Tag Archives: gamescom exhibitors
Gamescom Merch Strategy: Giveaways and Quantities
May 14, 2026
Gamescom Merch Strategy: Giveaways and Quantities
At Gamescom, some booths attract attention the moment visitors walk by. Often, the reason is simple. People see other attendees carrying a branded item, wearing it, or talking about how they got it. That visibility creates curiosity fast. Good merch turns interest into action, helps a booth build momentum throughout the day, and gives exhibitors a practical way to guide traffic and participation.
3 Questions for Merch Planning
The most effective merchandise plans answer three questions early: who is this for, what do we want them to do, and what kind of item makes that action feel worth it?
At Gamescom, visitors sit at different stages of interest. Some walk past with no prior awareness. Some know the title and need one reason to engage. Others already want the full experience and will invest time to get it. Merchandise works best when each group gets a different kind of reward.
C-Level: Reach
Target: All passing visitors
Items: Can badges, photocards, antenna hairpins, carabiners
Goal: Drive booth entry at low cost per unit
C-level items work at the widest part of the funnel. These are the quick-grab pieces that help a booth stop people in motion and pull in broad traffic. Items like can badges, photocards, antenna hairpins, and carabiners work well because teams can distribute them at scale and keep the unit cost manageable.
At this stage, character appeal often works harder than logo exposure. A playful visual element moves through the halls faster than a branded wordmark alone. A cute hairpin, a collectible card, or a visually strong badge can travel across the venue as a walking signal for the game.
B-Level: Engagement
Target: Visitors who complete a light action (SNS follow, pre-registration, QR scan)
Items: Tarpaulin bags, string bags, lanyards, acrylic keyrings
Goal: Create walking brand exposure and capture social or lead actions
B-level items reward light interaction. This is where visitors complete a small action such as following a channel, joining a social mission, scanning a QR code, or finishing pre-registration steps. The reward should feel more valuable than a mass giveaway while still supporting volume.
Good examples include tarpaulin bags, string bags, lanyards, and acrylic keyrings. These items carry a strong visibility benefit because visitors continue using them throughout the day. A large bag, in particular, can function like a moving billboard on the show floor.
A-Level: Reward
Target: Visitors who complete a game demo or featured event
Items: Folding chairs, desk mats, T-shirts, portable chargers
Goal: Create the motivation to queue for 60–90 minutes
A-level items belong to the deepest part of the visitor journey. These rewards support actions that require real time and effort, such as finishing a game demo, joining an event, or waiting in line for a featured experience. At this stage, practicality and perceived value matter more. Folding chairs, desk mats, T-shirts, and power banks fit well because they feel substantial and memorable.
The strongest A-level rewards also reinforce ownership of the IP world. Visitors should feel that they earned access to something worth keeping. That feeling makes the wait feel productive and gives the brand a stronger emotional finish.
Case Study: Mecha BREAK
A successful merch strategy becomes much stronger when it connects with the game world itself. For Mecha BREAK at Gamescom, the objective went beyond handing out items. The focus was to extend the IP into an offline experience that people could see, hear, and record. You can see how EIDETIC approached the full booth experience in our Mecha BREAK Gamescom B2C case study. Instead of treating giveaways as separate from the booth activation, the planning tied merchandise to the event mechanic.
To reflect the weight and impact of the mech genre, the activation featured a gun-shaped object inspired by the world of the game. At set times, the booth used it to launch T-shirts into the crowd. The sound effect, the visual of the launch, and the timing of the event pulled attention from nearby aisles. Visitors began gathering before each round, and more phones came out the moment the shirts fired into the air.
That shift changed the role of the merchandise. The T-shirt remained a reward, yet the distribution method became content in its own right. Visitors captured the moment, shared it, and talked about the booth as the place where shirts were shot into the crowd. The giveaway became a spectacle, and the spectacle drove traffic.
