In 2009, a single trade show in Germany became the undisputed king of the video game world, eclipsing its predecessor in Leipzig and redefining the industry's global calendar. Gamescom arrived in Cologne with 245,000 visitors, a number that would grow steadily to 370,000 by 2018, making it the largest gaming event on Earth. The event was born from a five-month standoff between the Federal Association of Interactive Entertainment Software and the Leipzig Trade Fair, which had hosted the Games Convention from 2002 to 2008. When Leipzig proved unsuitable for the growing scale of the industry due to limited transport links and hotel accommodation, the BIU and Koelnmesse announced a new circuit in 2008. The Leipzig Trade Fair opposed the move, intending to continue the Games Convention without the BIU, leading to a legal and logistical battle. In the end, after a deal between Gamescom and GDC, Leipzig announced that Games Convention would be cancelled and replaced by an online-only event focused on mobile and casual gaming. Gamescom was first held in August 2009, and was extremely successful, while Games Convention Online was discontinued after 2010. The BIU continued to support and administer the event until 2018, when it merged with the industry body GAME. Their successor organisation the has continued in the same role.
The Night Before The Show
The evening before the doors opened to the public, a new tradition began that would change how the world watched game announcements. Geoff Keighley began hosting Opening Night Live from 2019, a streamed event at the beginning of the show. Inspired by the response to The Game Awards presentation that includes several new game announcements, Keighley wanted to do the same for Gamescom. The event was streamed on the 19th of August at 8:00pm (CEST). Opening Night Live has served as a platform for many trailer launches and game announcements. In 2019, the show featured major reveals including Call of Duty: Modern Warfare, Cyberpunk 2077, and Death Stranding. The show's success led to its continuation in subsequent years, with 2020 and 2021 events being hybrid experiences due to the pandemic. The show's format allowed developers to bypass traditional press conferences and speak directly to the global audience, creating a more intimate and immediate connection between creators and fans. This shift marked a turning point in how major game studios approached their marketing strategies, moving away from the rigid, multi-day press conference model to a more dynamic, live-streamed event.The Hybrid Era
The global pandemic forced Gamescom to adapt in ways that would permanently alter its structure and reach. Gamescom 2020 was scheduled to be held from 25 to the 29th of August in Cologne. However, Germany announced that following lifting of lockdowns in the wake of the COVID-19 pandemic, all public events through August 2020 were banned. Gamescom organizers announced they would move some portions of the planned show online. Organizers confirmed plans for the online Opening Night Live to start on the 27th of August, with each following day through the 30th of August featuring a schedule of online developer interviews and events and a wrap-up show. The event became a hybrid experience, combining online and live elements. Gamescom 2021 was held 25, the 27th of August 2021. The event was preceded by Opening Night Live with Geoff Keighley on the 25th of August. Gamescom 2021 was a hybrid exhibition experience with online and live events. Gamescom 2022 was held 24, the 28th of August 2022. The event was both in-person and online. 265,000 people attended that year's visit. This hybrid model allowed the event to maintain its global reach while ensuring the safety of attendees and exhibitors. The online components included developer interviews, live streams of press conferences, and virtual booths for exhibitors. The in-person events included the main exhibition halls, the indie area, and the cosplay village. The hybrid model proved successful, with 2022 attendance figures showing a strong recovery from the pandemic years. The event's ability to adapt to changing circumstances demonstrated its resilience and importance to the global gaming community.