Gamescom Fair

When Kids Rule

Gamescom 2016 Opening
Visitors check out the latest video games at Gamescon in Cologne. Photo: Getty Images Entertainment
  • Why it matters

    Why it matters

    Business executives and managers are realizing that they need to become more familiar with the gaming world if they hope to communicate effectively with the youth market.

  • Facts


    • A third of all 12- to 19-year-olds in Germany log onto an online game daily or at least several times a week.
    • Two German foundations have organized a joint parent-child visit to the Gamescom trade fair in Cologne.
    • The parents are business managers and executives who hope to learn about the world of gaming from their digitally savvy children.
  • Audio


  • Pdf

First there is the noise. At booths separated by only a few meters, game manufacturers have set up giant screens and speakers in the exhibition hall. Every few steps, visitors are assaulted by the booming noise of promotional films for their computer games, but younger visitors don’t even seem notice. They are far more interested in what they see than what they hear. Most of the parents, however, are clearly uncomfortable.

Perhaps the first lesson they learn on this day at the Gamescom trade fair in Cologne is that the world of games that fascinates their offspring is very loud. That’s not the last lesson, though. That’s precisely why these managers and executives of companies and foundations are here. They want their children to acquaint them with the fascination surrounding computer games.

Want to keep reading?

Subscribe now or log in to read our coverage of Europe’s leading economy.