IDEF underlines Pan-Euro credentials

Whether or not a formalised plan comes together to bring in UK buyers remains to be seen, but major chunks of European retail are well and truly sold on IDEF.

This business-only show, which prohibits media attendance, ran for the third time in Cannes last week and once again received a resounding thumbs up from buyers and exhibitors alike.

Every single major supplier was represented, including Microsoft, Sony, Nintendo, EA, THQ, Take Two, Sega, Activision and many more.

But the event remained deliberately low-key, with the focus on meetings and orders, not bells and whistles. This show is one that our European friends like to keep to themselves,” Brash UK boss Adam Prichard, exhibiting with Warner.

I was able to meet and present our new distribution partners in France, Italy, Spain, Benelux, Russia, Israel and UAE, as well as having a number of impromptu meetings regarding other potential partners. I think UK buyers would benefit from attending. It is a great environment to do business and timing is perfect for buyers and publishers.

I am not sure if our Euro partners would want this show to get any larger but it has the potential and is ideal for smaller publishers like Brash to come and showcase. But don’t tell anyone it is in Cannes.”

Organised by the French trade body SELL, the biggest move forward for IDEF this year was an influx of buyers from Spain. Retailers are flown in at exhibitors’ expense via invitation.

I’m sure we could accommodate UK buyers, as a big proportion of buying in that market is controlled by a fairly small number of influential stores,” IDEF chairman and Eidos European distribution boss Patrick Melchior told MCV.

Exhibitors would have to decide whether they want to put something together for next year that specifically targets and funds UK buyers coming here. But, certainly, everyone is welcome.”

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