Gamescom 2026: That’s Energy in a League of Its Own.

Why Brands Need to Do More Than Just Show Up in Gaming

More than 350,000 people are coming to Cologne this week. They want to see the latest video games, meet their gaming stars, and dive into the cosplay community. 233,000 square meters of exhibition space. Fully booked for the first time ever. Hardly any (if any?) other pop culture event in the world brings so many people together in one place.

I was there yesterday for a DMEXCO x Gamescom co-hosted event, and the energy there was contagious. Gaming is no longer a niche topic, but rather a major platform that allows brands to connect closely with young (and older) target audiences through creativity. The Game association released its annual report just in time for the trade show:

• 9.4 billion euros in revenue from games, hardware, and online gaming services in Germany,
• an increase of four percent.
• 29 percent of companies view the trend positively. In 2024, that figure was only 12 percent.

This is an upward trend worth watching, especially as a brand or agency.

• Globally, the market for in-game advertising is estimated at between 100 and 130 billion euros, depending on the study.
• Growth stands at ten percent per year.

And the most exciting formats are no longer just the classic banner on the loading screen. Brands are building their own worlds, developing skins, and getting invited into communities instead of interrupting them.

Yesterday, during our program curated for brands and agencies, we learned how companies like Philips OneBlade, L’Oréal Azzaro, and the Korean instant noodle brand Nongshim are leveraging gaming for their own benefit. How they learn the language of the community and integrate themselves into these spaces, rather than just using them as a platform. Because that’s exactly what makes gaming one of the most creative playing fields in marketing.