[Interview] gamescom 2025 Records All-Time High of 350,000 Attendees. What Drives the Operations Strategy Behind the World's Largest Gaming Event?
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/991/G999110/20251007026/
Deputy Editor-in-Chief: Noguchi | 2025/10/09 02:00 (UTC)
Europe’s largest gaming event, “gamescom,” was held in Cologne, Germany, as usual in August 2025, drawing a record-breaking attendance of 357,000 visitors. The gamescom Opening Night Live event held the day before the main show achieved 72 million views. Business attendees exceeded 34,000, with particularly strong increases from the United States, China, Canada, and Japan.
What lies behind this success? And how will it continue to lead the global gaming industry going forward? We conducted a written interview with Tim Endres, Director of gamescom at Koelnmesse, and Stefan Heikhaus, Game Director & Event Head.
Official gamescom Website
Game Director of gamescom & Event Stefan Heikhaus
Director of gamescom Tim Endres
4Gamer:
How do you evaluate this year’s (2025) attendance and number of exhibitors?
Tim Endres (hereafter, Endres):
gamescom 2025 set new benchmarks across every dimension. Attendees came from 128 countries totaling 357,000 people; exhibitors represented 72 countries with 1,568 companies, and pavilions from 40 nations participated. In business terms, we welcomed over 34,000 trade visitors—with particularly strong growth from the United States, China, Canada, and Japan.
Digitally, we recorded more than 630 million video views by August 23, including 72 million views for Opening Night Live alone. To sum up—this was gamescom’s most successful, international, and impactful edition yet.
4Gamer:
Compared to 2019 or 2024, what notable characteristics marked the “qualitative growth” of gamescom and changes in its attendee demographics?
Stefan Heikhaus (hereafter, Heikhaus):
Qualitative growth means enhancing the overall experience—not just chasing numbers. Compared to 2024, we expanded our total exhibition area by approximately 230,000 square meters, relocated the event arena, added one new entertainment hall, expanded the indie zone to its largest size ever, and enhanced the outdoor area.
These improvements boosted comfort, discoverability, and dwell time. Attendee demographics have also become more global and diverse, with noticeable increases from North America and Asia in addition to Europe.
Additionally, our digital following has grown significantly. While 2019 was the first year we held Opening Night Live, since then both the show and digital initiatives have evolved dramatically—so much so that they’re no longer comparable to five years ago. The most significant shift lies not just in enriching on-site experiences but also in achieving large-scale audience expansion through digital platforms.
4Gamer:
Were there any standout titles or exhibition trends this year?
Heikhaus:
We anticipated two major trends ahead of time.
First, the rise of games for three generations to enjoy together. In Germany, player average age is increasing, and it’s common to see grandparents, parents, and children playing games side by side. At the event itself, families explored retro & family zones while experiencing gaming history, or stood in long queues just to try out the latest AAA titles.
Second, there’s a growing trend of carrying blockbuster experiences with you—thanks to advancements in gaming devices. Experiences once limited to high-end PCs can now fit into a backpack. At gamescom, attendees could experience this firsthand through new hardware like Switch 2 and ROG Xbox Ally, both of which made a strong impression.
4Gamer:
Were there any challenges in venue operations or crowd management that became particularly apparent this year?
Endres:
Immediately after the event, we carefully reviewed feedback from exhibitors, trade visitors, press, content creators, and communities. We’re assessing what worked well and where improvements are needed to further enhance the experience for 2026.
While it’s too early to list specifics, our mission remains constant: continuous improvement. As the world’s largest gaming event, we’re committed to delivering the best possible experience to the global community.
4Gamer:
How do you plan to optimize the balance between physical venues and online streaming (ONL/streaming) in the future?
Endres:
Hybrid is our standard approach. The live festival in Cologne remains the core of the experience, while digital programming extends it globally. Going forward, we’ll strengthen broadcast production, create new partnerships, and streamline costs to design programs that serve both on-site audiences and viewers worldwide. We aim to surpass this year’s 72 million views for Opening Night Live and cumulative 630 million video views.
4Gamer:
From discussions at devcom and gamescom congress, what themes in the gaming industry’s future are you particularly focused on?
Heikhaus:
Two clear insights emerged from these events:
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The gaming industry is defined by constant change—driven by technological innovation and adaptability. Developments happen quickly, making predictions difficult.
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Themes important to communities are as broad as they are diverse: AI, social responsibility, community building, creating pure fun—there are countless forces currently shaping the industry.
