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April 17, 2026
At Gamescom, visitors make fast decisions about where to stop and how long to stay. Gamescom booth catering is one of the more underused tools exhibitors can use to influence both.
Food and beverages at a booth do more than support hospitality. In the right format, they can increase dwell time, create photo-ready moments, and add a stronger sensory layer to the brand experience. At the same time, F&B at Gamescom requires careful planning. Food safety compliance, vendor coordination, and booth flow all need to work together on site.
This guide covers what exhibitors can serve, which regulations apply, how external vendors work, and what makes a catering program worth running. If you’re still in the early stages of planning, our Gamescom 2026 exhibitor guide covers the full event overview.
Exhibitors in the B2C hall can serve food and beverages at their booth. There is no blanket restriction on refreshments, but the format, compliance obligations, and operational setup all require advance planning.
Snacks, finger foods, branded drinks, and themed F&B tied to the game world are all viable options. Alcohol can also be served, but age verification requirements remain the responsibility of the exhibitor rather than the venue.
The strongest catering programs treat food and beverage as part of the IP experience, not just as an added hospitality service. A drink named after a character, a snack shaped around an in-game item, or packaging designed to match the booth aesthetic can all make the experience more memorable and more shareable.
EIDETIC ran catering operations for BMW’s Gamescom opening party in the entertainment area, designing a full-service F&B program that matched the event tone and met local compliance standards from the start.
Compliance responsibility sits with the exhibitor, not with Koelnmesse or the catering vendor. That makes pre-event review of menus, labels, and vendor credentials essential. For a broader look at booth rules, see our Gamescom 2026 booth application guide.
| Regulation | Key Requirement | Practical Note |
|---|---|---|
| LMHV | Food hygiene standards for storage, preparation, and service | Staff handling food should hold a hygiene certificate |
| EU Reg. 1169/2011 | Allergen labeling for all 14 major allergens | Display prominently at point of service |
| GMO Regulation | Disclosure if GMO-derived ingredients are present | Check ingredient sourcing before the event |
| Additive Regulation | Label any regulated additives in food or drink | Applies to themed drinks and packaged snacks |
| Jugendschutzgesetz | Age restrictions for alcohol service | 16+ for beer and wine, 18+ for spirits |
Gamescom has official catering partners for the venue, and Aramark is the primary operator for public food service areas across the halls. For many exhibitors, that serves as a practical starting point for booth catering.
External vendors outside the official network can also be used. Exhibitors may work with a local catering company or specialist provider, as long as the vendor meets German food safety standards and the exhibitor takes responsibility for compliance.
When selecting an external vendor, three points matter most:
For themed or IP-specific menus, it also helps to brief the vendor early and treat food and beverage planning as part of the creative process. The strongest Gamescom catering programs usually start with a clear understanding of the game world, the booth objective, and the on-site environment before the menu is finalized.
At Gamescom, catering performs best when it is designed around timing, context, and booth flow rather than volume alone. The most effective booths treat F&B as a deliberate part of the activation, not as a last-minute add-on.
Spreading F&B service across the full day often creates more effort than value. In most cases, a timing-based approach works better because it concentrates service around the moments that matter most:
A limited-quantity format can also create visible interest and a stronger sense of timing. When handled well, it turns catering into a participation cue rather than a passive refreshment offer.
A standard refreshment may serve a practical purpose, but an IP-based menu item is more likely to generate photos, sharing, and stronger brand recall.
Character-branded cups and straws, game item motif desserts, limited-edition packaged snacks, and menu items tied to a photo zone can all create moments worth sharing. In that context, catering functions as part of the content experience as well as the booth experience.
Overwatch’s Busan-concept free beverage program at Gamescom is a useful example. The drinks translated the in-game world into a physical, shareable format, and the booth gained visibility well beyond the immediate footprint of the activation.
Where food is served matters as much as what is served. F&B placement should not block the demo queue or create congestion that works against the activation. The goal is to position catering so it connects naturally with the product experience zone and supports the intended booth journey.
In that context, catering works best when it supports dwell time and extends the booth journey rather than functioning as a separate food stop. When service is positioned at the end of a demo, tied to an event trigger, or integrated into a photo zone, it becomes part of the experience design.
EIDETIC’s work at Gamescom 2025, including MechaBreak and Kakao Games, applied this approach across booth experience strategy, service timing, and spatial flow. Each activation was planned as an integrated brief from the start.
Yes. Exhibitors in the B2C hall can serve food and beverages, including snacks, branded drinks, themed F&B, and alcohol. Alcohol service requires age verification under German law, and allergen labeling is required for all items served.
The main frameworks are LMHV (German food hygiene), EU Regulation 1169/2011 (allergen labeling), GMO and additive labeling rules, and the Jugendschutzgesetz for alcohol. The exhibiting company is responsible for compliance, not the event organizer or the catering vendor.
Yes. Vendors outside Gamescom’s official partner network are permitted. The exhibitor retains full liability for regulatory compliance, so vendor selection should include a review of hygiene certification, event experience, and allergen management.
Start with the activation strategy, not the menu. Identify the moments in the booth journey where F&B can deepen engagement: the wait before a demo, the end of a playtest, the peak window when influencers are on the floor. Then build the menu around the IP and design the service flow so it draws visitors through the booth rather than stopping them at the entrance.
For global exhibitors, Gamescom catering works best when it is planned as part of the booth strategy from the beginning. Menu design, compliance review, service timing, and visitor flow all shape how the experience performs on site.
For brands preparing for Gamescom, catering is most effective when it is built into the booth journey early. EIDETIC helps exhibitors plan that experience across concept, operations, and on-site delivery.
May 22, 2025
At Gamescom, merchandise isn’t just a side attraction—it’s a full-blown phenomenon. Hall 5, known as the “Merchandise Area,” transforms into a massive merchandise hall every year, packed with everything from figurines and apparel to cosplay gear and mystery boxes.
The energy is incredible, with fans changing into freshly bought T-shirts on the spot and diving into lucky bags with childlike excitement. But here’s something many exhibitors don’t know.
You may be able to sell merchandise right inside your own booth.If your booth meets certain conditions, you can run your own branded merch zone right inside the Entertainment Hall.
This guide walks you through the official Gamescom merchandise rules, so you can plan your booth, stay compliant, and create a memorable experience for fans.
Yes, but there are restrictions.
In principle, merchandise sales are allowed only in Hall 5 (Merchandise Area).
However, if your booth is 600㎡ or larger, sales are also permitted in the BTC Hall (Entertainment Area).
Exhibitors must meet all three of the following conditions:
• The booth is located in the BTC Hall and is at least 600㎡ in size.
• Merchandise is based on your own intellectual property(IP).
• The sales zone occupies no more than 30% of the total booth area.
The booth must maintain a cohesive visual identity, and the merchandise area should blend seamlessly into the overall design—rather than standing out as a separate retail space.
The following items may not be sold:
• Products unrelated to your IP, such as food or beverages
• Real weapons or replicas that resemble actual weapons
Not following these rules may result in your booth being shut down by the organizer (Koelnmesse).
Yes. However, exhibitors are responsible for bringing their own equipment, as POS terminals are not provided by the organizer.
Common systems used in Europe include SumUp and Zettle by PayPal.
It’s recommended to support multiple payment methods, such as card and mobile QR payment.
Use a system that allows real-time tracking. Consider linking slow-moving items to on-site promotions.
Rent dedicated storage through Gamescom or set up a backroom area within your booth.
Track daily sales by item. This helps with post-show analysis and future planning.
Assign multilingual sales staff to support international visitors and improve the customer experience.

