gamescom 2026

eventas at gamescom 2026

gamescom in Cologne is the world’s largest event for computer and video games. In 2026 it took place from 26 to 30 August at the Koelnmesse exhibition grounds; according to Koelnmesse, the exhibition space was fully booked for the first time. For five brands, eventas provided a total of 40 promoters there: for Mercedes-Benz, Hama, duplo, SteelSeries and AMD.

According to GamesWirtschaft, all five brands were present in Hall 7, in Webedia’s GameStar FYNG City: an experience area of 1,560 square metres with a Ferris wheel and a show stage with a 40-square-metre LED wall.

Five brands at a glance

Mercedes-Benz

Mercedes-Benz was the main partner of FYNG City and combined gaming and automotive culture there. The occasion was the “140 Years of Innovation” anniversary, which looks back to the patent application for the automobile in 1886.

Hama and uRage

According to the programme preview, Hama and its gaming brand uRage showed new products in audio, mobile, wearables and smart home in a “Mod Garage”. Visitors could also win tattoos and hardware prizes. In its look back on Instagram, uRage mentions five days of gaming and challenges at the stand.

duplo

According to the preview, Ferrero duplo built a stand with a Taiko rhythm game, a wheel of fortune, influencers and large-scale product sampling. On its own Instagram channel, duplo reports on the Taiko Drum Challenge and a meet & greet.

SteelSeries

According to the preview, SteelSeries presented its peripherals portfolio along gaming stations for PC, PlayStation 5 and Xbox Series X.

AMD

AMD is also listed for Hall 7 (Webedia / FYNG City) in GamesWirtschaft’s hardware overview.

Promotion at a consumer trade fair

At gamescom, brands meet an audience of many hundreds of thousands of visitors. Promoters are the face of the brand at the stand: they approach visitors, explain products, run interactive activities and keep processes and queues moving.

How we also manage very large trade fair teams is shown in our article on 100 brand ambassadors for Midea at IFA 2025.

The stands in review

Frequently asked questions