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GeekFest and Rush Esports join forces for esports

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It’s almost time to get your esports fix at Rush – the multi-tournament, multi-platform celebration of some of the very best that local esports has to offer. Visitors will get to witness the competitive gaming world in real-time, as and when it’s happening.

The event – taking place at the Sun Arena at Time Square in Pretoria – offers even more this year as the organisers have announced that Rush will run in conjunction with the popular GeekFest expo in June.   

“Rush is excited to be collaborating with GeekFest. The audience that comes to Rush will definitely find something interesting at GeekFest, and in the same way, those pop culture enthusiasts that come to GeekFest will be excited to experience a variety of live esports events all under one roof” says Michael James, Senior Project Manager, Rush.  

The partnership with the 7th annual GeekFest means that the stage is truly set to give geeks and gamers a three day weekend of unprecedented entertainment, geek culture and competitive gaming.  

Lauren Das Neves, marketing manager at Rush, said, “The partnering of these two South African-born events is an exciting alliance because, as exposure for this type of gaming and entertainment grows, so does the sector; meaning that local fans can continue to expect bigger and better offerings as the events and gaming community evolve. Local collaboration is key as it enables fans of both events to have a more interactive experience at the same venue.”

Richard Harman of Dark Carnival and GeekFest SA, said: “GeekFest is proud to announce our partnership with Rush this year. We truly believe the synergy will bring a whole new dynamic to both events and cater to all fans of Geekdom.” 

Esports has become an online phenomenon across the world – and indeed the country – and on 28, 29, 30 June 2019 passionate players, adoring fans and those who love competitive gaming in general will get to experience everything that esports and the related industries have to offer.  

Visitors to Rush can expect a thrilling variety of the very latest competitive games to participate in and watch. SA’s top gamers and teams will be competing for prizes on esports stages, complete with big screens and live commentary. 

There is something for everyone at Rush 2019, so bring along family and friends and get lost in the fascinating, fast paced and fun-filled world of esports first-hand! 

Tickets to Rush are on sale now at Ticketpro and include full access to GeekFest. GeekFest tickets also include full access to Rush. 

EVENT DETAILS: 

When is Rush 2019? 

28 to 30 June 2019 

Times: Friday and Saturday 10am – late | Sunday 10am – 5pm 

Where is Rush 2019? 

Sun Arena, Time Square, Pretoria 

How do I buy tickets to Rush 2019? 

Tickets to Rush are on sale via www.ticketpros.co.za   

Day Pass: R120 (valid for one day only on any of the three days) 

Weekend Pass: R300 (valid for all three days) 

Player Pass: R250 (valid for all three days for players competing in tournaments) 

How do I stay connected? 

To stay up to date with all the Rush announcements and additional info, follow us on FacebookTwitterInstagram, or go to www.rushesports.co.za.  

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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