PR lessons from gamescom 2025

Hundreds of thousands of people have once again descended on Cologne for gamescom – the annual industry consumer trade fair that unites games and entertainment brands for serious business and even more serious gaming.

In a post-Covid industry where publishing teams have gotten smaller, marketing budgets have tightened, and other major gaming events have either waned in popularity or disappeared entirely, gamescom continues to grow.

But with a show of this magnitude with various areas dedicated to different aspects of the games business, there are learnings to be had for comms.

Physical shows are still relevant

Despite the dominance of digital showcases over the past few years, gamescom proves there’s still a healthy appetite for physical events. It’s not just the opportunity to get hands-on with some of the biggest and most exciting upcoming games and tech on the release calendar either (of which there were plenty of highlights from Hollow Knight: Silksong and Borderlands 4, through to ASUS’s impressive ROG Xbox Ally handheld). It represents a rare opportunity for players and teams to connect with an online global industry.

The physical presence also gives PR teams an environment where creativity and showmanship count on a large scale. Whether it’s a booth designed with jaw-dropping installations or smaller experiential activations that let fans feel the game worlds that matter to them come alive, the opportunity for direct, tactile engagement still carries weight. In a crowded attention economy, physical experience still has tangible impact.

Community is the backbone of the show – for their audiences and B2B networking alike

The true engine of gamescom’s success isn’t just the games, but the communities built around them. It’s a rare convergence of fans, creators, and media where the appeal goes far beyond the cavalcade of flashy reveals or exclusive swag. Those tight-knit online networks find a tangible sense of connection and belonging when brought together under one roof. PR and marketing teams have the opportunity to help foster those relationships by creating spaces for meaningful interaction, amplifying fan voices, and ensuring the community feels seen as well as entertained.

But community extends beyond the players – for many, the event is a once-a-year opportunity to have that meaningful, face-to-face conversation with international colleagues, partners, and peers. It sustains and builds durable relationships and there really is no other show like it on the industry calendar for that reason.

You don’t need to be a games brand to stand out

While games will always be the dominant draw at gamescom, you don’t need to be a gaming brand to make an impact. This year saw Netflix take up significant square footage with an elaborate stand, showcasing hit streaming shows like Wednesday and Stranger Things, and promoting new and upcoming seasons. The immersive installations and interactive experiences not only attracted gamers but also created buzz across social and traditional media, perfectly blending entertainment with brand presence.

Comms shouldn’t be just spikes at conventions

It’s tempting to treat events like gamescom as PR “all-in” moments where a brand’s entire yearly campaign culminates. But, this leads to crowded announcements, fatigue among press, and missed opportunities to build narrative across months. Gamescom demonstrates that while a show can (and should...) be a centerpiece, the most effective publishers and brands arrive with groundwork already laid. Hype is more powerful when it’s nurtured.

Understand and support media goals

At gamescom, journalists face a grueling schedule: back-to-back demos, interviews, running around the maze of the show floor, so helping them succeed is not just professional courtesy, it’s good PR strategy.

Well-organised schedules, assets ready ahead of time, smooth access to spokespeople, and having an understanding of what a journalist is looking to gain out of the opportunity will make it more likely your message cuts through the noise and earns high-quality coverage.

But above all, immerse yourself in the space and culture, and get to know your audience. It's important to remember why we're all at the show, the games! So never forget to grab a controller and have some fun.