Australia is Back at Gamescom 2024!

16
May

Gamescom is the world’s largest and most important business event for video games, and this is the perfect opportunity to show the world what Australia has to offer and importantly connect you to global business partners! IGEA will again be organising an Australian pavilion at the event which allows participants to showcase products or host meetings, and we are looking for expressions of interest from you! 

If you are interested in participating on the Australian stand, please register your interest here: 

Expressions of Interest for Aussie Stand at Gamescom 2024 

Please familiarise yourself with the Q&A section below as it includes important information regarding the stand, the services on offer, tickets, and everything in between. 

For further information, please contact Jens via jens@igea.net or join the Aussies at Gamescom Discord server. 

Australian Stand FAQs 

When and Where Will Gamescom Take Place? 

Gamescom is hosted at the Koelnmesse in Cologne, Germany. The business halls, complete with the Australian stand, will be open from Wednesday 21 August to Friday 23 August. 

Tell Me About the Australian Stand 

The Australian stand will be in the business area of Gamescom, in the exact same location as the last two years, right at the entrance of hall 03.2. 

 This is a great location, as the stand is right at the hall’s entry and will see a lot of foot traffic! 

 Depending on interest, the stand will have a footprint of up to 225m2. In 2022 and 2023, the stand helped generate close to AU$10m worth of deals! 

IGEA will take care of all the stand building. 

What Packages Are on Offer? 

This year, the Australian stand will offer three options: 

Option 1:

Demo station: The opportunity to demo your game with access to a shared meeting room (with a monitor). You will also get access to shared meeting tables. 

Option 2:

You can have your own meeting bar table in a (shared) VIP meeting area (an option you should consider if you want to use the stand but don’t want to demo anything). 

Option 3:

You will have access to your own private meeting room, which will also come with a monitor to demonstrate your products. 

You can book your own meeting rooms with up to two other studios (i.e., three overall). It’s then up to you how to split up access. 

Please note: 

  • The above is subject to demand and the stand’s limitations. For example, if there is not enough demand for exclusive meeting rooms, we will reduce their number and increase the number of demo stations—and the other way around. However, due to space limitations, some of these options are limited as they take up a lot of room. 
  • We endeavour to accommodate as many businesses as possible; however, should your preferred option not be available due to high demand, we will liaise with you regarding the next steps. These could either be going with a different option or, in the case of an overbooked stand, engaging in a selection process (see below) 

 Other services include: 

    •  Two meeting planning tools (MeetToMatch and Gamescom’s own tool) 
    • Stand internet 
    • Pre-conference training 
    • Drinks for guests 
    • A reception at the stand to attract international guests 

 

Moreover, each studio will be issued three exhibitor tickets (see below for more info on tickets). 

Pre-Conference Training

 We are planning the following activities to make sure you can take proper advantage of Gamescom: 

  • Destination information: Hotels, access to the venue, what to know about Cologne, but also how to use MeetToMatch
  • Business training: Depending on the maturity of the participating studios, we will organise business-related training; this could include how to prepare best your presence or how to negotiate with publishers. 



Prior to attending Gamescom, we will also encourage the various states to run ‘live’ get-togethers so delegates can meet in person and get to know each other. 

In addition, we will make available on the stand a printed brochure that will feature updated information on the Australian game development ecosystem as well as government funding and support mechanisms available to grow the industry and attract investment  We will offer the opportunity for studios to participating on the Australian stand to showcase your business, including photos and contact details within the brochure, however, you can opt out of this

Most importantly, IGEA does all the heavy lifting and stand build, so you don’t have to. All you need to do is turn up and start your meetings. 

What Is This Going to Cost? 

For an overview of the fees for the stand packages, please use this spreadsheet: 

Gamescom 2024 Fees 

The differences in fees reflect each state’s subsidies towards the stand. If the state your studio is in does not financially support the stand, unfortunately, your fees will be higher. 

Please note: IGEA members are eligible for discounts! If you would like to discuss membership, please reach out to Jens@igea.net 

There will also be the option to pay your fees in instalments. We are happy to discuss payment plans with you and what options work best.  

Lastly, if you are eligible for Austrade’s Export Market Development Grant (EMDG), you may be able to claim 50% of your costs back! This means that you can get access to the stand for as little as AU$2250. 

Extra Services 

If you do need any additional services beyond the standard packages, e.g., a plank to demo your game or additional iPads or consoles, please let us know. We will put you in touch with our trusted stand builder who will be able to assist. 

What are the Selection Criteria? 

We are trying to accommodate as many studios as possible; however, if we receive more applications than the stand can accommodate, we will need to engage in a selection process. 

