Our team was formed post-pandemic, during a time when most IT companies transitioned to remote formats. From the beginning, we built our workflows online, confident that digital channels could effectively connect us with clients and partners. Initially, this approach worked: we successfully attracted projects through LinkedIn, Discord, niche platforms, and direct outreach.
However, in the past couple of years, the video game industry has faced a significant downturn. According to analysts, more than 35,000 professionals have been laid off during this period — over 14,600 of them in 2024 alone. This has had a direct impact on all market participants, including us. Competition for the attention of publishers and investors has intensified, and remote communication channels have become less effective amid the oversaturation of offers.

After conducting thorough research, it became clear that offline events and exhibitions continue to hold significant value — especially in the B2B segment. That’s why in 2025, our team is actively represented at leading gaming events around the world — from the CIS and Europe to the U.S. and China.
The effectiveness of participating in such events depends directly on preparation, on-site engagement, and a well-structured follow-up process with leads after the event.
We’ve learned which stages require special attention, how to allocate resources within the team, and which details truly impact the outcome. In this article, we’re sharing key principles and practices that can be adapted to any B2B event — regardless of its scale, location, or audience specifics.

1. Social media announcements: not just reach, but trust-building
Social media isn’t just a channel for audience reach. In the context of B2B events, it becomes a tool for “soft touch” engagement — helping build trust, increase brand recognition, and create entry points for future partnerships.
Here’s what we practice:

• Participation announcement — publish a post in advance with details about your attendance, dates, format, and goals.
• Team mentions — tag key members of your studio to highlight personal presence and boost engagement.
• Reposting the event’s official account — helps integrate into the event’s information flow and increases visibility among other participants.
• Hashtag usage — especially official ones related to the exhibition. This improves chances of organic reach and inclusion in thematic feeds.
• Links to your meeting profile or calendar slots — simplify communication and allow for pre-scheduled meetings.
• SEO-friendly content — participating in an event is a great reason to create materials that work for you long-term: post-releases, photo reports, interviews, and brief insights. These can be used on your website and social media to strengthen SEO and brand awareness.

2. Pre-event outreach to your contact base
 One of the most effective strategies for preparing for an event is to reach out to potential partners and clients in advance — especially if you already have a list of participants obtained through a matchmaking system, last year's database, or public profiles.
For our team, LinkedIn remains the primary channel for such outreach — a platform that makes it easy to conduct business correspondence, track company participation in events, and arrange meetings.
However, it’s important to consider the market context of the event. Different regions use different communication tools, and ignoring these differences can reduce the effectiveness of your outreach.
For example:

• In North America and Europe, LinkedIn remains the main channel for B2B communication.
• In China, the key tool is WeChat — a nearly universal messenger used for both personal and business contacts. Many participants prefer exchanging QR codes instead of business cards, and WeChat messaging is considered an official channel.
• In South Korea and Japan, KakaoTalk and LINE are popular, respectively, and this should be factored into your communication planning.

Example of a first outreach message:
Hi! Our team will be attending [event name] in [city]. Will you be there? It would be great to meet in person and chat — we could explore potential synergies.
Such messages are best sent 2–3 weeks before the event to allow time for planning and avoid peak overload periods. It’s important to adapt the tone and format to the region — in China, for instance, a greeting and brief studio introduction in the first message is standard, while in Europe, brevity and a direct meeting request are more appreciated.

3.Plan logistics and ticket purchase in advance
Some niche but strategically important exhibitions — such as XDS in Vancouver — sell out within a single day. A standard ticket costs around $1,195 USD, but if you register late, the only available option might be an investor package priced up to $10,000, with restrictions on participant status.
These risks make early booking not just convenient, but critically important for studios focused on the B2B format.

4.Use matchmaking systems
All major B2B events feature an internal matchmaking system. It becomes available either immediately after ticket purchase or a few weeks before the event begins. There, you can find a list of all participants, their contact details, and areas of interest (e.g., investment, marketing, development).
What we do:

• Compile a priority list of participants we want to meet.
• Schedule meetings in advance — ideally 1–2 weeks before the event.
• Simultaneously add contacts on LinkedIn.
• Maintain a table with the meeting schedule: who confirmed, date, time, interests, and additional notes.
• Always include buffer time between meetings — especially at large venues.

