscription services. Earlier this year, Apple launched its own game subscription service called Apple Arcade, which was closely followed by a torrent of other subscription services offered by tech and game industry giants like Microsoft, Nvidia, EA, UPlay, and more. These subscriptions offer access to hundreds of titles for subscription fees comparable to those of video streaming services.

Recently, these services have been able to expand to the mobile realm due to introductions of 5G networks. With 5G, input lag (the time between a button press and the movement of the character, which is dictated by the speed at which information travels between the device and the remote server) has become negligible. That is why countries like Korea and Japan have seen a recent surge in partnerships between telecom providers and game subscription holding companies, like the recent contracts between SKT and XCloud in Korea, and Softbank and GeForce (which works with users’ Steam libraries) in Japan.

 

The Unlikely Opponents

So why does this matter for video streaming services?

Well, it’s no secret that the game industry is huge. Growing at an average rate of ten percent a year, in 2018 the game industry reported 139 billion USD in revenue, and it is only projected to get larger from there. However, the market was segmented largely between three sectors, PC, console, and mobile gaming. Though PC and Console commonly share titles, titles from these two sectors did not largely cross over into the mobile industry, and vice-versa. Now with cloud gaming, these PC and Console titles can be accessed everywhere, allowing for exponential growth of game subscription services.

 

 

With mobile devices now on the table, popular titles like Fortnite, League of Legends, and others, could see a surge of players through cloud gaming as they gain previously unobtainable users who either did not have a PC or could not afford to upgrade their current systems.

This creates a dilemma for the current streaming subscription kings. Gaming has been an issue for video streaming services in recent years, as audiences spend their time playing rather than taking in paid video content. Netflix has gone so far as to share with their shareholders that they compete with (and lose to) Fortnite, the wildly popular battle royale title, over their competitors. If titles like Fortnite can make the jump into what was considered a safe segment of the market for video streaming, it could spell trouble.

 

Still Some Ground to Cover

For now, it seems that the video streaming subscription industry need not fret.

Although relatively speaking, most of these subscription services are comparable in price, like Netflix’s subscription rates at 8.99 USD a month, or Disney+’s cheaper rate of 6.99 USD. This can be compared to services like Apple Arcade, who offer a rate of 4.99 USD per month, or EA’s Origin Access, which comes out to 99.99 USD a year.

There are, however, some gaps. One example would be the XBOX Game Pass, which comes in at 44.99 USD per quarter, or around 180 USD a year. Then there’s Google Stadia, where you must purchase games at full price to be able to access them on the cloud. These can be a tough sell for consumers.

There are also issues to overcome with 5G networks not being globally available, making these cloud gaming subscriptions a much less valuable package in other regions. Though they have been enthusiastically embraced in countries like Korea and Japan, they may not catch on as quickly in areas like the US and Europe.

Though the impacts of game subscription services may not be clearly visible as of yet, it is a good idea to keep an eye on this growing industry. If we have learned anything from over the years, it is that the future is mobile, and whether it be gaming, shopping, or video streaming, the more accessible these services become, the more attractive they become to global audiences. Gaming subscription services paired with cloud gaming technology are certain to make waves in the streaming and mobile industries.

 

Kenneth Nienhuser is the Director of Business Development of Eidetic Marketing, USA Office.

Image editing courtesy of Jed Jung, Sr. 2D Designer of Eidetic Marketing, Korea Office.

 

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About Eidetic Marketing

EIDETIC crafts unforgettable experiences through the illumination of a brand’s core nature.
Ever striving to create the new, we design and actualize brand personality in a way that will engrave your brand to memory.

 

https://vimeo.com/326964749

 

WCG (World Cyber Games), or the game Olympics as some call it, is the tournament that began in 2000, giving birth to the world’s greatest eSports star “Moon” (JangJayHo) and others. Unfortunately, WCG, which had been cheered on by millions of gamers, was discontinued in 2013. However, after a 6 year gap, the event world eSports fans have been waiting for will finally return in 2019.

 

WCG is an eSports competition for nations to compete with one another. In 2000 with the support of Samsung Electronics, WCG provided the gateway for gamers to become pro, and provided for others the spectacle of watching top-tier games between legends. Beginning with StarCraft, a variety of titles were chosen for competition until recently, regardless of genre, such as popular titles such as DOTA 2 and Counterstrike. Then, much to the disappointment of gamers, 2013 marked the end of WCG’s short life.

 

However, under the new slogan “BEYOND THE GAME, MORE THAN SPORTS” WCG 2019 has returned with new international gamers. From July 18^th to the 21^st, WCG will share not only eSports, but new technology, a music festival, TED talks, conferences and more in Xi’an, China.

