Koelnmesse strengthens its presence in Brazil with gamescom latam

With the second edition of gamescom latam in São Paulo, Koelnmesse is celebrating a milestone in its international growth strategy. From April 30 to May 4, 2025, the focus will once again be on Latin America's most important gaming event - accompanied by a high-ranking delegation from Cologne. In addition to the official opening by Koelnmesse COO Oliver Frese, the Mayor of Cologne and Chairwoman of the Supervisory Board Henriette Reker will also be on site. Together they will underline the growing importance of Brazil as an international trade fair market - and not just for the games industry.

gamescom latam as a key format for globalization

gamescom latam attracted over 100,000 visitors at its premiere in 2024 - a record for a first international event organized by Koelnmesse. The trade fair benefits from a strong brand base (gamescom) and a booming regional market: Latin America has more gamers than the USA and Canada combined. For Koelnmesse, the format is a key lever for expanding its position in the global trade fair business. The close partnership with Brazilian players such as the BIG Festival and Omelete also contributed to its success.

More than just games: Brazil as a growth market for trade fairs

Koelnmesse has been active in Brazil for 60 years and has had its own subsidiary in São Paulo since 2014. In addition to gamescom latam, it organizes three other events there: Anuga Select Brazil, the trade fair duo FIT 0/16 and Pueri Expo. All formats are recording rising exhibitor and visitor numbers. Interest in the food fairs is particularly strong: At Anuga 2023, the sales volume of Brazilian exhibitors was over six billion US dollars.

Building a strategic bridge between Cologne and the Mercosur region

Koelnmesse COO Oliver Frese sees the expansion as a long-term investment: "The positive development in Brazil shows how important it was to focus on this market at an early stage." The commitment is also supported politically. Mayor Henriette Reker describes the city partnership with Rio de Janeiro as an important signal in times of global trade conflicts: "We need fast-growing allies like Brazil. The close connection between the city, the economy and the trade fair is a strong foundation."