# Bridging Canada's Gaming Gap with Experiential Events XP Gaming CEO Jason Lepine transforms consumer gaming conventions into immersive theme park experiences. - **Source:** [MobileSyrup](https://mobilesyrup.com/) - **Published:** 2026-10-15 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/2a588bcb-fbc3-48aa-a7d9-eb22ea48e202 ## Canada's Gaming Event Deficit Despite being a global leader in game production, Canada lacks large-scale consumer gaming events comparable to PAX or Gamescom. Major pop-culture conventions like Fan Expo Canada offer minimal gaming focus, while regional events often prioritize tabletop gaming. Jason Lepine, founder of XP Gaming, aims to fill this void with VGLX. ## Strategic Pivot to B2C Lepine previously focused on B2B events like the XP Game Summit and MIGS. Partnering with event specialist Mikey Singer, he transitioned back to B2C conventions. This shift leverages his existing operational infrastructure while addressing the clear market demand for a dedicated, large-scale consumer gaming experience on the Canadian East Coast. ## Post-Pandemic Economic Realities The traditional trade show model, defined by expensive mega-booths from major publishers, is struggling post-pandemic. Publishers now prioritize digital demos on platforms like Steam over costly physical presence. Lepine acknowledges these budget constraints, forcing event organizers to rethink their business models to remain viable in the current economic landscape. ## Community as Business Strategy VGLX focuses on community engagement rather than traditional vendor-heavy formats. By fostering direct, in-person connections between studios and players, the event provides a cost-effective alternative to massive corporate booths. This strategy mirrors successful models like PAX, where the primary value proposition is the shared experience rather than just product marketing. ## Operational Differences in Events B2B events require long-term planning and higher ticket prices, whereas B2C shows rely on impulsive attendance and affordability. VGLX tickets are priced between $20 and $25, making the event accessible for families. Adapting B2B operational strategies for a consumer audience has been a core learning curve for the XP Gaming team. ## The Theme Park Concept Lepine designs VGLX as an experiential theme park rather than a standard shopping mall of vendors. The goal is a 50/50 ratio between vendor space and interactive activities. By incorporating scavenger hunts and themed zones, the organizers aim to evoke emotional responses that encourage attendees to stay for entire days. ## Growth Through Grinding Building a consumer event from scratch requires significant effort and aggressive marketing. Year one of VGLX served as a proof-of-concept, confirming that attendees value experiential programming over passive viewing. The team observed that once visitors arrived, they stayed for hours, validating the decision to prioritize interactive zones over simple vendor displays. ## Collaborative Esports Integration Instead of creating a standalone tournament, VGLX partnered with Incendium Games to host their established Electric Clash event. This collaboration utilizes existing infrastructure and community interest, reflecting a broader strategy of working with established groups. This approach reduces overhead costs while ensuring high-quality, authentic content for the event's esports programming. ## Expanding Indie Game Presence The indie game zone is a cornerstone of VGLX, featuring roughly 40 titles. For the second year, the event has attracted major partners like Torn Banner and Behaviour Interactive’s label, Misbehaviour. This growth indicates that developers see value in the event as a platform to showcase new releases to dedicated fans. ## Proven Models for Success Digital Extremes’ TennoCon and Behaviour Interactive’s Dead by Daylight anniversary event demonstrate the power of in-person community building in Canada. These events prove that dedicated fan bases will travel globally for unique, shared experiences. VGLX aims to provide a similar platform for studios that cannot afford to host their own events. ## ROI Through Community Engagement Investing in community creates long-term ROI by turning players into brand advocates. When studios engage directly with fans, they foster a culture that drives organic growth and word-of-mouth marketing. VGLX offers a cost-effective environment for studios to nurture these relationships without the financial burden of massive, independent corporate activations. ## Future of Canadian Gaming VGLX represents a shift toward sustainable, community-driven event models in the Canadian market. By focusing on experiential design and strategic partnerships, Lepine is attempting to normalize the presence of high-quality consumer gaming conventions. The success of this model will depend on balancing operational costs with the evolving expectations of gamers. ## Sources covering this story - https://mobilesyrup.com/2026/10/15/canada-gaming-events-vglx-jason-lepine-interview/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._