That is a useful lesson for any Gamescom merch strategy. When IP, worldbuilding, and event design work together, merch can become the trigger for booth energy rather than the final step after engagement.
Gamescom Merch Quantity Planning
One of the most common planning questions is also the most practical: how many items should a team actually prepare? Too few and you run out by day two. Too many and you pay to ship them home.
The right answer depends on booth scale, expected traffic, engagement design, and demo capacity. A quantity plan works best when teams separate broad-distribution items from action-based rewards. C-level items should align with expected booth visitors. B-level and A-level items should align with conversion targets and operating capacity. Once your giveaway tiers and quantity targets are clear, the next question is budget. Our Gamescom Booth Cost FAQ covers the major cost factors exhibitors should plan for.
Gamescom 2025 provides a useful benchmark. Organizers reported 357,000 total visitors, and the event ran from August 20 to August 24, with Wednesday including trade visitors and a limited number of private visitors in the entertainment area. That gives exhibitors a clear reference point for multi-day traffic planning.
C-Level Merch Quantity Planning
For C-level merch, the most practical approach is to estimate quantities based on booth traffic. Since these items are distributed broadly to visitors entering or approaching the booth, exhibitors can use booth size, awareness, location, and audience fit to build a working traffic forecast.
| Booth Size | Visit Rate | Visitors |
|---|---|---|
| Large booth – strong awareness + main traffic flow + headline title | 8–12% | 30,000–40,000 |
| Mid-size booth – defined fan base + strategic location | 5–8% | 20,000–30,000 |
| Small booth – indie title + indie hall | 2–5% | 15,000–20,000 |
C-level merch should generally follow this traffic-based estimate because these items are distributed to the broadest pool of booth visitors.
A-Level and B-Level Merch Quantity Planning
A-level and B-level merch need a different calculation. These items should be based on valid participants rather than total booth traffic. In practice, exhibitors should estimate them by considering experience time, operating hours, and the number of seats or devices available for demos, missions, or event participation.
Based on EIDETIC’s hands-on Gamescom operating experience, a useful working benchmark is to estimate B-level engagement at around 40 to 50 percent of booth visitors, while A-level playtest participation often falls around 20 to 30 percent, depending on device count and demo duration.
| Metric | Rate | KPI |
|---|---|---|
| Booth Visitors | Mid-size booth benchmark | 20,000+ |
| SNS Engagement – B Level | 45% | 9,000+ |
| Playtest Participants – A Level | 20% (may vary depending on device count and demo duration) |
4,000+ |
Merch Sales Rules
For exhibitors considering on-site sales, Gamescom allows merchandise sales under specific conditions. For a full breakdown of booth sales eligibility, Hall 5, and booth zoning, see our Gamescom Merchandise Rules FAQ. In principle, merchandise sales concentrate in Hall 5, the Merchandise Area. Sales inside an exhibitor booth in the B2C Entertainment Area become possible when all three conditions are met:
- • The booth is 600 square meters or larger
- • The merchandise is based on the exhibitor’s own IP
- • The sales zone occupies no more than 30 percent of the total booth area and stays visually integrated with the overall booth design
That matters strategically because merchandise can support two goals at once. It can expand the fan experience, and it can create a revenue opportunity inside the same branded environment. When teams plan that zone with care, the sales area becomes part of the IP story and part of the booth journey.
There’s More to Merch Strategy
When exhibitors build a merch strategy for Gamescom, the real questions go far beyond item selection.
- Which payment system makes the purchase flow easiest for international visitors?
- Is local production the better choice, or does overseas production offer more control?
- How should merch distribution change by booth traffic, event timing, or final-day inventory?
FAQ
Start with booth traffic for broad giveaways, then use engagement and participation targets for higher-tier rewards. C-level items should follow expected total visitors. B-level items should follow mission or social conversion targets — typically 40 to 50 percent of booth visitors. A-level items should follow demo or event throughput capacity. Gamescom 2025 drew 357,000 visitors overall, so even a modest booth can see meaningful volume across the full five-day event.
