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Gamescom Merchandise Rules: FAQ for Exhibitors
May 22, 2025
Gamescom Merchandise Rules: FAQ for Exhibitors
Why Do Fans Go Crazy for Gamescom Merch?
At Gamescom, merchandise isn’t just a side attraction—it’s a full-blown phenomenon. Hall 5, known as the “Merchandise Area,” transforms into a massive merchandise hall every year, packed with everything from figurines and apparel to cosplay gear and mystery boxes.
The energy is incredible, with fans changing into freshly bought T-shirts on the spot and diving into lucky bags with childlike excitement. But here’s something many exhibitors don’t know.
You may be able to sell merchandise right inside your own booth.If your booth meets certain conditions, you can run your own branded merch zone right inside the Entertainment Hall.
This guide walks you through the official Gamescom merchandise rules, so you can plan your booth, stay compliant, and create a memorable experience for fans.
Gamescom Merchandise Rules FAQ
Yes, but there are restrictions.
In principle, merchandise sales are allowed only in Hall 5 (Merchandise Area).
However, if your booth is 600㎡ or larger, sales are also permitted in the BTC Hall (Entertainment Area).
Exhibitors must meet all three of the following conditions:
• The booth is located in the BTC Hall and is at least 600㎡ in size.
• Merchandise is based on your own intellectual property(IP).
• The sales zone occupies no more than 30% of the total booth area.
The booth must maintain a cohesive visual identity, and the merchandise area should blend seamlessly into the overall design—rather than standing out as a separate retail space.
The following items may not be sold:
• Products unrelated to your IP, such as food or beverages
• Real weapons or replicas that resemble actual weapons
Not following these rules may result in your booth being shut down by the organizer (Koelnmesse).
Yes. However, exhibitors are responsible for bringing their own equipment, as POS terminals are not provided by the organizer.
Common systems used in Europe include SumUp and Zettle by PayPal.
It’s recommended to support multiple payment methods, such as card and mobile QR payment.
What You Need to Prepare for On-Site Merchandise Sales
1. Inventory management
Use a system that allows real-time tracking. Consider linking slow-moving items to on-site promotions.
2. Storage space
Rent dedicated storage through Gamescom or set up a backroom area within your booth.
3. Sales reporting
Track daily sales by item. This helps with post-show analysis and future planning.
4. Staffing
Assign multilingual sales staff to support international visitors and improve the customer experience.
Merch as Brand Experience
Following the official Gamescom merchandise rules not only ensures compliance, but also equips you to deliver a professional, engaging fan experience.
When designed thoughtfully, your merch area becomes an extension of your brand—not just a place to sell. It becomes part of your IP story: a space where fans can connect, remember, and take a piece of your world home with them.
Planning to activate merchandise at Gamescom?
Eidetic helps exhibitors turn ideas into immersive, on-brand experiences.
See our Gamescom Work → BMW Gamescom Booth
