PC World Norge builds ties to new gaming audience

Oslo Norway – May 5, 2010 – Looking to capture the hearts and minds of a new generation of readers, PC World Norge launched The Gathering World, a publication serving the nearly 6,000 attendees of this year’s edition of The Gathering, held March 31 to April 4 in Hamar, Norway. The magazine was distributed free to all attendees.

The Gathering, or TG as it is known by its fans, is the second largest “LAN party” in the world. LAN parties are formed primarily for the purpose of allowing attendees to play multiplayer computer games on a temporary local-area network. The Gathering began in 1992 with some 1,100 attendees. In 1996, organizers moved the event to the Vikingskipet Olympic Arena, site of the 1994 Winter Olympics, to accommodate its burgeoning following.

Gathering magazine has been published annually for the past four years by recently hired Senior Sales Consultant Sturla Haukebø, in conjunction with his previous employers Hardware.no and Teknofil.no. “Now that I am an IDGer, it was only natural to produce the magazine with the PC World editorial staff,” Haukebø said. And, he added, “given that PCW Norway has the best editorial staff in the business in Norway, I can truly say we created the best Gathering magazine to date.”

PC World Norge staff produced content that focused on gaming products and services of interest to TG attendees, combined with event-based content provided by TG organization, which created a good mix of content for the target group of men between the ages of 15 and 35, Haukebø said.

The Gathering World was published in conjunction with The Pegasus magazine, the official magazine of Hyperion, the group responsible for producing TG. The 50-page Pegasus magazine was bound into the back of The Gathering World. In addition to the magazine, PC World Norge had a booth at the event where it distributed copies of both The Gathering World and PC World Norge, signed up subscribers for PCW Norge and its online newsletter, and sponsored gaming tournaments.

“Our participation in The Gathering afforded us a highly visible platform where our current and future readers came together for five straight days,” Haukebø said. “It also gives IDG Norway a unique position among the various tech niche media in Norway and opens up possibilities for new products and reader groups. PC World made a good and, hopefully, lasting impression.”

“Most important, this is a key meeting point for many current and future users of our products and services,” noted Morten Hansen, managing director, IDG Norway. “There is no doubt in my mind that we have made an important connection with The Gathering that will continue for years to come.”