Since its start in 2009, gamescom has rapidly evolved into the largest international event highlight for digital games and the most important business platform for the gaming industry. For the community it is the event where the concentrated passion for computer games and cosplay comes alive. But it aims even higher: getting out of the niche - and into the middle of society. Because that is where the home of gaming is.
The strategy: With integrated 360° communication, we take gamescom to the next level. We involved the gamer scene from the very beginning: with fascinating events and a target group-specific mix of owned, paid and earned media. And we used the resulting user-generated content to involve the community even more and to anchor gamescom as "The Heart of Gaming". In order to turn this mega-event for digital gaming culture into a tangible experience for gamers around the world, we mapped all content on a central hub, integrated new platforms and continually expanded all digital formats.
The result: Gamescom is more than just a trade fair for digital games - it is the epicenter of gaming. And so much more: in 2017, German Chancellor Angela Merkel officially opened the event - gamescom has definitely arrived in the middle of society. The heart of the gaming industry beats in Cologne and breaks new records for visitors, exhibitors and international reach every year.
Brand Strategy + design:
With the claim "The heart of Gaming", we perfectly pinpoint gamescom's innermost character. We design the key visual correspondingly, full of self-confidence and emotion, as colorful, playful and diverse as gamescom itself.