The best merchandise matches the visitor action you want to drive. Small, visual items work well for reach — character-based designs outperform logo-only items consistently. Bags, lanyards, and keyrings work well for light engagement because visitors keep using them across the halls. Higher-value, practical items work best for demo completion and longer waits. Strong results usually come from tiered planning rather than one universal giveaway.
Yes, under defined conditions. Booth sales in the B2C Entertainment Area require a booth of at least 600 square meters, merchandise based on the exhibitor’s own IP, and a sales zone that uses no more than 30 percent of the booth area while staying visually integrated with the overall booth design. Merchandise sales also concentrate in Hall 5, the dedicated Merchandise Area, which is open to all exhibitor categories.
A strong Gamescom merch strategy brings together IP storytelling, quantity planning, and on-site execution. EIDETIC supports global game brands with booth strategy, production, and Gamescom planning from concept to close of show.
Gamescom 2026 Booth Application, Location and Strategy
March 6, 2026
The Gamescom 2026 booth application process goes well beyond picking a size. This guide covers when and how to applyPlanning your Gamescom 2026 presence goes well beyond picking a booth size. This guide covers the application process, strategic hall selection, cost calculation, and how to brief an agency properly.
Gamescom 2026 Booth Application, Location Strategy
& How to Write a Winning RFP
In Part 1 of this series, we covered Gamescom 2026’s key dates, ONL sponsorship rates, and booth rental pricing. This time, we go deeper into the three questions we hear most from exhibitors planning their Gamescom 2026 booth application:
- ✔️ What is the booth application process, and what budget should I plan for?
- ✔️ Which halls and locations at Koelnmesse get the most visitor traffic?
- ✔️ What must be included in a Gamescom RFP?
How to Apply for a Gamescom 2026 Booth?
Apply before February 24, 2026. That single decision determines your booth location more than any other factor.
Gamescom assigns booth positions on a first-come, first-served basis. Early bird applicants receive approximately 10% off the standard rental rate — but the more valuable benefit is priority placement. Once the early bird window closes on February 24, the remaining positions are assigned from whatever space is left after priority applicants are placed.
The standard application deadline is July 15, 2026, but by that point the highest-traffic corridors are typically gone. Returning exhibitors also receive preferential treatment in location assignments, which means new entrants need to move even faster.
Key deadlines:
| Application Type | Deadline |
|---|---|
| Early Bird | February 24, 2026 |
| Standard | July 15, 2026 |
If you need main corridor visibility, early bird is not optional — it is the strategy.
Which Halls and Locations at Gamescom Have the Highest Visitor Traffic?
Over 70% of general visitors enter through Koelnmesse’s north entrance. From there, the dominant traffic flow runs through Hall 8 toward the main corridor connecting Halls 6, 7, 9, and finally Hall 10.
Understanding this pattern lets you maximize organic footfall without increasing your booth size.
Hall layout by year:
| Year | B2C Halls | Event Hall |
|---|---|---|
| 2024 | 6, 8, 9, 10 | Hall 7 |
| 2025 | 6, 7, 8, 9, 10 | Hall 2 |
| 2026 (expected) | 6, 7, 8, 9, 10 | TBC |
Hall 5 is dedicated to merchandise and goods.
The golden visitor route:
North Entrance → Hall 8 (Event Hall) → Main Corridor → Halls 6, 7, 9 (B2C) → Hall 10 (Indie)
Booths positioned along the main corridor between these halls benefit from natural, high-volume foot traffic. For exhibitors in Hall 10 (Indie Area), the instinct is to target the main entrance — but in practice, positions near the Hall 9 connecting passage consistently see higher actual visit rates.
Tip: Reference the previous year’s floor plan when selecting your position. Layout details shift year to year, but the core traffic patterns remain consistent.
