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