IGEA is Back at Gamescom 2025!
Gamescom is the world’s largest and most important business event for video games. Gamescom 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 in the Australian stand, please register your interest here:
Expressions of Interest for Aussie Stand at Gamescom 2025
Please familiarise yourself with the Q&A section below as it includes important information regarding the stand, the services on offer, tickets, the costs 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, 20 August to Friday, 22 August.
Tell Me About the Australian Stand
The Australian stand will be in the business area of Gamescom, it is close to the traditional location of the stand, i.e., close to the entrance of hall 03.2.
This is a great location and will see a lot of foot traffic!
The stand’s footprint can be up to 84 m2, depending on interest. (The base plan assumes 60 m2, i.e. we have a smaller footprint compared to previous years.) Over the years, it has helped generate deals worth millions!
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 at the stand. We will have a limited number of demo stations available. Depending on interest, we may expand the stand to accommodate more studios.
Option 2:
Access to the seating meeting area at the stand. This is a low-cost option for Australian studios that want a professional home base in the business area.
Option 3:
Bespoke options: If the two options above do not meet your needs, we are happy to have a conversation about bespoke solutions. Please note, due to the smaller footprint of the stand this year, we are limited in our ability to offer extensive customisations.
Please note:
- The above is subject to demand and the stand’s limitations.
- 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)
What Is Included in These Packages?
For demo stations and bespoke options, services include:
- Access to Gamescom’s meeting planning tool
- Stand internet
- Pre-conference training
- Drinks for guests
- Use of the booth’s reception to welcome and direct your guests
- Three exhibitor tickets per studio (see below for more info on tickets)
For studios opting for meeting area access, services include:
- Stand internet
- Pre-conference training
- Drinks for guests
- Use of the booth’s reception to welcome and direct your guests
- Access to a monitor for you to demo your games on (TBC!)
Please note:
Access to the meeting area does not come with complimentary Gamescom tickets.
For complimentary tickets, we would need to register you as a co-exhibitor, which attracts a €500 fee.
(If this is something you are interested in, we are happy to register you, but we will pass on the fee. As co-exhibitor, you will be listed in Gamescom’s exhibitor overview.)
Moreover, Gamescom tickets are comparatively affordable; a “trade visitor 3-day-ticket” will cost you €63.87 (i.e., about AU$ 112. We can buy these tickets on your behalf and pass on the fee.)
You will also need to organise your own access to services such as MeetToMatch.
Lastly, access to the meeting area is on a first-come-first-served basis. While we are mindful to not overbook the stand, we cannot guarantee uninterrupted access to the meeting area for the duration of the event.
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 etc.
- Business training: Depending on the maturity of the participating studios, we will organise business-related training; this could include how to best prepare your presence or how to negotiate with publishers.
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:
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!
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.
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.
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., 25 June): You will be liable for 30% of the stand fees
- Cancellation of attendance up to six weeks before the event (i.e., 9 July): You will be liable for 50% of the stand fees
- Cancellation of attendance up to four weeks before the event (i.e., 23 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 (Extra) Tickets?
You can purchase extra tickets for the business area via IGEA. Let us know how many you need; they are €63.87 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’ve 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 exhibitor party at the Rheinterassen, including drinks and food.
You will need to buy the tickets for this party separately. (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, something we will supply to our co-exhibitors.)
We can also order a ticket on your behalf; however, these sell out quickly, and while we aim to execute your order as soon as we can, we cannot guarantee access.
In 2024, Gamescom party tickets cost €75 (i.e. about AU$ 131).
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 for the privilege, and it’d be unfair towards them if we let others use the stand for free. We cannot accommodate spontaneous meetings, nor can we store your marketing collateral. (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 for access.
Similar to the last 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 2 June!