Observed Signal · Aug 26, 2026 · Event Coverage · Source: Mobilegamer.biz · Impact: 1/5 · Sentiment: Neutral
Experiential & Event Marketing Market: Who Spent Most on Gamescom Booths?
A MobileGamer walkthrough of Gamescom exhibitor booths (published 2026-08-26) surveys major exhibitors and standout stands across Halls 6–9. The piece highlights big presences from Tencent (Level Infinite / Tencent Games), Hoyoverse, Ubisoft, EA, NetEase, Google Play (Google), Huawei, Epic Games, Nintendo, Samsung and others, noting large game-focused activations such as Arknights: Endfield and Honor of Kings World. The author suggests Tencent was likely the biggest spender on booth space and describes a mix of PC/console and mobile-focused staging and branded experiential displays across the show floors.
Event coverage of Gamescom exhibitor booths; limited direct relevance to AdTech/MarTech beyond experiential marketing and brand presence at an industry trade show.
Wichtigste Kernpunkte & Evidenz
- MobileGamer published a walkthrough of Gamescom exhibitor booths on 2026-08-26.
- Hoyoverse showcased multiple titles (Petit Planet, Honkai Nexus Anima, Genshin Impact, Star Rail, Zenless Zone Zero) in Hall 6.
- Halls 6–9 featured large stands from Tencent (Level Infinite / Tencent Games), Ubisoft, EA, NetEase, Google (Google Play), Huawei, Epic Games, Nintendo and Samsung.
- Hall 8 hosted a very large Arknights: Endfield activation and Tencent Games showcased Honor of Kings World.
- Hall 9 featured Samsung’s Odyssey gaming monitors and Nintendo showcasing Switch Sports Resort and the new Call of Duty entry.
Verknüpfte Unternehmen
23 verknüpfte UnternehmenNintendo
Konsolenspiele-Hersteller mit eigener Hardware, Games, Abonnementdiensten und direktem E-Commerce.
“Samsung is pushing its Odyssey gaming monitors and its Gaming Hub with a giant booth at the entrance of Hall 9, opposite Nintendo which is s...”
EA
Globaler Spiele-Publisher mit Live-Services, Abonnements und In-Game-Advertising.
“Ubi is opposite EA, whose staging for EA FC is cool but rather less impactful....”
SQUARE ENIX
Japanischer Gaming-Publisher und IP-Inhaber für digitale und physische Entertainment-Erlebnisse.
“It’s home to a giant and annoyingly loud Square Enix booth, CD Projekt’s Witcher stand and, most notably, a truly enormous Arknights: Endfie...”
Vodafone
Ein weltweit führender Telekommunikationsanbieter, der Privat- und Geschäftskunden mit sicheren Konnektivitätsdiensten und digitaler Infrastruktur versorgt.
“Vodafone and Steelseries also have a presence in the same area, and NetEase has a pretty striking Sea of Remnants display, alongside PC/cons...”
Samsung Electronics
Globaler Elektronikhersteller, der Hardware, Streaming, Werbung und digitale Dienste über ein vernetztes Ökosystem monetarisiert.
“Samsung is pushing its Odyssey gaming monitors and its Gaming Hub with a giant booth at the entrance of Hall 9, opposite Nintendo which is s...”
Rovio
Publisher von Mobile Games, bekannt für die Angry Birds-Franchise und Rovio Ads.
“Lego has a beefy booth in here alongside Krafton and Rocketbeans.tv, which looks like a Rovio stand at first glance, thanks to for firm’s fr...”
Huawei
Diversifizierter Technologiekonzern, der Endgeräte, Cloud-Infrastruktur, App-Distribution und Werbelösungen umfasst.
“A little further in, Huawei has a big, bright stand for its AppGallery mobile store and Game Center tech, and Epic Games is next door with a...”
King
Führender Mobile-Game-Publisher für Free-to-play-Casual-Games und Puzzle-Franchises.
“King doesn't get a look in anywhere, nor do any of Blizzard, Activision or Bethesda’s mobile games....”
AMD
Ein US-amerikanisches Halbleiterunternehmen, das Hochleistungsprozessoren und Computer-Chips für Unternehmen und Konsumenten entwickelt.
“The rest of the (slightly random) companies in here include AMD, Republic of Gamers and Philips, among others....”
Tencent
Chinesische Internet-Plattform, die Social Media, Gaming, digitale Medien, Advertising und Cloud-Lösungen vereint.
“Even on the large Level Infinite (AKA Tencent) booth across the back wall, it was mostly PC and console fare....”
SEGA
Japanischer Spiele-Publisher und IP-Inhaber für Konsolen, Mobilgeräte und Anime.
“The tech giant’s "biggest regional consumer push and first major Gamescom presence in a decade" is next to Konami and a giant Sega stand....”
The LEGO Group
Globaler Spielwarenhersteller, der physische Bausätze mit einem hochgradig interaktiven digitalen Ökosystem und Commerce-Plattformen verknüpft.
“Lego has a beefy booth in here alongside Krafton and Rocketbeans.tv, which looks like a Rovio stand at first glance, thanks to for firm’s fr...”
miHoYo
Entwickler und Publisher von plattformübergreifenden Live-Service-Spielen.
Microsoft
Ein diversifiziertes Plattformunternehmen für Software, Cloud-Infrastruktur, digitale Werbung und Gaming.
“As ever, Xbox takes up the whole back wall here but it’s all console stuff – Halo, COD, Gears, Fable, Forza and so on....”
Capcom
Japanischer Videospiele-Publisher, der Franchise-IP über digitale Plattformen hinweg monetarisiert.
“Capcom has the far wall, but nothing much on mobile there....”
ASUS
Börsennotierter taiwanesischer Hersteller von Computern und Unterhaltungselektronik.
“The rest of the (slightly random) companies in here include AMD, Republic of Gamers and Philips, among others....”
Epic Games
Publisher von Videospielen, Anbieter der Unreal Engine und Betreiber einer digitalen Spieleplattform.
“A little further in, Huawei has a big, bright stand for its AppGallery mobile store and Game Center tech, and Epic Games is next door with a...”
Ubisoft
Videospiel-Publisher mit Fokus auf eigene Franchise-Marken und wiederkehrende Spieler-Monetarisierung.
“Given Ubisoft’s troubles, the French firm has a notably large and elaborate stand as you enter Hall 6, very possibly thanks to its new busin...”
Activision Blizzard
Führender Publisher für plattformübergreifenden interaktiven Entertainment-Content und erstklassiges In-Game-Advertising-Inventar.
“King doesn't get a look in anywhere, nor do any of Blizzard, Activision or Bethesda’s mobile games....”
Royal Philips
Ein niederländisches Gesundheitstechnologieunternehmen, das medizinische Leistungserbringer und Endverbraucher bedient.
“The rest of the (slightly random) companies in here include AMD, Republic of Gamers and Philips, among others....”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“Google Play’s meaty stand is right there as you enter Hall 7, but didn’t seem to be open yet when we strolled by on Wednesday morning....”
Konami
Japanischer Unterhaltungskonzern, dessen Portfolio von digitalen Spielen über Casinosysteme bis hin zu Fitnessstudios reicht.
“The tech giant’s "biggest regional consumer push and first major Gamescom presence in a decade" is next to Konami and a giant Sega stand....”
NetEase
Chinesischer Internetkonzern mit den Schwerpunkten Gaming, Musik-Streaming und digitale Lernplattformen.
“Vodafone and Steelseries also have a presence in the same area, and NetEase has a pretty striking Sea of Remnants display, alongside PC/cons...”
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