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sábado, 29 de julho de 2006


Games convention takes place in Brazil

Announcement of Arena Gamer Experience 2006 brings with it the expectation of attracting around 17,000 visitors. Trade fair will feature five major gaming competitions, including final qualifying rounds of a worldwide championship

Recent advances in the gaming market has led Brazilian events firm Messe Frankfurt Feiras —the local subsidiary of Messe Frankfurt GmbH, one of the world's largest and oldest organizers of trade fairs—to invest in putting on the Arena Gamer Experience (AGE), a trade fair to be held August 4-6, 2006 at the Transamerica Expo Center in São Paulo. The event, being hailed as Latin America's largest trade fair for the digital entertainment sector, is expected to draw over 17,000 visitors from a wide array of profiles: PC players, console, mobile, hard users, and casual players.
Open to the final consumer public, the aim of AGE 2006 is to offer an environment of deep immersion into digital entertainment, based on the ecosystem and the gaming culture. “This is a unique relationship opportunity with a highly influential and opinion-forming consumer public, establishing a strong interaction with exhibitors' brands. The idea is that within a year or two, AGE will become an event with a profile comparable to the major fairs in the digital entertainment segment in the US, Japan, and German ,” explains Ligia Amorim, general director of Messe Frankfurt in Brazil.
Recent figures for this sector indicate that this expectation is hardly far-fetched. According to the Brazilian Association of Electronic Games Developers (Abra Games), the Brazilian market grew by around 40% from 2003 to 2004, with annual invoicing of nearly R$18 million, referring only the numbers reported for developer companies. When efforts in marketing, advertising, packaging, etc. are also considered, this amount jumps to around R$100 million. “Many companies are looking at the digital entertainment industry as a business opportunity to directly divulge their products to the target-public, who are often young people,” explains Ms. Amorim.
Another interesting fact is the renovation of Brazil 's domestic market. Also according to Abra Games, while many companies have increased their invoicing up into the R$ 960,000–R$1,920,000 bracket, other smaller companies (with yearly sales of up to R$240,000) continue to appear on the scene, which clearly shows that this market is experiencing an upward growth curve.
The Arena Gamer Experience is expected to win over these visitors through attractions scheduled throughout the event. To accomplish this, the fair will feature five gaming competitions on varied platforms, including the final qualifying rounds of a world championship, which will be covered via a real-time webcast that is expected to reach an online public of 200,000 people. Furthermore, the event will also be showcasing product launches from major brands; activities geared towards fans of anime (Japanese animation); live music shows; chats with specialists, a Pump It Up (dance game) championship, an area for CCGs and RPGs, and a Tuning area (featuring customized cars).

Access to Product Launches
Another distinguishing feature of AGE 2006 will be product sales, which will take place at a “store” located at the venue exit. With this structure, visitors can get to know the latest trends and innovations in digital entertainment and, within the same space, have access to product launches in an environment assembled especially for the Arena Gamer Experience. In this way, the event will cater to the interests of seasoned players and curious first-timers alike, all in the same space: checking out new products on the market, trading experiences with other players, as well as acquiring the products on display, first-hand.
Messe Frankfurt Feiras pitched the project to major companies in the digital entertainment and gaming sector, and reached the conclusion that the Arena Gamer Experience is coming to Brazil at a moment when the market needs efficient means and tools to showcase and promote its brand names. “One of the features of Messe Frankfurt is precisely to identify the niches that are trends in order to create events and make it possible to exchange information among companies, customers, and vendors. AGE 2006 will be one such highly successful event in Brazil that will surely draw the whole world's attention,” concludes Ms. Amorim.
The Arena Gamer Experience is being held through a strategic partnership between Messe Frankfurt Feiras — the local subsidiary of Germany-based Events Organizer, Messe Frankfurt GmbH—and MarketingCell — Brazil 's only agency specializing in the digital entertainment market.

About Messe Frankfurt in Brazil

Messe Frankfurt Feiras (MFF) is a subsidiary of the German company Messe Frankfurt GmbH, one of world's foremost trade fair organizers with over 765 year's experience, headquartered in Germany. Messe Frankfurt GmbH has 14 subsidiaries and 49 representatives around the world, which attend to 151 countries. On the Brazilian market since 1998, MFF currently organizes trade fairs in the Furniture, Franchising, Textiles, Graphics, and Information Technology sectors. Some of the major trade fairs organized by MFF include the International Fair of Furniture Sales and Exports (FENAVEM), Techtextil South America (South American leg of the Techtextil fair in Frankfurt ), ABF Franchising Expo, and EXPOPRINT (Exhibition of Pre-printing, Printing, and Finishing Equipment).

About Messe Frankfurt Worldwide

Messe Frankfurt is headquartered in Germany and is considered one of the world's foremost organizers of trade fairs. The company, in existence for over 765 years and reporting €371 million in annual invoices for 2005, has 14 subsidiaries and 49 representatives around the world, serving 151 countries. In 2005 alone, the company accounted for over 120 fairs worldwide (11 events more than originally planned), gathering some 57,000 exhibitors and 3.4 million visitors. Among Messe Frankfurt's major brands worldwide are: Automechanika, Heimtextil, Light and Building, Musikmesse + Prolight and Sound, Tendence, Collectione, Lifetime, Beautyworld, Christmasworld, Iffa, Texworld, Techtextil, ISH, Intima, and EMT.

Source: Press Release
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