The UK has ousted Canada as official country partner for Gamescom this summer.
Development trade body TIGA will oversee the UK’s official presence and promotion throughout the giant consumer and trade show. The impressive deal was also achieved thanks to the involvement of UK Trade & Investment.
Last year’s choice of country partner was Canada, which caused much consternation and complaint in the UK due to its fear that there was a land-grab going on for investment cash and games talent.
But organiser Koelnmesse and German trade body the BIU have now given a huge lift to the British market as all of Europe and beyond prepares for the show in August.
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 Böse, 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.