Video games, cosplay, new hardware – there is a lot to see at Gamescom in Cologne. This year, the big supermarkets are also represented at the games fair – why actually?
In August 2023, part of the gaming community will meet again in Cologne for Gamescom. In addition to the many visitors, cosplayers and journalists, it is mainly the exhibitors who are on site. Big names like Nintendo, Ubisoft, Microsoft and Bandai Namco can be found – and Rewe, Aldi and Rossmann are also there.
Supermarkets at Gamescom
Anyone who walks over Gamescom this year can discover a lot. The big exhibitors are clustered in the northern part of the fair up to Hall 8. The social area can be found at the southern end. In between there is an area for business customers, the Cosplay and Retro Area and of course the Indie Arena Booth with all its highlights in Hall 10.
TECHBOOK was also there and was particularly surprised about a stand. Because Aldi also has a stand right next to the small indie studios. Rossmann can also be found further back. When we finally went to the Entertainment Area to look at the Netflix and Co. stands, it was at least as remarkable that Rewe had set up a stand right next to it, reminiscent of the fruit and vegetable area in the supermarket. What does a supermarket do between a streaming provider on the one hand and an eSports organization (SK Gaming) on the other?
This is what Rewe and Co. offer at Gamescom
In fact, it is not the first time that the supermarket and drugstore industry is represented at the games fair. This year, however, it is particularly present. The aim is to address the primarily young target group at Gamescom. This is difficult to achieve through the usual advertising channels.
Rewe, in particular, put it this way; the location right next to SK Gaming is no coincidence. Loud Philip Hohman, Head of Brand Marketing, gamers in particular are an important target group for the supermarket. The Rewe delivery service in particular is also aimed at this group.
Aldi actually has even more ambitious goals and offers its own live shows with well-known gaming streamers at Gamescom. The discounter has rented an area of almost 200 square meters for this purpose. A campaign with the eSports team NNO is running in parallel. The supermarket also provides information about the possibilities of IT training and careers in the company.
Rossmann follows a similar approach. Gamescom’s target group is young and IT-savvy, so it’s definitely a good idea. A spokesman for the company stated that they wanted to show young people that they were an attractive employer with the right opportunities.
More exhibitors at Gamescom
In addition to Aldi, Rewe and Rossmann, there are also a few other exhibitors that you wouldn’t necessarily associate with Gamescom at first glance. Various associations and public institutions are also represented. These include the Federal Intelligence Service, the ADAC and the German Pension Insurance. The approach is similar to that of the supermarkets. Gamescom offers a good opportunity to reach the young, Internet-savvy generation.
The stand of the DMMS. You can register right next to the Cosplay Area. The motto of the booth: Star Wars! The red-robed Imperial Guard of Honor with large swabs instead of spears definitely looks good.
Otherwise, the major streaming services will also be on site in the entertainment area this year. Disney is primarily promoting the new “Star Wars” series “Ahsoka”. Netflix has also made a big splash and is promoting its own gaming division on a large area that is visually based on the town of Hawkins from the series “Stranger Things”. There is also free pizza. In addition, Netflix has set up additional areas for its own productions “Squid Game”, “Wednesday” and “The Witcher”.