Gamescom, the world’s largest gaming event, has significantly expanded its reach beyond its traditional Cologne base. In recent years, the show has launched satellite events in other global markets, beginning with Gamescom Asia in Singapore in 2021 and introducing Gamescom Latam in Brazil this year.
This international expansion underscores Gamescom’s ambition to be a leading global platform in the gaming industry, connecting diverse audiences and industry players worldwide.
The Cologne event has long been recognized for its global appeal, drawing visitors and companies from various countries. Felix Falk, co-organizer and managing director of the German games trade association Game, emphasizes that extending Gamescom to new territories highlights its aim to be a central player in the gaming world.
The goal is to maintain relevance and adapt to the industry’s evolving dynamics, offering a major platform for games and industry networking both physically and through hybrid formats.
Christoph Werner, senior vice president at Koelnmesse, notes that the success of these satellite events has positively impacted international participation at the Cologne show. This year, the number of country pavilions has increased significantly, reflecting a growing global presence.
With a focus now on developing these new events rather than seeking further expansion, the organizers are ensuring that any future additions meet Gamescom’s high standards for success.
Despite the closure of E3, Gamescom remains undeterred by challenges, including the absence of major publishers like PlayStation, Electronic Arts, and Activision in certain years. Falk believes that Gamescom’s broad, community-focused approach and diverse range of exhibitors contribute to its resilience.
The festival’s extensive variety allows it to thrive without depending heavily on specific brands, maintaining its appeal with a mix of indie games and larger offerings.
Challenges such as the scarcity of game demo codes and shifting release schedules have also impacted the event landscape. Falk acknowledges that the gaming industry’s evolving nature, especially during the COVID-19 pandemic, has made Gamescom more adaptable. The introduction of hybrid elements, including Opening Night Live, has helped the event stay relevant and engaging, blending live showcases with digital interactions.
The ongoing evolution of Gamescom includes new features such as an artists’ area, tabletop and trading card games, and a social stage for community activities. These additions aim to enhance the event experience both for attendees and online participants.
The digital initiatives, like Gamescom Epix and digital trading cards, are designed to engage users before and during the event, reflecting the organizers’ efforts to maintain interaction and excitement around Gamescom.
Ultimately, Gamescom strives to be more than just a five-day event in Cologne. The focus is on creating a comprehensive platform where exhibitors can maximize their presence through various channels, from pre-event promotions to live presentations and awards. This holistic approach helps to showcase the full spectrum of what Gamescom offers, ensuring that it remains a pivotal event in the global gaming calendar.