Following the official Gamescom merchandise rules not only ensures compliance, but also equips you to deliver a professional, engaging fan experience.
When designed thoughtfully, your merch area becomes an extension of your brand—not just a place to sell. It becomes part of your IP story: a space where fans can connect, remember, and take a piece of your world home with them.
Planning to activate merchandise at Gamescom?
Eidetic helps exhibitors turn ideas into immersive, on-brand experiences.
See our Gamescom Work → BMW Gamescom Booth
April 22, 2025
Following our first FAQ, “How to Prepare for Gamescom 2025,” this second part answers one of the most frequently asked questions: “Where’s the best booth location at Gamescom?” We also cover booth layout tips, parking, early entry, nearby stores, and on-site operations.
Gamescom is held at Koelnmesse in Cologne, Germany. With a massive space of 3,060,000 sqft, it’s over four times larger than the Los Angeles Convention Center (home of Anime Expo), and it features four main entrances—North, South, East, and West—making navigation a challenge for newcomers.
Here’s a basic breakdown of the hall layout:
📌 Tip: Save the venue map (PDF or app) on your phone for quick access on-site.
High-traffic booth placement is critical for maximizing visitor engagement. Most attendees enter through the North Entrance, making booths near the main corridor especially valuable.
📍 Typical B2C flow: North Entrance → Hall 8 (Event) → Central Corridor → Halls 6, 7, 9 (B2C) → Hall 10 (Indie)
Booths positioned near the Event Hall or Food Court intersections tend to see the highest foot traffic. Returning exhibitors often receive priority placement based on past attendance, giving them a competitive edge.
Although Hall 10 has its own main entrance, many attendees enter via Hall 9 and follow the connector hallway. Indie exhibitors positioned near this transition point between Halls 9 and 10 usually see stronger visibility and organic foot traffic.
As long as you pre-purchase a parking permit, you can access the exhibitor parking areas quickly. Place your parking pass on the dashboard so that staff can verify and guide you upon arrival.
The parking permit price is €42.50 (excluding tax). Parking permits are available via the Gamescom service portal.
If you’re an exhibitor (EXH), you can use the Exhibitor Entrance Line to skip the general queue.
Make sure to:
Even before show hours, these scanners will print your physical badge instantly after scanning the mobile QR.
One of the most popular spots is Einstein Restaurant, located in the hallway between Halls 2 and 3. It’s spacious, has plenty of tables, and can comfortably host 6–8 person meetings. We’ve hosted many business meetings there, and it remains a favorite among game publishers.
The nearest store is Lidl, a German supermarket chain.
• Address: Deutz-Mülheimer Str. 140–144, 51063 Köln
• Hours: 7am–9pm (closed Sundays)
Gamescom has many food courts, but if you urgently need items like snacks, water, wine openers, or tape, Lidl is your go-to. These practical items are often hard to find inside the venue, and we’ve had to make quick runs ourselves. 😅
📌 Want more on Gamescom logistics, strategy, and booth tips?
Check out the full content.
👉 Explore the Eidetic Gamescom Portfolio
April 13, 2025

