EVENT REPORT - KEY STATS 58,541 FOOTFALL. 43,693m² TOTAL AREA. 12 Million SOCIAL REACH

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1 MARKETING REPORT

2 EVENT REPORT - KEY STATS 43,693m² TOTAL AREA 58,541 FOOTFALL 12 Million SOCIAL REACH

3 EVENT REPORT - OVERVIEW Insomnia attracts a unique audience that encompasses every sort of gamer across PC, Console and Mobile, welcoming the hardcore and the casual alike. Easter 2017 footfall achieved 50,147 and Easter 2018 achieved 58,541 which is a growth of 17% Insomnia62 was split over 4 halls and took 43,693 SQM of space for the four days. Featuring some of the biggest YouTubers and Twitch stars from across the global, including for the first time Caspar Lee and Grant Hinds on the Sunday. Insomnia62 also welcomed back Syndicate, MiniLadd, Terroriser, Yogscast and more. With a total sub reach of over 54 million over the four days. With exhibitor booths from industry leaders such as PlayStation, Nintendo, Razer, Alienware, Dell and more. Throughout the weekend, visitors were able to play some of the most anticipated titles of the year such as: Fortnite, Donkey Kong Tropical Freeze, Sea of Thieves and many more. In the Insomnia Indie Zone, we worked with the Tentacle Collective (Payload Studios) to bring over 20 titles from independent developers being showcased, many of which are not yet unreleased. Insomnia62 saw the return of the Player Stage, which held some great content such as the showing of UK Masters, Belong Arena Clash Insomnia62 was also host to this year s only EU stop on the Call of Duty World League Global Circuit, boasting a huge $200,000 prize fund and 25,000 pro points. 700 players had team passes to participate in this historical tournament, including 16 pro invited teams. Luminosity Gaming finally won out in a thrilling two-series grand final against UK favourites Splyce. Online we saw over 3,597,937 (including CWL) live stream views, with a total of 793,288 (including CWL) worth of hours watched over the four days. Insomnia62 had a variety of new evening content for its consumers including: High Rollers Fading Light (Dungeons and Dragons), Fight Club Pro (Wrestling) and our popular the World Famous Pub Quiz. Our next event Insomnia63 is being held on August 24th - 27th and is set to have over 70,000 footfall.

4 STATISTICS - WHO ARE OUR CONSUMERS 66% 32% Male Female 2% prefer not to say 49% 84% 51% 1564 people surveyed 2% other/prefer not to say First time attendees Spend up to 75 a month on video games Spend 15hrs a week gaming

5 STATISTICS - GAMING PLATFORM USED ONCE A MONTH 1564 people surveyed

6 STATISTICS - EXHIBITOR INFORMATION 2% 2% 65% OF RESPONDENTS SPENT UP TO 100 AT EXHIBITION VENDORS 21% 9% 22% 65% ARE LIKELY TO BUY FROM EXHIBITION VENDORS IN FUTURE 44% 1564 people surveyed

7 STATISTICS - VISITOR FEEDBACK Zones & Activities Consumers Visited 58% ARE LIKELY TO ATTEND INSOMNIA people surveyed

8 SOCIAL MEDIA - OVERALL COVERAGE (1st October April 2018) Twitter 10M 15K 46K 9K IMPRESSIONS CLICKTHROUGHS LIKES RETWEETS Website Facebook 3,434,082 PAGE VIEWS 2M REACH 154K ENGAGEMENT

9 ESPORTS INFORMATION - STATISTICS & SPONSORS 3,597,937 Total Live Stream Views (Includes 36,545 non CWL) 372 TEAMS 1276 PLAYERS 55,039 Peak Concurrents 793,238 Hours Watched (14,306 non CWL) TOTAL COMMUNITY PRIZE MONEY 59,000 Thank you to our Tournament Sponsors

10 MARKETING REACH - MARKETING Working with Global Radio again, Insomnia62 was featured across both Capital Birmingham and Heart Radio. This has included 30 second adverts and sponsorship of the breakfast show. We have also built great relationships with publishing companies such as Future Publishing, where Insomnia was featured in publications like PlayStation Official UK, GamesMaster and many more. Insomnia has a diverse audience that attends the show, this is why we also work with Primary Times and also 110% gaming to ensure that we reach a strong family audience. Insomnia has developed a partnership with one the biggest supplier of digital screens across the midlands, where we have featured digital advertisements throughout the campaign. This included popular spots such as the M6 and Redditch. We have worked with our venue and ticket partner to maximise our marketing impact through these channels, including poster campaigns, CRM and much more. Multiplay Events is part of GAME, and this is why we work closely with nearly 290 stores to ensure that Insomnia has the best presence within stores. Including promotional materials to all stores, social media promotions across all store channels and all relevant information sent to store employees. Working with Google we have also increased our Digital Marketing to branch out to more PPC and YouTube campaigns to include reaching previously untouched audiences. We delivered a multi-tiered cross channel social marketing plan with paid and organic activity to both retain and acquire customers. This as done through different types of content such as videos, stream and other assets.

11 MARKETING REACH - PR REACH Insomnia62 saw the return of the Junior Reporter. This time working with Birmingham Mail and also Nat Geo Kids, which saw great success across all channels Key visual to promote Insomnia sent to national, regional media using a section of the key features from Insomnia as ridales. Key press release where sent out based on key beasts of the show, including: Playstation, Nintendo, Caspar Lee, Battalion 1944 & Sea of Thieves. Selection of competitions across national & regional media titles Insomnia62 worked with some key media such as: The Sun, Sky News, Daily Mail, Metrol and many more ACTIVITY DETAILS RESULTS TOTAL REACH COMPETITIONS X2 Junior reporter & Caspar Lee meet X4 pieces to date (Awaiting NatGeo Kids to post JR video) 27,412,090 ANNOUNCEMENTS Main coverage received for Battalion 1944 X8 Pieces for B1944 7,660,840 EVENT COVERAGE General coverage across gaming and mainstream press X32 to date 820,295,732 TOTAL ,368,662

12 HIGHLIGHT PICTURES

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