Milan Games Week is the unmissable annual event for gaming and comics enthusiasts in Italy. It brings together thousands of visitors, creators, industry professionals, and international brands for an immersive three-day experience.

While the event's social media channels boast a strong, consistent, and visually appealing brand identity with cyberpunk and digital references, the website appears generic and anonymous, as if it belonged to a completely different, almost corporate, niche event.

The home page functions as a simple navigation portal, assuming users are already familiar with the event through other channels. There's a complete lack of a narrative that presents the fair, its history, its values, and what makes it unique, even if only through the website's distinctive style.

Key elements such as the main guests, ticket tiers, and FAQs are hidden on separate pages, forcing users to navigate excessively to find essential information. The hero section doesn't capture attention, doesn't communicate the current edition's theme, and doesn't convey the event's atmosphere.

The experience is flat and unengaging, unsuitable for a young and enthusiastic audience, and almost useless even for making an impactful sale to investors.

An introductory section briefly recounts the history of the fair, with the option to delve deeper into the topic on a dedicated page. This creates an emotional connection, especially for those discovering the event for the first time.

Highlighters get the visibility they deserve directly on the homepage, with captivating visuals that generate hype and encourage participation. They are no longer placed on secondary pages; they are now a key element of the value proposition.

A section dedicated to ticket sales, with a clear view of all available tiers. Optimized for conversion, it reduces the steps required to purchase and immediately answers the question "How do I participate?" Last but not least, the frequently asked questions are FINALLY accessible directly from the homepage, immediately below the ticket section, eliminating friction in the customer journey.

The entire design speaks directly to millennials and Gen Z: dynamic, visually impactful, with cultural references to gaming and digital culture. No longer an anonymous institutional site, but a landing page that says "This event is for you."