Easyfairs takes over GameForce, strengthening its leadership position in the Benelux pop culture events market

Leading event company Easyfairs adds key gaming segment to its pop culture events

Under the HEROES brand, Easyfairs has been organising successful events such as FACTS, Heroes Comic Con, Made in Asia and Dutch Comic Con for years. With the addition of GameForce, Easyfairs strengthens its offering in the gaming sector and takes an important step in its growth strategy.

In October 2024, Easyfairs went big at Brussels Expo by adding GameForce to Easyfairs’ simultaneously held events Made in Asia and Heroes Comic Con. As a gaming event, GameForce attracted an audience that closely matched and complemented that of Easyfairs’ own events. By also acquiring this gaming business, Easyfairs is strengthening and broadening its position as market leader.

‘Thanks to this acquisition, we also 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

Let it be clear that GameForce is a perfect match with Easyfairs’ Heroes events. With FACTS at Flanders Expo – with more than 30 years of history -, with the Brussels combo Made in Asia and Heroes Comic Con, and also with 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.”

The events of both Heroes and GameForce are 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 fraternise 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. Before that, Made in Asia will first make a solo passage on 7-8-9 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