London Connecting – 10 years of Pocket Gamer Connects

Steel Media COO Dave Bradley takes us through the beginnings of Pocket Gamer Connects, the gaming conference continues to break new ground around the world

How did the idea for Pocket Gamer Connects come about? 

The team behind the PocketGamer.com and PocketGamer.biz websites love a good party! That’s how the events business started out. 

A decade ago, there weren’t many media companies championing mobile games, but we were there, and one of the ways we supported the industry was with mixers and networking events. At the time there was a lack of dedicated events serving this growing sector, and the popularity of our little events quickly highlighted the community’s desire for more structured gatherings. The success of these mixers, particularly a mobile event at GDC, underscored the potential for a dedicated conference. So, in 2014, we launched Pocket Gamer Connects as a two-day event. Loud-shirted CEO Chris James famously remarked, How hard can it be? This encapsulated our initial underestimation of the work involved! But also, our determination to crack on and succeed with something that we saw the industry was ready for. 

A little-known fact is that the original idea had been to launch something in Helsinki, where mobile game development was already thriving, but ultimately, Finland was our second destination, with a trial event launching in London first. It took off from there, fuelled by our belief in the importance of building a community, facilitating knowledge-sharing, and supporting the global industry.

What was it about that first event that compelled you to organise a second?

That first Pocket Gamer Connects event in London attracted over 500 attendees and had very positive feedback. It far exceeded our expectations and demonstrated the significant demand within the mobile games community for these types of events. The conference not only showcased the potential for growth but also created an organic, welcoming atmosphere – hosting our games industry family has become an oft-stated goal of Pocket Gamer Connects. One of the key things we were keen to encourage is that the event welcomes a complete cross-section of the industry. Unlike some events, which are targeted at CEOs and business leaders, or technical conferences aimed at programmers, a Pocket Gamer Connects has something for everyone. They are events where a new indie developer can rub shoulders with executives from the biggest publishers. Artists, musicians, UA experts, business development managers, CTOs and investors all get to raise a glass together at our event networking parties.

This clear community spirit and the compliments we received were the driving forces behind our decision to organise subsequent events, with Helsinki emerging as a particularly appealing location because of its status as the spiritual home of mobile games. People often forget that juggernaut brands like Alan Wake, Angry Birds and Clash Of Clans are from the region, and we were perfectly placed to support the developers of those games. The reputation of the first Pocket Gamer Connects in London ensured interest in subsequent conferences, and the 2014 Helsinki event was 10% bigger than our launch event. 

Because we publish professional websites too, we were able to bring expert journalists to our events, so Pocket Gamer Connects also became the perfect spot for launching and promoting games and services.

PGC has become something of a world tour. How did that develop and how important is the global business to PG as a brand?

The fact that our team has always thought in international terms is something I believe we can be genuinely proud of. We were always very conscious that the games industry is not just a European or American thing – in fact, territories like Asia, India and the Middle East are huge markets for mobile. Our global perspective was further reinforced by the international footprint of our advertisers and partners, with support coming to our business from Korea, China, and beyond. 

So, our evolution into a global series was a natural progression, reflecting the international nature of our games industry family. From the outset, we aimed to build bridges and eliminate barriers to entry into Western markets, supporting innovation and talent worldwide.

In 2015, we experimented with conferences in Bangalore and San Francisco. In 2016, we launched our first event in Canada. By the time of the 2020 pandemic, we’d already run conferences in places as disparate as Hong Kong and Jordan. The Middle East remains a big focus for us – it’s the fastest-growing games market, and in the last couple of years, we’ve hosted networking and knowledge-sharing activities in Dubai and Saudi Arabia. 

We keep coming back to London and Helsinki, though, of course! In 2024, we’ll also be returning to San Francisco for the first time in six years.

Aside from the scale and location of the event, what has changed over the years?

Over the years, PGC has expanded its focus beyond mobile gaming to encompass PC and console gaming, reflecting the industry’s technological advances and innovations. The topics discussed by speakers have evolved accordingly, with recent events covering digital trends and emerging technologies like AI and XR. Although mobile remains at the heart of what we do, we welcome other sectors, and we were one of the first games industry events to embrace the conversation around web3 and blockchain at our events. 

On stage, we’ve kept to our format of short, sharp talks so that we can fit in something for everyone – we often get up to 200 expert speakers at one of our events, sharing their insight in 20-minute bursts. Over the years, we’ve introduced more curated networking opportunities, like our Investor Connector and Publisher SpeedMatch afternoons. 

From a business perspective, we want to make it easy for people to meet and do deals, so we’ve kept that original vibe of a collaborative, supportive atmosphere that welcomes all attendees. This enduring spirit, coupled with the way we adapt to the hottest tech and games topics, has enabled Pocket Gamer Connects to grow while maintaining its foundational values.

Where would you like to take PGC next; geographically, but also in terms of its development?

Looking ahead, after a big event in San Francisco in March, we’re excited to return to Dubai in May and then back to Jordan and Saudi Arabia by the end of 2024. 

We’re always keeping our eyes on the global market, and I can see a future where we try a conference or two in Asia one day. 

Our ambition is to continuously innovate, as evidenced by the introduction of new elements like the Careers Zone recruitment partnership and Launchpad. In terms of topics, we’re watching AI, webstores and privacy issues very closely for future topics on stage. 

