Interactive

The Netherlands – iGB brand ‘excels’ with visitor satisfaction sitting at 89 per cent and likelihood of returning rated at 90 per cent

The iGB brand continues to grow in status and reputation with visitors attending April’s return of iGB Affiliate London giving the event an overall satisfaction rating of 89 per cent, a figure that eclipses the industry benchmark for returning trade expos which sits at 59 per cent.

The research, which was undertaken by the independent agency Explori, also showed that 90 per cent of iGB Affiliate London attendees confirmed they were likely to return to the event compared to the industry standard of 67 per cent. Furthermore, the show received an 86 per cent rating for importance – set against the industry standard of 59 per cent. 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, and 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. 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.”

She added: “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. As an organising 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, continues to help raise professional standards in the sector and delivers an enhanced return on investment for our exhibitors.”