If you work in the gaming industry, we know you’ve heard of gaming events like Gamescom, PAX, and TwitchCon. Events like these present many opportunities for brands, game publishers and creators, giving you the chance to network, promote and reach the most loyal and dedicated community in the world - the gaming community!

There is no denying that attending these events as a brand, indie publisher or content creator can be expensive - but the opportunities they bring can completely outweigh the immediate ROI many want to see when investing in marketing. Yes we get it, but brand awareness is just as important. 

Gamescom is one of the largest gaming events in the world, attracting a vast number of attendees, exhibitors, and media representatives and this year will be hosted in Cologne in August.

To put things into perspective for those who may not have had a chance to attend an event like this previously, last year, Gamescom saw 320,000 in-person visitors from over 100 countries (GamesIndustry.biz)​.

Across their business area, entertainment area and event arena, there were 1,227 exhibitors from 63 countries, with 76% of them being international, indicating the global appeal and reach of Gamescom​ (GamesIndustry.biz)​.

The exhibitors range from AAA to indie game publishers. Gamescom 2023 saw big names such as Nintendo, SEGA and HoYoverse and indie publishers such as Toplitz Productions, Fireshine Games and BattleBrew Productions. 

The media coverage at Gamescom is huge and perfect for building brand awareness. Last year, Gamescom attracted more than 5,500 journalists and media representatives from 75 countries.

If we haven’t sold it to you yet, let’s chat about the opportunities that are available to you as a content creator, brand or indie publisher. 

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Brands and indie games publishers, you’re up first…

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DIRECT AUDIENCE ENGAGEMENT

• Targeted Exposure: Gaming industry events like TwitchCon and Gamescom attract thousands of dedicated gamers and streamers. This provides you with the opportunity to showcase your products or services directly to those they were made for!
• Feedback: By engaging with your attendees and gathering feedback, you can create a memorable experience that can lead to brand loyalty and them telling other people about you. Brand loyalty is what it’s all about as it makes sure your consumers keep coming back. If you are launching a new game, having support and feedback straight away is key.

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NETWORKING

• Industry connections: Meet other industry professionals and content creators which could lead to valuable partnerships and collaborations. If you want to find out more about why you should be working with gaming influencers, check out our blog.
• Community building: Without a doubt one of the most important things in the gaming industry. Connect with creators, fans and potential partners to build and strengthen your community with the gaming and Twitch ecosystem. Building this community will provide you with game ambassadors.

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BRAND VISIBILITY, PROMOTION, CREDIBILITY & TRUST

• Showcase: You are able to present new products, services or technologies to a captive audience who are eager to discover the latest. 
• Marketing opportunities: Benefit from the extensive media coverage and social media buzz to amplify your brand's reach beyond the event itself. You can see a great example of this from Activision Blizzard at BlizzCon and read about why marketing isn’t dead when it comes to reaching the gaming audience in this blog.
• Industry presence: Being part of a major gaming industry enhances your credibility and shows your commitment to the gaming and streaming communities.

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SALES & LEAD GEN

• Direct sales: This one is for those who need to present direct ROI to their bosses in order for them to commit. At gaming industry events you can exhibit your merch or products for direct purchase by attendees.
• Lead gen: Use giveaways or competitors as a way to collect contact information that you can then follow up with when the event is over.

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LEARNING & DEVELOPMENT

You’ll be able to attend panels and workshops to stay updated on the industry, best practices and new technologies. Gain insights into consumer behavior, preferences and emerging trends within the gaming community.

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So, to put it simply, participating in gaming industry events such as Gamescom and TwitchCon as a brand or indie publisher allows you to leverage these opportunities to enhance your presence, connect with key stakeholders, and drive your business forward - increasing brand awareness and in turn, sales!

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What does attending gaming industry events mean for gaming content creators?

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NETWORKING & MONETIZATION OPPORTUNITIES

• Industry contacts: Get more names and numbers in that little black book. Connect with other creators, developers and publishers that can lead to collabs and paid sponsorships. Shaking hands with people live, gives you the chance to promote yourself and secure paid opportunities.
• Community building: Gaming industry events are always filled with fans, so attending them gives you a chance to engage with them and strengthen your community.
• Brand partnerships: As mentioned previously in this article, events like Gamescom are attended by over 1000’s of exhibitors across the globe. You’ll be able to connect with brands and sponsors looking to collaborate with gaming creators.
• Merchandise sales: Why not sell your own merchandise or promote your brand directly to fans attending the event?

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EXPOSURE, PROMOTION & CREDIBILITY

• Content creations: The content opportunities at events such as TwitchCon and Gamescom are endless. Live streams, vlogs, interviews, reviews - you name it.
• Visibility: Attending high-profile events increases your visibility and can attract new followers and subscribers.
• Industry Presence: Being present at major events enhances your reputation and credibility as a serious and committed gaming creator. They also provide opportunities to be recognized or awarded for your contributions to the gaming community.

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ACCESS TO EXCLUSIVE CONTENT 

• Early Access: Get your hands on upcoming games and demos before they are released to the public.
• Announcements: Gaming industry events are notorious places for big announcements so be the first to hear about new game announcements, updates and industry trends.

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LEARNING & DEVELOPMENT

The digital and gaming landscape is constantly innovating but you’ll be able to attend workshops and panels featuring experts on various topics that will keep you informed on the latest trends and technology in the gaming industry.

By attending events like Gamescom, gaming content creators can significantly enhance their careers, grow their audience, and stay at the forefront of the gaming industry. You’re also able to enjoy the event and celebrate the gaming culture which is what it’s all about.

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We would be hypocritical if we didn’t attend Gamescom ourselves, so we will be in Cologne from August 21 to 25, 2024 and you’ll find us exhibiting at stand B-035 in Hall 2.1. If you want to chat to us about how we strike the perfect balance between creator and publisher partnerships - then drop Eric an email on eric.harper@ggtalentgroup.com.

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