Gamescom for B2B: With or Without Booth?

Gamescom in Cologne is one of the most important events not only on the European, but also on the global gamedev calendar, and if you’re a B2B company in the games industry, you’ve probably asked yourself at some point: Is it worth getting a booth? We at 8Bit (gamedev recruitment partner) have tested both approaches – once with our own booth in 2023, and twice (in 2024 and this year, 2025) going boothless but extremely focused on networking. Here’s what we’ve learned.

MeetToMatch: Your B2B Best Friend

Since 2024, we’ve supplemented the official Gamescom Biz app with MeetToMatch and we can say with confidence that it was money well spent. While the Gamescom Biz app is included with your ticket, MeetToMatch requires an additional fee, but for us, it’s worth every euro. Why so?

The filtering options are more advanced, allowing for precision in searching for people who could be genuinely interested in meeting you. Whether you’re targeting publishers, studios, other service providers, or investors, MeetToMatch helps you find them, fast.

A small but practical bonus? Users of MeetToMatch receive extra lanyards and laminated badges. This may seem minor, but the official (eco-friendly) Gamescom badges are easily damaged or lost. Having a sturdy, visible badge really helps when you’re on the move all day.

Booth vs No Booth: Cost, Focus, and ROI

In 2023, we went all in with a booth – and we loved how it looked. It served as a great visual representation of our brand and attracted lots of passersby. But the cost was significantly higher. Not just because of booth rental itself (which is fair, given the profile of the Gamescom event), but because we had to delegate more team members to Cologne. A booth should never be left unattended, so the logistics added up quickly.

In contrast, in 2024 and 2025, we decided to go boothless. With a lean two-person team, 100% of our time was spent networking and attending pre-scheduled meetings. Without a booth to guard, we were agile and focused. During our booth year, we often had to act more reactively, spending time with people who dropped by, even if they weren’t aligned with our B2B focus. That more reactive, booth-bound setup was great for spontaneous conversations, but often pulled us into chats that weren’t relevant to our core B2B goals.

The Value of Downtime (and a Place to Sit!)

Let’s be honest, Gamescom is an energy drain. Having a quiet space to recharge, eat, change clothes is a huge asset. When we had our own booth, it served this exact purpose. In 2024, we relied on the national pavilion of our home country, which worked perfectly.

This year, we didn’t have that option – but our friends at Galaktus generously shared their pavilion space. Their hospitality was a lifesaver, giving us and many, many others a much-needed breather during the event. We’re extremely grateful and we sincerely hope everyone who used their space will remember them next time business opportunities arise. Support those who support you!

Booth or No Booth Gamescom: Our Takeaway

Having a booth was a fantastic way to present our brand, but in our case (as a B2B recruitment agency for the gamedev industry) it didn’t convert into new business as effectively as our fieldwork-oriented setup did. For now, we’re sticking with the roaming-team model.

That said, no matter your setup, access to the business halls (given with the trade visitor ticket) is essential. The public halls are always packed, this year more than ever! If you’re serious about business networking, you absolutely need a trade visitor pass. Wandering the public halls hoping to make B2B connections is not a viable strategy.

Oh, and don’t miss the chance to explore the game showcase halls on Wednesday, before they open to the general public. It’s a privilege and a pleasure to get a sneak peek at the creativity our industry brings to life.

Whether you’re a booth devotee or a meeting-sprinter like us, happy networking, and see you at Gamescom 2026!