The Numbers Behind The Runaway Growth Sending Pokemon’s NAIC to Chicago [INTERVIEW]

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Honestly, when an event just switches locations, it’s usually no big deal. They put up some new signs at the different spot, and we all just keep playing – business as usual.

The Pokémon Company’s announcement that the 2027 North America International Championships (NAIC) would be held in Chicago’s McCormick Place felt like a positive change, not just a standard move. This was particularly noteworthy because the event already felt vibrant and exciting throughout the weekend, and both competitors and fans seemed perfectly happy with the current setup.

After being held in New Orleans for three years, the popular Pokemon event has become too large for its current venue.

That’s a good problem to have. It’s also a real one.

The Growth That Broke The Room

The impressive numbers speak for themselves, according to Chris Brown, Director of Global Esports and Events at TPCi. Attendance at their New Orleans event has more than doubled in just three years – they achieved their initial three-year growth goal in only two! It’s been a huge success, a real game-changer.

The show didn’t grow this year, not because fewer people wanted to attend, but because it was already at full capacity. Many events actually sold out as soon as tickets became available.

We’ve seen a huge demand – many of our events sold out almost instantly, according to Brown. The only problem is, we simply don’t have enough room to accommodate everyone.

He emphasized that the issue wasn’t the height of the ceiling, but simply the amount of floor space. While the Ernest N. Morial Convention Center is huge, having enough available hall space is what really matters. The area next to where the Pokemon event needed to be was already reserved for other events, and you can’t magically create more room on short notice. Essentially, the event had become too big for the space it was given.

Why Chicago, Specifically

It’s tempting to think this decision is simply about having more space, but Brown’s reasons are actually quite complex.

One of the biggest considerations was how easy it is to get to the event. While access for attendees inside the venue is always important, the focus here was on international travel. This year’s NAIC competition brought people from 48 different countries, and a successful event of this size depends heavily on smooth travel arrangements. New Orleans handled this well during its three years as host, but Chicago, as a major international travel hub with many direct flights, could potentially make travel even easier.

The team always asks themselves, what else is there for people to enjoy? While attendees come primarily for the competition itself, the event lasts all weekend, and everyone needs places to eat and have fun. Having the event in a great city where families can extend their trip – arriving before it starts or staying after it ends – really enhances the whole experience.

Now, we have room to improve in both areas simultaneously. Previously, any decision to expand meant choosing between supporting competitive play and enhancing the overall fan experience – we simply didn’t have the capacity to fully develop both at the same time.

Honestly, everything felt really solid at the event this year. Chicago finally lets me just play – I don’t have to pick and choose between different parts of the game anymore, it all just works together!

The Logistics Nobody Sees

The sheer size of the operation is remarkable, and it’s hard to fully understand what’s being built there. Brown notes that there’s nothing else quite like it in terms of scale.

What really surprised me about his statement was this: around twice as many people competed in this event over one weekend compared to all the athletes at the Winter Olympics. Plus, everyone competes at the same time, unlike in the Olympics.

“Nowhere on the planet do these logistics exist,” Brown said.

Okay, so supporting this event was insane. We had to get about a thousand internet stations up and running in less than two days! And it wasn’t just one game – we were running over 5,000 Trading Card Game matches at the same time as the Pokemon GO and Pokemon UNITE competitions. Plus, there were four different live streams going on simultaneously – seriously, trying to watch all of them on one laptop screen was a trip! But the really crazy part? This isn’t just a big fan event thing. You literally won’t find this level of complicated setup anywhere else in the world.

As the event grows and potentially moves to a larger city like Chicago, expansion is essential. Brown highlights the significant progress made in organization – specifically, improved staffing and project management across all partner companies. This behind-the-scenes work ensures everything runs seamlessly for attendees, who shouldn’t be aware of any difficulties. He considers this year’s New Orleans event the smoothest one yet, a success largely due to detailed planning like spreadsheets and logistical schedules, though those aren’t things people come to see.

What The Extra Room Actually Buys

So what does Pokemon do with space it hasn’t had?

The limited seating at the NAIC event meant tough choices had to be made about who got priority. Brown admits the competition itself always comes first, as the primary goal is to determine international champions who will advance to Worlds. When space is limited, the competitors naturally receive priority. Importantly, the team didn’t reduce the number of competitors this year to accommodate more fans – a larger venue would normally resolve this conflict between providing space for fans and maintaining a competitive atmosphere.

Upcoming events suggest where things are headed. We’ve seen more interactive, carnival-style games at this year’s North American International Championship, and those are now being introduced at regional events. The European International Championships feature a dedicated stage for programming, something we’re hoping to add to our own events. Plus, with more space, we can include booths where partners like LEGO and Funko can offer unique, personalized experiences.

Chicago is planning to provide the necessary space for this popular 30-year-old event to continue growing, ensuring its largest events don’t feel cramped.

When asked if Chicago could continue hosting the event beyond 2027, Brown declined to say, offering only a smiling “no comment.” He explained that organizers ideally want to hold their events in the same location annually. “It’s our dream,” he said, but emphasized how difficult it is to actually make that happen given the logistics of moving such a large event around.

Honestly, after spending three amazing years building a life in New Orleans, I’m realizing how much I value some peace and consistency. That’s what I’m hoping for most with this move to Chicago – a little bit of stability feels like a real luxury right now! Can’t wait to experience The Windy City, and see you all there!

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2026-06-17 02:17