Not going to Gamescom but feel your game is missing out? Don’t fall into the FOMO

trap (Fear of missing out) and you really don’t need to market during an expensive event like Gamescom, here’s what to avoid:

❌ Pitching to or Expecting Responses from Media

Avoid pitching to or expecting responses from media a week before, during, or three weeks after Gamescom. Journalists and media are inundated with pitches and follow-ups during this period, making it unlikely for your message to stand out. They are often focused on covering the major announcements and events at Gamescom, so your pitch may get lost in the deluge.

❌ Getting Streamers to Cover Your Game

Trying to get streamers to cover your game when it is not featured at Gamescom is a challenging task. Streamers are typically drawn to content that is relevant for their viewers, and during Gamescom, they are focused on the latest and most exciting news from the event. If your game is not part of the Gamescom lineup, it is likely to be overshadowed by the buzz around the event.

❌Expecting Social Media Traffic

During Gamescom, social media platforms like Twitter, TikTok, and YouTube are flooded with content related to the event. Expecting your content to gain significant traction during this time is unrealistic. Most content you publish will likely get lost in the noise as users are drawn to new and shiny Gamescom-specific content.

❌ Publishing Announcements, Game Launches, Demo Releases

Releasing announcements, game launches, or demos during Gamescom is generally a bad idea. Many game studios will be publishing their content, and the sheer volume of news can overwhelm your announcements, making them less impactful. It’s better to wait until the Gamescom frenzy subsides to ensure your news gets the attention it deserves.

What Should You Do Instead?

Before Gamescom Events

Secure Deals Early: Reach out to any agencies or third parties to secure deals well before Gamescom events start. This ensures you lock in partnerships and promotions without the competition and rush that comes with Gamescom.
Push for a Gamescom Deal: Many agencies aim to secure deals at Gamescom to attribute lead conversions to the event. Leverage this by pushing for deals in the lead-up to Gamescom, ensuring your game benefits from the heightened interest.

During Gamescom

Focus on Preparation: Rather than scrambling for attention during Gamescom, use this time to focus on your game. Work on updates, polish your next plans, and prepare for your next major activity.
Build and Refine: Ensure that your next set of creative content, PR pitches, influencer contact lists, newsletters, and other materials are polished and ready. This preparation will position you well for a strong post-Gamescom push.
Play your game more. Learn as much as you can about your own product.

After the Gamescom Storm

Wait for the Hype to Pass: Allow a couple of weeks for the Gamescom hype to die down. Journalists often take holidays post-events after working tirelessly to publish their coverage, so give them time to reset.
Strategic Timing: Plan your major announcements and releases for after this period. With the Gamescom storm passed, your news will have a better chance of standing out and capturing the attention of your target audience.

Stay Updated

I’ll be updating this with more details on what to do after Gamescom, so sign up for my newsletter on LinkedIn, follow me on Medium, or ask me to email you ash@vmarketer.games. This way, you can stay informed and make the most of your marketing efforts in the ever-evolving gaming landscape.

Avoid Gamescom FOMO