 

WCG 2019 Xi’an has 6 official titles.

 

 

WCG MASTERS will progress with the target of global gamers. Preliminaries will proceed online beginning in March and from May athletes from each country will be chosen to represent their countries through offline qualifiers. There will be 4 titles to qualify for: DOTA 2, Warcraft 3, Hearthstone, and Clash Royale.

 

WCG PREMIER will be restricted to Chinese gamers. From April online preliminaries will begin and from June the representative players will be selected through offline qualifiers.

 

This competition is also excited to host the “All-Star Invitational” for the globally popular mobile game “Clash Royale” where the 2019 season 1 pro league champions will be invited.

 

The regional qualifiers for Asian, European, and American gamers will be on the Battlefy platform, and the Chinese qualifiers will be held through the Varena platform. Applications for attending the qualifiers began March 12^th, and many gamers have already been accepted.

 

Applicants can apply through the official WCG sites below

• • Global application: http://wcg.com/
  • Global application: http://zh.wcg.com/

 

We hope those who wish to go pro or gamers who love their game do not miss this opportunity and hurry to offer their support.

 

The Global Branding & Experiential Marketing Agency EIDETIC MARKETING is the official agency of WCG 2019 Xi’an and has been working with WCG on its development since being chosen last January. EIDETIC MARKETING is making every effort to make sure that the opening and operations of WCG are a success, managing everything from branding and space design to customer itinerary. EIDETIC MARKETING’s CEO Ashley S. Jung has stated that “WCG 2019 Xi’an is an important event to end WCG’s six year absence. It is an honor that WCG has allowed EIDETIC MARKETING to help present the best time for gamers awaiting the return of WCG.

 

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Along with CES and IFA, MWC (Mobile World Congress Barcelona) is one of the top 3 global IT/Wireless expositions. Over 2,100 global IT companies participate in the exhibition, including world renown brands like Google, Microsoft, Samsung, LG, Huawei and more. During 2018’s MWC in February, there were more than 104 thousand participants, and this number continues to grow every following year. As the 4th quarter of the year is passing by, more clients are starting to have queries about the MWC. As an experiential global marketing agency that has participated in the MWC, Eidetic Marketing will offer 5 must know tips for MWC participants.

 

First, Utilize your Exhibition Badge.

As a top-tier global B2B Exhibition, entrance fees should be expected to be on a high price point. During the 2018 MWC, the lowest priority entrance ticket cost roughly $900. These entrance passes can be issued at not only the exhibition hall, but also the airport. You can seamlessly receive your pass by using the QR code that you were given upon purchase. With this pass, you can also use public transportation for free during the exhibition period.

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[Eidetic Marketing Insight] Drone Shows, Beyond the Technology

Marketers are pondering how to apply drones appropriately. Whether it be achieved via Drone Show or Drone-vertising, the answer may not always be clear. Whatever the answer may be, it is important to take note of the underlying essence beyond the technology.

Software to Design the Sky

 

Drones were originally created exclusively for military use. Of course, they are still used for said purposes, which can be noted through a variety of military advancements using unmanned aerial vehicles. However, drones encompass much more innate utility to be limited to military use. As such is the case, drones are currently being used with many different objectives ranging from filming, leisure, exploration and much more. This usage has reach a stage in which many of the world’s leading corporations make use of drones in one way or another.

The value of this aerial device is not limited to simple videography. The fact that this machine can fly adds endless possibilities and immeasurable value to the product. An example in which the value of drones was realized occured during the 2018 PyeongChang Winter Olympics. 1,218 drones lit up Korea’s night sky to create illuminating constellations for onlookers. Transforming into anything from the Olympic logo to a snowboarder, these drones created a scene which rivaled that of one created from CG technology. During the finale of the Olympics, the drones turned into the Olympic mascot and then into a starry constellation, creating a memorable scene. The press applauded this showing for its originality and deemed it as the pinnacle of Information and Telecommunication technology.

 

Why a live show over a recording?

Most drone show content that we view are recordings. Whether through documentaries, movies or even a youtube video, the drone shows points of views that would usually be impossible to recreate. As mentioned before, however, the value of a drone does not end there, as corporations have started to make use of drone events and marketing.

 

 

During the 2018 CES, one of the main headlines was not a new product release or a technological breakthrough. It was the live Intel drone show that was held along the Bellagio’s iconic fountain. Intel has been well known for utilizing drone marketing in many more cases such as the Las Vegas drone show commemorating the opening of the movie ’Wonder Woman.’ In this case, 300 drones were utilized in recreating Wonder Woman’s image, showcasing an event that was as memorable as scenes in the movie itself.

