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For Irastorza, “the geek phenomenon is a clear symptom of a new model of audience segmentation. Today, attitudinal criteria prevail over sociodemographic criteria, and tastes are now above age, income, location, creed or race.” For this reason, the differences between fanatics and geeks are increasingly blurred, extending to other fields: from the world of cinema to video games and collecting, passing through astrology or Paintball.
“All the major brands in the vast and diverse entertainment sector are now aware of the geeky side. From Disney to McDonald's, which created the special sauce 'Schezhuan' for fans of the Rick and Morty series,” says the EAE expert. Thus, companies always try to be present in this ecosystem, “especially toy brands such as Hasbro, Lego, Mattel or Funko, which dedicate more than half of their creative investment to specific productions of cult figures.”
The sale and resale of products for collectors is therefore already generating dominican republic telegram lead of millions of dollars. Video game manufacturers live for geeks who, as early adopters and heavy users, are essential for the development of their products. “Geeks are one of the most active groups on social networks: they feed and direct the conversation and companies, thanks to technology and data analysis,” adds Irastorza. This is especially significant in the world of video games, whose main brands reach agreements with their fans so that they value them and contribute to giving them exposure.
Conventions that move millions of people
Irastorza believes that, once the restrictions due to the pandemic have been lifted, the return to normality will mean that major festivals and meetings will return to the geek world's agenda with more force than ever. Thus, it is expected that major conventions, sponsored by major brands in the entertainment sector, will move millions of people around the world, being an important source of activity not only for the brands but also for the cities that host them.
One of the largest and oldest (it started in the 1960s in Michigan) is the San Diego Comic-Con, a comic-focused international convention. Throughout its history, it has been held in hotels, conventions and even universities, earning recognition from the likes of Sheldon Cooper, the main character of the Big Bang Theory series. As a result, it is expected that hundreds of thousands of people with prior invitations (which are often resold online at high prices) will attend one of the four-day event this year, which will take place from July 21 to 24.