Gamescom is more than just the world’s largest gaming event—it’s where the global industry meets, connects, and launches.
Every year, its scale grows, setting new benchmarks for both business and fan engagement. In 2024, global publishers like Hoyoverse, Bandai Namco, and Krafton showcased their latest titles to a packed crowd of 335,000 attendees across 3 million square feet of exhibition space.
With Gamescom 2025 fast approaching, we’ve compiled key FAQs to help you plan, exhibit, and stand out.
The first thing you need to do is secure your booth.
Gamescom is a large-scale show with high traffic, and booth location significantly affects visibility and visitor engagement. Without a confirmed booth, it’s hard to estimate budget, design, or plan on-site operations.
Early registration is highly recommended to secure a favorable location and get better pricing.
Gamescom registration is divided into two phases. The Early Bird deadline is February 21, 2025, and the Regular deadline is July 9, 2025.
Early Bird registration provides two main advantages: a booth fee discount of approximately 10%, and priority in selecting booth locations.
Late registrations often get assigned leftover spots, which may not be in high-traffic areas. Returning exhibitors may receive preferred locations based on past participation.
Gamescom 2025 will take place in Cologne from August 20 to 24, starting with Opening Night Live (ONL) on August 19.
B2B and B2C areas operate on different schedules. Events like Gamescom City Festival will also take place across central Cologne, turning the whole city into a gaming celebration.
| Gamescom Date | Devcom | ONL (Opening Night Live) |
B2B | B2C | Event |
| 8/18 (MON) |
9:00-19:00 | ||||
| 8/19 (TUE) |
20:00-22:00 | ||||
| 8/20 (WED) |
9:00-19:00 (7:00-20:00 for exhibitors) |
Media Day 9:00-19:00 (7:00-20:00 for exhibitors) |
|||
| 8/21 (THU) |
9:00-20:00 (7:00-21:00 for exhibitors) |
9:00-20:00 (7:00-21:00 for exhibitors) General adminssion from 10am |
12:00- Varies by event schedule |
||
| 8/22 (FRI) |
|||||
| 8/23 (SAT) |
9:00-20:00 (7:00-21:00 for exhibitors) |
||||
| 8/24 (SUN) |
|||||
| *Gamescom City Festival: 8/22(FRI)-8/24(SUN) | |||||
Opening Night Live(ONL) is the official kick-off show for Gamescom, held the evening before the main event.
Hosted by Geoff Keighley since 2019, ONL features global premieres and live game presentations from major publishers.
It is livestreamed on Twitch, YouTube, and the official Gamescom website, reaching more than 1.5 million concurrent viewers and over 540 million total views to date.
ONL is a major opportunity for global exposure, often used to tease new IPs or showcase cinematic trailers before launch.
ONL is a major opportunity for global exposure, often used to tease new IPs or showcase cinematic trailers before launch.

