The short answer
The organizer pays nothing for registration or the attendee app. Exhibitors pay for lead capture, which the organizer resells to them like a booth upgrade. That is how the program is funded, and it can become a revenue line for the show.
What’s actually free
For qualifying shows, the offer covers EventGen registration and the EventNexus attendee app (basic license). The offer page describes the package as “a $20,000–$25,000 value.” Exhibitor lead capture is licensed separately.
The three terms
- Make Captello the official lead capture solution for the show.
- Have 75 or more exhibitors using Captello as their default lead capture.
- Book a meeting.
The catch every organizer spots
“Registration is free, but my exhibitors pay for lead capture.”
That’s right, and it isn’t hidden. Lead capture is where the provider makes its money. The difference is who sells it: you package lead capture and resell it to exhibitors through the Exhibitor Portal, the same way you sell booth upgrades and sponsorships. Your registration and app costs go to zero, and the show gains a revenue line.
Who pays for what
| Item | Organizer | Exhibitor | Attendee |
|---|---|---|---|
| Registration (EventGen) | $0 | — | Ticket price you set |
| Attendee app (basic) | $0 | — | Free |
| Lead capture | Resells it | Buys from you | — |
| Onsite badges and staffing | [confirm] | — | — |
Run the math
Plug in your own numbers. This is a rough estimate; the full cost evaluator compares all three scenarios.
What happened at shows that ran it
195,947
leads captured at a single show (IBC)
772 of 1,364
IBC exhibitors captured leads on the platform
$250K+
incremental organizer revenue at IBC, year one
$42,500
new sponsorship revenue from gamified stops at IAEE Expo! Expo!
When it’s a poor fit
- Fewer than 75 exhibitors are likely to take part.
- You’re locked into a multi-year registration contract.
- Exhibitor contracts already bundle lead retrieval and can’t change.
- You’d rather not sell an added product to exhibitors.
How to decide
Check your exhibitor count against 75 with the exhibitor planner, compare costs with your current quotes, then talk to the team if the numbers work.
Sources: captello.com/zero-dollar-show, read October 23, 2026. Items marked [confirm] await final program terms.
