i54 - event marketing report
TRANSCRIPT
Insomnia54 Marketing Report
Overview
Taking place across the Easter Bank Holiday weekend at Coventry’s Ricoh Arena, Insomnia54 continued a
period of unprecedented growth for the UK’s biggest gaming festival.
With a footfall of over 30,000 across the weekend, Insomnia54 was the biggest ever Spring Insomnia event. The
show also welcomed the introduction of new areas such as the dedicated 650 seat Esports Stage, a broadcast
studio accompanying the Main Stage streaming live content throughout the weekend, as well as a whole host of
new features such as the arcade and chill out zones.
The coverage of Insomnia54 both during and after the show was phenomenal, with over 11m combined video
views featuring the event with many more videos still to come. Attending the event once again was our Special
Guest roster, featuring globally famous figures from the worlds of online video and live streaming. The
YouTube personalities starred in stage shows, signing sessions, and other engaging activities. Insomnia54 is
also set to feature in a segment on BBC’s The One Show, a digital segment for BT Sport, and a series of short
online films produced by Channel 4.
The dedicated Esports Stage was extremely well received by attendees, and helped preserve and elevate the
esports-related elements of the event. With sponsored tournaments taking place across some of the most
popular competitive titles on both PC and Console including our highest ever turnout for Hearthstone and FIFA,
Insomnia54 was another great entry in the ongoing growth of UK-based esports.
The record for biggest ever show is set to be short-lived though, with our next event Insomnia55 (August 28-31)
set to be even bigger than Insomnia54.
Event Statistics
Event Footfall: 30,107
Video Coverage
Total Unique Stream Views: 386,630
Total Video Plays: 495,080
Maximum Concurrent Views: 7,983
Minutes Watched: 3,764,204
Esports Tournaments
Total Prize Money: £25,800
Total Teams: 168
Total Players: 1323
YouTuber Exposure (Event Vlogs & Promotion)
Views: 11,318,398
Total YouTuber Subs: 45,690,910
Website
Total Visits: 641,570
Unique Visitors: 405,049
Page Views: 1,652,444
Flickr Views: 2,653,220
General Event Photos General Event Photos
General Event Photos
General Event Photos
Exhibitor Photos
Exhibitor Photos
Exhibitor Photos
Demographics of Attendees
Gender Age
Out 518 people surveyed
Male 62%
Female 38%
Rather Not Specify
0%
Occupation
Demographics of Attendees
Out 518 people surveyed
Senior Manager 7%
Manager 8%
Clerical 3%
Skilled Manual 7%
Student 17%
Professional 27%
Administrative/Support personnel
6%
N/A - Unemployed/Retire
d/Homemaker 7%
School 18%
Ticket Type
Demographics of Attendees
Out 518 people surveyed
Weekend Festival
17%
Day Visitor 63%
BYOC 19%
Console 1%
Average Consumer Spend in the Exhibition
Demographics of Attendees
Out 518 people surveyed
£1 - £50 46%
£51 - £100 28%
£101 - £200 21%
£201 - £300 18% £300+
4%
75% of people said
they are more likely to buy
from exhibitors in the
future, after seeing them
support the gaming
community and being at
the show
Out 518 people surveyed
Very likely 29%
Likely 46%
Neither Likely nor Unlikely
20%
Unlikely 3%
Very Unlikely 2%
78% of people that completed
the survey had not attended another
Gaming or LAN event (not
organised by Multiplay) in the past
year!
Out 518 people surveyed
Yes 22%
No 78%
44% of people
that completed the
survey had attended
Insomnia before, with
56% being a
brand new audience!
Out 518 people surveyed
None 56%
1 to 3 31%
4 to 5 6%
More than 5 3%
More than 10 4%
47% of people that
completed the survey said
that i54 was better than
previous Insomnia events!
Out 518 people surveyed
Outstanding / The best ever
36%
Excellent / Much better 11%
Good 14%
Fair 33%
Needs Work 0%
Poor 6%
58% of people that
attended Insomnia54 plan to
come to Insomnia55.
Out 518 people surveyed
Already bought my ticket
7%
Definitely 19%
Very likely 19%
Likely 13%
Unsure 21%
Unlikely 5%
Very unlikely 5%
Definitely not 7%
I won't be attending the next event, but
I'm planning to attend next year
4%
48% are ‘Promoters’
on the Net Promoter Score
and would strongly
recommend attending an
Insomnia event to their
friends
Out 518 people surveyed
Insomnia Gaming Festivals 2014 v 2015
The highest footfall figures to date:-
2014 Actual 2015 Projected
▪ Spring 2014: 20,000 Spring 2015: 30,000+ [33% increase YoY]
▪ Summer 2014: 31,000 Summer 2015: 40,000+ [30% increase YoY]
▪ Winter 2014: 16,000 Winter 2015: 20,000+ [25% increase YoY]
The most space created to date:-
2014 Actual 2015 Projected
▪ Spring: 2014 15,000sq m. 2015 additional 2,000 sq m [13% increase YoY]
▪ Summer: 2014 20,000sq m. 2015 additional 4,000 sq m [ 20% increase YoY]
▪ Winter: 2014 13,500sq m. 2015 additional 1,500 sq m [ 11% increase YoY]
Why you should be at Insomnia55 this Summer
▪ Insomnia55 will be our biggest and most action packed event ever
▪ An additional 2,000sqm of Exhibition space
▪ Expected footfall between 35,000 – 40,000
▪ Market to thousands of people each day face to face!
▪ Insomnia attendees are key influencers and early adopters
▪ Gain exposure via our social media channels with a reach of over 85,000+ followers
▪ Gain exposure on our events site with an average 300,000+ page views a month
▪ Limited stand spaced available so book now to secure your place
We look forward to seeing you at Insomnia55 this Summer! 28th – 31st August 2015 at The Ricoh Arena