After 20 years growing the UK Games Expo into one of the largest tabletop gaming conventions in the world, founders Richard Denning and Tony Hyams are preparing for their eventual exit by bringing in AireCon co-founder Mark Cooke as operations director.

Cooke joins following another record year for UKGE, which has seen its annual unique attendance surge almost 65% since 2023 to reach more than 51,000.

The show has already well surpassed Gen Con in terms of trade hall size, with the British event now spanning about 44,000 sq m – about 40% larger than Gen Con’s trade hall area – and hosting around 900 exhibitors in 2026.

That soaring growth has put increasing pressure on the small organising team at UKGE, with Denning telling BoardGameWire last year that the show had strained a full-time workforce which stood at just six people – although UKGE also relies on more than 200 volunteers, GMs, umpires and other helpers to deliver the convention each year.

Cooke is no stranger to growing a UK board game convention, having co-founded and built AireCon with Ben Clarkson from a 28-person gaming weekend in his flat a decade ago into England’s second-largest board game con, with about 5,000 attendees this year.

His hire by UKGE comes just three weeks after AireCon revealed that despite its own soaring growth, its 2027 show in Harrogate would be its last – saying a combination of factors had “made it increasingly challenging to run AireCon in a way that preserves the character and spirit that made it so special in the first place”.

More than 5,500 people are expected at the final AireCon – which has been nicknamed Airemageddon – with Cooke set to continue working on that final show before moving to UKGE full time.

A statement from UKGE emphasised the hire was part of a phased transition for UKGE’s organisers, and was “not a sudden change of leadership or direction”.

It said Cooke would work alongside Denning and Hyams “over the next few UK Games Expo events”, ensuring that knowledge, experience and responsibilities the pair have built up over the last 20 years are handed over “gradually and thoughtfully”.

Denning said, “As UKGE has expanded to now one of the world’s largest shows we have gradually grown our team, adding event managers, administrators and logistics support.

“Bringing in Mark as operations director is the next logical step as we put in place plans to ensure UKGE can run far into the future.

“We have known Mark through AireCon and other industry roles for many years now and he is an ideal choice bringing both event management experience, energy and fresh ideas to the team as well as a safe pair of hands as and when Tony and I eventually step away from the show we have built together with others.”

Cooke added, “I’m incredibly excited to be joining the UK Games Expo team and to have the opportunity to play a part in the next chapter of such an important event for the tabletop gaming community.

“I have huge respect for what Richard and Tony have built over the years, and I’m looking forward to working alongside them over the coming events.

“This will be a gradual transition, giving us plenty of time to share knowledge, ideas and experience. My aim is to build on the fantastic foundations already in place while helping UKGE continue to grow and thrive for many years to come.”

Denning and Hyams launched UK Games Expo at Birmingham’s Clarendon Suites in 2007, when the convention attracted about 1,000 visitors.

It moved to Birmingham’s National Exhibition Centre in 2013, and had grown to more than 25,000 unique attendees by 2019 before the Covid-19 pandemic interrupted its run of physical events.

Its growth has accelerated since returning, with unique attendance passing 31,000 in 2023, 39,000 in 2024 and 42,000 last year, before jumping beyond 51,000 at its 20th anniversary event this summer.

Denning told BoardGameWire last year that building a world-class trade hall in the UK had been a personal ambition stretching back almost two decades, adding at the time that UKGE was “now fully on the world stage of ‘mega-cons'”.

Despite this year’s record attendance, Denning told BoardGameWire after the show that there was still room for further expansion, particularly around the roughly 500 events taking place during the convention.

The next UK Games Expo is scheduled to take place at Birmingham NEC from June 4 to June 6, 2027.

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Gaming convention major PAX is doubling down on the success of its tabletop-focused Unplugged show by launching a second event in Houston, after growing the original into the second-largest tabletop gaming convention in the US after Gen Con.

PAX Unplugged Houston is set to take place at the George R Brown Convention Center from June 25 to 27 next year – marking the first expansion of the Unplugged brand since the dedicated tabletop convention debuted in Philadelphia in 2017.

Company event manager Sean Gonzalez told GamesBeat that PAX had considered several major cities while investigating the feasibility of a second Unplugged show, adding that Houston stood out based on infrastructure, demographics, data from other ReedPop events and demand from the industry.

“Most importantly though, Houston is where exhibitors wanted us to place the event,” he said.

PAX said in a separate announcement that Unplugged Houston will feature an expo floor for tabletop exhibitors alongside panels, tournaments and community events, although it is yet to reveal exhibitors, floor space, expected attendance or badge prices.

The show marks a return to Texas for the business, which previously ran PAX South in San Antonio from 2015 to 2020.

That convention featured both video games and tabletop gaming, but was discontinued after organisers said it had failed to expand during its four years, with the impact of Covid-19 ultimately delivering the final blow.