What Does It Actually Cost to Exhibit at Gamescom 2026?
Booth rental is only part of the budget. Every exhibitor must also pay for energy usage, the AUMA fund contribution, and the mandatory gamescom NOW marketing package — and these add up quickly.
Korean exhibitors can consult with Linemesse (the official Korean representative of Gamescom) for guidance, but the booth application itself must be submitted directly through the official Gamescom online platform. Use the gamescom stand cost calculator to model your specific configuration before applying.
Mandatory fees added on top of rental:
| Item | Rate | Notes |
|---|---|---|
| Energy cost | €16.00/m² | Power and facility usage |
| AUMA fee | €0.60/m² | German Trade Fair Industry Fund |
| gamescom NOW package | €995 (B2C) / €337 (B2B) | Branding rights and online marketing |
Minimum booth size: 12 sqm.
Official rental fees and mandatory charges are only part of the budget. Use EIDETIC’s Booth Cost Estimator to calculate an initial planning range covering estimated booth rental, construction, and operational expenses.
✔️Pre-application checklist:
- • Consumer-facing game companies must apply for a B2C booth first — B2B eligibility depends on it.
- • Your B2B booth cannot exceed 1.5× your B2C area (e.g. 50 m² B2C = max 75 m² B2B).
- • Final booth assignment authority rests with the organiser, regardless of preference.
- • Cancellation after contract confirmation incurs a penalty fee — complete internal sign-off before submitting.
What Does a Gamescom Agency Handle
Once your booth is confirmed, the compliance and logistics work begins. This is where first-time international exhibitors are most likely to encounter unexpected delays or costs.
Typical agency scope for Gamescom 2026:
- • Booth design (content regulations vary by IP age rating / USK classification)
- • Organizer communication: structural approval, German safety regulation compliance, truss approvals, show service applications
- • Cosplay and multilingual on-site staff recruitment
- • Merchandise production
- • International logistics and customs coordination
- • On-site operations and risk management
Working with an agency that has handled these layers before — ideally with a local presence in Cologne — removes the most time-consuming and error-prone parts of the process.
What Must Be Included in a Gamescom 2026 RFP?
A Gamescom RFP is not a price comparison document. It is the brief that sets the quality ceiling for everything your agency produces. The more precisely you define your requirements, the better — and more comparable — the proposals you receive.
1. Event Information
- Event name, dates, venue
2. Booth Overview
- Number of titles and title names
- Participation objective
- Booth size (sqm)
- Space allocation per title (e.g. Title A 60% / Title B 40%)
- Whether you are participating as a main sponsor (affects design scope and available ad placements)
3. Proposal Requirements
- Overall concept direction
- Demo zone configuration (mobile / PC / console unit counts)
- Stage event planning
- Cosplay zone / photo zone
- Merchandise production (and merchandise budget as % of total)
- Staffing plan (note mandatory requirements, e.g. interpretation staff)
- Detailed cost estimate
4. Design Guide (assets required)
- BI logo files and brand color guide
- IP logos and character assets
- Reference footage or visual benchmarks
5. RFP Timeline
- RFP distribution date
- Q&A period
- Proposal submission deadline
- Submission format and required documents
- Selection announcement date
Pro tip: Share your evaluation criteria upfront. When agencies know what you’re prioritising — creative quality, budget efficiency, on-site experience — proposals focus accordingly. Quality goes up significantly.
Make Gamescom 2026 Count — Work with People Who’ve Done It Before
We have managed Gamescom B2C and B2B for major studios and publishers across Korea, the US, and China. Three things set us apart:
- • In-house operations — planning, marketing, and design handled by a dedicated in-house team, not subcontracted. Faster decisions, fewer handoff errors, and better responsiveness when things change on-site.
- • Local team in Cologne — EIDETIC staff based in Germany maintain ongoing relationships with the Gamescom organizer and local vendors, meaning smoother compliance and faster problem resolution.
