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Gamescom 2026 is set to be absolutely packed. The colossal showcase kicks off this coming week in Cologne, Germany, and it’s at full capacity. 2026 might have been a tough year for many studios, but that doesn’t mean demand is short. That leaves the question of who was able to secure a slot at the Koelnmesse to showcase their upcoming projects to both the press and the public. Ahead of the event, we asked Gamescom Director Tim Endres and Stefan Heikhaus, Head of Gamescom at Game (the German game industry association), how the team decides who makes it onto the show floor.
Endres says hitting the maximum possible capacity for Gamescom this year “feels fantastic, and is quite humbling,” demonstrating “how strong demand from the community and the industry is.” Of course, squeezing all of that into the booked-out halls of the Koelnmesse requires a lot of logistical work. “It is a huge planning task, because Gamescom brings together very different parts of the industry and community in one place,” Heikhaus remarks.
When it comes to determining who gets allocated a spot, Heikhaus explains, “What is generally important to us is that it fits our community.” He gives an example of how the team considers pitches from “non-endemic brands” (those with a core focus outside of gaming). “Many of them would love to be present at Gamescom because the gaming audience is great. But only a fraction of the requests we get really make it to the show floor, [and the] reason is that the brand and what they are planning need to fit the overall Gamescom spirit.”
“A booth from the automobile manufacturer Mini is weird at first glance,” Heikhaus suggests. “But Mini showcasing their collaboration with Pokémon? That makes a lot of sense. So we ‘pick and choose’ to create the best possible experience for our community.” Endres says that, as a result of this process, Gamescom attendees this year “can definitely expect the biggest variety of booths and exhibitors since its beginning in 2009.”
“The goal is not simply to fit as many exhibitors as possible into the halls, but to create the right mix and a strong overall experience,” Heikhaus stresses. “We look at factors such as the different event areas, visitor flows, the connection between key zones, and of course safety requirements. Within that framework, exhibitors have significant creative freedom in how they design and present their booths.”
Endres points out that while this year’s capacity has been booked up, the team behind Gamescom is “actively working on ways to increase next year’s exhibition space, but we cannot share details right now.” Much as with exhibitors, however, it’s “not about simply putting more people into the halls. It is about creating the best possible experience for fans, trade visitors, exhibitors, and creators.”
Gamescom 2026 runs from Wednesday August 26 until Sunday August 30 at the Koelnmesse exhibition center in Cologne, Germany. It will be preceded by the Opening Night Live Showcase on Tuesday August 25. We’ll be bringing you plenty of news and exclusive interviews from the show floor, so be sure to follow PCGamesN for more throughout the week.