Applications will be judged by IGEA in collaboration with the states supporting the stand. Given the importance of Gamescom in the annual calendar and the funds contributed by the states, the process will revolve around commercial criteria and/or studios’ track records. In addition, we will consider the number of financial contributions to the stand from each state.  

Deadlines & Fees 

Once we have completed the selection process, we will notify the successful studios. We will regard the confirmation of your attendance and the filling out of a second registration form as a binding contract. 

 If you will not be able to travel to Germany after you have confirmed your attendance, the following fees will apply: 

  • Cancellation of attendance up to eight weeks before the event (i.e., 26 June): You will be liable for 30% of the stand fees 
  • Cancellation of attendance up to six weeks before the event (i.e., 10 July): You will be liable for 50% of the stand fees 
  • Cancellation of attendance up to four weeks before the event (i.e., 24 July): You will be liable for 100% of the stand fees 



Code of Conduct 

Please also note that as an official IGEA event, our Gamescom presence is subject to IGEA’s Code of Conduct. As an attendee you – and your staff – will have to explicitly agree to adhere to it. 

What Do I Do if I Need More Than the Three Allocated Tickets? 

This year, Australia is not a country sponsor, so we will not have access to a generous contingent of free exhibitor tickets. However, you can purchase extra tickets via IGEA. Let us know how many you need; they are €60.08 each. 

(Please note: Only Exhibitor tickets will allow you to check out the consumer areas on the weekend. The trade visitor 3-day ticket will not offer this option.) 

 How Do I Access My Tickets Once I Received My Ticket Code/Bought Them? 

  • After we’ve registered you, you will receive an invite and create an account as an exhibitor via the Koelnmesse shop 
  • Inside the Koelnmesse ticket shop you can redeem a voucher code for a ticket (please use a regular browser on a laptop or desktop computer) 
  • You will need to download the Gamescom ticketing app and sign up with your Koelnmesse account (email and password) 
  • Tickets will be downloaded automatically 



If you are having any issues with the process, please reach out to Gamescom directly as it is out of our control. 

Will I have Access to the Gamescom Industry Party? 

Every year, there is an official Gamescom industry-exclusive party at the Rheinterassen, including drinks and food. 

You will need to buy the tickets for this party separately. Please check the Gamescom website for tickets. (At the time of writing they were not yet available. They are likely to be available in July. You will need a customer number to buy these tickets, we will supply this.) 

In 2023, Gamescom party tickets cost €90 (i.e. about AU$146).  

Is this party worth the extra expense? 

In the end, it’s up to you. That said, this party is exclusively for industry members, so it is a great networking opportunity. (We’re speaking from experience!) 

Will There Be Drinks at the Australian Stand?

We will organise a wide variety of drinks, including water, soft drinks, energy drinks, and alcohol. 

Please understand, however, that these are primarily for guests of the stand. So, if – for some mysterious reason – you are feeling a little bit thirsty the day after the official Gamescom party, please make sure you bring along a bottle of water. 

Please also note that as a general rule, alcohol at the stand will only be made available after 5 pm. (Except if a guest asks for it or as part of a reception.) 

Can I Bring My Child Along?

While Gamescom does not ban children from attending the business area, they would like to keep it to 18+. If you need someone to look after your children, Gamescom does offer a dedicated child-minding area. (Also, let’s be honest, it may be a video game event but the business aspect of it is likely to bore any kid to tears…) 

We Are an Aussie Studio but Not Part of the Australian Stand – Can You Store Some Stuff for Us? Can We Use it for Meetings? 

Unfortunately, that is not an option; the stand can only be used by paying studios. These are paying quite a lot of money for the privilege, and it’d be unfair towards them if we let others use the stand for free. (But stop by and say hi!) 

I Would Like to Visit the Stand Before Gamescom Officially Opens – Do I Need a High-Vis Vest? I Also Heard There Was Lunch? 

Nope – if you would like to visit the stand before Gamescom officially kicks off, e.g., to set up, just rock up in your normal clothes. But don’t forget your exhibitor tickets! 

Like the last two years, we will also organise a collective visit to the stand to ensure everything is in order and allow you to set up. For those interested, we will head to lunch at the Italian place around the corner from the venue. And yes, they do have vegetarian/vegan options. 

I’m Getting These Weird Spam Emails About Attendee Lists… 

Sigh… Please ignore them. This is not Gamescom sharing your data with dodgy parties but the latter somehow managing to get a hold of your details – possibly by scraping Gamescom’s website – and now trying to sell them. There’s nothing official about this, and for the love of God, don’t engage with them! 

Timing of Booking 

Please fill out the forms by 31 May! 

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