- • Veteran show floor staff — Our multilingual operations team has worked multiple Gamescom editions and knows how to create an environment where players from any country feel at home.
See our Gamescom work — or get in touch to discuss your Gamescom 2026 plans.
Gamescom 2026 FAQ
The early bird application deadline for Gamescom 2026 is February 24, 2026. Early bird applicants receive approximately 10% off the standard rental rate and gain priority booth placement — high-traffic corridor positions are assigned to early applicants first.
Over 70% of visitors enter through Koelnmesse’s north entrance and follow the route: North Entrance → Hall 8 (Event Hall) → Main Corridor → Halls 6, 7, 9 (B2C) → Hall 10 (Indie). Booths along the main corridor see the highest natural foot traffic. Exhibitors in Hall 10 should prioritise positions near the Hall 9 connecting passage over the main entrance.
In addition to rental fees, all Gamescom 2026 exhibitors must budget for: energy costs at €16.00/m², the AUMA fund fee at €0.60/m², and the mandatory gamescom NOW marketing package (€995 for B2C, €337 for B2B). These are calculated automatically in the official Gamescom stand cost calculator.
Yes, but with conditions. Consumer-facing game companies must apply for a B2C booth first — B2B booth eligibility depends on it. For B2B-only participation, an additional €500 surcharge applies. The B2B booth size is also capped at 1.5× the B2C area.
A Gamescom RFP should cover five areas: event information (dates, venue), booth overview (title count, size, space allocation per game), proposal requirements (concept, demo zones, stage events, merchandise, staffing plan), design guide (logo files, brand colors, IP assets), and RFP timeline (Q&A period, submission deadline, selection date). Sharing your evaluation criteria upfront significantly improves proposal quality.
Gamescom 2026: Everything Exhibitors Need to Know
February 18, 2026
From early bird registration to on-site strategy — everything you need to know about Gamescom 2026, Europe’s largest gaming event.
Gamescom 2026 Everything Exhibitors Need to Know
Why Gamescom 2026 Should Be on Your Radar
Gamescom 2026 is shaping up to be the most ambitious edition of Europe’s largest gaming event yet. Held every August at the Koelnmesse complex in Cologne, Germany, Gamescom has become the definitive stage where the gaming industry reveals its future. With record-breaking attendance of 357,000 visitors from 128 countries in 2025 and over 630 million digital impressions worldwide, this is no longer just a European trade show — it is the stage where the gaming industry reveals its future.
For studios, publishers, and gaming brands aiming to reach both industry professionals and passionate consumers, Gamescom 2026 offers unmatched dual access to B2B and B2C audiences in a single event. Whether you are launching a new title, scouting partnerships, or building brand awareness on a global scale, a presence at Gamescom 2026 could be the most impactful marketing investment you make this year.
Why Gamescom 2026 Is the One Event You Can’t Skip
Gamescom 2026 is Europe’s largest gaming event — and after a record-breaking 2025, expectations are higher than ever. If you’re a studio, publisher, or gaming brand looking to reach both industry insiders and consumers on a global stage, Gamescom 2026 is the most cost-efficient, high-reach event on the calendar.
Gamescom 2025 at a Glance
Before planning for 2026, it helps to understand just how big Gamescom has become.
| Metric | 2025 Figure |
|---|---|
| Venue | 233,000 m² across Koelnmesse |
| Total Visitors | 357,000+ from 128 countries |
| Exhibitors | 1,568 companies from 72 countries |
| B2B Trade Visitors | 34,000+ |
| Opening Night Live Views | 72 million (live) |
| ONL Total Online Reach | 630 million+ impressions |
These numbers make one thing clear: Gamescom is no longer just a European trade show. It is one of the most-watched moments in the global games calendar.
