What is gamescom?
gamescom is the world’s largest event for computer and video games, attracting industry leaders, developers, publishers, and gaming enthusiasts from around the globe. Held annually in Cologne, Germany, it serves as a launchpad for major announcements, product showcases, and networking opportunities. The event is unique because it blends consumer-focused exhibitions with a business-oriented conference, creating a meeting point for both fans and professionals.
Whether it’s unveiling blockbuster titles, debuting cutting-edge gaming hardware, or exploring emerging trends like cloud gaming and immersive AR/VR experiences, gamescom has cemented its reputation as a must-attend fixture in the gaming calendar.
Why is gamescom important for marketers?
For marketers in the gaming and app ecosystem, gamescom is more than just an exhibition—it’s a hub for brand visibility and partnerships. With hundreds of thousands of visitors and extensive global media coverage, the event offers unmatched exposure.
Mobile marketers, in particular, can tap into a highly engaged audience, ranging from casual gamers to hardcore eSports fans. It’s an opportunity to understand player behavior, identify upcoming trends, and test market readiness for new game concepts or monetization models.
The event’s international reach also allows brands to position themselves strategically across different gaming markets.
Key highlights of gamescom
- Entertainment area: A sprawling space where game publishers, indie studios, and hardware manufacturers showcase their latest offerings directly to consumers.
- Business area: Exclusive zones for meetings, deal-making, and networking between publishers, advertisers, and technology providers.
- Devcom: A dedicated developer conference held just before gamescom, focusing on game design, programming, art, and storytelling.
- eSports competitions: High-profile tournaments that attract massive live and online audiences, boosting visibility for participating brands.
- Global reach: Media from over 50 countries cover the event, amplifying the marketing potential for every exhibitor.
gamescom and mobile gaming
While historically dominated by console and PC gaming, recent years have seen mobile gaming take center stage at gamescom. The event now features entire sections dedicated to mobile game development, mobile-first monetization strategies, and innovative ad tech solutions.
Mobile marketers can leverage gamescom to:
- Launch new titles or updates with live demos.
- Explore partnerships with OEMs, app stores, and advertising platforms.
- Gain insights into cross-platform gaming and how mobile fits into multi-device play.
- Network with international markets where mobile gaming adoption is accelerating.
Maximizing your gamescom strategy
Attending gamescom isn’t just about showing up—it’s about showing up with intent. Brands that plan by scheduling meetings, aligning announcements with media cycles, and leveraging social media buzz tend to gain the most from their presence. Interactive booths, influencer collaborations, and exclusive in-game rewards for visitors can turn booth traffic into long-term engagement.
For mobile marketers, integrating app install campaigns, QR code activations, and playable ads into the booth experience ensures that interest at the event translates into measurable user acquisition.