This article was originally published on August 28, 2026 - read the full issue

By Patrick Garratt

Based on the fact Gamescom was a sold-out event, that it showed off dazzling booths from companies and communities from all over the world, and was even attended by the German head of state, the image projected in Cologne is not one of an industry in crisis. Every sector was represented, up year-over-year. Talk of signed deals, millions of euros, increased headcounts and dreams of selling out to sit on beaches sprinkled so many conversations. Amir Satvat’s number-crunching in his Gamescom Dev keynote clarified that concentrations of woe in the richest regions are being offset by explosive growth in other geographical areas.

Despite these notes of positivity, however, caution and uncertainty aren't close to being dispelled, and, more specifically, the handwringing over live-service plays is far from over. While optimism over PvP actioners and even MMO shooters was visible, despite the concrete risk of total failure, Gamescom was loud because there is so much noise. Quality is no longer any guarantee of success (although it certainly helps), with it now obvious that the many projects – be it double-A, triple-A or indie, be it offline or on – are at immediate, fatal risk should they not be surfing a community swell. Cowboyism permeated the business halls. The contemporary trade appears to be a place of hustle, opportunity, murder. It really can go wrong. Meetings were full of those hoping it's going to happen despite obvious signs that it won't. But it might! In reality, Gamescom 2026 concluded, we're all panning for gold.

Concerns over failure were not at all matched by the public's enthusiasm this week. Baffling, occasionally baffled crowds stretched to infinity on the first public day, Gamescom 2026 wearing its "biggest gaming event in the world" badge with pride. Queues for the larger games, such as the Witcher 3 expansion Songs Of The Past, were immediately enormous, some attendees even bringing their own chairs, with Geralt and Ciri cosplay everywhere. The fandom contrasted sharply with the police and special-service cordon surrounding Federal President Frank-Walter Steinmeier as he was moved through public spaces. In the Messe to give a keynote to Gamescom Congress and appearing on a panel on the role of games in democracy, his presence marked the first time a Federal President has attended the show. Despite the earphoned black mass forcefully ushering surprised punters to one side, those there for the games barely game him a second glance.

Gamescom for all

But the message this year was clear. Gamescom is not just the largest game show on earth, but now has an influence that reaches to the very top of European diplomacy. While Steinmeier is the largely symbolic figurehead of the Germany state (Friedrich Merz is the new Chancellor, the frontline role occupied previously by Angela Merkel and Olaf Scholz), his presence was being used to promote German and European competitiveness in the game business. Gamescom has captured the world in terms of the countries attending, with Asian firms such as Tencent building huge booths for the attending crowds, and now the speculative attention it has drawn previously from legislators is passing into action. Gamescom is the Everything Show, the place where narrative fantasy meets financial and moral reality. It is no longer just a venue for shaking hands over funding or "having a good time".

But a good time was still had, and while many of the those hiding from the consumer crowds in the business halls were obviously burdened with fatigue, squeals of delight at reconnections and the broad smiles of those in "meetings" over beer and brezels lent a party ambience to the seriousness of world trade and queuing forever. Running for the hauptbahnhof eventually brought a sense of relief for frazzled attendees, it's true, but regardless of whether you visited as trade or as a consumer, Gamescom 2026 was worthwhile for all.

This article was originally published on August 28, 2026 - read the full issue