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July 26, 2024
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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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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.
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.
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.
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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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.
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.
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.
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.
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 effective stage events is crucial for a successful G-Star exhibition. Here are some key tips for creating engaging and memorable stage events.
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.
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.
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.
July 19, 2024
by a 12 years experienced G-Star agency
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.
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.
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.
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.
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.😂
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!)
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.
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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.
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.
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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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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July 9, 2024
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Essential Tips from a Gamescom Agency
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 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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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.
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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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.
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!
Follow us on our social media and stay in the loop with our latest news and events on the Gamescom Exhibitors Guide!
July 2, 2024
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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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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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:
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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.
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.
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:
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.
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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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June 25, 2024
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.
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.
Enjoyable experiences throughout these events can increase user retention time at the booth.
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.
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.
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.
Ensure that promotional materials and communications reflect the publisher’s overall brand message and values, using consistent visual elements like logos and color schemes.
Effective zone planning enhances attendee experience and optimizes space by guiding smooth attendee movement through the booth and ensures easy access to different areas.
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.
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.
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.
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.
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.
June 11, 2024
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.
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.”
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
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June 4, 2024
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 |
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.
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!
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.
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.
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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May 28, 2024
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.
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
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.
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
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.
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
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
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
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
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
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
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
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.
February 1, 2024
[EIDETIC INSIGHT] AI’s Impact on the Design Landscape
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.
As examples showcasing generative AI’s capabilities,
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
Topology optimization starts with a human-designed model and systematically removes material to achieve an optimal design that satisfies specific constraints such as weight and structural integrity
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
What does the future hold for 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)
February 1, 2021
[EIDETIC INSIGHT] CES 2021: Going Virtual
CES Tech Show Exhibitors
CES2021 Poster
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.
CES Picture
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.
LG CES2021
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.
CES 2022 Poster
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.
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