Gamescom 2026 Key Dates & Schedule
| Program | Dates |
|---|---|
| gamescom dev (formerly devcom) | August 23–25, 2026 |
| Opening Night Live | August 25, 2026 (evening) |
| Business & Media Day | August 26, 2026 |
| B2B Days | August 26–28, 2026 |
| B2C / Public Days | August 26–30, 2026 |
| Venue | Koelnmesse, Cologne, Germany |
B2B runs Wednesday through Friday — dedicated to publishers, platform holders, press, and investors. B2C opens Thursday through Sunday, bringing in hundreds of thousands of consumers ready to play, react, and share. One event, two entirely different audiences.
gamescom dev (the former devcom conference) now runs under the Gamescom umbrella — a useful pre-show window for developer-focused networking and sessions before the main event begins.
Opening Night Live 2026
Opening Night Live (ONL) is the annual pre-show broadcast hosted by Geoff Keighley. In 2025 it drew 72 million live viewers and 630 million total online impressions — making it one of the highest-reach moments in gaming media.
Sponsorship in ONL is a separate investment from your booth, with minimum eligibility requirements (B2C booth of 100 m²+ or an official B2C activation).
ONL 2026 Integrated Airtime Rates
| 30 sec | 60 sec | 90 sec | 120 sec | 150 sec | 180 sec | |
|---|---|---|---|---|---|---|
| Pre-show | €63,000 | €92,000 | €120,000 | €150,000 | €180,000 | €210,000 |
| Main Show | €155,000 | €225,000 | €300,000 | €370,000 | €440,000 | €510,000 |
ONL sponsorship is best suited to brands with a major announcement or launch timed to Gamescom — the audience is already primed for reveals.
Booth Registration for Gamescom 2026
The single most impactful decision you’ll make is when you register. Early bird applicants get approximately €15/m² off the standard rate and, more importantly, priority booth placement — high-traffic locations go fast.
Applications are submitted through the official Gamescom exhibitor portal and go through a review process before hall and location assignments are made. Companies with consecutive years of participation often receive preferential placement.
Booth Registration & Location Tips
Gamescom 2026 Exhibitor Checklist
- • Register early — save on costs and lock in a prime location before inventory runs out.
- • Define your objective — B2B deal-making, consumer activation, media coverage, or all three? Your goal determines everything from booth size to staffing.
- • Build a demo-first experience — hands-on content consistently outperforms passive displays in footfall and social sharing.
- • Coordinate logistics early — Cologne has strict build-up schedules and customs requirements for international shipments. Factor these in from the start.
- • Align your digital strategy — Gamescom generates massive social buzz. Plan your influencer outreach and press moments around the event window.
- • Book accommodation immediately — with 357,000+ attendees, hotels in Cologne fill up months in advance.
Make Gamescom 2026 Your Biggest Stage Yet
EIDETIC is a global experiential marketing agency specializing in gaming and tech events. Our edge at Gamescom comes from three things:
- ✔️In-house production — strategy, design, and fabrication handled internally, not outsourced.
- ✔️Local team in Germany — staff based in Cologne who know Koelnmesse, its regulations, and its logistics inside out.
- ✔️Gamescom veterans — we’ve been on this show floor across multiple editions. We know what works, what doesn’t, and how to avoid the surprises that derail first-timers.
Whether you’re exhibiting for the first time or scaling up an existing presence, we handle the complexity so your team can focus on what matters: the show.
2025 Gamescom Booth Registration & Location Tips
March 15, 2025
2025 Gamescom Booth Registration & Location Tips
How to Book a Booth at Gamescom 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.
The Earlier, The Better:
Gamescom Booth Application
- • Early Bird Registration Deadline: February 21, 2025
- • Regular Registration Deadline: July 9, 2025
How much does it cost to book a Gamescom booth early?
- • Discounted Booth Fees – Gamescom early bird applicants receive an estimated 10% discount compared to regular registration.
- • Priority in Booth Location Selection – The earlier you apply, the better your chances of securing a high-traffic 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.
