Structured match making is the beating heart of a successful confex event

Confex events are rapidly gaining popularity because they combine conferences, exhibitions and matchmaking into a total experience. Participants directly benefit from the focused networking, which is facilitated by technology and innovative working methods.

On 1 January 2025, Informa created a Festival division, which is a clear sign of the times. The international organiser of business-to-business events, listed on the London Stock Exchange, sees plenty of growth opportunities in what it calls ‘experience-led B2B events’, ­commonly known as ‘confex’.

In October 2024, Informa acquired Ascential for 1.43 billion euros, known for leading ­confex events such as Cannes Lions (marketing), Money20/20 and Finovate (fintech), Black Hat (cyber security), GDC (gaming), and London Tech Week/Africa Tech Festival (future tech). These events immediately became a solid foundation for the Informa Festival.

An integrated format

Confex is more than just the combination of ‘conference’ and ‘exhibition’. It is a modern, integrated format in which conference, exhibition and structured matchmaking are fully intertwined. The focus shifts from information transfer to forging valuable connections and stimulating collaboration, while technology and innovative working methods reinforce this approach.

Sectors in transition, where investments and adaptability are essential, are keen to embrace confex events. Visitors are not only looking for knowledge, but also to make connections. ­Matchmaking apps, joint activities, peer-to-peer meetings, and round tables ensure a high quality and quantity of encounters, which in turn lead to more business opportunities.

Results count

The Events Sector Benchmarking 2024 report from The Society of Independent Show Organisers (SISO) and Collingwood found that 18 percent of show organisers are planning to launch a confex event soon, with 32 percent expressing interest in the model.

As many as 86 percent of organisers note that participants and sponsors experience a return on investment faster and more clearly at confex and hosted buyer events than at traditional exhibitions and conferences. Structured matchmaking results in better quality meetings and relevant contacts.

The format also aligns with the evolving preferences of visitors, who book later, have become more selective and seek out personal, experience-­driven specialised events. Confex events meet this need since they are flexible and interactive.

The added value translates into a higher willingness to pay for a ticket, which is an attractive prospect for organisers, especially since access to traditional exhibitions is often free or low-priced.

Must Meet

The Money20/20 Must Meet programme is a good example. Participants have multiple, pre-selected one-on-one conversations with relevant decision-makers from the financial sector in a short period of time. On the first day of the event, before the exhibition floor opens, a participant has six one-on-one meetings of 12 minutes each with carefully selected conver­sation partners in 90 minutes, an approach that maximises the chance of having relevant ­meetings and making concrete deals.

Meeting exhibition IMEX Frankfurt stands out with its extensive hosted buyer programme. Selected buyers are connected to appropriate suppliers beforehand and attend the event fully catered to. In the past, the organisation did this quite forcefully.

Since 2023, visitors and exhibitors have been setting their appointments, supported by an event app and online platform from ExpoPlatform. AI generates appointment suggestions and provides advice on knowledge sessions, ­network meetings and stand visits.

In 2024, 87 percent of all meeting requests were accepted. This led to 60,000 pre-booked ­mee­tings, of which 53,800 were realised. IMEX Frankfurt welcomed 12,000 professionals, including 4,000 buyers.

In addition to the general matchmaking ­programme, there are also segmented ones such as She Means Business, Exclusively Corporate and Association Focus that encourage peer-to-peer networking.

Experience is an integral part

Informa’s ‘experience-led B2B events’ desig­nation emphasises the experience as an integral part of the confex format, while more attention is paid to the decor.

The Na.i.ture Stage stole the show at Money 20/20 Europe 2024 in RAI Amsterdam. Five impressive steel trees, the largest of which ­formed the entire back wall, were equipped with screens and LED lines that visually emphasised the roots and trunk. Real plants and shrubs ­formed the foliage, which gave the stage a ­unique, hybrid look.

The Na.i.ture Stage offered an oasis of calm amidst the hustle and bustle of the exhibition floor and provided extra shade under the par­tially glassed ceiling of the Europahal. AI co-host Aiana stood out and appeared on the screens as a ­digital flower, bringing the exhibition theme ‘Human x Machine’ to life in an innovative way.

Interaction as a success factor

Organisers used a variety of innovative formats to stimulate interaction. At Money20/20, partici­pants received Gold Merch Coins as a reward for active participation, such as asking ques­tions or taking on challenges. Take The Coin Safe, for instance, which could only be opened through human interaction and collaboration.

By scanning the QR code on the back of a coin, participants were given the location of the merch store, where they could exchange the coins for limited-edition merchandise.

This type of gamification promotes curiosity, teamwork and fun while networking. It shows that event organisers use many means to ­stimulate and enable participant interaction, which is ultimately the key to the success of ­confex events.

Confex events prove that structured match­making, innovative technology and a strong experience can make all the difference, leading to more worthwhile interactions, higher returns, and an event experience that participants will remember for a very long time.