[Interview] Gamescom operator talks about the past and future of Europe's largest gaming event [gamescom]

Europe's largest gaming event ``Gamescom'' has grown into a major event that now attracts over 300,000 visitors in the 15 years since it was first held in 2009. We spoke to Tim Endres, director of gamescom at Cologne Messe, which operates gamescom, and Stefan Heikhaus about its history and future prospects.

4Gamer： Please tell us about the history of gamescom. What kind of changes have you made since the first event until now?


Mr. Tim Endres (hereinafter referred to as Mr. Endres) Over the past 15 years and 16 times, gamescom has grown significantly and established itself as the world's "Heart of Gaming." Our goal from the beginning was to create a home for all gaming communities, whether B2B or B2C.

So far, we have introduced various formats such as e-sports tournaments, cosplay contests, indie areas, card & board game areas, as well as the free adventure game ``gamescom epix'' that can be played on the website, and the content hub ``gamescom now.'' I'm doing it.
Now, digital events such as gamescom Opening Night Live and gamescom Awesome Indies have become globally recognized.


Mr. Stefan Heikhaus (hereinafter referred to as Mr. Heikhaus) For B2B, there is a business area, ``devcom'' conference for developers, gamescom biz, gamescom invest circle, etc. Furthermore, to support creators, we have created dedicated spaces such as a creator co-working space and gamescom creator academy. These efforts demonstrate our commitment to continuing to meet the evolving needs of the gaming industry.



4Gamer：
Please tell us about the trends in the number of visitors to gamescom. What kind of growth has it achieved since its inception? Also, what do you think is the reason for this growth?

Mr. Endres:
gamescom has achieved remarkable growth since 2009. Visitor numbers rose to 228,000 in 2009, 320,000 in recent years, and 373,000 at the pre-pandemic peak. However, in order to ensure the quality of their stay, we are currently intentionally limiting the number of visitors. Through this measure, we aim to improve the overall quality of the event.

Gamescom's growth is also reflected in a significant increase in the number of exhibitors. The number of companies has increased from 450 in 2009 to more than 1,400 in 2024, and the exhibition space has doubled from 120,000 square meters to 230,000 square meters. The number of trade visitors has also increased from 17,000 to 31,000 by 2023.
Additionally, we aim to expand gamescom's international digital reach, with 33 billion views online last year alone, with over 70 million views on gamescom's own channels.

Mr. Heikhaus:
There are several factors contributing to this growth. First, the continued expansion and diversification of the gaming industry has drawn a broader audience to the event. This is particularly due to the fact that the event was held in Cologne and at the same time was held digitally, making it a hybrid event.

Secondly, gamescom provides new content every year according to industry trends and needs, and as a result, it attracts many visitors every year. In addition, it has strengthened its position as a major networking hub for industry professionals, and its growing reputation is likely contributing to the increase in visitor numbers.

4Gamer：
What are the main features that differentiate gamescom from other gaming events?

Mr. Heikhaus:
What sets gamescom apart from other gaming events is that it is more than just a platform for game announcements. gamescom is a celebration of gaming culture as a whole and caters to a variety of interests within the gaming community. In addition to previewing the latest games, we also cover related areas such as cosplay, anime, manga, streaming shows and movies, board games and trading card games.

Gamescom is not just a place to play games, it's also a place to connect with people, discover new communities, and share your favorite hobbies. The accompanying city festival further enhances this festive atmosphere and emphasizes that gamescom is the world's largest games festival.

The hybrid approach also makes gamescom more than a physical event. Again, events go beyond Gamescom's physical boundaries, with shows like Gamescom Opening Night Live and Gamescom Awesome Indies, and Gamescom Epix, a free adventure game that you can play and earn rewards on the web. It is spreading.

Director of gamescom at Koelnmesse Tim Endres

Stefan Heikhaus, Director of gamescom & Events at game

4Gamer：
Please tell us more about the reason for the transition from gamescom's predecessor, Games Convention, to the current gamescom, and the impact that decision had on the event.

Mr. Heikhaus:
Games Convention held a special place in our hearts for industry veterans and some in the community, but as the event grew, we were reaching our limits in Leipzig. The move to Cologne was therefore a strategically sound decision. Without Cologne and our partner Cologne Messe, gamescom would not have been able to develop as much as it has over the past 15 years.

4Gamer：
Have there been any changes in the trends of exhibitors and visitors at gamescom in recent years? Please let us know if there are any new trends that are particularly noteworthy.

Mr. Endres:
There is a positive trend in 2024 with more exhibitors participating in gamescom than ever before. We are very excited to have 2K and Electronic Arts returning to gamescom, as well as the likes of The Pokémon Company participating for the first time.

