RTX is a convention disruptor, combining the event medium with influencer based media, leveraging value to the industry in an all new and exclusive way.
Since 2003, Rooster Teeth have set the benchmark for content creation and have expanded to the realm of exhibitions. In its second year, RTX Sydney continues to push the boundaries of what an event can offer. We sat down with RTX Sydney organizer Eric Cherry to get the inside line on the evolving world of Rooster Teeth and its rolling roadshow.
MCVP: Eric, thanks for talking with us today.
Eric: It’s a pleasure, Joel
MCVP: Australia had its first RTX event last year exposing the industry to an all new breed of consumer event. For someone that has never been, how would you best describe it?
Eric: RTX is a gaming event with a portion of the programming hardwired into it, giving us a way to connect talent with sponsors directly with what happens up on stage, which magnifies the potential reach and engagement.
MCVP: As mentioned we are in year two, so I take year one was a success, what were the learnings you took from this event?
Eric: Yeah you saw it. We learned plenty! The year one show was positioned as a community fan event (we sold all the tickets before we sold any exhibitor spaces!) It was full of compromises and comradery. This 2017 show is the first real show, where a lot of the industry gets it.
MCVP: The event has been built around the talent that makes up Rooster Teeth and its associated entities, how do these online superstars impact the way in which you go to market?
Eric: A convention hosted by Rooster Teeth is not the same thing as a show with ‘YouTube stars.” They are a fully functional studio, generating 165 million views each month. The comedians there have produced content together for up to 13 years. They remind me more of Saturday Night Live than anything else, so our market approach is “what content can they create with your game?”
MCVP: With the talent being the main draw card for the event, are there any ways in which you can leverage them for the expo floor as a whole?
Eric: Sure. There’s no reason why we would limit the programming to a stage. We produce mini-segments on the show floor in between the regular programming that will broadcast on the stage and through Twitch. We could, for example, have talent playing a co-op game at an activation with fans as a pre-promotion for a Centre stage performance the following day.
MCVP: Being community driven, I would assume this is a huge part of your marketing and event execution, what innovative things are you looking to do here for the 2017 event?
Eric: In addition to what’s in the program guide we will be producing original content at Darling Harbour and surrounding venues, and in public spaces around Sydney. We’ll incorporate the attendees into these productions, immortalizing the experience for them. We haven’t announced details of this yet to anyone, but it’s very exciting stuff as it’s something special for Sydney and the fans.
MCVP: To conclude, is there anything new and exciting we should be looking out for at the event?
Eric: Sure. We are already thrilled that Hideo Kojima is joining us but we’ve got a lot of programming related announcements still to come including a few things that will move the needle further still.