Gamescom Booth Location Tips:
High-Traffic Areas & Visitor Flow
The Gamescom 2024 hall plan highlights the busiest visitor pathways inside the venue. Reviewing past layouts can help you choose the best booth location.
- • 2023 B2C Halls: 6, 8, 9, 10 (Event Hall: 7)
- • 2024 B2C Halls: 6, 7, 9, 10 (Event Hall: 8)
- • 2025 B2C Layout: Subject to change
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
💡 Key Booth Location Tips
📍 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.
2025 Gamescom Booth Cost
All booth applications must be submitted through the official Gamescom website. Since pricing varies based on booth type and size, careful planning is essential.
Types of Booths & Pricing Factors
- • B2B-only vs. B2C+B2B participation impacts cost and eligibility.
- • Booth types such as Corner Stand or Island Stand have different pricing structures.
Mandatory Additional Fees
In addition to the base rental fee, mandatory additional charges apply:
- • Energy Fee – €16.00 per sqm (covers electricity & facility usage)
- • AUMA Fee – €0.60 per sqm (German trade fair promotion fund)
- • Gamescom Now Package – Marketing & promotional fee (€975 for B2C booths, €330 for B2B booths)
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.
Essential Booth Application Rules
Before applying, keep in mind the following:
- 1. B2C booth required for consumer-targeted (end-user) games.
- 2. B2B booth size must not exceed 1.5x the B2C booth size. For example, if your B2C booth is 50 sqm, your B2B booth can be up to 75 sqm.
- 3. Booth assignments are determined by the organizer.
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.
Eidetic Marketing – Your Gamescom B2B Partner
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:
Why Work with EIDETIC for Gamescom 2025?
- ✔️ In-House Expertise: Unlike ad agencies or third-party event firms, EIDETIC has dedicated teams for planning, marketing, and design, ensuring seamless communication and execution.
- ✔️ Local Team in Germany: With staff based in Cologne, we navigate complex local regulations and logistics, minimizing risk for exhibitors.
- ✔️ Multilingual Event Staff: Gamescom attracts diverse attendees, making experienced multilingual staff essential. Our team ensures smooth interactions with international gamers and industry professionals.
💡 Behind-the-Scenes at Gamescom with EIDETIC!
Gamescom 2025: Essential Guide for Exhibitors
March 9, 2025
Gamescom’s Popularity Continues to Rise
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 Schedule & Key Programs
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.
Gamescom Opening Night Live (ONL)
Gamescom ONL: A Global Branding Opportunity
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.
Gamescom 2025 ONL Sponsorship & Costs
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’s Massive Exhibition Hall – Koelnmesse
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.
Gamescom Hall Plan
- [B2B Area] → Hall 2, 3, 4
- [B2C Area] → Hall 6, 7, 9, 10
- [Merchandise Area] → Hall 5
- [Event Area] → Hall 8
📍 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.
How to Get the Best Booth Location at Gamescom 2025
Game companies planning to exhibit should apply during the early bird period (~Feb 21) to secure a better booth location and save on costs.
High-Traffic Booth Placement
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!
Eidetic Marketing – Your Gamescom B2B Partner
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:
Why Work with EIDETIC for Gamescom 2025?
- ✔️ In-House Expertise: Unlike ad agencies or third-party event firms, EIDETIC has dedicated teams for planning, marketing, and design, ensuring seamless communication and execution.
- ✔️ Local Team in Germany: With staff based in Cologne, we navigate complex local regulations and logistics, minimizing risk for exhibitors.
- ✔️ Multilingual Event Staff: Gamescom attracts diverse attendees, making experienced multilingual staff essential. Our team ensures smooth interactions with international gamers and industry professionals.
💡 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!
Eidetic Marketing Gamescom Works
2024 Gamescom Exhibitors Guide (booking, schedule, service)
July 2, 2024
2024 Gamescom Exhibitors Guide (booking, schedule, service)
Welcome to the comprehensive guide for exhibitors at Gamescom 2024. This guide will provide essential information to ensure a successful and smooth experience at one of the world’s largest gaming conventions.
