Technology festivals increasingly emerge as winners in a crowded and highly competitive tech event marketplace. Let us face it – conferences are boring, young generation prefers free open spaces to conference hall constraints, mixed expo and talk area, lively atmosphere of vibrant festival over stymied academic keynotes. Tech events incorporate more and more show elements. Even CEBIT, the tech event industry behemoth, switched to format of technology festival to address falling attendance. Casual dress code, live music performances and gourmet/cocktail parties are the most visible signs of profound changes in the tech event world.