This trend is not a coincidence, as gamescom offers an attractive platform that goes beyond traditional event booths. For example, we'll be showing a new game trailer at gamescom Opening Night Live on Tuesday, and then showing off a demo to international and local press and creators. As they share their news with a global audience and participate in interviews at Gamescom Studios, fans can learn about the game while playing Gamescom Epix and solving exclusive quests.

Our service offering is expanding and we offer exhibitors many options to participate and make their presence felt in communities not only in Cologne but also digitally around the world.

4Gamer：
What kind of impact do you think gamescom is having on business development in the game industry? If you have any specific examples, please introduce them.

Mr. Heikhaus:
　gamescom serves as an important platform to foster B2B relationship building and networking. We foster the dynamic development of the gaming sector by providing a place for industry experts to connect, discuss possible cooperation and achieve business goals.

gamescom also supports small developers and content creators through initiatives like the gamescom Creator Academy. This initiative helps new talent professionalize their skills and establish themselves in the industry, contributing to new business growth and the overall vibrancy of the gaming industry.
Additionally, through expansion into markets such as Asia and Latin America, gamescom is developing new business opportunities within these industries and fostering international exchange.

4Gamer：
With the rise of e-sports, how is the positioning of e-sports changing at gamescom? Please tell us about your future prospects.

Mr. Endres:
Esports has played an important role in gamescom's history. We have held many tournaments in the past and are evolving according to the needs of the esports community.
In 2019, we launched an event arena, where the ESL Counter-Strike Championship was held. Additionally, gamescom LAN will be held for the first time in March 2024. This was one of the largest LAN parties in Germany, with the participation of many partners and content creators, and various tournaments between players.

4Gamer：
What opportunities does gamescom offer to indie game developers?

Mr. Endres:
Gamescom provides indie game developers with an important platform to showcase their games to a wide audience, including industry experts, and receive direct feedback. More than 150 indie games are exhibited in the indie area every year.
In addition, the gamescom Awesome Indies Show will showcase the best indie titles that attract viewers from around the world. This exposure increases the chances that indie games will be noticed by publishers, investors, and media personnel.

Also, the Devcom Developer Conference, Europe's largest industry conference, will be held just before Gamescom, providing further opportunities for developers. Developers can connect with thousands of stakeholders, present their ideas on stage, and showcase their games on a dedicated EXPO floor. This combination of exposure and networking makes gamescom a must-see event for indie developers.

4Gamer：
What changes have occurred in gamescom's operating method and strategy after the coronavirus pandemic? In particular, please tell us about your experience with hybrid online and offline events and your future plans.

Mr. Heikhaus:
Even before the pandemic, Gamescom launched Gamescom Opening Night Live in 2019, pioneering the hybrid format. During the pandemic, we quickly moved to an all-digital event, connecting our community through platforms like gamescom now, and continuing our major shows online.
With 320,000 visitors returning in 2023, it is clear that demand for in-person experiences remains high. However, a hybrid model that seamlessly integrates physical events and digital offerings is central to our strategy and critical to gamescom maintaining its position as the world's largest games festival. Formats like gamescom epix have the potential to grow and play an even more important role as part of our digital offering. We invite everyone to join us in this adventure.

4Gamer：
Please tell us about the importance of Business Day at gamescom. How do you facilitate networking among industry participants?

Mr. Endres:
Gamescom's Business & Media Day is very important as it focuses entirely on the business side of the industry. Attendance on this day is limited to trade visitors and media, making it a great opportunity to strengthen networking and partnerships.

To further strengthen connections between industry professionals, gamescom offers matchmaking opportunities through platforms like gamescom biz to connect the right people, smooth engagement with business partners, and identify specific opportunities. We're simplifying the targeting process.

I would like to emphasize once again the importance of these aspects. There is no better place to build business and build relationships. Build relationships with industry experts as well as journalists and creators. It helps the people you meet at gamescom grow in many ways. That would be very special.

4Gamer：
How are trends in the international game market affecting gamescom's strategy?

Mr. Endres:
The growth of the Asian market in countries like China and South Korea has had a major impact on gamescom. These markets are highly dynamic and offer significant opportunities for international expansion. For this reason, we are stepping up our internationalization efforts, organizing specialized events like gamescom asia, and forming strategic partnerships to increase our relationships in these regions.

Additionally, the presence of Asian studios is clearly increasing in Cologne. Compared to gamescom 10 years ago, there are more Asian publishers and studios exhibiting their work these days. This is probably because their games are getting bigger and expanding into the European market.

4Gamer：
Looking back at gamescom's history, is there any moment or turning point that stands out to you the most? Can you tell us how it affected the event or the industry?

