Returning to reality after a weekend at the recently combined
MCM Comic Con and EGX in London, my thoughts were that it was a massive let-down.
EGX came off as the poor relation in this arrangement, stripped of all the
unique elements that once defined it. Over the three days, it became clear that
other attendees shared my disappointment, left wondering what had happened to
the usual activities and questioning what to do.
What went wrong? It is not a straightforward question, and there are no clear-cut answers. We might potentially only understand the reasons in time following a thorough post-mortem. Attributing the blame for the convention failings, we need to consider the organisers, the gaming industry’s current state, and the wider state of global gaming expos.
Poor Planning
They fumbled, failing to understand their market or the
consequences their choices on the paying public.
Firstly, they stereotyped the community. They assumed that
as EGX fans, Comic Con would be a natural fit, like a non-geek assuming a Trekkie
would love Harry Potter. The reality is geeks have their own distinct interests
within the wider geekdom. The people I spoke to, projected the event was underwhelming.
Throughout the weekend, whether in the ExCeL, outside in the
smoking area, or at the nearby pub, the conversations echoed the same
frustrations. Where are the games? What happened to EGX? Comic Con is not my
scene, and there is nothing for me to do. This is a significant problem, if the
event becomes purely a social hangout, why pay for entry when everyone could gather
at the local pub.
For those not accustomed to Comic Con,
it felt a very confusing experience. If the events did not pique your interest
or you could not snag a seat due to limited availability, there was not much
left to do. It was an entry fee to access stalls selling overpriced items that
you could have easily ordered online for less.
Finally, decisions made were both counterproductive and jarring. Even with a priority pass for the entire weekend granting Afterhours entry, I had to take time out of my day to get an Afterhours wristband. Though, on the Friday night it was quickly established that it was pointless, the bars in the halls were closed so you had to enter the main walkway to get a drink, the retro zone was virtually non-existent and getting into the event was a battle due to limited capacity.
Invisible Industry
The game industry is problematic right now but let us zero
in on their glaring absence this year, the gaming section was barren.
Post-Covid, AAA developers and console manufacturers have retreated
from physical events, opting instead to showcase games and announcements
online. From their perspective, attending expos might seem unnecessary, but in
truth, physical conventions depend on their presence to survive. Without the
big names, many gamers lose interest, leading to declining attendance and
financial viability. Strangely, the indie sector was also missing this year, an
unusual shift considering they have previously filled the gap, offering
hands-on experiences with their games. While I understand the costs involved,
the lack of major indie publishers was palpable.
On the other hand, the lack of space allocated to the gaming zone might explain the decline in the indie presence, thus pointing a finger at the event organizers for this shortfall.
So far, we have been solely concentrating on MCM/EGX, but it
is important to consider conventions in general.
The most striking example is E3, once the titan of gaming expos,
which decided to shift entirely online, leaving us to wonder about the fate of
other events. If E3 decided it no longer needed a physical presence, then what
hope do we have for the rest. Whilst most have resurfaced following global
lockdowns, they have not returned to the pre-Covid status quo, and fears persist
with constant rumours swirling within the community that another one may soon
vanish.
Unfortunately, even with high demand, we are at the mercy of
the organizers and the gaming industry. Their decisions dictate what is
available and whether they will continue.
Forlorn Future
I wish I could wrap this up on a positive note, but the
world is not all rainbows and butterflies. EGX is not entirely dead yet, but
certainly feels like it is on life-support with the doctor ready to pull the
plug at any moment. Do not get me wrong, I met incredible people and had a
wonderful time, but that was not thanks to the event itself. If the main
attraction is missing, why bother going?
The convention stands at a critical crossroads, choices made
by the decision-makers and the video games industry will determine its future. This
year's flops highlight a significant disconnect between consumers and game
companies, the industry needs to re-engage with its audience by being at EGX
2025. Organizers must pay attention to the feedback and carefully consider what
they will bring to the table for the next event.
The attendance numbers make one thing clear, there is a
strong demand for this expo. Now, the spotlight is on EGX and the games
industry. It is their move. They need to give us compelling reasons to return
in 2025.






















