Far-reaching changes are proposed for the EiG trade show, set for October 20-22, 2015, at the Arena Berlin in Germany.
iNTERGAMINGi has learned that Clarion Events, the organisers, are widening the visitor scope of the show, with some emphasis on the affiliates programme.
Kate Chambers, managing director at Clarion Events, confirmed our understanding of the restructuring of the show by releasing a little background to the company’s thinking on the subject: “The i-gaming sector in Europe is changing; doing business involves engaging with a wider group of specialists across a range of specialities in order to make the market work effectively.”
The show, said Chambers, had become a mecca for senior down to middle management in recent years. She and her team will now widen its base to the full structure of igaming to include "everyone at C level" as well as the growing affiliates business.
“We have traditionally targeted the ‘C level’ executive who is mainly focused on strategy but we want to attract all segments and all levels in the i-gaming business that every strata of the business needs to engage with in order to thrive.”
EiG, it can be assumed, will therefore shift its emphasis to take in both B2B and B2C professionals. The move is likely to frustrate efforts by other events in the market to attract all elements in the ecosystem of i-gaming and which are attempting to challenge EiG, the dominating show/conference for this sector in Europe.
Clarion clearly intends to use its high-quality branding to ramp up its offer to the wider i-gaming community with both a quality show and the continuing process of securing high-value speakers who are outside of the normal ‘round’ of conferences.
Its new audience, therefore, will be C level executives, senior managers, mid and lower managers and the prime affiliates target. Aiming itself at the CEOs and principals of companies has given EiG a reputation for high quality, but clearly the event now needs to appeal to every layer of responsibility in i-gaming in order to capture the essence of the entire ecosystem.
Affiliates, clearly, belong to the B2C strata within this ecosystem. They are keen to attract consumers and to capitalise on their branding power. The plan, confirmed by Chambers, is that this key element in the chain will receive a separate carefully researched and presented programme of high-quality sessions, the content of which will cover the most vital elements in the business.
Chambers agreed that further details of the reprogramming of EiG would be released shortly.
