Gamescom's Rise: Inside the World's Biggest Gaming Party

With Gamescom 2024 upon us I wanted to take the opportunity today and take a closer look at the biggest gaming trade show out there especially since I had the privilege of being there from the very start. So let’s dive into it.

Gamescom's roots can be traced back to the early 2000s, when the German gaming scene was rapidly growing. The precursor to Gamescom, gamesconvention, was launched in 2002 in Leipzig, quickly gaining popularity among gamers and industry professionals alike.

However, logistical challenges and disagreements with local authorities led to the decision to relocate the event to Cologne in 2009, rebranding it as Gamescom.

This move proved to be a watershed moment. But Gamescom's ascension to the pinnacle of the global gaming expo landscape wasn't a mere stroke of luck. It was a confluence of strategic decisions, industry trends, and a relentless focus on community engagement that propelled it to the forefront.

The decline of E3, once the undisputed king of gaming events, created a void that Gamescom eagerly filled. E3's waning influence, due to rising costs, logistical challenges, and a shift towards more controlled marketing strategies, opened the door for Gamescom to step into the spotlight. Cologne's central location within Europe, a major gaming market, proved to be a significant advantage, with its modern exhibition facilities and well-connected transportation network making it an ideal host for a large-scale international event.

But Gamescom didn't just rely on location and infrastructure. It differentiated itself by placing a strong emphasis on community engagement, actively creating a welcoming and inclusive atmosphere for gamers from all walks of life. This resonated with a global audience hungry for a sense of belonging and connection within the gaming world. The event's diverse program, expanding beyond traditional exhibition halls and press conferences, further broadened its appeal. Esports tournaments, cosplay competitions, developer panels, and live music performances attracted a wider audience and generated greater buzz.

Industry support and partnerships played a crucial role as well. Gamescom forged strong relationships with major game publishers, developers, and industry organizations. This support, combined with the active participation of influential figures like Geoff Keighley, further solidified its position as a must-attend event for industry professionals and enthusiasts alike.

The integration of Devcom, a developer-focused conference and a successor to GDC Europe, into Gamescom's program attracted a significant number of game creators and professionals, fostering a thriving developer community and enhancing the event's credibility within the industry. Moreover, Gamescom embraced digital platforms and social media to extend its reach beyond physical attendees. Live streams such Opening Night Live (ONL), online content, and interactive experiences allowed gamers around the world to participate in the excitement, further amplifying the event's global impact.

This combination of factors propelled Gamescom's rise to global prominence. By seizing the opportunities presented by the changing industry landscape, embracing community engagement, and leveraging its strategic location and strong infrastructure, Gamescom established itself as the world's leading gaming expo. Its continued success will depend on its ability to adapt to emerging trends, foster innovation, and maintain its commitment to community building, ensuring it remains a vibrant hub for gaming culture and commerce for years to come.?

To put that success story into perspective let’s have a look at some of the development in numbers.?

With companies from over 63 countries in 2023 (only outranked by 88 in 2014) Gamescoom clearly show it’s international appeal.

The ever growing number of total exhibitors also underlines the unbroken appeal to developers and publishers and has only been intensifying after E3’s demise.

And even though 2023 was below the all-time peak of 370.000 visitors (which many thought to be too many) Gamescom has been most successful in bouncing back from the inevitable Covid-19 drop and showed great attendance with 320.000 visitors last year.

Add to this the ~338 million views (including Opening Night Live) that Gamescom was able to deliver across all Owned & Earned channels and numerous 3rd party activations and you can begin to understand the massiveness of the event even beyond the physical confines of Cologne. And Gamescom has started expanding its reach even further through localized events in regions like Asia and Latin America, further solidifying its global presence and appeal.

But where there is a lot of light there are also some shadows.

Pros and Cons: The Gamescom Experience in Detail

Gamescom's appeal lies in its sheer scale and diversity, catering to a broad spectrum of interests. The event's massive size allows for a wide array of offerings, from AAA showcases to indie gems, esports tournaments to cosplay competitions, developer panels to live music performances. It's a paradise for hardcore gamers, casual enthusiasts, and industry professionals alike. The networking and business opportunities are unparalleled, providing a platform for deal-making, partnerships, and fostering a thriving developer community through Devcom. Gamescom's strong emphasis on community engagement creates a welcoming and inclusive atmosphere, fostering a sense of belonging and camaraderie among gamers from around the world. Exhibiting at Gamescom can provide significant exposure for game developers and publishers, especially those seeking to expand their reach beyond their home markets.

However, the event's massive scale can also be a double-edged sword. Overcrowding, long queues, and logistical issues can mar the experience, particularly during peak hours. The cost of attendance, both for exhibitors and visitors, can be prohibitive for smaller developers and independent studios. Furthermore, Gamescom's focus on physical attendance may exclude gamers who are unable to travel to Cologne due to financial or logistical constraints, limiting its accessibility. And the constant discussion around B2B attendance without B2C presence adds further roadblocks, especially to smaller businesses.?

Future Challenges: A Shifting Landscape

While Gamescom's position as the world's leading gaming expo remains strong, it faces several challenges in the years ahead. The rise of digital events like Summer Games Fest, spearheaded by Geoff Keighley, has provided an alternative platform for game announcements and showcases, potentially diminishing the importance of physical trade shows.

Additionally, the increasing popularity of regional events like Tokyo Game Show in Asia and localized Gamescom events in Latin America could fragment the global gaming audience, posing a threat to Gamescom's international appeal. The growing reliance on Geoff Keighley and his influence within the industry could also shape the future of gaming events, potentially leading to a more centralized and curated approach to game reveals and announcements.

To remain relevant and competitive, Gamescom will need to adapt to these evolving trends. This may involve incorporating more digital elements into the event, expanding its reach through even more localized events, and forging strategic partnerships with key industry players as well as loosening Geoff Keighley’s grip on their online streaming reach (E3 is a cautionary tale!). By embracing innovation, continuing to foster a strong developer community through Devcom, and remaining responsive to the needs of the gaming community, Gamescom can continue to thrive as a global hub for gaming culture and commerce.