 

Drones have even spread into the unlikely category of fashion. During the 2018 Milano Fashion Week, Dolce & Gabbana made use of a drone to showcase the brand’s new product. Breaking off from the use of a human model, this divergence created more interest in the drone than the products. Some distained this action stating that this was a simple rouse to garner attention. However, in the future, people will note Dolce & Gabbana as the brand that first utilized drones in an international fashion event.

What we, as marketers, must consider is why these organizations chose to use drones. Not limited to the technology, drones created an amalgamation of both technology and emotion.

 

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The marketer’s role: tech and emotional synergy

Drones are products that are fundamentally based on technology. The drones utilized during the 2018 PyeongChang Olympics, though light, were manufactured to withstand winds of up to 10 meters/sec and imbedded with the ability to detect and avoid obstacles. However so, despite being based on technology so heavily, the product stirred within us an emotional reaction,

The main charm of drone shows stems from the unlikely melding of technology and emotion. The drone encompasses various technological innovations such as BLE, wifi, VR, AR and many more. This seemingly cold and definite product created sentimental, human connections through a marketer’s outlook. A marketer’s view, derived from understanding the consumer, created an efficient method by which such apathetic technology was able to create a truly sympathetic bond with humanity.

It is also the marketer’s duty to truly understand and apply the embedded technology within the drone itself. However, the marketer’s first priority is to discern consumer priorities and through this knowledge, to engrave a brand in a positive light. Simply put, drone marketing’s main strength lies in the mix of innate technology and human emotion.

Many consumers already know about drones. Not only have they surfaced on the media, individuals have been purchasing these products to use as hobbies. Despite this, the application of drones in the Milano Fashion Week and the 2018 CES made headlines. This was because those individuals were able to experience unexpected beauty in a familiar environment. Drones stimulated are emotions through the imaginative design of marketers. Marketer’s must strive to create a story the resonates with consumers and through these stories, what seemed like unfeeling technology gained humanity.

 

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Outlink:  Naver post (Kor)

[EIDETIC INSIGHT] Embracing eSports

eSports in the Asian Games?

During the 2018 Asian Games held in Jakarta Palembang, eSports made its debut on to a globally renown sports event. Out of 6 distinct games, Korea competed in 2 of the categories; League of Legends (LoL) and StarCraft 2. How is it that eSports evolved from simple hobbies for individuals to becoming recognized as an official sport category?

 

The Current State of eSports

Sports Media Watch, a prominent medium in the sports industry released an interesting statistic regarding the current state of eSports. In 2017, the MLB World Series received roughly 31 million views through TV viewership. During the same year, Riot Games stated that the LoL World Championships Finals received a total viewership of 57.6 million views across a variety of mediums. Of course, there may be some difficulty in comparing the two statistics due to the different standards by which the numbers were measured. However, it can be noted that eSports viewership has risen significantly during the past few years, and is rapidly catching up to views for traditional sports. The world renown financial institute Goldman Sachs predicted that by 2022, the global market for eSports would amount to $2.96B. Considering the current eSports viewership and estimated projection for the market, investing in eSports teams, players or the likes seems like a well-founded decision.

 

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Why Corporations are Captivated by eSports

There is a simple reason why people are so enamored by sports. It is because they are fun and people enjoy watching games. However, to corporations, to justify investments through such simple reasons are impalpable. In this article, Eidetic Marketing will elaborate on the current state of eSports and offer insight into 3 marketing values that eSports offers.

 

1. Popularity of Game IPs

Being serviced as Penta Storm in Korea, Arena of Valor has achieved popularity throughout the world. Since its conception in 2015, the game has received more than 200 million downloads globally. Within a year since its launch, Arena of Valor was inaugurated into the KPL, Korea’s professional eSports league. In terms of last year’s autumn league, the accumulated viewership for the live broadcast amounted to 3.6 billion viewers, confirming the popularity of eSports and game IPs. As such, eSports have become a vital component to marketing within the game industry. Eidetic Marketing has previously activated a global eSports event, ‘Summoners War World Arena Championships 2017’.

