Event description and key objectives
We’ve identified that the majority of networking opportunities for business professionals revolve around conferences and panels, where closing sale is the priority. Most gaming events and messages are geared towards younger audiences or gaming professionals. This leaves us with a huge gap of 23-40yo young and mature professionals which is not being addressed. People have an inherent need to do good. And if you provide the means, they will undoubtedly build on the positivity of the cause and spread good feels like wildfire. We’re bringing employer branding, team building and networking into the 21. Century by connecting like-minded, positive and driven individuals through gaming, while providing a fun and comforting environment where quality connections and new ideas are born. On top of that 50% of all company, attendance fees are used for charity. This year we successfully secured HRK 100.000,00 to be donated on our follow up event to the best new young entrepreneur.
The biggest challenge was educating key stakeholders on the benefit of gaming and esports as a medium for business development, and getting 32 companies signed up for the event. In the end, we had 66 companies directly endorsing us either as a competitive team or as a sponsor. Other than that we need to find a venue which would support 1500 visitors throughout 2 days, while simultaneously being able to support a huge technical strain in terms of electricity, network and equipment.
The concept of B2B esports as a medium for business development, networking, team building and employer branding is globally unique for Good Game, and we’re taking it globally. We’ve identified a way for everyone to feel included in a competitive action, regardless of age, sex or physical prowess. Esports as a business platform has been wholeheartedly accepted and endorsed by over 60 companies, at this one event alone. Each year we’re modularly adding new content to the existing mechanic. Last year we’ve implemented the EXPO area, so our partner companies have a way to showcase their products and services. This year we’ve implemented lectures which will now become a staple of our events – as a new added value. One of the main types of feedback we’ve received from our partner companies is that finally, they have a way to shine and separate themselves from the crowd while attracting the young generation of technically savvy professionals who are not interested in old-school types of conferences.
Each event we’ve organized so far has been cashflow positive with noted profit. With each passing year the event grows exponentially and so do the profits and revenue. Even with HRK 100.000 which we’ve pledged towards charity, we will be in the upper 10s of thousands of euro of profits. Our profit margin has been 21% with an upwards trend in the coming months.
Execution was handled in a matrix form where the project was set as a master file accessible only by 3 people, each of which handled a core set of responsibilities. Partnerships were handled by one person, financials by the second and event preparation by the third. MPG was a partner on the event preparation and execution side, with Promologistika and Vipnet for infrastructure. Further in the matrix grid we’ve had a set of approx. 50 people working on the project on the PR side, media, boots-on-ground, account management and various other tasks. Planning took approx 3 weeks and another 9 weeks of execution.
The event was visited by 1500 people in 2 days, 66 companies were involved as either partners or competitors, we’ve donated 100.000kn to charity, had own media reach of 500k people and approx 74 PR publications for the event whose reach is not quantifiable.
The use of sustainable practices
We have identified an event structure and communication which is easily transferrable to other markets and upgradeable for the domestic market. Implementation is seamless and our USP allows us the “first to market” approach and provides a magnet for new partners and corporate esports competitors.
Communication was done via owned channels (web, social, email) and with paid PR. Owned channels have measured a reach of 500.000 people, with 74 released PR articles. 2 TV shows 1 Radio show 6 printed newspapers 65 online articles.