The 2022 edition of iGB Affiliate London, which was held in April at ExCeL London after a two-year Covid-enforced absence, was an international celebration of the sector that featured industry professionals drawn from a total of 87 countries. Now latest data released by its organizer Clarion Gaming shows a satisfaction rating of 89%, a figure that “eclipses” the industry benchmark for returning trade expos which sits at 59%.
The research, which was undertaken by the independent agency Explori, also showed that 90% of iGB Affiliate London attendees confirmed they were likely to return to the event compared to the industry standard of 67%.
Furthermore, the show received an 86% rating for importance – set against the industry standard of 59%. The figures contributed to a highly positive Net Promoter Score (NPS) of +51, a metric used extensively in the events industry and which measures the likelihood of visitors recommending the show to colleagues.
Naomi Barton, Portfolio Director responsible for the iGB brand, believes that the responses are part of a trend of positivity. She explained: "We came away from last Autumn's in-person event held at the RAI Amsterdam with a really positive response which was heightened by the fact that we were the first large-scale gaming brand to come back post-COVID."
"I am delighted to say that positivity has been very much in evidence seven months later as we returned to ExCeL London after a two-year absence," she added. "A significant proportion of live events are returning negative NPS scores and to achieve +51 is a major achievement. Also, having satisfied visitors feeds directly through to the community of exhibitors."
"The figures are part of a bigger picture which saw the iGB brand attract visitors to London from 87 countries with close to 8 out of 10 attendees classified as being part of the final decision-making process," she further commented.
"As an organizing and marketing team our aim is to build on these hugely positive metrics at July's iGB Live! and continue the process of ensuring that the brand unlocks business opportunities for all of our attendees, and continues to help raise professional standards in the sector and delivers an enhanced return on investment for our exhibitors," Barton concluded.