Multiplay: Overlap between Insomnia and EGX is minimal

Only seven per cent of the consumers who go to Multiplay’s Insomnia also visit rival event, EGX.

Speaking to MCV this week, Multiplay founder and CEO Craig Fletcher said that the growing number of games shows, and particularly EGX and Insomnia facing each other later this year, is not a threat.

We have seen no reduction in appetite from consumers. In fact, quite the opposite,” he said.Each gaming event offers something unique to their audience and whilst there is overlap, we are seeing this as minimal. For example, in our recent survey, we identified that this overlap is less than seven per cent between EGX and Insomnia. Those seven per cent are probably going to everything.”

Fletchercontinued: We’ve certainly hit an age where people value experiences more than ever. It’s a key difference with millennials to previous generations, and we’re seeing a voracious appetite from consumers for more shows.”

Multiplay’s Insomnia58 and Gamer Network’s EGX 2016 will both take place in Birmingham’s NEC within four weeks of each other this summer. The former takes place between August 26th and 29th, while the latter opens its doors for four days on September 22nd.

Insomnia58 willhost a League of Legends festival for the first time, alongside thereturn of GAMEFest, a consumer show similar to EGX’s offering.

Gamer Network’s Loman previously stated thatMultiplay’s move to hold GAMEFest just weeks before EGX was ‘disappointing’.

You can read more about video games events inthis week’s MCV.