Mr. Endres:
Every year there are new discoveries and I always feel excited. This is what makes gamescom special. We are constantly adapting to the needs of the industry and our fans.
Some memorable turning points include the holding of gamescom Opening Night Live and the introduction of the B2B networking platform "gamescom biz." Additionally, we have added a new ``cards & boards'' area as a visitor survey showed high demand. Most impressively, in 2017, then-German Chancellor Angela Merkel attended the opening ceremony.

Every year is important, and each year we gain new insights and understand what our community needs. Of course, the pandemic has had a huge impact on the events industry as a whole, but by overcoming its challenges we have grown stronger.
Through this experience, we have created many formats that support the hybrid approach. I look forward to seeing what changes will be brought in the future.

4Gamer：
　Gamescom is also held in regions other than Germany, such as Asia. Please tell us more about this global expansion strategy. What are the characteristics of the event in each region and how is it different from the original event held in Cologne?

Mr. Heikhaus:
Our expansion strategy aims to increase the global presence of the gamescom brand and targets key markets. Latin America and Asia are emerging as important regions for the gaming industry, and we are launching satellite events in these regions.

This expansion will allow exhibitors to collaborate effectively with these markets. Each regional event is tailored to local needs and has different characteristics from the original event in Cologne.

Gamescom Asia is the leading platform for game developers and publishers in Southeast Asia, hosted by Koelnmesse Singapore, and provides a comprehensive showcase of gaming culture. Also, gamescom latam, held for the first time this year, will be the largest gaming event in Latin America, combining gamescom and BIG Festival. Features include game announcements, cosplay, board games, esports, and a business area for industry professionals.
Each satellite event has its own unique characteristics, but each is an event with the heart of gamescom.

4玩家：
有计划在全球范围内进一步传播科隆游戏展品牌吗？

海克豪斯先生：　
拉丁美洲科隆游戏展距离首次举办才过去几个月，因此现在谈论未来在其他地区举办的可能性可能还为时过早。现在我很期待看到这个事件如何发展。他们宣布明年规模将扩大一倍。
Gamescom Asia 也将于 2023 年首次向公众开放。此次活动也发生了较大的变化，我也将持续关注其进展。

4玩家：
您如何看待与东京电玩展等现有大型游戏活动的关系？请告诉我们竞争或合作/共存的可能性。

海克豪斯先生：
没有什么可以取代能够尝试您喜爱的系列或您等待多年的游戏的新版本所带来的纯粹兴奋。同样重要的是这些活动的商业方面。结识新朋友的机会是独一无二的。这就是为什么我们相信像游戏这样的情感媒体未来将继续需要科隆游戏展和东京电玩展这样的实体活动。

因此，我们不应该竞争，而应该互相学习才能成长。我们已经在这样做了。知识交流对我们来说非常重要。归根结底，无论是gamescom还是TGS，我们想要的都是为世界各地的游戏玩家提供精彩的活动。这不是一件非常美好的事情吗？

4玩家：
未来五年你们打算如何发展科隆游戏展？

恩德雷斯先生：
我们希望进一步扩大科隆游戏展的全球影响力，并继续确立我们在游戏界的地位。我们已在亚洲和拉丁美洲成功举办了卫星活动，现在正致力于与科隆旗舰活动一起加强这些努力，吸引国内外参展商和参观者。我们的目标是不断增加卫星活动的数量。
我们还计划进一步开发混合模式，将科隆的实体活动与世界各地的数字体验相结合，我们还将改进我们的数字展览。

4玩家：
随着可持续发展和环境考虑变得越来越重要，科隆游戏展采取了哪些举措？也请告诉我们您未来的计划。

海克豪斯先生：
​gamescom 已成为一个环保的游戏盛会，其规模如此之大、理念如此包容，在同类活动中尚属首次。 Gamescom 组织者科隆展览公司的目标是通过减少、避免和抵消二氧化碳排放，使 Gamescom 在中长期内变得更加环保。

这意味着不仅主办方有责任，参展商和观众也有责任。例如，我们因此种植了 26,000 平方米的 gamescom 森林。我们致力于每年扩大我们的可持续发展努力。除了我们 2023 年的努力之外，特别是在能源管理、展位搭建和食品供应方面，今年的科隆游戏展还将重点关注减少不可重复使用的材料。

4玩家：
非常感谢。

​Gamescom 已经超越了一个简单的游戏展览的框架，发展成为一个庆祝整个游戏文化的场所。令人印象深刻的是，该活动不断变化以满足时代的需求，例如混合活动、全球扩张和可持续发展举措。

未来，计划加强亚洲和拉丁美洲的卫星活动，并进一步开发数字体验。正如 Heikhaus 所说，“我们不竞争，而是互相学习以成长。” Gamescom 的目标是继续为世界各地的游戏玩家提供出色的体验。作为游戏行业的中心盛会，我很愿意关注科隆游戏展的发展。
Gamescom 2025将于8月20日至24日举行。

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