Easyfairs Group acquires GameForce, strengthening its position as leader of pop culture events in the Benelux
Leading event company adds key gaming segment to its pop culture portfolio
Brussels, 20 November 2024 – Easyfairs has been organising successful events such as FACTS, Heroes Comic Con, Made in Asia and Dutch Comic Con for years, under the HEROES umbrella brand. With the addition of GameForce, Easyfairs has strengthened its offering in the gaming sector, taking an important step forward in its growth strategy.
In October 2024, Easyfairs went big at Brussels Expo by adding GameForce to its own events, Made in Asia and Heroes Comic Con. As a gaming event, GameForce attracted an audience that closely matched and complemented the audience for Easyfairs’ own events. By acquiring this gaming business, Easyfairs is now strengthening and broadening its position as market leader.
“Thanks to this acquisition, we have become the only relevant gaming event player in Belgium,” says Kenneth Verheyden, CEO of Easyfairs Belgium. “The addition of the gaming segment to our current pop culture events also offers great opportunities for advertisers in Belgium and the Netherlands.”
Heroes & GameForce: a perfect match
GameForce is clearly a perfect match for Easyfairs’ Heroes events. The portfolio includes FACTS at Flanders Expo — which has now been going for more than 30 years — alongside the Brussels combo Made in Asia and Heroes Comic Con, and also the Heroes Dutch Comic Con event in the Netherlands.
“We are convinced that Easyfairs is the right partner to continue GameForce’s growth,” states Steven Leunens, co-CEO of Unlocked. “Easyfairs’ community-focused approach aligns perfectly with GameForce’s values.”
Heroes events and GameForce are both warm community gatherings, at which it is possible to meet world-famous stars, pick up collector’s items from hundreds of shops, attend themed activities and shows, and mingle with like-minded fans.
Future plans
“This formula gives everyone an appetite for more, both internally and with the tens of thousands of visitors,” says Anthony Audenaerd, Event Director of Heroes Belgium. “This qualitative addition will only make the whole event grow. There is a bright and exciting future ahead, both for the GameForce brand and for all Heroes events.”
The next edition of GameForce, Made in Asia and Heroes Comic Con will take place on 18 and 19 October 2025 at Brussels Expo.
Made in Asia will take place on 7-9 March 2025. The Dutch GameForce event has no confirmed date so far.
For more information, please contact:
Anthony Audenaerd
Event Director Heroes Belgium
[email protected]
+32 (0)474 86 08 99