Exhibitor Q&A with Spy Games

Our marketing manager, Gina Kay talked with Spy Games sales director Ed Allin to learn all about their company. Who are Spy Games and how are new event formats and activities are set to dominate event planning in 2025?

Can you introduce Spy Games and tell us about your journey in the events industry?

Spy Games specialise in corporate team building events from groups of 10 right through to 1000. Spy Games was founded in 2001 but I joined the company in 2010 as a sales executive. Having worked in all areas of the business I conduced a management buyout in May 2019 with my now business partner James Sullivan and haven’t looked back! 

 

What makes Spy Games unique compared to other team-building and entertainment providers?

Spy Games was created as an events company that can bring to life the world of spies and espionage. The founder was a former SAS reservist and to this day the majority of events crew are ex-military who are able to provide an authentic experience. Our events have evolved over the years from being very action led (evasive driving, hostage rescues, room bursts etc) to being more inclusive to the corporate market today. We still have the action bits up our sleeves though! 

 

What inspired Spy Games to exhibit at International Confex 2025, and what can attendees expect from your stand?

Spy Games have exhibited at Confex many times before and have landed our biggest ever job from the show back in 2012 when a passer by took a business card and procced to book an event for 1000 guests in Antalya, Turkey! Just goes to show you have to be in it to win it! 

This year we will be showcasing a brand new event based around Morse Code and also have lots of gadgets and bits of kit to showcase to perspective clients.

 

Can you share an example of a particularly memorable or unique event you've delivered?

Personally I love the international events. From speedboats in Portugal to abseiling in Morocco I love getting away and designing and delivering an event in a new environment. When James and I took over in 2019 our first international event was for 180 guests in Manhattan, New York where we delivered 8 different spy themed activity stations as a networking evening for a corporate client. Lots of our equipment is bespoke to us so getting them into the US was a challenge but ultimately the client had a wonderful experience – as did we! 

 

Have you introduced any new activities or event formats recently?

Yes! We have a brand new experience that’s literally been launched this year called Morse Busters. Based around receiving morse code messages each team will have to tune into signals, decipher them to receive further challenges to earn dollars. We will have a Radio Receiver on the stand to come and have a play with. Not only will teams have stacks of fun but they will also learn about one of the most historic forms of communication.

 

How do you tailor your events to align with a company’s objectives and values?

Flexibility and the ability to tailor an event to fulfil a clients objectives is something that we really pride ourselves on. We regularly reinforce clients corporate values in our events by customising challenges for them and also giving our instructors all the information before the event to ensure they are fully briefed on which challenge will relate to which values. We also work with qualified facilitators should a client wish to dive into the transferable skills leant on the day to bring them to life in their workplace. Ultimately though it’s all about a fact finding mission before the event is designed. 

 

What are the most requested custom elements from corporate clients?

Involving or reinforcing their company values. As mentioned previously this is an element that is most often requested and our experienced events crew are well placed to deliver. 

 

Are you running any live demonstrations or interactive experiences during the show?

Yes we will have our new Radio Receiver from the Morse Busters event and also our Code breaking device where guests must work out the correct sequence to pull the wires out to deactivate it – beads of sweat will start to appear to appear on this one!

 

Are there any exclusive offers or promotions available for Confex attendees?

Yes we will be offering a 10% discount on all corporate events booked with the phrase ‘Confex25’ that take place in 2025!

 

What are you most looking forward to at International Confex this year?

Meeting new and existing clients and spreading the word about Spy Games!

Make sure you pop by A27C at International Confex 2025 to meet the Spy Games Team!