We’re also exploring potential new venues for London 2025 to accommodate our growing audience! These initiatives reflect our commitment to keeping the Pocket Gamer Connects experience fresh, engaging, and relevant for our community.

How do you ensure PGC stays relevant?

Staying relevant in the fast-paced games industry requires a multifaceted approach. 

We place great importance on attendee feedback, which informs our efforts to enhance the experience every time. We listen to all the comments we’re sent – right now, we’re collating and sharing attendee feedback from Pocket Gamer Connects London, and that is feeding into our discussions around future event venues, for instance. 

We are active participants in other games industry events, and so we keep our finger on the pulse by watching speakers and networking with experts across the globe, at non-PGC events. You would have found CEO Chris James at Games Forum Barcelona and White Nights Abu Dhabi in February, for instance, and our COO and editors will also be at GDC. We like to network and hear what people in the industry care about.

Also, an advantage we have is that we publish a range of b2c and b2b websites (including Pocket Gamer but also PC Games Insider and similar sites) so we watch the industry news every day – our team are always aware of the latest games industry trends. By staying on top of emerging trends and technologies, we ensure our events reflect the industry’s current interests and challenges. 

Since 2019, we’ve been part of the Enthusiast Gaming family, which is a large network of sites, advertising partnerships, esports franchises, and activities based out of North America. This means that we have the support of a wider company with insight across a range of games sectors. 

As we continue to grow, one plan for the year ahead is to expand our panel of advisors, so watch this space – we will be convening a group of event advisors to give us planning tips and help us stay relevant and useful.

Like all events, PGC was of course hit by covid back in 2020, but rather than wait it out you jumped into digital events. Did that help you when the time came to build back bigger (to borrow a post-pandemic phrase)?

During the years 2020 and 2021, we somehow took the entire machinery of a games industry conference and moved it online. The COVID-19 pandemic presented unprecedented challenges, but we embraced the opportunity to innovate by transitioning to digital events. Looking back, I think we can be very proud of that. We ran 10 online Pocket Gamer Connects events that each lasted a week. I myself hosted about 100 hours of online tracks during lockdown! By the end of the pandemic, seemingly everyone and their dog had a Zoom masterclass on their calendar. But we were the first team to really roll out a full online experience with networking and knowledge-sharing using video meetings, MeetToMatch, Discord and more. 

We experimented with a lot of options during lockdown. We even had a morning video yoga session at one point! We certainly found ways to move our Big Indie Pitch pitching competition online. This proactive approach allowed us to maintain momentum and keep our community engaged during a difficult period. It meant that Pocket Gamer Connects was still in people’s consciousnesses when the time was right to return to live events. 

The positive response to our digital offerings confirmed the strong demand for in-person events, laying the groundwork for a successful return to physical gatherings. The industry was clearly very ready to return to live events – there’s something about meeting people in person that’s great for business and hard to replicate online – but people seemed genuinely grateful that the community had been there online between April 2020 and November 2021.

If you could go back and give some advice to the younger, more attractive team working on the first PGC London, what would it be?

More attractive?! Speak for yourself – I’ve matured like fine wine! We’re in our prime! But seriously, reflecting on our journey, the advice we’d offer to our 2014 selves is simple: Enjoy every moment. And take more photos! The early days of PGC were filled with challenges and uncertainties but also excitement and a sense of pioneering spirit. There was a lot to do, so we were constantly busy. Capturing those moments and savouring the experience would have been invaluable, reminding us of how far we’ve come and the incredible community we’ve built together.

How did the anniversary event compare to the others? Best ever?

It was certainly the biggest ever in terms of attending companies. The feedback has been extremely complimentary, and social media was alight with people sharing their positive experiences. That’s very gratifying. 

At such a troubling time in the industry, the anniversary event was a beacon of opportunity. It captured the positivity we really all needed to feel. The introduction of the Careers Zone in association with Games Factory Talents and sponsorship from Supercell and Metacore was a highlight, providing tangible support to attendees amidst widespread layoffs. 

Planning the event was a fun process, filled with nostalgia and reflection, as we engaged with the PGC community to collect stories and memories. Our #PGCStories videos have been great. This collective reminiscing not only enriched the anniversary event but also reinforced the profound impact PGC has had on individuals and the industry as a whole

After ten years and dozens of events, what keeps you going? What excites you about what you have planned for PGC in 2024 and beyond?

We’ve got some great activities lined up for 2024. We’re going back to Dubai, Jordan and Saudi Arabia, as well as San Francisco and Helsinki, so with six full conferences on the books, that’s one every couple of months, so we’ll be kept busy. Plus, we’ll be running the Mobile Games Awards in the autumn, and our traditional Top 50 Mobile Game Makers countdown event will return. 

We’re relaunching our PocketGamer.biz mobile b2b industry website this year, too – watch out for news about that. 

I think what keeps us going is the sheer energy and passion of the PGC community. Witnessing first-hand the connections made, knowledge shared, and opportunities created at each event is incredibly rewarding. 

Looking further down the line, we’re excited about exploring new territories, introducing innovative event elements, and continuing to support the growth and evolution of the games industry. The prospect of bringing together even more enthusiastic individuals to share in the Pocket Gamer Connects experience motivates us to push boundaries and ensure that PGC remains at the forefront of industry events.