UK wins partner deal with Gamescom

The UK has been appointed as official partner country for this year’s Gamescom event in Cologne.

Organiser Koelnmesse and German trade body the BIU announced the deal this afternoon, giving a huge lift to the British market as all of Europe and beyond prepares for the show in August.

Last year’s country partner was Canada, which caused much hand-wringing in the UK due to its fear that ground may be being lost in the battle for invention and employment within the global games business.

Development trade body TIGA will oversee the UK’s official presence and promotion throughout Gamescom. The impressive deal was also garnered thanks to the involvement of UK Trade & Investment.

Partner status will help to underline to an international audience that the UK remains the hotspot for business development within interactive entertainment.

"Britain and Gamescom are an ideal combination," said Gerald Bse, chief executive officer of Koelnmesse.

"We are proud to have the European centre of the games industry as a partner country. This sits perfectly within the most important European trade fair."

Gamescom runs this summer from August 17th – 21st.

The UK will also be presented in its new status as partner country at an international press conference and live webcast on Thursday June 16th.