Even its unexpectedly close proximity to a resurgent E3 didn't stop IDEF making more progress amongst international buyers and distributors last week.
The strictly trade-only event was again dominated by French and Italians, but overall numbers were up and the market's mood was overwhelmingly positive.
Held in its popular Cannes venue, over 2,000 delegates attended – including 800 buyers. Overall, the show was up by 15 per cent.
There was a significant increase in the number of Spanish attendants this year, following 2008's experiment,” THQ's Southern Europe VP Rory Donnelly told MCV.
Being able to meet over 90 per cent of our Southern European trade partners in one place in a professional atmosphere is key for us attending IDEF.
We managed to show some of our key upcoming properties, such as WWE Smackdown Vs Raw 2010, Drawn to Life, Up, Cars: Race-o-Rama, World of Zoo, Marvel Super Hero Squad, Darksiders and MX Vs ATV Reflex amongst others.”
Few strategic changes are likely to be made to the event, with the prohibition of media and shell scheme booths remaining the order of the day in 2010, although next year's date will take into account E3's shift to mid-June next year.