Today, May 25 is celebrated as Geek Pride Day, a trend that has become more fashionable than ever and continues to influence brands and companies. This insight comes from a market expert and professor at EAE Business School. Geek culture aligns with a global observance recognized internationally.
According to the business school professor, the nerd universe has emerged stronger from the pandemic and is growing in popularity thanks to video games and cult blockbuster films, while also expanding into fields such as astrology and paintball.
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This community began to gain strength with generations that grew up alongside expanding media and now includes two distinct currents: Western and North American superhero storytelling on one side, and Japanese cinema and anime on the other. Both trends coexist and influence each other, positively impacting the results of the companies behind them. Despite the global economic challenges of the Covid-19 era, geek products have shown notable growth. For example, The Pokémon Company has reported strong fiscal years since 2017, with revenues reaching 169 million in 2020, a 19.4 percent increase over the previous year.
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In Europe and North America the cinematic world dominates nerd culture, driven by hits like Star Wars, Harry Potter, and the vast universe of Marvel characters. It is not surprising that among the highest grossing movie franchises in the United States are those with the strongest nerd followings, led by immersive universes such as Star Wars. The legacy of characters created or co created by Stan Lee is echoed by The Avengers and Spider Man, among others. The market features figures like The Avengers with billions in revenue and Spider Man and X Men contributing substantial sums.
According to the market expert, “cultural fan bases are a key part of the show and producers and brands are eager to capitalize on them.” Big data plays a fundamental role in identifying hardcore fans and catering to them with exclusive products and options.
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According to the market expert, the geek phenomenon represents a new pattern of audience segmentation. Attitudinal criteria now dominate sociodemographic ones, and tastes cross age, income, and status lines. The gap between fans and nerds is narrowing, with interests moving beyond movies into video games, collecting, astrology, and paintball.
All major brands in the diverse entertainment sector now engage with nerd culture. Even brands like Disney and McDonald’s have created products or campaigns that resonate with fans of popular franchises, while toy companies such as Hasbro, LEGO, Mattel, and Funkopop dedicate substantial creative investment to cult personalities.
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Sales and resales of collector editions continue to generate significant value. Game developers rely on geeks who are early adopters and heavy users, essential for product development. Geeks are among the most active groups on social networks, driving conversation and guiding brands through technology and data analytics. This is especially important in video games where key brands stay connected with fans to nurture value and projection.
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EAE faculty members believe that a return to normalcy after pandemic restrictions will push major festivals and conventions back onto the geek world agenda with even greater visibility. Big brand sponsored events are expected to mobilize millions of people worldwide, serving as a valuable resource for brands and the cities that host them.
One of the oldest and most important events is the International Comic Book Convention, known as San Diego Comics, which focuses on the world of comics. Over the years, it has taken place in hotels, congress centers, and even universities, earning recognition for its evolving formats. The main character reveals how crowds have gathered for the event, with tickets often resold at premium prices.
Another landmark is the Comic Market, known as Comiket, held in Tokyo. Twice a year, tens of thousands of manga fan groups converge to learn the latest in this genre, which accounts for a large share of Japanese literature. Manga has expanded into movies, TV shows, video games, decor, fashion, and street marketing, with fans now spread globally. For example, the latest edition of Japan Weekend Madrid drew a large crowd of enthusiasts dressed as their favorite characters, engaging in crossplay and other playful expressions.
For the more traditional and upscale fans, the Angoulême International Festival gathers creators and fans to honor legendary figures in the field. Other major destinations include Lucca Comics & Games in Italy, which hosts thousands of exhibitors across vast venues.