Gamescom 2026 draws political demands and non‑gaming brands to Cologne

Ahead of Gamescom 2026, which opens on 24 August in Cologne, the German Games Industry Association released a statement urging policymakers to harness the cultural, economic and technological potential of video games. Managing Director Felix Falk called for stronger political frameworks, simplified regulation and greater support for game production, education and skilled immigration.

The event will host more than 1,500 exhibitors, including a wave of non‑gaming brands such as Ferrero, LEGO, the Bundeswehr, Müller‑Milch and many others. These “non‑endemic” companies are seeking to reach the hundreds of thousands of visitors by linking their products to the gaming audience, even if only through promotional activities.