MICE and Men: "Only an Event Can Create These Emotions"

Event agency MICE and Men is carrying their aspirations in the name: originally from the tourism industry, MICE stands for Meetings, Incentives, Conferences and Events. The Vienna agency are the capable hands behind Game City Vienna, Austria’s biggest gaming convention. They are organising it since 2007. We talked to founders and Managing Partners of the agency, Milena Riedel and Tarek Sharif, on-site at Game City Vienna 2025 about the fair’s success, their plans for the future and the Austrian event landscape.

Event agency MICE and Men is carrying their aspirations in the name: originally from the tourism industry, MICE stands for Meetings, Incentives, Conferences and Events. The Vienna agency are the capable hands behind Game City Vienna, Austria’s biggest gaming convention. They are organising it since 2007. We talked to founders and Managing Partners of the agency, Milena Riedel and Tarek Sharif, on-site at Game City Vienna 2025 about the fair’s success, their plans for the future and the Austrian event landscape.