Q1: Your event was selected among the 55 best projects in Europe. What was the main inspiration, and how did you aim to overcome the “boring meetings” paradigm?
This is an especially exciting topic because the 45th FIDE Chess Olympiad, with which we proudly won two awards in the B2C and Best Sport Event categories, might not have seemed at first glance like a subject that could easily capture a thrilling spectator experience. Chess is inherently a sport of intense matches and fierce strategic battles, and with so much on the line at the Olympiad, the challenge was as inspiring as it was demanding.
While the competition itself was naturally at the centre of attention, we also organised nearly ten accompanying programs for athletes and visitors alike, which we believe made the two-week event truly unforgettable. To honour FIDE’s 100th anniversary, we curated a chess history exhibition for enthusiasts. For children, we created a Chess Palace, where the Hungarian world-class grandmaster Judit Polgár taught the fundamentals of the game. After long tournament days, athletes could enjoy communal experiences, and on their single rest day, they even had the chance to test their skills in a friendly football match.
In short, our aim throughout the event was to present chess as an exciting and inclusive sport, making the 45th Chess Olympiad not just a prestigious competition, but also a cultural and community experience.
Q2: How did you practically balance innovative technologies with authentic human connection at your event?
During the planning and communication of the event, we invited renowned international chess influencers and grandmasters, who genuinely helped expand the global reach of our message.
By blending tradition with innovation through interactive zones, experiential chess demonstrations, and live digital broadcasts, and fostering direct engagement between athletes and visitors, we created an experience that resonated with every generation.
We combined modern streaming solutions, interactive online platforms, and smart chess tables with communal activities, ensuring that the digital elements enhanced rather than replaced human connection.
Q3: Which three elements would you say had the biggest wow effect on participants?
For the first time in the history of chess tournaments, branded paper chess tables and stands for the results boards were created, which might have seemed bold at first in such a traditionally conservative sport. In reality, however, they worked perfectly – the players appreciated them, and from a branding perspective, they were extremely valuable, as the 750 tables almost entirely created the event hall’s decor and unique visual identity.
The audience also highly valued the Chess Palace set up in the event foyer, where visitors could learn the basics of chess through playful games and, alongside the Olympiad, engage in their own “intense battles.”
Finally, I would highlight the real-time broadcasts that captured the emotional intensity of the matches. Millions of viewers worldwide followed the Olympiad live. Thanks to cameras placed at the tables, spectators could not only see the results and tactical moves but also witness the players’ concentrated focus, moments of frustration, and the relief of a well-earned smile.
Q4: Sustainability and legacy are two key evaluation criteria. How did you ensure your event left a positive footprint after it ended?
Sustainability was a top priority throughout the entire event. This focus was clearly reflected in the design and execution of both decorative and functional elements. On-site, we used paper-based furnishings and launched targeted initiatives for plastic waste collection and recycling.
Key furniture items, such as the chess tables, results boards, and athletes’ bag storage units, were made from paper and recyclable polypropylene—a solution that contributed to a reduction of 66 tons of CO₂ emissions. Beyond reducing the ecological footprint, these materials proved extremely practical due to their lightweight, portable, and fully recyclable nature. Additionally, we optimised participant transportation by coordinating shuttle buses more efficiently, thereby reducing the number of vehicles required and overall emissions.
All of these measures can serve as an inspiring example for the organisation of other sporting events.
Q5: Which new ideas or formats (e.g., pop-up, hybrid, guerilla, CSR) did you experiment with for the first time?
At the 45th Chess Olympiad, creativity and innovation played a key role both in enhancing the participants’ experience and in strengthening the event’s environmental responsibility. One of our unique solutions was a bag storage area for the players, made entirely from paper boxes, providing a simple and efficient way to store personal belongings during matches.
Transforming the competition venue also posed a significant challenge. Preparations for the closing ceremony had to be completed within two hours, requiring a full reconfiguration of the tournament area while simultaneously preparing for the award announcements – perhaps not a new idea, but unquestionably a logistical feat.
Q6: How did you engage participants in co-creating the experience, and what impact did this have on the outcome?
Participants from nearly 200 countries attended the event, with over 1,800 players competing across 10 intense days, playing six hours daily in the massive tournament halls. To support this unprecedented scale, we set up more than 750 smart tables, each digitally connected to enable real-time broadcasting of every move, thereby engaging a global audience. At the peak of the event, over 1 million concurrent viewers tuned in, setting a new record in the history of the Chess Olympiad.
On-site spectators were welcomed with free entry, while an innovative rotating seating system ensured balanced access and efficient crowd management: 100 seats were available and rotated every hour, allowing thousands of people to experience the event in person.
An interesting challenge was maintaining the audience’s enthusiasm while respecting noise restrictions so as not to disturb the players.
Q7: What kind of feedback did you receive from the audience? Did you incorporate their response during the event?
The onsite audience particularly appreciated the FanZone and the Expo, the opportunity to meet chess masters and even test their skills against them, the free access, and the sustainable solutions. According to questionnaires completed by attendees, we succeeded in creating an engaging and visually striking event that lived up to the prestige of the Olympiad.
The combination of paper chess tables, digital real-time broadcasts, and interactive audience experiences proved highly effective, demonstrating that a sporting event can be environmentally conscious, globally accessible, and immensely entertaining at the same time.
Q8: In what ways has your event become a benchmark for others in the industry?
The Olympiad set a new benchmark for environmentally conscious organisation of sporting events. With 28,000 guest nights and a significant tourism impact, it contributed notably to Budapest’s economy. The event achieved historic audience success, attracting over 350 million viewers worldwide – ten times more than the previous Olympiad. The response was particularly remarkable in India, where 228 million viewers followed the event.
The FanZone and the Expo onsite introduced the world of chess to thousands, while professional organisations and creative solutions earned recognition from the international chess community.
Overall, the 45th Chess Olympiad demonstrated that innovation and sustainability can elevate even the most traditional sports to a higher level.
Q9: How does it feel to have your project evaluated both by an international jury and an audience through the 80:20 voting model?
It is always fascinating to see how both the industry and the audience perceive our work. Often, the greatest professional challenges are not the most visually striking elements – they are the ones that are truly appreciated only by those who are familiar with our work.
It was a great honour that both the professional jury and the global audience recognised our efforts. This dual acknowledgement demonstrated that we were able to meet professional standards while also delivering a compelling spectator experience.
Q10: Which trends in the events industry do you see as most crucial for the future, and how do you plan to integrate them into your upcoming projects?
Experience-driven, interactive, and sustainable events will become increasingly important over time, and hybrid formats are set to play an ever more prominent role. Looking ahead, we will place even greater emphasis on unique digital and interactive technologies as well as active audience engagement.
Q11: If you had an unlimited budget, which element would you add to elevate your event even further?
A fully interactive AR/VR experience could be created, allowing visitors to step into the tournament virtually, learn from the masters, or even play simultaneous games with the competitors. This integrated experience could add an entirely new dimension, making the world of chess even more captivating.
Q12: What was your own personal highlight or most memorable moment from Conventa Crossover 2025?
Unfortunately, I could only follow the Conventa Crossover 2025 event from home, cheering on our team. I would like to sincerely thank my colleagues for their dedicated and professional presentation, through which they successfully showcased our work to both the jury and the audience. Perhaps it’s no surprise, but the most memorable moment for me was when our project was announced as the winner. It felt like a tremendous honour, and I am extremely proud.
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