adminGamescom growth has become a prominent topic in the gaming events industry, with rising exhibitor numbers, strong ticket sales and an expanding international presence. In an interview at Gamescom Latam, Tim Endres of Koelnmesse and Stefan Heikhaus of the German Games Industry Association discussed the event’s plans, public support for game development and the opportunities—and challenges—of bringing the Gamescom brand to new regions.
Image credit: GamesIndustry.biz
Gamescom growth and the event’s expanded program
Tim Endres said exhibitor numbers had risen by more than 15% and ticket sales were progressing well ahead of the August event. One major change is the integration of Gamescom Dev into the wider Gamescom program. Previously part of the same week, Gamescom Dev is now set to begin on Monday, August 24.
Endres described the integration as more than a name change. Gamescom Dev, Gamescom Congress and the political opening are being brought into a shared event framework, with stages and business activities connected across the program. Gamescom Biz, the digital business platform, is also part of this structure.
Practical takeaway: Attendees planning business meetings can review the program and matchmaking options in advance, since the integrated format is designed to bring industry participants together in one place.
Tim Endres | Image credit: Gamescom
Ticket demand and comparisons with GDC
Asked whether Gamescom’s ticket momentum was related to declining attendance at GDC, Endres said it was difficult to draw a direct connection. He declined to comment on another event’s position, instead pointing to Gamescom’s own development, including investment during the pandemic and the growth of its digital platforms.
In his view, the combination of in-person and digital activity has helped create a format that works for the industry. That hybrid approach allows the event to serve both people attending in person and those connecting through online business tools.
What it takes to build a major gaming event
Stefan Heikhaus said an event on Gamescom’s scale cannot be created quickly. Its development involved decisions about location, direction, pricing and relationships with exhibitors. He noted that organizers considering a new event should expect a gradual process and start at a manageable scale.
Gamescom’s move from Leipzig to Cologne was one of the decisions he cited as part of its evolution. The broader lesson for event planners is that sustainable growth depends on several factors working together, rather than on a single headline attraction.
Government support and the public image of games
Heikhaus said government assistance can help grow a market, and identified tax support as an effective form of backing. In his account, support can help a region reach a threshold where game development becomes established and attracts more companies and talent.
He also acknowledged that public funding remains a subject of discussion in Germany. He said dialogue among governments, developers, the games industry and the community is important when shaping support programs.
Heikhaus believes Gamescom has helped change how people and policymakers view video games over the past 20 years. He described a shift away from a strongly negative perception toward a more considered understanding of the medium’s positive aspects. Seeing large numbers of people enjoying games at the event can also give policymakers a direct impression of the community.
Why Gamescom expanded to Latin America
Endres described Gamescom as an ecosystem for the global gaming community, rather than a single event in August. He said Latin America is a fast-growing and dynamic market, which made Brazil a natural place to develop Gamescom Latam.
Heikhaus explained that expanding the brand internationally requires the right partners and circumstances. Gamescom Latam combined the Gamescom organization’s experience with the established BIG Festival, led by Gustavo Steinberg and his team. He compared this approach with Gamescom Asia, which merged with the Thailand Game Show.
Gamescom Latam took place in São Paulo from April 30 to May 3 | Image credit: GamesIndustry.biz
Gamescom Latam’s goals and exhibitor growth
Endres said Gamescom Latam had seen strong exhibitor growth, while emphasizing that its third edition should not be expected to match Gamescom in Cologne, which had more than 1,500 exhibitors. Each region has its own circumstances, and he said the event needs time to develop.
The show is intended to serve the Latin American market. It offers a place for companies seeking to enter the region, build business relationships, present games to local audiences and make announcements with wider relevance. Heikhaus added that it would take time to judge how the international events develop: Gamescom was in its 17th year, while Gamescom Latam was only holding its third edition.
The Nintendo booth at Gamescom Latam 2026 | Image credit: GamesIndustry.biz
Addressing exhibitor concerns and supporting indie developers
Asked about criticism from exhibitors concerning penalties for leaving booths at a previous Gamescom Latam, Heikhaus said the local team handled the issue with support and advice from the wider organization. He said the team had resolved the problems and made program changes intended to avoid a repeat.
Those changes included dedicated zones for BIG Festival games and a development area in which hundreds of games applied for a place and 10 were selected. Endres also said Gamescom planned to invest a six-digit sum in its Gamescom Awesome Indies Showcase, providing independent developers with a digital platform to present their work.
Practical takeaway: Indie developers interested in showcase opportunities should check the event’s current application criteria and deadlines, as selection and program details may vary between editions.
Gamescom growth: what to watch next
The interview points to several factors behind Gamescom growth: investment in hybrid services, closer integration of business and development activities, and partnerships that support regional expansion. The organizers said they were focusing on Gamescom Cologne, Gamescom Latam and Gamescom Asia, with no plans at the time of the interview to launch another event in the following year. For exhibitors and developers, the next useful indicators will be how attendance, participation and support programs develop across these three events.
This interview has been edited for length and clarity.