What makes gamescom special is our ability to continuously adapt formats to meet these needs and provide platforms for discussion and solutions. The key reason behind our past success has been our refusal to stop evolving.
4Gamer:
What kind of feedback have you received from exhibitors or publishers?
Heikhaus:
They highly value the international reach, direct community engagement, and strong B2B opportunities gamescom offers. Our hybrid approach delivers additional value for companies. Indie developers report tangible results—increased visibility and significant growth in wishlists.
While summarizing feedback is challenging, one recurring sentiment stood out—the most frequent and joyful comment was: “gamescom was fun for everyone, brought together all key industry players, making networking and goal achievement incredibly smooth.” There’s no other event where global gaming professionals gather in such numbers over just a few days.
4Gamer:
Indie games have grown increasingly influential. How do you plan to further support and promote them?
Endres:
The indie zone has expanded dramatically over recent years—because it’s become an absolute highlight for attendees. Demand from indie developers continues rising annually. Going forward, we’ll expand the area further and enhance “gamescom awesome indies,” a discovery-focused initiative, while strengthening B2B opportunities to connect indie devs with publishers, investors, press, and creators.
We also remain committed to maintaining special offers that allow indie developers to showcase their games at the event. We’re already exploring ideas to optimize communication, participation, and support for the indie scene—aiming to deliver even better experiences than before.
4Gamer:
How do you position participation from emerging markets like Asia or Latin America?
Heikhaus:
gamescom is a global platform for the gaming industry. That’s why it holds particular appeal for emerging markets such as Asia and Latin America. This year, our partner country Thailand reflects this direction: through satellite events like “gamescom asia x Thailand Game Show” and “gamescom latam,” we’re expanding brand reach annually and helping new markets connect with Cologne and global audiences via local events. These regions will continue to have excellent opportunities for international exposure.
4Gamer:
As “the world’s largest gaming event,” how do you view your role in filling the void left by E3’s disappearance?
Endres:
gamescom was never intended to replace E3. Instead, we’ve carved our own path—evolving into the most international gaming festival worldwide, combining cultural celebration with global industry influence. Our diverse audience-focused content and strong commitment to hybrid formats have allowed us to establish a unique position, which forms the foundation of today’s success.
4Gamer:
How do you perceive recent technological trends like XR/AI/cloud computing, and their impact on visitor experience?
Heikhaus:
As organizers, our primary responsibility is creating platforms that meet all the needs and themes currently explored by the industry. For example, devcom (renamed gamescom dev next year) hosts talks exploring the potential of these technologies, while gamescom congress provides a forum for discussing how game technology can be applied in fields like education and healthcare.
4Gamer:
How do you envision your approach to e-sports and streaming culture evolving?
Endres:
We will continue focusing on cost-streaming so creators worldwide can experience gamescom alongside their audiences. On-site, we’ll also provide opportunities for talented creators to engage directly with fans.
E-sports and content creators have always been integral parts of gamescom. While e-sports may not change communication methods, they do influence program design. In 2025, Freaks4U Gaming participated in the Pro Arena booth, bringing Germany’s largest LoL tournament, “Die Techniker Prime League,” into the event arena. We expect more e-sports formats and creator-led initiatives to be added in future editions—delivering tangible benefits for fans.
4Gamer:
What considerations do you have to meet expectations as a premiere venue for new hardware launches, such as the Switch 2?
Heikhaus:
Our role is providing top-tier stages with massive global reach for industry announcements. While platform holders decide timing and content, we ensure the stage in Cologne delivers maximum impact—alongside safety and scale. Combining announcements with hands-on experiences benefits both parties. We genuinely look forward to a moment at gamescom when a console launch and on-site booth experience become directly linked.
4Gamer:
How do you assess gamescom’s role as a cultural event and its social impact in Germany/Europe?
Heikhaus:
gamescom’s cultural and societal influence is no longer limited to Germany or Europe—it has become a global phenomenon, thanks to hybridization over the past six years. It serves as an intense one-week hub for announcements, latest news, and interviews—exerting significant industry impact. Events like inviting journalists from around the world (e.g., 4Gamer Japan) greatly expand information dissemination; we’re deeply grateful.
4Gamer:
How do you plan to strengthen community participation through awards and exhibit design?
Heikhaus:
The gamescom award began as a way to celebrate the best game or news revealed at the event. By adding new categories, we now recognize more diverse aspects of excellence. The combination of jury panels and community voting has become a proven method for selecting winners.
