G-Star Korea Gaming Expo Booth Design & Operation Tips

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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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G-Star Korea Booth Design & Concept

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.

• Define Your Theme and Identity

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.

• Seamless User Flow

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.

• Immersive and Interactive Experiences

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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Cosplay Tips

• Professional Cosplay

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.

• High Quality of Costume

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.

Merchandise Tips

• Merch Lists Flood the Web

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.

• Merch For Event Participation

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.

• Connecting Booth Events Using Merch

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 a Stage Event for G-Star Korea

Planning effective stage events is crucial for a successful G-Star exhibition. Here are some key tips for creating engaging and memorable stage events.

• Designing Engaging Stage Programs

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.

• Hiring a Skilled MC

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.

• Conducting Thorough Rehearsals and Simulations

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.

Previous: G-Star 2024: the Largest Gaming Convention in Korea (Link)

Next: G-Star Korea Essential Tips for Exhibitors (Coming soon)

G-Star 2024: the Largest Gaming Convention in Korea

by a 12 years experienced G-Star agency

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1. G-STAR 2024 KOREA

What is G-Star Korea?

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.

• B2B: November 14th(THU) to 16th(SAT) 10AM-6PM
• B2C: November 14th(THU) to 17th(SUN) 12PM-6PM

Where?

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.

G-Star’s 20th Anniversary

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.

2. Key Features of G-Star

Subculture Game Festival

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.

Game Lovers Are Here🔥

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.😂

Just Right After Korean SAT

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!)

3. G-Star Trend

G-Star 2023 Major Companies

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.

• Main Sponsor: Wemade
• Special Sponsor: Google Play

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Multiplatform(Mobile, PC, Console)

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.

Bigger and Bigger

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.

42 Countries, 1037 Exhibitors, 3328 Booth

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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4. G-Star Agency

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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Recommended Content

• G-Star Game Booth Ideas for Successful Gaming Conventions [Link]

• 2023 G-Star Works [EA SPORTS, WEBZEN]

Gamescom Tips for Exhibitors A-Z, from Parking to Store

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Essential Tips from a Gamescom Agency

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Gamescom Tip 1: Entrance for Exhibitors

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 Tip 2: Prepare a Name Tag Case

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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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Gamescom Tip 3: Parking

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.

• • How to Apply: Visit the Gamescom official site and navigate to the Service Shop
• • Parking Fee: If you apply in advance, the total cost for the entire Gamescom period (5 days) is 41 euros. (excl.VAT)
• • Without Advance Application: The daily rate is 20 euros (2023).
• • Construction Period: Free parking.
• • Ticket Receipt: Tickets will be sent by mail from the administrative office.

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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Gamescom Tip 4: Closest Store

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.

Google Maps

Gamescom Tip 5: Are You Looking for an Iced Americano?

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!

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Previous: 2024 Gamescom Exhibitors Guide (Booking, Schedule, Service)
Next: Where is the best meeting place in the hall and all around?!

2024 Gamescom Exhibitors Guide (booking, schedule, service)

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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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Increasing Exhibitors

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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Gamescom Exhibitors Guide #1
Schedule

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:

• • B2B (Business Area): Open for business meetings and networking.
• • B2C (Entertainment Area): Open for general public entertainment and consumer engagement.

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Gamescom Exhibitors Guide #2
Exhibition Hall

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.

• • B2B Halls: Halls 2-4
• • B2C Halls: Halls 6-10
• • Merchandise Hall: Hall 5
• • Gamescom ONL¹ Event: Hall 7

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.

Gamescom Exhibitors Guide #3
Booking a Booth

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:

1. B2B rental cannot exceed 1.5 times the B2C rental area.
2. Consumer-related (end-user) game companies must apply for a B2C booth to rent a B2B booth.
3. Booth allocation is at the discretion of the organizer.
4. Deposits (facility usage fees) are settled after the exhibition concludes.

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.

Order services

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Gamescom Agency: Eidetic Marketing

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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Next: Gamescom Real Tips for Exhibitors From Parking to Store

1. Opening Night Live ↩︎