We had an amazing time at Gamescom 2024! Joining over 335,000 fellow attendees, we navigated the halls of Kölnmesse, engaging with clients, colleagues, creators, and industry professionals. The atmosphere was full of excitement, innovation, and endless opportunities for connection.
Gamescom 2024 was a milestone event in many ways. With attendance numbers soaring past 335,000, this year’s event drew 15,000 more visitors than last year. The number of trade visitors also rose, reaching approximately 32,000 attendees, including a notable increase in representation from international markets, particularly the US and Japan.
This surge in participation speaks to Gamescom's growing influence, especially following the cancellation of E3, which left a gap that Gamescom is rapidly filling. It’s becoming more evident that alongside PAX East, Gamescom is set to dominate as the world’s leading game fair, offering an unparalleled platform for professionals and fans alike to experience the future of gaming.
For our team at Audiencly, Gamescom was an invaluable experience. With over 1,400 exhibitors showcasing their latest projects, we had a packed schedule of meetings and networking opportunities.
These interactions weren’t just business as usual — they were filled with enthusiasm for what’s next in the gaming industry. The potential for future collaborations is incredibly promising, and we’re excited about the partnerships that will emerge from these connections. Already, we’re looking forward to next year’s event, where we hope to build on the momentum from this year.
One of the standout aspects of the event for us was seeing our clients take center stage with impressive booths and engaging activations. For instance, Mihoyo stole the spotlight with an eye-catching booth featuring their popular titles Genshin Impact, Honkai: Star Rail, and their newest release, Zenless Zone Zero. Fans gathered in large numbers to experience these games, gather themed merchandise, and immerse themselves in the vibrant worlds that Mihoyo created.
We also stopped by at NetEase Games and Square Enix' booths to check out their latest releases, which were a treat for both us and the many fans in attendance. The opportunity to experience these games firsthand and witness the excitement of the gaming community was truly special.
While Gamescom was packed with business opportunities, it was also a time for us at Audiencly to connect as a team. Events like this bring us together not just as colleagues but as fans of the industry we work in. We shared plenty of memorable moments as we explored the vast array of games, merchandise, and activities.
One personal highlight was Blizzard’s unique VR Ride, which took us on a thrilling dragon ride through Azeroth. For fans of World of Warcraft, this was an unforgettable experience, and for our team, it was a fantastic way to immerse ourselves in the world of one of the most beloved franchises in gaming history.
Speaking of Blizzard, we were proud to support one of our exclusive creators, MarcelianOnline, who got the incredible opportunity to interview World of Warcraft’s Game Director, Ion Hazzikostas. It was a one-of-a-kind experience, just in time for the new WoW expansion, The War Within.
MarcelianOnline’s interview covered everything from new content and balance changes to class design and quality-of-life updates. It even offered a sneak peek into the future of World of Warcraft, making it a must-watch for fans of the franchise.
You can watch the full interview here.
MarcelianOnline also hosted their livestream directly from Gamescom, adding even more value to their visit. We’re extremely proud of the MarcelianOnline team and look forward to continuing our collaboration.
This year, we stepped up our involvement by hosting livestreams for two major shows: the Gamescom Opening Night and the Awesome Indies showcase. Our goal was simple — increase awareness and drive more viewers to these key events — and we’re excited to share that we succeeded beyond our expectations.
To achieve this, we activated 444 streamers, who collectively hosted around 640 streams across the two events. These streamers, many of whom come from Variety Gaming or the Just Chatting category on Twitch, shared the Gamescom experience live with their communities. Leveraging the ongoing trend of reaction content, we brought gamers and viewers into the heart of Gamescom. The results were astounding: with their communities tuned in, these streamers amassed over 2.1 million average views!
A key part of our strategy was working with micro-influencers. While these creators may not have the largest individual followings, they have highly engaged communities, making them ideal partners for spreading the word about Gamescom’s showcases. The strength of their connection with their viewers was evident in the massive amount of interaction and discussion during the streams.
By focusing on micro-influencers, we were able to amplify the reach of the Opening Night and Awesome Indies showcase, keeping these events at the forefront of online conversations and generating significant interest in the games that were featured.
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Reaction content has become a popular way for influencers to interact with their audiences, and we capitalized on this trend. By encouraging streamers to react live to the showcases, we helped them create content that not only entertained but also actively engaged their viewers. The excitement of watching the new game announcements alongside their favorite streamers made the viewing experience more immersive and participatory.
The combined power of community interaction, the energy of live reactions, and the thrill of the new game releases created a perfect atmosphere, fueling our success.
With streamers and their communities co-viewing Gamescom’s biggest moments, we were able to draw even more attention to the event and celebrate indie games and major releases alike.
In the end, our efforts paid off in a big way. With 640 live streams, 2.1 million views, and countless discussions generated, we were able to significantly boost visibility for both Opening Night Live and Awesome Indies. This success is a win for everyone involved — the Gamescom community, the gamers, and, most importantly, the developers and creators whose work was showcased at these events.
At Audiencly, we couldn’t be prouder of the role we played in amplifying the reach of these incredible events, and we’re excited to continue building on this success for future projects.
Of course, no Gamescom experience would be complete without the social side of things.
We would like to extend our appreciation to YouTube for hosting a relaxed and enjoyable boat party. Our Senior Influencer Manager, Paul, had the pleasure of cruising along the Rhein with approximately 250 industry professionals, including YouTube partners, managers, and publishers. The event provided an excellent opportunity to network with creators, potential clients, and other agencies.
The traditional industry party at Gamescom was another highlight, where our Sales Team had a productive evening building new relationships within the gaming community. We are grateful for the experience and look forward to continuing these valuable connections.
Gamescom 2024 was an incredible experience from start to finish, and we’re already looking ahead to what’s in store for next year. The connections we made, the experiences we shared, and the impact we had on the event will serve as the foundation for even greater things to come.
We can’t wait to be back at Gamescom 2025 and continue being part of this amazing global gaming community.
