GenCon
- Company typePrivate
- Founded1968
- HeadquartersLake Geneva, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
GenCon firmographics
Firmographics- Name
- GenCon
- Legal name
- Gen Con LLC
- Website
- https://gencon.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
GenCon industry classification
Industry- Product category
- Tabletop Gaming Convention / Event Services
- NAICS
- Convention and Trade Show Organizers (56192), All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Corporate Meeting & Conference Planning (Internal/External) (THAHACAB)
- akta.pro secondary industry
- Sponsorship, Exhibitor & Partnership Management Services (THAHACAK)
Keywords
Where GenCon is headquartered
LocationHeadquarters
- HQ city
- Lake Geneva
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
GenCon business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Badge Sales: Primary revenue stream from selling convention badges to attendees. Badges come in various types including 4-day badges and single-day badges, with tiered pricing for early-bird and regular periods. Children ages 10 and under attend free.
- Event Tickets: Revenue from ticketed gaming events and activities. Most events cost $2 per ticket, with longer events costing more. Generic tickets are sold in $2 denominations. Event ticket refunds subject to 5% administrative fee.
- Exhibitor Booth Sales: Revenue from exhibiting companies renting booth space in the Exhibit Hall. General Exhibit Hall booths (10'x10' inline) cost $2,489; corner booths cost $4,107. Entrepreneurs Avenue booths cost $2,115. Makers Market booths cost $1,000.
- Sponsorship & Marketing: Revenue from sponsorships at various tiers (Co-Sponsor, Contributing Sponsor, Event Partner, Promotional Partner, etc.) and marketing opportunities within the convention. Sponsors include major game publishers like Asmodee, Ravensburger, Wizards of the Coast, and Hasbro.
- Official Merchandise: Revenue from official Gen Con merchandise sales through partnership with Rollacrit, including t-shirts, hats, and other gamer lifestyle apparel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 4-Day Badge - Full convention access for all four days |
| Subscription | Annual | Single-Day Badge - Access for one specific day |
| Freemium | Annual | Children's Badge (Ages 10 and Under) - Free admission |
| Unit Pricing | Pay-as-you-go | Event Tickets - Individual event admission |
| Unit Pricing | Pay-as-you-go | Generic Tickets - Flexible event admission currency |
| One time/ perpetual license | Multi-year contract | Exhibitor Booth - General Exhibit Hall (10'x10' Inline) |
| One time/ perpetual license | Multi-year contract | Exhibitor Booth - General Exhibit Hall (10'x10' Corner) |
| One time/ perpetual license | Multi-year contract | Entrepreneurs Avenue Booth |
| One time/ perpetual license | Multi-year contract | Makers Market Booth |
| Subscription | Pay-as-you-go | Bag Check Service |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
GenCon product offering
Product offeringCore offering
Gen Con operates the largest and longest-running annual tabletop gaming convention in North America, held each year in Indianapolis, Indiana at the Indiana Convention Center, Lucas Oil Stadium, and surrounding hotels. The company sells convention badges (4-day and single-day), individual event tickets, exhibitor booth rentals, and sponsorship packages to attendees, game publishers, and brand partners. Revenue is generated primarily from badge and event ticket sales to consumers, with secondary revenue from exhibitor booth rentals and multi-year sponsorships.
Product overview
GenCon operates as a convention and event management platform centered on its flagship annual Gen Con convention in Indianapolis, Indiana. The core product is the Gen Con convention itself—a four-day tabletop gaming event with over 20,000 ticketed events including board games, card games, roleplaying games, seminars, and entertainment. Supporting products include the Badge and Event Ticketing System with electronic ticketing (E-Ticketing) capabilities, the Exhibit Hall with 500+ exhibitor booths, and specialty areas such as Family Fun Pavilion, True Dungeon, Authors Avenue, Art Show, and Training Grounds. Digital offerings include Gen Con TV (streaming video), Gen Con Online (virtual convention), and the Gen Con Mobile App. The company also runs the Game Design Academy (launched 2025), the outdoor Block Party experience, and operates Entrepreneurs Avenue and Makers Market for independent creators. All event management is powered by the proprietary GCMS (Gen Con Management System). The Event Team Program provides paid staffing at three levels.
Differentiator
Problem solved
Functional benefit
Products and services
- Gen Con Convention The flagship annual tabletop gaming convention held in Indianapolis, Indiana, featuring over 20,000 ticketed events including board games, card games, roleplaying games, miniatures, seminars, cosplay, and entertainment. Sold to attendees via 4-day and single-day badges at tiered early-bird and regular pricing.
- Event Tickets Individual event admission tickets sold primarily at $2 per 2-hour block (increasing $2 per additional 2-hour block). Supports Electronic Ticketing (E-Ticketing) where tickets are electronically associated with attendee Gen Con accounts and accessed via badge ID scanning. Includes Generic Tickets sold in $2 denominations as flexible currency.
- True Dungeon Life-size 10,000 square foot live-action dungeon experience held in Lucas Oil Stadium during the Gen Con convention, providing an immersive tabletop RPG-style attraction for attendees.