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Increasing Exhibitors
As of February 29, 2024, early bird registration for Gamescom 2024 has closed. This year, Gamescom has seen a 21% increase in the number of exhibitors compared to its record-breaking year in 2019. This represents a 28% increase over 2023, with a 66% rise in booked exhibition space. A total of 42 countries have registered early, with many participating through national pavilions. Confirmed participants include South Korea, the United Kingdom, the United States, Australia, Belgium, France, Greece, the Netherlands, Spain, Switzerland, and Turkey.
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Gamescom Exhibitors Guide #1
Schedule
The official schedule for 2024 Gamescom is from Wednesday, August 21 to Sunday, August 25.
The event will have separate schedules for the B2B (Business Area) and B2C (Entertainment Area) sectors. Please refer to the following table for details:
- • B2B (Business Area): Open for business meetings and networking.
- • B2C (Entertainment Area): Open for general public entertainment and consumer engagement.
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Gamescom Exhibitors Guide #2
Exhibition Hall
Gamescom is held at the massive Koelnmesse exhibition center, covering an area of 700,000 square meters, making it the largest gaming show globally. The exhibition is divided into B2C, B2B, merch store, and event areas.
- • B2B Halls: Halls 2-4
- • B2C Halls: Halls 6-10
- • Merchandise Hall: Hall 5
- • Gamescom ONL1 Event: Hall 7
You’d better download the following Gamescom hall plan images on your phone in advance!
Navigating the vast Koelnmesse center can be challenging, so it is advisable to save the map on your phone. Entry points are located at the east, west, south, and north gates.
Other useful links and downloads
Make sure to determine which entrance is closest to your destination hall. Maps are also available at hall entrances, where “Level 1” and “Level 2” indicate the floors.
Since the B2B area spans multiple floors, plan your movements with ample time, especially if you have scheduled meetings. For shortcuts, refer to the additional post linked in the guide.
Gamescom Exhibitors Guide #3
Booking a Booth
With the early bird period concluded, booth applications now follow regular pricing. Booth costs at Gamescom include rental fees, energy costs, deposits (facility usage fees), and mandatory contributions to the German Trade Fair Industry Fund.
Gamescom Booth prices vary based on type (e.g., corner stand, island stand), so calculate costs on the Gamescom business site before applying.
Booth applications are only accepted online. Note that costs differ if you only rent a B2B booth, so verify prices on the site in advance. Key regulations for booth rental include:
- B2B rental cannot exceed 1.5 times the B2C rental area.
- Consumer-related (end-user) game companies must apply for a B2C booth to rent a B2B booth.
- Booth allocation is at the discretion of the organizer.
- Deposits (facility usage fees) are settled after the exhibition concludes.
Once your booth rental is confirmed, it’s just the beginning. Ensure you understand booth installation regulations, design restrictions, and undergo the design approval process.
Working with an agency can help navigate these requirements efficiently.
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Gamescom Agency: Eidetic Marketing
Eidetic Marketing, the agency behind successful campaigns for HYBE IM and BMW at Gamescom 2023, combines global talent and local trends to help game companies achieve their KPIs. Our strategic planning aligns with on-ground execution, delivering seamless and effective results.
Given the diverse international audience at Gamescom, multilingual staff are crucial. Our global team speaks English, German, Japanese, Chinese, and French, ensuring smooth communication and engagement with visitors. Our positive energy and cohesive teamwork resonate well with attendees.
As a dedicated Gamescom agency, our strengths lie in trend-aligned exhibition planning and robust execution. From operational know-how to dining recommendations, our extensive local knowledge adds significant value.
We look forward to another exciting and successful Gamescom this year!
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Next: Gamescom Real Tips for Exhibitors From Parking to Store
- Opening Night Live ↩︎
