The gaming industry is, without a doubt, one of the biggest and most profitable businesses around. What was once considered a niche sector perpetuated mostly by geeks in basements coding 8-bit titles has now grown into a market worth $159.3 billion, outshining Hollywood and the music industry combined. We’re seeing countless stories of companies employing hundreds upon hundreds of people to develop a single game for half a decade or the opposite, a mobile game made by one guy in Vietnam making $50,000 a day. We’ve reached a point where most people play video games in one form or another, and it’s just as likely and viable for a developer to be hired to work in games as opposed to other types of software and apps.

With such a large market employing hundreds of thousands of people and providing products and services to billions of consumers, it’s not hard to assume that the gaming industry would need a couple of meeting spots around the world for its experts to network with each other and catch up on the newest innovations. That’s why today we are going to continue our series of blog posts which already covered the toy, food and wine businesses to examine the biggest and most important trade fairs for the gaming industry globally!

E3 - Electronic Entertainment Expo, Los Angeles

It’s practically impossible to talk about video game trade shows without discussing the original – the Electronic Entertainment Expo, known most commonly as E3. Of course, E3 isn’t the first show to showcase video games and gaming hardware, but it was the first to focus exclusively on them. Founded in 1995, the show quickly started making waves by attracting all of the major gaming publishers at the time. E3 invited them to make their big announcements at press conferences during the show – a tradition that would proudly continue to this day. Even at the first-ever show, huge announcements like the price of the first PlayStation or release date of the Sega Saturn were dropped on the unsuspecting audience, setting a precedent for years to come.

The event has almost always been exclusively open to trade professionals with a brief period in the late 00s when the show rebranded itself to E for All and was open to the public – with questionable success. Today every single press conference that happens at E3 is streamed live to the public. Despite relatively low attendance numbers - only about 66,000 people in 2019, which is good but pales in comparison to other major events like Anuga, between 500,000 and 1.5 million people watched the conferences live. This record still hasn't been beaten by any other trade show for any industry in the world. E3 was successful when it first started 25 years ago, and its success only continues to grow with each new edition.

ChinaJoy, Shanghai

The Chinese gaming market is the largest in the world, with a revenue of 40.85 billion U.S. dollars in 2020. With some of the biggest international gaming companies located in Asia and thanks to the overall booming Chinese economy, the country is the ideal business incubator. That said, ChinaJoy reflects the diversity and richness perfectly of the digital entertainment industry. Even in the middle of a global pandemic, this gaming trade fair managed to attract and host over 300,000 visitors, brands and exhibitors.

During the expo, all types of products and services are showcased from different sectors of the industry. Visitors and professional guests can enjoy over 450 games, around 100 hardware products, 200+ toys and action figures, more than 3,000 anime derivatives and much more. The accompanying events include stage performance, live gameplays, lectures and all sorts of meetings. ChinaJoy is essential not only for the successful growth of the Asian market but also for the international gaming industry as a whole.

Gamescom, Cologne

People who only watch the streamed press conferences often have the impression that Gamescom is just E3’s European smaller brother – but that couldn’t be further from the truth. Yes, Gamescom’s conferences get a third of the views that E3’s do, and it is, in fact, set in Europe (in Germany, to be more precise). But beyond that, the two shows couldn’t be any more different. The biggest distinction between them is that Gamescom is open to the public. As a result, it brings together a larger audience – its 2019 edition gathered 373,000 visitors to Messe Cologne, far more than its American counterpart. While E3 focuses on networking and presenting new products to journalists, Gamescom is a lot more about showcasing the latest games and electronics directly to consumers and providing them with an experience.

That’s not to say Gamescom is just for the general public, as a big part of it is reserved exclusively for experts. That is, of course, the Games Developers Conference Europe (or GDC), which is held concurrently with Gamescom and has grown to be a vital platform that allows seasoned developers to pass on their knowledge and experience to their peers. The common topics of discussion involve doing post-mortems of games both new and old, where the people who made them discuss the finished product, what they learned and what they could have done better. Other subjects include various aspects of game design and coding, specialised talks on topics like motion capture and voice acting, as well as more abstract conversations on art and the emotional value of games.

Global Gaming Expo (G2E), Las Vegas

The US is the second-largest gaming market in the world and can offer some of the most spectacular gaming events on the globe. These shows allow different brands to present their latest product in front of a broader audience and serve as an informational hub as well. The Global Gaming Expo or G2E is no different. For the past 20 years, this expo has been one of the main innovations and technology platforms in the gaming industry. Decision-makers from the biggest corporations, owners of startups, designers, IT professionals and suppliers depend on G2E to provide the ideal networking and business opportunities.