Gonzalez told GamesBeat Houston offered an opportunity to bring PAX back to the community which had attended PAX South, while giving the new event a more specific tabletop focus.

He added, “While we know that the current state of the economy impacts everyone, we are extremely confident based on the tremendous success we continue to see with the PAX events, particularly our Philadelphia PAX Unplugged, that the market will support PAX Unplugged Houston.”

PAX was launched by Penny Arcade web comic creators Jerry Holkins and Mike Krahulik in 2004 as the Penny Arcade Expo, after the pair decided they wanted a show exclusively to celebrate video gaming and game culture.

About 3,300 people attended the inaugural show, but that attendance had already soared to 58,500 by the 2008 event, leading to organiser to team up with New York Comic Con organiser ReedPop in 2009, and to launch a second con, PAX East, in 2010.

The company expanded again with PAX Australia in 2013 and the short-lived PAX South two years later, before launching the inaugural PAX Unplugged in 2017 after seeing the tabletop sections of its existing PAX conventions continue to expand.

PAX does not disclose precise attendance figures for PAX Unplugged, but says the Philadelphia event draws “tens of thousands” of visitors each year – believed to be north of the 30,000 mark. Its record 2024 show sold out all three days for the first time, filling all 528,000 sq ft of exhibition hall space with more than 350 exhibitors.

That growth puts it some way off the giant attendances of veteran North American tabletop convention Gen Con, which continued its record-breaking run this year to draw in more than 74,000 attendees.

But Pax Unplugged’s success has seen it displace long-running peer Origins as the second-largest tabletop gaming convention in the US – and its decision to launch a second event just 12 days after Origins 2027 is due to take place puts further pressure on the latter event.

Origins has been rebuilding its attendance since the pandemic, but unlike other major tabletop conventions such as Gen Con, Spiel Essen and the UK Games Expo has yet to regain its pre-Covid record of about 20,600.

The show’s attendance fell 2.5% this year to 18,700 – its first annual decline since the pandemic, although the fall came as other measures of activity at Origins remained stable or continued to grow. Exhibitor numbers increased marginally from 410 in 2025 to 413 this year, while the number of scheduled events climbed about 10% from 7,810 to more than 8,600.

PAX has not overtly positioned Houston as a competitor to Origins, but publishers weighing whether to exhibit at both now face the prospect of getting their teams and products to two major US tabletop shows within less than two weeks, alongside the associated staffing, travel, freight and booth costs.

That segment of the year also features the UK Games Expo, which has continued its meteoric growth into one of the world’s largest tabletop gaming conventions after more than 51,000 people descended on Birmingham’s NEC for the show’s 20th anniversary this year.

Badges for PAX Unplugged Houston are due to go on sale later this year, with applications for media and content creators also opening before the end of 2026.

The original PAX Unplugged returns to Philadelphia for its tenth show between December 4 and 6 this year.

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A little after 9am on Thursday, I boarded my first train of a journey that has become increasingly familiar over the years. It was my sixth visit to the convention, having first attended in 2019 before COVID forced a break, but I returned in 2022. It was also my fourth time making the journey by train. The first leg carried me from the South Coast to London Victoria, followed by a tube trip to London Euston and a welcome lunch break before the faster train north. By around 4pm, I was walking through the NEC halls once again, ready for another weekend at UK Games Expo 2026.

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The UK Games Expo has continued its meteoric growth into one of the world’s largest tabletop gaming conventions, after more than 51,000 people descended on Birmingham’s NEC for the show’s 20th anniversary.

That turnout is more than double UKGE‘s pre-pandemic record for unique visitors, and saw overall footfall reach almost 88,000 across the three-day show, which ended yesterday.

The surging visitor numbers – up 64% in just three years – mean UKGE is now pushing steadily towards the 70,000-plus visitors recorded by giant US tabletop convention Gen Con each year since 2023, and is more than two and a half times larger than last year’s Origins Game Fair.

UKGE has already well surpassed Gen Con in terms of trade hall size, with the British event now spanning about 44,000 sq m – making it about 40% bigger than Gen Con’s trade hall area at its show last year.

Around 900 exhibitors pitched their booths at this year’s UKGE – including 75 first-time exhibitors – compared to 575 at Gen Con last year.

Almost every exhibitor BoardGameWire spoke with at this year’s event reported sales activity ranging from “very good” to “record-breaking”, while one mid-size publisher added that they were delighted at how smooth the organisation was, compared to logistical and set-up issues they had previously experienced at shows including Origins and Spiel Essen.

Dan Yarrington, the CEO of Everdell publisher Tycoon Games, had a small presence at the show for the first time this year as part of a shared booth, following a fact-finding trip to the event in 2025 – and told BoardGameWire his company would probably return with its own stand in 2027.

He said, “At this level, at 40,000 plus people, and with the buying that we see… my impressions of the show were that, ‘Hey, this is actually a good show’. People are buying stuff, and it’s a different market. This is especially important in the global climate that we’re in, where people are less likely to travel to various other places.”

