Today's guest is Simran Whitham, founder and CEO of FORMAT, the award-winning events production and creative agency. With over 8 years of experience in marketing and production across the events, video games, and digital creative industries, Simran has co-founded and worked as Head of Marketing at Tri-Heart Interactive, Head of Player Engagement at Milky Tea, Lead Social Media Manager at The Lowry Theatre, and marketing executive at VR/AR studio XR Games. Along the way, he gained invaluable experience that inspired him to create FORMAT, a leading games industry community nightlife event. In this episode, Simran delves into the secrets behind organizing successful and profitable events. He shares the journey of FORMAT, from its inception to groundbreaking gaming events, and offers practical advice on everything from generating lead flow and tracking attendees to finding the balance between profitability and fun. Simran also provides insights on overcoming challenges, networking strategies, and how to make your event stand out. This podcast is ideal for event planners, aspiring entrepreneurs, and anyone interested in the events and games industries. Whether you're looking to launch your first event or seeking ways to optimize and grow your existing business, this podcast is for you. Connect with Simran:LinkedIn: https://www.linkedin.com/in/simran-whitham-939957143/X: https://x.com/simranwhitham Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/Youtube: ⁠ https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokou Sign up to Gaming Rally Newsletter (Harry Phokou & Ali Farha's weekly newsletter): gamingrally.net Chapters:00:00 Introduction00:40 What is FORMAT?1:46 The Origin Story of Revolutionary Gaming Events7:40 Simran’s Resilience and Going Against the Stream9:58 What Makes FORMAT Events Better Than Others12:50 Tips For Starting Your Very First Event18:47 How to Generate Lead Flow Like FORMAT20:41 Strategies for Tracking Attendees and Managing Data24:24 You Win Or You Learn26:46 What to Do When Hard Work Isn't Paying Off30:42 The Importance of Networking and Going to Events35:19 Lesser-Known Events Worth Attending37:49 Simran’s Networking Strategy for Gamescom45:15 FORMAT’s Way To Making Event Business Profitable50:49 Capitalistic and Profitable or Fun and Losing Money56:21 How To Organize a Fun and Profitable Event1:04:40 Advice For Aspiring Entrepreneurs1:07:40 Ways To Connect and Find Out More About Simran