Gamescom Awards are an important PR tool for many developers and publishers. Studios can submit their titles online throughout July. Nominees are announced when the event begins, and winners are revealed on the final Friday of the show.
Winning a Gamescom Award often boosts visibility, media coverage, and consumer trust prior to release.
See award categories and entry fees for Gamescom Awards
We have helped major Korean, American, and Chinese publishers successfully execute high-impact Gamescom campaigns.
Our services include in-house booth design, marketing, and production; support from local German staff who maintain direct contact with organizers; and multilingual operation teams experienced in engaging with international attendees.

March 15, 2025

With thousands of gamers and industry professionals gathering at Gamescom every year, proper preparation is key to running a successful booth. As the early bird deadline approaches, inquiries from game companies have surged, particularly regarding booth registration, location selection, and exhibition regulations.
In our previous guide, we covered Gamescom’s key information. Now, let’s dive into how to book a booth at Gamescom 2025 and strategic tips for securing the best location.
Applying late significantly reduces the chances of getting an ideal booth spot. Regular exhibitors are often assigned priority locations, while late applicants are allocated remaining spaces after the initial placements are completed.

The Gamescom 2024 hall plan highlights the busiest visitor pathways inside the venue. Reviewing past layouts can help you choose the best booth location.
Most general visitors enter through the North Entrance of Koelnmesse, and booths located along the main pathway highlighted in the floor plan naturally benefit from higher foot traffic. In particular, visitors heading toward Hall 10 tend to use the passage connecting Hall 9, making it a key area for maximizing visibility
📍 North Entrance → Hall 8 (Event Area) → Main Pathway → Halls 6, 7, 9 (B2C Area) → Hall 10 (Indie Games Area)
If your booth is in Hall 10, choose a location close to the Hall 9 connection for maximum visitor flow.

All booth applications must be submitted through the official Gamescom website. Since pricing varies based on booth type and size, careful planning is essential.

In addition to the base rental fee, mandatory additional charges apply:
These costs are automatically calculated when applying via the Gamescom business website. Once you enter details like your booth size, type, and registration date, the system will calculate the total cost based on various pricing factors.
See the example below for a detailed cost breakdown.


Before applying, keep in mind the following:
Once your booth application is confirmed, it’s time to focus on design, installation approvals, and compliance. Working with an experienced agency can streamline the process and help avoid complications.
We are an experienced agency specializing in Gamescom marketing, helping game companies maximize their global reach and KPIs with strategic planning and execution.
Having worked with major gaming companies from the US, Korea, and China, EIDETIC offers unique advantages:

💡 Behind-the-Scenes at Gamescom with EIDETIC!
March 9, 2025

The early bird registration for Gamescom 2025, the world’s largest gaming exhibition, closed on February 21.
Gamescom continues to set new records each year, with increasing exhibitors and visitors. In 2024, a lot of game companies, including Hoyoverse, Bandai Namco, and Krafton, showcased their latest titles to European gamers. Let’s take a look at some of last year’s impressive numbers:
🔥
3,060,000 sqft exhibition space
335,000 attendees from 120 countries
1,462 companies from 64 countries
1.5 million ONL live viewers
540 million ONL total online views
We attended Gamescom in 2023 and 2024 as part of exhibition projects, witnessing firsthand the event’s massive impact on the gaming industry. With growing anticipation for this year’s participating companies, we’ve compiled key information to help businesses prepare for Gamescom 2025.