 

Since its release in 2014, Com2uS has achieved global sales of over 1.0 trillion through this single game. During 2017, the game was experiencing some stagnation in terms of growth. However, with the advent of the global eSports tournament, ‘Summoners War World Arena Championships,’ Com2uS was able to achieve 90 million accumulated downloads and approximated sales of \500 billion. This was a case in which eSports effectively furthered the popularity of a game IP.

eSports also have the ability to increase the value of a brand or corporation. In 2000, Samsung Electronics launched the first ever global eSports tournament, ‘World Cyber Games (WCG).’ In 2016, Smilegate purchased the rights to the WCG brand and are planning to hold the competition next year, in 2019. Through the activation of this global event, Smilegate will be able to increase its projected value as well as branding itself as a company that puts importance on Corporate Social Responsibility (CSR).

 

2.Viewership Base Business

The 2014 World Cup in Brazil had an accumulated viewership of 3.2 billion views. As a major global event, the World Cup created significant amounts of revenue from ticket sales, sponsorships, commercials and more. As such, the viewership holds much influence and power over the popularity of events. Comparatively, LoL’s ‘2017 Mid-Season Invitational’ had an accumulated viewership of 364 million viewers, around 1/10th that of the World Cup. To put this number into perspective, the viewership could be roughly estimated to be 5% of the global population. Because the viewership of such competitions is guaranteed to an extent, many corporations use copious amounts of money to create brand exposure through commercials, sponsorships or other methods.

There are many methods by which a corporation can conduct businesses using the viewership. First, in terms of eSports that are usually held offline in a physical location, ticket sales generate revenue. Expanding further, profit can be made through the renting of lots in which corporations can create brand exposure in a variety of ways such as the fabrication of a brand booth or outdoor advertisements from sponsorships. Broadcasting is another major source of revenue. From allocating broadcasting rights, to the use of music, videos and other media allows for another profit point. Moreover, IP based products offer both on and offline revenue streams, such as limited edition character skins or toy models.

 

3.Team Management

As the eSports market grows, so does the number of professional players. Just as major football or baseball clubs exist, there has been the advent and growth of professional and sponsored eSports teams. The US and Europe’s ‘Cloud9,’ China’s ‘WE,’ and Korea’s ‘SKT T1’ are but a few examples. eSports teams differ with other traditional sports in that the teams are not limited to one particular category but often has teams for a variety of games. In terms of Korea’s ‘SKT T1,’ the club has teams for LoL, Overwatch, Battleground and many more. Club merchandise with numerous sponsors and star players’ name values create another pivot point for revenue growth.

 

Differentiation within eSports Marketing

No matter what the product category, as the market develops, the division and specification occurs. As such, there is a need for differentiation in marketing tactics. Eidetic Marketing specified 3 differentiated current marketing points for eSports. However, the eSports market is still currently growing and will offer many more opportunities as it grows. For game companies, it is important to contemplate how to boost IP popularity through eSports. For Sponsors, it is important to understand the breadth of influence the event holds and how their brand can be involved. As marketers, it is important to understand the trend of the market and how to effectively apply given knowledge.

 

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Outlink:  Naver post (Kor)

Global integrated marketing agency ‘Eidetic Marketing’ announced their establishment of Eidetic Marketing China on February 15th.

Eidetic Marketing has seen significant growth in global corporations’ adoption of integrated marketing solutions. In 2015, 75% of their revenue was generated from large scale campaigns with global corporations, especially in the Chinese market.

“China is one of the highest growth potential markets in the world. Therefore, many companies keep their eyes on expanding their businesses into China. From long established corporations to new startups, Eidetic Marketing will provide helpful consultation services to formulate the best marketing strategies for companies at any stage. With Eidetic Marketing China, EM will have access to direct ‘on-site’ market information, and this will be the core ingredient in creating truly effective marketing solutions,” said Ashley Jung, CEO of Eidetic Marketing.

In order to fulfill clients’ needs and to expand into the Chinese market, Eidetic Marketing founded Eidetic China to become a bridge between the US and Chinese markets. With this strategic network, Eidetic Marketing is expecting to become an interface of integrated marketing services for major global territories. This vital bridge will be sure to provide clients access to valuable insights and competitive advantages for their products and services in the Chinese market.

Recently, one of Korea’s leading steel industry corporations POSCO, partnered with Eidetic Marketing for the key objective of expanding business reach in Beijing, China. In other industries such as gaming, Eidetic Marketing effectively executed marketing campaigns for China’s most popular companies such as Tencent and NetEase.

 

About Eidetic Marketing

Eidetic Marketing is an integrated marketing agency headquartered in North America. As an esteemed partner of many global corporations, EM provides comprehensive marketing solutions to clients from more than 20 different countries. One of the most thriving territories for EM has been, in recent quarters, the Chinese market. Whether the marketing campaigns are inbound or outbound China, Eidetic Marketing has been very active in the Chinese Market in various industries.