Gamescom Asia is evolving. This year, the third event in the annual Gamescom calendar has swapped Singapore for Bangkok after merging with Thailand Game Show in a bid to deliver what organizers claim will be the largest showcase in the region.
The new-look event, dubbed **Gamescom Asia x Thailand Game Show**, aims to deliver a robust B2B and B2C spread that unites professionals, publishers, and players. But how are organizers working behind the scenes to deliver on that promise? We caught up with Koelnmesse project director Daria La Valle, who oversees the event, to find out.
### Uniting East and West
Speaking to *Game Developer*, La Valle explained that the hope is the merger of Gamescom Asia and Thailand Game Show will facilitate widespread knowledge sharing between the East and West. She describes Asia as a “fragmented market” that can be difficult for those beyond its borders to parse, while also being challenging for Asian developers to make inroads in Western markets.
“Therein lies an opportunity,” La Valle noted. “Ultimately, it’s not about one region doing better than the other, it’s about global success as the world of gaming converges globally.”
She added, “Throughout the past few years, Gamescom Asia x Thailand Game Show has grown to be the largest B2B show for the games industry in Southeast Asia, with a track record of bringing top international expert speakers to the region.”
### The Ongoing Chase for Growth
Expanding the event in service of that mission is an “ongoing chase,” La Valle said, requiring organizers to be candid about their successes and shortcomings to ensure meaningful evolution for exhibitors and attendees alike.
“Take for instance the case of Gamescom Asia launching during Covid,” she explained. “We’re not going to pretend that didn’t put us on the back foot and made things really difficult. Despite that, each year we’ve grown in scope, size, and level of participation in both B2B and B2C.”
This year, the event sees significant growth in the B2C segment by moving to Thailand. La Valle emphasized the importance of maintaining a space that attracts developers from across the world to collaborate, address industry challenges, form partnerships, and grow together.
“We’re extremely aware of cost pressures for both exhibitors and attendees,” she added.
### Why Move from Singapore to Bangkok?
Discussing the move from Singapore to Bangkok, La Valle explained that expanding the B2C offering would have been difficult had Gamescom Asia remained in Singapore.
“With the nature of Singapore being a relatively small market, there was only so much growth that could be achieved on the B2C side,” she said. “We still have a strong relationship with the Singapore government and are really grateful for the support they’ve given the show in its early years.”
La Valle believes the B2C portion of the event will thrive in Thailand, calling the Thai games community “fantastic,” from gamers to developers, who have welcomed the event with open arms.
### Supporting Local Developers
La Valle also insisted that Gamescom Asia x Thailand Game Show will actively support local developers to ensure they aren’t overshadowed by the industry’s major players when they come to town.
This pledge comes months after some Brazilian developers at Gamescom LATAM claimed they were mistreated by organizers in an open letter addressed to Gamescom management.
“Indie devs have been key to our success from day one,” La Valle said. “We’ve always had a dedicated indie area, hosted by some of the region’s leading devs.”
This year, more than 200 developers will exhibit across dedicated indie areas and country pavilions, eliminating concerns that indie developers might be sidelined.
### Addressing Cost Pressures
Aware of the costs associated with event attendance, Gamescom organizers are striving to deliver value. Initiatives include offering free business visitor tickets to pre-registered attendees and providing special rates to select trade bodies around the world.
“We’re extremely aware of cost pressures for both exhibitors and attendees and we strive to provide the most value,” La Valle explained. “The way we do this is by putting together the best possible show and creating opportunities for people to meet, come together and collaborate.”
She continued, “A good outcome for the event is one where people can learn but also network. We invest heavily in parties, mixers, and dedicated spaces where people can find each other.”
La Valle noted that Asian markets tend to be very cost-conscious, which is reflected in the event’s pricing. “Ultimately, we bring in a great audience and put together a great event, which is evident from the several repeat exhibitors from the indie dev community who’ve been with us for years. We’ve literally seen them and their games grow.”
### Looking Ahead
The proof, of course, will be in the pudding. Stay tuned to *Game Developer* for more Gamescom Asia coverage straight from Thailand over the coming weeks.
https://www.gamedeveloper.com/business/-it-s-about-global-success-gamescom-asia-x-thailand-game-show-director-outlines-vision-for-new-look-event