Gamescom 2025 will take place from August 20 to 24 in Cologne, kicking off with Opening Night Live (ONL) on August 19.
Since B2B and B2C schedules differ, check the table below for details.
| Gamescom Date | Devcom | ONL (Opening Night Live) |
B2B | B2C | Event |
| 8/18 (MON) |
9:00-19:00 | ||||
| 8/19 (TUE) |
20:00-22:00 | ||||
| 8/20 (WED) |
9:00-19:00 (7:00-20:00 for exhibitors) |
Media Day 9:00-19:00 (7:00-20:00 for exhibitors) |
|||
| 8/21 (THU) |
9:00-20:00 (7:00-21:00 for exhibitors) |
9:00-20:00 (7:00-21:00 for exhibitors) General adminssion from 10am |
12:00- Varies by event schedule |
||
| 8/22 (FRI) |
|||||
| 8/23 (SAT) |
9:00-20:00 (7:00-21:00 for exhibitors) |
||||
| 8/24 (SUN) |
|||||
| *Gamescom City Festival: 8/22(FRI)-8/24(SUN) | |||||
Beyond the exhibition halls, Gamescom is a festival featuring diverse events across the city. Since last year, the Gamescom City Festival has taken over Rudolfplatz and Hohenzollernring, with live performances, gaming showcases, and food markets adding to the excitement.
Additionally, many game developers and publishers leverage the Gamescom Awards as a major marketing tool. Game studios can submit their upcoming titles online throughout July, with nominees announced on opening day in August. The awards ceremony, typically held on the final Friday of Gamescom, is a powerful way to generate buzz before a game’s release.
ONL isn’t just an opening ceremony—it’s a global marketing event live-streamed on Twitch, YouTube, and Gamescom’s official website. Major game studios use ONL to debut trailers, with developers taking the stage to share insights about their games.

In 2024, Hoyoverse showcased Zenless Zone Zero, Bandai Namco unveiled Tekken 8, and Krafton introduced Dark and Darker. The event’s massive reach makes it a prime opportunity for game marketing.
Only exhibitors with a minimum booth size of 100m² can apply for ONL sponsorship. Pricing is based on video length:

While the cost is significant, the exposure is unparalleled—ONL viewership exceeds 540 million. Because ONL shapes the first impression of a game, developers should create high-impact trailers and strategically plan content if showcasing multiple IPs.
Gamescom takes place at Koelnmesse, spanning 3,060,000 sqft, making it one of the largest gaming expos in the world.
For comparison, Anime Expo is held at the Los Angeles Convention Center, which is 720,000 sqft—Gamescom’s venue is more than four times larger.
📍 Note: B2C hall assignments may change based on exhibitors and booth sizes. In 2023, Halls 6, 8, 9, and 10 were used for B2C, while Hall 7 hosted events.


📍 Tip: Koelnmesse is huge and maze-like, so save a digital map on your phone. The venue has multiple entrances (East, West, North, South)—plan your route accordingly.
Game companies planning to exhibit should apply during the early bird period (~Feb 21) to secure a better booth location and save on costs.

Companies with well-placed booths gain higher visitor engagement. Last year, HYBE’s booth strategically positioned near key traffic zones saw strong foot traffic.
Booths can only be registered through Gamescom’s official website.
Stay tuned for Part 2, where we’ll cover step-by-step booth application tips and expert insights!
We are an experienced agency specializing in Gamescom marketing, helping game companies maximize their global reach and KPIs with strategic planning and execution.
Having worked with major gaming companies from the US, Korea, and China, EIDETIC offers unique advantages:


💡 Behind-the-Scenes at Gamescom with EIDETIC!
With a track record of delivering exceptional results, EIDETIC ensures your vision aligns with execution for a successful Gamescom experience.
✨ Stay tuned for exclusive insights from our Gamescom 2025 projects!