The 3-day expo has massive media coverage, and its side events gather specialists from all spectres of the branch. Some of the main topics that are discussed include responsible gaming and the effects the industry has on young people, IT innovations and discoveries. Aside from that, visitors can enjoy tons of new games, all sorts of accessories, a cosplay show and of course, the mandatory anime merchandise. You won’t be disappointed regardless of your purpose in attending the G2E.

Tokyo Game Show

Japan is one of the most important markets in the gaming industry. Following the Videogame Crash of 1983, where a slew of low-quality Western games flooded the market and turned off consumers from buying anything resembling a video game, it was Japan’s high-quality titles that restored it and gradually won buyers’ trust back. Even today, two of the most successful brands in gaming – Sony and Nintendo – come straight from Japan, alongside numerous smaller publishers and developers. As such, it’s no surprise that just a year after its founding, the Tokyo Game Show quickly becomе a juggernaut of the Eastern gaming scene.

When deciding on whether to remain exclusive to industry professionals or open to the public, the show’s organisers took the best of both worlds. They made it so that the first half of TGS’ four days are just for industry experts, while the last one opens up the expo to everyone who wishes to attend. This has led to numbers that dwarf E3’s attendance, with TGS’ 20th anniversary in 2016 attracting over 270,000 people. The show serves as an all-in-one stop for all things related to Japanese gaming. It features not only the new announcements and hands-on presentations but also merchandise sales, gaming tournaments and educational programs from the top Japanese universities. While those who don’t speak the language will get very little out of Tokyo Game Show, for the Asian audience, it’s by far the most enthralling gaming experience of the year.

G-Star, Busan

The Korean gaming industry is one of the fifth largest in the world, and the market is rapidly expanding each year. As of 2019, its worth is estimated to be ₩15.6 trillion and is expected to grow up to ₩19.9 trillion by the end of 2022. The Korean gaming market is the third-largest in Asia, right after those of China and Japan. Naturally, this massive industry needs a stage where it can showcase the crème de la crème in means of brands, products and services. Thus, we present to you G-Star - South Korea’s impressive gaming expo, designed to combine the best fair practices from TGS, E3, Gamescom and others alike.

G-Star attracts close to 250,000 guests from all around the world each year. The show has two parts - the big consumer expo and a special business area. This way, both the visitors and exhibitors can get what they want. The first group has the chance to play their favourite games, test some of the latest accessories and buy tons of different merch. The businessmen and experts, on the other hand, have a separate place where they can network, exchange ideas and present their latest innovations in a more professional manner. Attending G-Star will be beneficial for everybody who wants to enter the Korean gaming market and establish strong connections.

One can never visit too many gaming conventions as each is unique in its own enchanting way. So here are some more influential events that can change the way you look at the digital entertainment industry.

iGB Live!, Amsterdam

iGB Live! is the largest igaming expo in the Netherlands. It is designed to connect operators with different service providers and suppliers. It also has a substantial audience created mostly by the readers of https://igamingbusiness.com/. The show offers many professional opportunities in the iGaming industry and is definitely an event you should visit, so start planning your business trip to Amsterdam.

SiGMA Malta

SiGMA Malta is the European edition of one of the most entertaining gaming expos out there. The event is a meeting point for professionals from the leading countries in the gaming industry and presents many opportunities for different business endeavours. It has a strong media presence while providing many startup companies with a chance to showcase their products and services.

Zurich Game Show

Altho it can’t match the massive size of G-Star or E3, Zurich Game Show is the largest gaming event in Switzerland and deserves a spot on our list. Over 30,000 enthusiasts and professionals visit the show every year in hopes to experience the latest gaming products. You can find everything here, from cosplay and eSports to virtual reality and board games.

Paris Games Week

One of the most notable events in the digital entertainment industry, Paris Game Week is ranked amongst the top shows in its sector. With over 300,000 visitors a year, this event is a must-see if you are passionate about the video-game culture. The expo has several side events, including some dedicated to the smaller audience, teaching children about the world of coding and responsible gaming.

We hope we were able to navigate you a little in the vast sea of gaming trade conferences and fairs. Our advice is to try and visit at least one of the biggest expos to get the feeling of what the industry is all about and lead your business to success.