Yarrington added that in addition to selling its existing titles, UKGE would likely act as a preview show for the publisher, with new releases more likely to appear at Gen Con and Spiel Essen to feed into the company’s fourth quarter.

He said, “At this [UKGE] we had the Everdell Journeys preview copy – it’s not even on Kickstarter yet, so we can be like, ‘hey, come play it, and then tell us what you think’, we can adjust things, and then ‘hey, sign up for the Kickstarter’ – but Journeys won’t release till Gen Con [in 2027], so I think that’s what it’d be, a good process for us.”

Other exhibitors planning to expand their UKGE presence next year after a successful show included small-scale UK publisher Minerva Tabletop Games, which teamed up with three other members of the Playtest UK design group this year to run a combined booth.

Minerva founder Scott Lowe-James told BoardGameWire, “I don’t want to say this is definitely happening, but this was a test, and I think we could easily do like four or five times bigger than this”, citing Allplay‘s large demo area and single shop front as a potential model to replicate.

He added, “We’re all here already, and we’ve all got our own stands, but with that comes volunteers, accommodation costs, logistics. Whereas [by collaborating] we’re able to keep costs down, which is really important for one person, two person teams in being able to support each other where we need. And also we get greater exposure, so the rising tide lifts all boats.”

In terms of advising other smaller publishers thinking of attending future UKGEs, Lowe-James said, “I think if you can work with someone, then then do it.

“[UKGE] has the great incentive of the starter stand, so you get a discounted rate, and that is good. But the leap up [from there] is quite a big one, especially if you are a first-time publisher, because not only does the rate increase, but the minimum size increases – and with that comes you need to find people to volunteer, and so other costs increase as well.

“So if you’re able to, find people either with similar games or people that you know. The fact that we’ve been able to support each other, cover each other’s games, I think you also get that tighter bond.”

He added, “Next year we could have, like, 15 different games across different themes and different ways to appeal to people. And I think it’s definitely the way forward.”

James Naylor, the CEO of UK publisher Naylor Games [a BoardGameWire sponsor], said that in addition to a good year for sales, it was notable that more families and attendees relatively new to the board games hobby were filling out the show floor each year.

He told BoardGameWire, “I’m really glad to see that, actually, because there was a little bit of time a couple of years ago where it felt like – maybe it’s just my perception – that perhaps the whole show was becoming more of a kind of ‘turbo nerd’ RPG show.

“…maybe that’s just because that was a peak of RPG popularity or something, and I’m glad to see instead it’s reaching out to a wider audience.

“I want to see board games become more universal as a thing that people use to play face to face, away from screens. So, the more I see that wider audience, rather than just a very narrow hardcore, that’s better from my perspective.”

That rise in awareness of UK Games Expo, and board games in general, has been noticeable too in the run-up to the event, with coverage by national broadcaster the BBC both prior to and during the show this year.

Rob Trounce, trade marketing manager at UK board game retailer and distributor Zatu, said a highlight of the show had been BBC Radio showcasing co-op dexterity game Yubibo during its coverage.

He said, “It was kind of a shock to us, and I think it shows UK Games Expo going more mainstream as well.

“If it’s got the BBC and its radio channels talking about it, it shows that this isn’t just a space which is for us dyed-in-the-wool gamers anymore. It is for everyone, it is a mainstream thing.”

UKGE director Richard Denning, who co-founded the show in 2007, joked on social media ahead of this year’s show that the event had grown into something that had “frankly got a bit out of hand”.

The event has ballooned in size since the event first opening its doors in a Birmingham conference centre in 2007, attracting 900 excited gamers – a far cry from the 27,000 who attended Gen Con’s 40th anniversary show later that year.

Denning previously told BoardGameWire that even at that embryonic stage, he hoped the show could go some way to recreating the atmosphere of big name events such as Gen Con and Essen Spiel, albeit in a much-reduced form.

Speaking of plans for future shows, Denning told BoardGameWire there was still room for expansion in its current footprint, but added that the show may change things around next year in order to provide more space for events.

He said, “It is expanding, and we are tight on event space – hence the possible need for more. We have about 500 events. I am amazed how many events US cons get. I think we still want to see that grow.”

Addressing the show’s rapid growth, despite economic turbulence such as Covid-19, the impact of global conflicts and US tariff policy, Denning added, “It’s certainly been a roller-coaster. Even earlier there was the credit crunch of 2008, of course.

“I think whilst visitors may have smaller wallets at present they still want to attend events like UKGE. Folk will save for the weekend and set that a side as a treat to look forward to, I think.”

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Yes, it's that time of year again when everyone starts to panic, because the biggest UK board game event is just around the corner. There is a scramble for train tickets, hotel rooms (mind you, you're probably too late, if you haven't booked one yet), on-site parking, visitor passes, water bottles, comfortable shoes and lots of other bits and pieces that you need to attend UK Games Expo 2026.

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