5.Who’s attending the event?
This is one of the key questions that should be addressed well before the event. Participation format, goals, and region — all of these influence who should be sent on the business trip. When selecting a representative, it’s important to consider not only their position but also practical factors: the ability to obtain a visa quickly, the duration and complexity of travel, knowledge of the host country’s language, overall communication skills, and the ability to adapt to the event format. Even a highly experienced specialist may be ineffective if they’re not prepared for the cultural context or feel uncomfortable with live networking.
- Founders or top management Pros: high engagement, ability to make decisions on the spot, strengthens studio image. Cons: high participation cost, distraction from operational tasks.
- Full-time employee (e.g., account manager or producer) Pros: can focus on networking and negotiations while staying within budget. Cons: limited authority, possible lack of strategic context.
- Part-time representative or local manager Pros: flexibility, ability to bring in a specialist with relevant expertise or language skills. Cons: may not be deeply integrated into studio processes.
- B2B agency or outsourced firm Pros: experience, existing contacts, time-saving. Cons: limited control, risk of superficial representation of the studio.

6.On-site — explore the venue before it starts
Before the event starts, it’s crucial to understand the layout — especially at large-scale venues with hundreds of booths, dozens of halls, and multiple meeting zones.
That’s why we follow these steps:

• Download the venue map (usually available on the event’s website).
• Identify the location of our booth/hall, meeting points, and food areas.
• Plan a route between key locations.
• Schedule meetings with buffer time for movement (at least 10–15 minutes between slots).

Additionally, it’s worth noting that some potential clients prefer to hold meetings outside the exhibition zone — in a hotel lobby, nearby café, or restaurant. That’s why it’s important to research the surrounding infrastructure in advance: where convenient meeting spots are located, how busy they get during peak hours, and how quickly you can get there. If the meeting takes place in a café, it’s a good idea to plan ahead what you’ll order — this helps avoid awkward pauses and maintain a professional tone.

7. Take photos with people

• If your potential client is open to it — take a photo together. It creates an additional touchpoint after the event, strengthens your network, and can be useful for social media posts with tags. Tagging their profile when posting the photo, by the way, is a great tool for a soft reminder of your presence. Most importantly — respect personal boundaries: if someone isn’t comfortable, don’t insist.

8. Parties and informal gatherings - a must have
One of the most effective formats for building connections at ChinaJoy is attending parties and afterparties following the main program. These informal gatherings often lead to the “real” introductions — in a relaxed atmosphere, free from pressure, where people are more open to dialogue and willing to talk beyond business.
However, it’s important to understand the nuances. If the event doesn’t require prior registration or additional payment, its value may be diminished. For example, if an afterparty is held at a nearby club and open to anyone, it’s likely to be noisy, chaotic, and unfocused on a professional audience — which often results in wasted time.
So here’s what we recommend:

• Clarify the format in advance — is it a closed, invite-only event or an open gathering?
• Evaluate the guest list — will the people you want to meet actually be there?
• Remember: parties are not for hard selling. The goal is to establish rapport, find common ground, and agree on a follow-up in a more suitable setting.

By the way, ChinaJoy 2025 is currently underway at the Shanghai New International Expo Centre, attracting over 700 companies from 37 countries. Major players like Tencent, NetEase, Sony, and Qualcomm are showcasing their latest innovations, and industry leaders such as Phil Spencer and Sarah Bond from Xbox have made surprise appearances.

9. Attend industry — relevant talks
If the event program includes talks relevant to your field — make sure to add them to your schedule. It’s not just a chance to hear valuable insights, but also a great way to expand your professional network.
Why it matters:

• Networking opportunity. After a talk, you have a natural reason to approach the speaker, introduce yourself, and start a conversation. Even a brief exchange can lead to a meaningful connection.
• Knowledge update. Conferences often feature fresh trends, real-world case studies, and tools that haven’t yet made it into articles or blogs. It’s a great way to stay in sync with the industry pulse.
• Additional content opportunity. You can create a social media post about attending the session (tagging the speaker and company), briefly share what you liked, and add your own thoughts — this showcases your engagement and expertise.

10. Post event lead follow-up: when the real work begins
Remember: attending the event is just the first part of the cycle. The real work begins after the conference, when it’s crucial to properly follow up with all the contacts you’ve made.
The goal of post-event work is to turn introductions into partnerships.
What to do immediately after the event:

• Collect and organize all leads. Use a single document (spreadsheet or CRM) to record: Name, position, companyContact channelsBrief summary of the meetingNext step: what you promised to send, what was agreed upon, and when to follow up
• Name, position, company
• Contact channels
• Brief summary of the meeting
• Next step: what you promised to send, what was agreed upon, and when to follow up
• Don’t rely on just one touchpoint. If there’s no reply to your first email — follow up a week later. If the contact is active on LinkedIn — continue soft engagement: comment, react, and share useful content.

Participation in an event is an investment. It only pays off if you commit to systematic follow-up with every contact afterward. One well-nurtured warm lead can bring more value than dozens of meetings with no proper follow-through.

• We hope this article helps you better prepare for your next offline B2B event, avoid common mistakes, and make the most of your participation.