- Gen Con Online Free virtual convention experience offering online events, workshops, panels, and streaming content accessible via Discord and other online platforms, originally launched as a digital replacement for the cancelled 2020 physical convention.
- Game Design Academy Educational program launched at Gen Con 2025 focused on teaching game design principles and skills to attendees.
- Gen Con Mobile App Mobile application for attendees to purchase event tickets, access e-tickets, browse the event catalog, and manage convention participation.
- Exhibit Booth Rentals Booth space rentals for exhibitors in the General Exhibit Hall (10'x10' inline at $2,489, corner at $4,107), Entrepreneurs Avenue ($2,115) for indie developers, and Makers Market ($1,000) for independent makers. Each booth includes table, chairs, wastepaper basket, pipe and drape walls, and signage, plus complimentary exhibitor badges based on booth size.
- Sponsorship Packages Multi-tier sponsorship opportunities sold to brands and game publishers including Co-Sponsor (e.g., Ravensburger 2025, Paizo, Fantasy Flight Games), Contributing Sponsor, Event Partner, and Promotional Partner tiers, plus marketing activations throughout the convention.
Quantifiable outcome
- Nearly 70,000 attendees annually
- +4 more outcomes
Companies that use GenCon
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
GenCon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GenCon partnerships and signals
Strategic signalPartnerships
36 partnerships are on record, tiered minor and core.
- Super Heroines, Etc.minorOfficial Charity Partner for 2026 convention. A nonprofit organization focused on empowering women and underrepresented groups in gaming and comics.
- Immigrant Welcome CenterminorOfficial Charity Partner for 2026 convention. Organization supporting immigrants in the local Indianapolis community.
- RavensburgercoreCo-Sponsor of 2025 convention. Leading game publisher specializing in puzzles, board games, and activity toys.
- Brown Toy Box FoundationminorOfficial Charity Partner for 2025 convention. Foundation focused on providing gaming experiences and toys to underserved communities.
- Women4Change IndianaminorOfficial Charity Partner for 2025 convention. Indiana-based nonprofit focused on women's empowerment and advocacy.
- TangramminorOfficial Charity Partner for 2024 convention. Organization providing services to the disability community.
- The Rose Gauntlet FoundationminorOfficial Charity Partner for 2024 convention. Foundation supporting women in tabletop gaming.
- Indy ReadsminorOfficial Charity Partner for 2023 convention. Nonprofit literacy organization serving the Indianapolis community.
- Game PathwaysminorOfficial Charity Partner for 2023 convention. Organization focused on gaming education and career pathways.
- Jasper's Game DayminorOfficial Charity Partner for 2022 convention. Gaming charity supporting families and children.
- The Patachou FoundationminorOfficial Charity Partner for 2022 convention. Indianapolis-based nonprofit focused on childhood hunger relief.
- Czech Games EditioncoreCo-Sponsor of 2021 convention. Leading European board game publisher known for games like Pandemic and Codenames.
- RollacritcoreOfficial Merchandise Partner. Provides official Gen Con merchandise including t-shirts, hats, and gamer lifestyle apparel through their e-commerce platform.
- Take ThisminorOfficial Charity Partner for 2020 convention. Mental health advocacy organization serving the gaming community.
- Trinity HavenminorOfficial Charity Partner for 2020 convention. Organization serving LGBTQ+ youth in Indianapolis.
- Make-A-WishminorGen Con and Make-A-Wish granted first-of-its-kind wish at 2019 convention, creating a unique experience for a wish child.
- HotBox PizzacoreOfficial Pizza Partner with three-year extension agreement. Provides pizza throughout the convention venue.
- Sun King BrewerycoreOfficial Beer Sponsor with three-year extension. Operates Sun King Beer Gardens at the Block Party and throughout the venue.
- Paizo Inc.coreThree-year Co-Sponsorship extension. Publisher of Pathfinder and Starfinder roleplaying games.
- Fantasy Flight GamescoreThree-year Co-Sponsorship agreement. Leading publisher of board games, RPGs, and living card games.
- Game to GrowminorOfficial Charity Partner for 2019 convention. 501(c)(3) nonprofit using tabletop games to help kids and teens build social skills.
- Special Olympics IndianaminorOfficial Charity Partner for 2019 convention. Part of global Special Olympics movement using sport to empower people with intellectual disabilities.
- City of Indianapolis / CIBcoreExtended contract commitment with Indianapolis through 2023 (and beyond). The convention center authority and city officials support Gen Con's continued presence, citing economic impact benefits.
- The Jack Vasel Memorial FundminorCharity partner for 2018 convention. Organization supporting families of game designers in need.
- Second HelpingsminorCharity partner for 2018 convention. Indianapolis-based nonprofit food bank and meal program.
- Blizzard EntertainmentcoreGame industry partner for 2018 convention. Major video game publisher with gaming titles and presence at the convention.
- PokémoncoreEvent Partner for 2018 convention. Celebrated 25th birthday of Magic: The Gathering at Gen Con.
