Koelnmesse strengthens its presence in Brazil with gamescom latam

With the second edition of gamescom latam in São Paulo, Koelnmesse is consistently pursuing its international growth strategy. From 30 April to 4 May 2025, Latin America's most important gaming event will once again be the focus of international attention. The event will be accompanied by a high-ranking delegation from Cologne, including Koelnmesse COO Oliver Frese and Cologne's Mayor and Supervisory Board Chair Henriette Reker. Their joint appearance underscores Brazil's strategic importance as a trade fair and growth market – far beyond the games industry. gamescom latam is a prime example of the expansion of international formats with which Koelnmesse is strengthening its global presence. Within this strategy, Brazil is considered a key market with long-term potential. The combination of strong local demand, international brand awareness and reliable partnerships makes São Paulo a central building block of internationalisation.

gamescom latam as a key format for globalisation

At its premiere in 2024, gamescom latam attracted over 100,000 visitors, setting a record for an international first-time event organised by Koelnmesse. Its success is based on several factors: on the one hand, the trade fair benefits from the globally established gamescom brand and, on the other hand, from a dynamically growing regional market. Latin America now has more active gamers than the USA and Canada combined, which illustrates the enormous market potential of the region. For Koelnmesse, gamescom latam is much more than a single project. It serves as a key strategic format for expanding its position in the international trade fair business and tapping into new target groups. Close cooperation with local partners such as the BIG Festival and the media platform Omelete helps to anchor the format regionally while ensuring international standards. This combination of global brand and local expertise is considered a successful model for further international engagements.

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

Koelnmesse's involvement in Brazil goes back much further than gamescom latam. The company has been active in the South American country for around 60 years, and has had its own subsidiary in São Paulo since 2014. In addition to gamescom latam, Koelnmesse organises other established events there, including Anuga Select Brazil and the trade fair duo FIT 0/16 and Pueri Expo. All formats are recording rising exhibitor and visitor numbers, which underlines the attractiveness of the Brazilian market. The economic significance is particularly evident in the food sector: at Anuga 2023, Brazilian exhibitors achieved a sales volume of over six billion US dollars. These figures illustrate that Brazil is not only highly relevant as a sales market, but also as a production and export location.

Strategic bridge between Cologne and the Mercosur region

Koelnmesse COO Oliver Frese describes the expansion in Brazil as a long-term investment in stable growth regions. The positive development of recent years confirms the decision to focus on this market at an early stage. Brazil is not only a single location, but also a gateway to the entire Mercosur region, which is becoming strategically important for many industries. The commitment is also supported at the political level. Mayor Henriette Reker emphasises the importance of international partnerships, especially in times of global trade conflicts. The city partnership with Rio de Janeiro is an important signal of openness and cooperation. The close connection between the city, the economy and the trade fair forms a stable foundation for long-term relations between Europe and South America.

Local roots and international perspective

A key factor in Koelnmesse's success in Brazil is the consistent local anchoring of its events. With its own local structures, the trade fair company can respond flexibly to regional characteristics while ensuring international quality standards. This model makes it possible to continuously develop formats such as gamescom latam and adapt them to the needs of the market. At the same time, international exhibitors and visitors benefit from Koelnmesse's global network. Events in Brazil thus become interfaces between regional markets and international value chains. gamescom latam is a prime example of how trade fairs and consumer fairs can serve as platforms for exchange, business development and cultural networking.

Outlook for further growth

With gamescom latam, Koelnmesse is specifically expanding its commitment in Brazil and sending a clear signal for further growth. The combination of a strong brand, a growing market and a long-term strategy makes the format a central component of internationalisation. Brazil remains not only an important location, but also a strategic anchor for Koelnmesse's presence in Latin America.