Microsoft not attending Gamescom 2012

But number of exhibitors has increased by around 20 per cent compared to last year, says organiser

Microsoft has confirmed to that it won't be attending this year's Gamescom in Cologne, instead choosing to focus on smaller, localised promotional events.

The story originally surfaced on German site Mediabiz, but was confirmed shortly afterwards by a UK Microsoft representative.

"In the lead up to the launch of Halo 4, Gears of War: Judgment, Forza Horizon, Fable: The Journey and Dance Central 3, among other titles and entertainment experiences, Xbox is focusing on smaller, more-localized experiences for customers, partners, retailers and press around the world," reads the statement.

"As a result, Xbox will not be exhibiting directly at gamescom in Cologne, Germany in August this year. Selected Xbox titles will still be showcased by our publishing partners at the event, and we wish the BIU well for the show."

The publisher's absence will undoubtedly be felt at the show, which last year attracted 275,000 members of the public.

In addition to Microsoft, both SEGA and THQ have publicly announced that they will not have a presence at the event.

Update: Gamescom organisers have contacted GamesIndustry International to state that despite the no-show of Microsoft, Nintendo, Sega and THQ, the event this year still has more exhibitors than last year.

"Compared to the comparable day last year, the number of exhibitors has increased by around 20 per cent," reads the statement.

"In excess of 370 companies from more than 30 nations have confirmed their participation. With 13 country-specific shared stands the trade fair is also noting growth and stimuli for new business as far as international business is concerned."

"The cancellations are counteracted by more than 60 new exhibitors. Global market leader Samsung will also be exhibiting this year," it added.

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Latest comments (9)

Daniel Oppitz Business Manager, ING Bank9 years ago
Don't forget, Nintendo is not present at this years' Gamescom as well.
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Matt Martin Editor, GamesIndustry.biz9 years ago
Microsoft won't show its four big titles to the largest gathering of consumers and press in Europe. Is Gamescom too big to get noticed?
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All the console manufacturers will now look to a private (controlled) presentations for the foreseeable future - part to avoid the 'cataclysm' that Nintendo brought on themselves at E3, and also in a attempt to 'manage' the message and avoid too many balls from left-field.

Managing the message about the business plan of 'constantly connected' / 'subscription based' console gaming needs all the manipulation possible - if handled wrong you will have the players, retailers and media looking for your blood - managed well and this could be the dawn of a brand new sector for an exclusive few!
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Show all comments (9)
Michael Taylor Audio Designer 9 years ago
Im guessing the were scared off by the 'games' part of GamesCom.
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Daniel Oppitz Business Manager, ING Bank9 years ago

I'm sure Microsoft wants to give their big IPs as much publicity and coverage as possible. Yet do they really need a huge show to sell million copies of Halo, Forza and Dance Central? They can target the press, trade and probably also consumer audience much cheaper that late in the console cycle.
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Hugo Dubs Interactive Designer 9 years ago
What is the purpose of scheduling such an event if nobody is coming to it?
They shouldn't forget that gamers are the ones buying their games
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Roberto Bruno Curious Person 9 years ago
@Hugo DUBS: If you're implying that no one cares about GamesCom, then I'm not sure you actually know what you're talking about.

That said, GamesCom is about actual games, I don't see how Microsoft would fit in.

Edited 1 times. Last edit by Roberto Bruno on 14th June 2012 6:10pm

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Meldarion Quesse9 years ago
Just shows that the big three are not concerned about games anymore (although sony is still undecided) shame they are letting samsung take a chance
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Bruce Everiss Marketing Consultant 9 years ago
Microsoft gaming is in a bit of limbo where the arthritic old platform is being wound down and the replacement platform is unannounced. So there is no point in shouting from the hilltop.

And, as a company, they have far bigger loaves in the oven. Windows 8 is about to be rolled out and it is revolutionary in many ways, from integration across platforms, to touch screen usage to the importance of the cloud.

Windows 8 will be the biggest thing in gaming this year.
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