- Magic: The Gathering / Wizards of the CoastcoreEvent Partner celebrating 25th birthday at Gen Con 2018. The trading card game publisher has been a consistent partner at the convention.
- The Mobile Locker Co.minorBag storage services provider at Gen Con. Offers on-site bag check services for attendees with pre-reservation and walk-up options.
- Visit IndycoreOfficial tourism and convention marketing partner for Indianapolis. Works with Gen Con on Block Party coordination, local hospitality, and promoting the convention to visitors.
- GAMA ExpominorPartner convention. Global Association of Manufacturing Affiliates trade show for the game industry.
- Origins Game FairminorPartner convention. Major tabletop gaming convention held annually in Columbus, Ohio.
- PAX UnpluggedminorPartner convention. Penny Arcade Expo's tabletop gaming-focused event held in Philadelphia.
- SPIEL EssenminorPartner convention. Major international game publishing trade fair held annually in Essen, Germany.
- Tokyo Games MarketminorPartner convention. Major tabletop gaming convention in Tokyo, Japan.
- UK Games ExpominorPartner convention. Largest tabletop gaming convention in the United Kingdom.
Scale indicators14 records
Recent moves7 records
Expansion highlights4 records
GenCon competitors and assessment
Company assessmentDirect peers
- Origins Game Fair: Major annual tabletop gaming convention held in Columbus, Ohio; listed as an official Gen Con partner convention and the most direct substitute for hobby gamer attendees and exhibitor booth sales in the US.
- PAX Unplugged: Penny Arcade Expo's tabletop-focused convention in Philadelphia; competes directly for the same hobby gamer attendee pool and exhibitor sponsorships, and is an official Gen Con partner convention.
- SPIEL Essen: World's largest hobby board game trade fair held annually in Essen, Germany; an official Gen Con partner convention and the leading international tabletop event competing for global publisher premieres.
- UK Games Expo: Largest tabletop gaming convention in the UK; partner convention with Gen Con and a direct competitor for exhibitor attention in the European market.
- Tokyo Game Market: Premier Japanese tabletop convention and partner of Gen Con; comparable event format targeting indie designers and hobby gamers in Asia.
Broad incumbents
- San Diego Comic-Con: Largest pop-culture convention in North America; broader scope than Gen Con but competes for the same gaming-aware attendee demographic, media attention, and major publisher sponsor budgets.
- New York Comic Con: ReedPop-operated pop-culture convention with significant tabletop and TCG programming; broader focus than Gen Con but pulls from the same cosplay, artist, and publisher communities.
- ReedPop: Global pop-culture convention operator (NYCC, PAX Unplugged, MCM Comic Con); a broad incumbent whose events intersect with Gen Con's audience and sponsors but with much wider category scope.
Emerging players
- DICE (Game Manufacturers Association) / GAMA Expo: Trade-focused game industry conference and partner convention of Gen Con; more B2B-skewed but overlaps on publisher networking and is a recognized channel for launching products into the hobby.
Others
- Rollacrit: Official Gen Con merchandise partner running the Gen Con e-commerce storefront; adjacent ecosystem participant and natural extension channel for Gen Con brand monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
GenCon social profiles
Digital presenceGenCon financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenCon leadership team
Management profileNumber of profiles
Profiles5 records
GenCon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenCon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GenCon
What does GenCon do?
Gen Con operates the largest and longest-running annual tabletop gaming convention in North America, held each year in Indianapolis, Indiana at the Indiana Convention Center, Lucas Oil Stadium, and surrounding hotels. The company sells convention badges (4-day and single-day), individual event tickets, exhibitor booth rentals, and sponsorship packages to attendees, game publishers, and brand partners. Revenue is generated primarily from badge and event ticket sales to consumers, with secondary revenue from exhibitor booth rentals and multi-year sponsorships.
Is GenCon a public or private company?
GenCon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GenCon founded?
GenCon was founded in 1968. It employs 11 to 50 people.
Where is GenCon based?
GenCon is headquartered in Lake Geneva, United States, in the North America region.
How does GenCon make money?
Five revenue lines are on record. Badge Sales are the primary driver. The others are event Tickets, exhibitor Booth Sales, sponsorship & Marketing and official Merchandise.
Who are GenCon's main competitors?
Direct peers on record are Origins Game Fair, PAX Unplugged, SPIEL Essen, UK Games Expo and Tokyo Game Market. Broad incumbents are San Diego Comic-Con, New York Comic Con and ReedPop. DICE (Game Manufacturers Association) / GAMA Expo is listed as an emerging player. Rollacrit is listed as an others.
Does GenCon have an API?
No public API is recorded for GenCon.
What industry is GenCon in?
GenCon's product category is Tabletop Gaming Convention / Event Services. Its primary akta.pro industry code is THAHACAB, Corporate Meeting & Conference Planning (Internal/External), with a secondary code of THAHACAK, Sponsorship, Exhibitor & Partnership Management Services. Its NAICS code is 56192 and its SIC code is 7990.