March 6, 2026

Back to Cologne

by Will Guyatt, Tech Journalist and Broadcaster

You know what’s big in Germany? On this occasion, we can skip my cliched Hasselhoff gags and go straight to the punchline of the story - Gamescom. Somehow, this undeniably unique event which mashes together trade and consumer exhibitions in a huge German conference hall has become the biggest date in gaming’s calendar, and shows no signs of slowing up.

We may still be almost six months or so away from this year’s event - but the team at Koelnmesse have already announced another record broken in 2026. With exhibitors from more than 40 countries already signed up, that’s an increase of 15% on last year. So far, they’ve confirmed pavilions from 23 countries - showcases with heavy representation from Europe, Asia, The Middle East and North America.

Things are clearly tough in the games industry right now - but Gamescom remains an incredibly important focus - a place to be when most businesses are not looking for places to be. Last year, there were 34,000 trade visitors at Gamescom and 1568 exhibitors.

It’s not just the games industry that wants to be at Gamescom, as organisers have claimed a commanding 6.5% year-on-year increase in attendance to 323,000 non-industry visitors last year, coming from 128 countries - or around one and a half Glastonbury festivals!

How is it that when other in-person gaming events like the respected Insomnia LAN festival can’t get back on their feet, while Gamescom continues to grow confidently? While I was destroying my feet covering the showfloor in Germany a decade ago, the halls and corridors already felt packed, and the keenest of gamers were queuing at least half the day to get 10-minutes on the latest Call of Duty multiplayer map - but they still continue to head to Koln.

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In 2026, Gamescom has a unique role - it’s a great place for the industry to meet and network while simultaneously demoing new titles to significant numbers of gamers, who clearly love getting involved in bizarre but undeniably successful spectacles like the Opening Night Live event - which now commands its own separate ticket, despite the best view being your own sofa.

My own interest in what continues to make Gamescom so successful means I’ve literally just registered for 2026. Now to get my mind, stomach and feet ready.

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Some more insights

The all-digital reveal season is winning me over

If you'd told me 15 years ago that I'd no longer have to trek halfway across the world to LA to see the biggest games of the festive season and beyond, I'd have bitten your hand off. Yet as I work through endless showcases and reveals from the comfort of my sofa, I'm not sure I can cope with much more.

Games people still really like other games people

The games industry may still be cautious in a lot of spaces, but it’s increasingly getting out and about again.

“Normal” isn’t coming back, so what’s next?

It’s going to be scrappy and imperfect, but it’s better than stasis, and I think we’ll be proud when we look at back at how we adapted to our new normal.

I’m fascinated by a game that will never be

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AI is here to stay, but where does it belong?

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Expedition 33's success shows Game Pass's value, but won't silence doubters

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Closing Loopholes

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Has the time finally come to say goodbye to mass marketing in games?

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Has Amazon finally found its games groove with Luna's new Games Night?

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Is games tax relief finally showing signs of being more than just talk?

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Mario on prescription?

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Gen AI - The End of Creativity or a Brave New World?

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Bastion Weekly News Digest

For more expert insight and analysis of all the latest news in the games industry, subscribe to the Bastion Weekly News Digest on Substack.

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