ReedPop Creates Community Screen-to-Screen During PAX Online

Andrea Doyle, Senior News Editor
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From the digital show floor: Sega, and its upcoming game, TROY, inspired by Homer’s Iliad.

The numbers are staggering. ReedPop, a global portfolio focused on delivering pop culture and lifestyle content, has brought together some of the world’s largest video game events, web sites and video channels for PAX, a first-of-its-kind gathering.

Due to the COVID-19 pandemic, PAX Online (online.paxsite.com) shifted to an online-only event this year, with several days of panels, showcases, and presentations from individuals and developers within the gaming industry.

Three time zones, three continents, nine consecutive days, 24 hours a day, over 400 panels of content, over 1,000 industry experts, three dedicated Twitch channels, and the first PAX virtual expo hall made up the event.

An offshoot within the wide variety of shows and digital initiatives of Reed Exhibitions, a division of RELX Group plc, ReedPop is the largest producer of pop culture events globally with 47 events in 12 countries. Over 2 million fans experienced a ReedPop event last year when it also acquired Gamer Network, one of the largest video game news and entertainment networks in the world, drawing nearly 50 million readers per month.

ReedPOP logo“Humans in today’s tech-driven world are wired to connect to computers and each other alike, and the addition of Gamer Network marked ReedPop’s first expan

sion beyond the event production business, significantly signaling our desire to engage fans face-to-face and virtually,” Hervé Sedky, President, Americas of Reed Exhibitions, explained. “We eagerly anticipate the re-opening of our face-to-face shows and reuniting with our fans in 2021, but at the end of the day, in whatever realm ReedPop exists, face-to-face or virtual or both, the essential elements of community remain the same: a sense of belonging, a commitment to one another, open communication, flexible approach, relevance, and authenticity.”

Related. Click here to read an in-depth interview with Lance Fensterman, president, ReedPOP.

 ReedPop is comprised of approximately 200 employees around the world committed to a culture of creativity and collaboration. It features a “fan first” philosophy and the intention of fostering environments that are fun, open, and accepting.

“That the ReedPop family has demonstrated an indefatigable willingness to try new things at the service and in the interest of our customers during an unpredictable and totally unfamiliar time is a measure of success that I had not anticipated, but they have unquestionably reached,” Sedky added.

Welcome to the Metaverse
The company is missing its in-person shows as much as its worldwide fans are but is 100% committed to leveraging its expertise of community-creation screen-to-screen.

It will be launching New York City Comic Con x MCM Comic Con Metaverse (findthemetaverse.com) on October 8.  This digital event is predicted to deliver top-tier content from major studios, publishers, and entertainment guests.

“In the age of physical distancing, introduction into the Metaverse provides for our attendees and exhibitors meaningful social connectivity through meet-and-greets with their favorite celebrities, tabletop gaming, cosplay, community meetups, merchandise, and studio/publisher content supported through our partnership with YouTube,” Sedky said.

There is no doubt these are unprecedented times. “Transformation is not just critical right now; it is mandatory. To succeed in this new digital world will require a whole new way of doing business. COVID-19 expedited the pivot to digital, but we recognized years ago the need to provide for our exhibitors and attendees a new way to engage with our brand, to move at the speed of pop culture, and to offer services, not just products,” Sedky explained. “ReedPop continuously experiments, iterates, revises, and repeats with astonishing bravery and boldness. I encourage the same for all companies looking to navigate these uncharted digital channels.”

Reach Hervé Sedky at hsedky@reedexpo.com or (203) 840-5800.