For instance, the “Best Trailer Award” during Opening Night Live symbolizes fans’ immediate reactions after seeing a title for the first time—truly embodying the on-site experience.
4Gamer:
How have your cooperation with Cologne city and local economy evolved over the years? Can you share any tangible economic or tourism impacts?
Tim Endres:
We’ve built an extremely close partnership. The city supports us through mobility, safety measures, and broader programs like the gamescom city festival. In return, gamescom boosts hotel bookings, food & beverage services, and retail businesses—evolving into a mature urban festival model that benefits citizens, companies, and visitors alike.
4Gamer:
With increasing attendance, what specific measures were prioritized for security and crowd management?
Endres:
Yes. We implemented venue-specific capacity planning, dynamic guidance systems with signage, staff-led navigation, entry controls, and security checks. Relocating the event arena, adding an entertainment hall, and expanding outdoor areas were central strategies to balance scale, comfort, and safety.
Additionally, we introduced enhanced navigation functions on our official website so attendees could reach their desired booths via optimal routes. These are just a few examples among many efforts designed to ensure smooth flow and elevate the overall onsite experience.
4Gamer:
What initiatives have you taken or achieved in attracting new audiences—such as families, older adults, educators—who haven’t attended gaming events before?
Heikhaus:
We’ve introduced family-oriented Junior Clubs, Retro & Family Zones, and added new areas like Card & Board Games and Artist Halls since 2024. Expanding themes increases reasons to attend—but we always prioritize relevance to game culture. We believe this approach has achieved a healthy balance.
Additionally, we continue actively promoting gamescom’s appeal annually—drawing in first-time trade visitors, exhibitors, and fans from overseas. I hope that among readers of this interview are those who will one day experience gamescom firsthand in Cologne and enjoy its unique festival atmosphere.
4Gamer:
How has your relationship with sponsors evolved? Have there been growing contributions or participation from non-gaming industries?
Endres:
Sponsorship is diversifying. Beyond gaming brands, we’re seeing increased interest from lifestyle, mobility, tech, and other sectors that view gamescom as a gateway to creative global audiences. We build partnerships that deliver real value for both fans and the industry.
4Gamer:
Is there a specific plan you’re eager to try out at gamescom in 2026 or beyond?
Heikhaus:
We are currently reviewing the feedback collected, identifying areas needing improvement and those that worked well. It’s too early to decide what comes next—but one thing is certain: many new ideas will continue to fill our table.
Endres:
I agree completely. The success of gamescom rests on the constant creativity and innovation from both Koelnmesse and industry teams. Without that passion, today’s achievements would not exist. I’m already looking forward to what kind of bold ideas we’ll bring to life after 2026!
4Gamer:
Thank you very much.
Through this interview, it becomes clear: gamescom is no longer merely a “large-scale event,” but increasingly functioning as essential infrastructure for the global gaming industry.
The over-600-million digital reach from hybrid formats, attendance surpassing 350,000 visitors, and exhibitors and business professionals gathering from across the world—these numbers reveal that gamescom is effectively filling the void left by E3’s disappearance. Yet both interviewees emphasized not scale but experience quality as key. Area expansion, optimized traffic flow, stronger support for indie developers—all are strategies aimed at creating a truly valuable space for attendees and exhibitors alike.
Most striking was their approach to indie games. The ever-expanding indie zone functions less like a display area than a true hub, connecting developers with publishers, investors, and global players—much like Japan’s BitSummit or South Korea’s BIC. gamescom may well be playing an important role in challenging the industry’s traditional structure dominated by major manufacturers. It has undoubtedly witnessed countless moments where new talent and bold ideas take flight from this city of Cologne.
Another key point: gaming as a three-generation family activity. In Germany, average player age is rising—grandparents, parents, and children now regularly play together. From retro games to the latest AAA titles, people across all generations share space and culture—a sign that gaming has firmly taken root not just as youth entertainment, but as intergenerational cultural practice.
Heikhaus’s words—“we never stopped evolving”—are profoundly insightful. The gaming industry is one of constant change; predictions are difficult. Thus, events must also keep changing. With themes like AI, social responsibility, community building, and pure fun shaping the industry, gamescom is striving to provide a stage for all.
What “new challenge” will gamescom present in 2026? Though both interviewees didn’t reveal specific plans, as long as their creativity and passion endure, gamescom will keep evolving.