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Bonfire Agency and Instigator Bring Brands to Gen Con

Independent experiential marketing firm Instigator has announced that it has been selected as the marketing and sales agent charged with securing non-endemic sponsorships for Gen Con 2018, the largest and longest running tabletop gaming
convention in North America. In pursuit of this effort, the Minneapolis based agency will work in tandem with Bonfire Agency, a pop culture focused advertising and marketing consultancy based in New York.

A Top 10 trend on Facebook and Twitter, last year’s Gen Con saw the debut of 500 new games with more than 600 members of the press in attendance.

Instigator will concentrate its efforts on bringing relevant consumer package goods and services companies into play. They may be reached at bpappas@instigatormk.com. Bonfire will focus its efforts more on activations from the entertainment and media universes and may be reached at steve.rotterdam@bonfireagency.com. Sponsorship and activation opportunities will be made available throughout the exhibit halls of the Indiana Convention Center, as well as on the field level of Lucas Oil Stadium and at an outdoor presence on Georgia and South Streets.

The Indiana Convention Center’s exhibit hall will feature more than 500 exhibiting companies and Gen Con expects to host more than 15,000 ticketed events in 2018. According to last year’s estimates by Visit Indy, Gen Con has an annual economic impact in excess of $70 million to the local Indianapolis economy.