More Demand and More Gamer at Games for Families

2024 was a successful year for Games for Families, as Michael Wegner from planetlan told GamesMarkt. Visitor numbers were great, on-site sales grew, and post-event purchase intentions were notably higher. Most significantly, there has been a fundamental shift in the profile of families attending the stands compared to pre-pandemic years.

Not only are traditional trade fairs recovering, but Games for Families is also thriving. This is confirmed by Michael Wegner, Managing Director of Business Development at planetlan. The gaming roadshow, which hosts gaming areas at various general consumer fairs across Germany, attracted approximately 110,000 visitors at its two fall events. This autumn, Games for Families made stops at offerta in Karlsruhe and spielraum in Dresden.

The results of the mandatory visitor survey are particularly revealing, highlighting a shift from pre-COVID times. "Previously, it was mainly children who played at our booth being accompanied by their parents, but now parents have become gamers as well," says Wegner. At offerta, for instance, 86.9 per cent of attendees identified as at least casual gamers—an unprecedented figure for a general consumer fair. At spielraum in Dresden, where gaming aligns more closely with the fair's overall theme, the figure was even higher, at 89.9 per cent. Other key metrics underscore the growing success of Games for Families. On-site sales in the B2C event shop — permitted at these fairs unlike at gamescom — were 28 per cent higher at offerta 2023 compared to the best pre-pandemic event in 2019. By 2024, sales had surpassed the 2019 record by an impressive 45.4 per cent.

For Games for Families’ partners, post-event purchasing intentions are equally important. In 2024, 80.8 per cent of respondents expressed plans to buy a game within three months of attending the fair, compared to 76 per cent in 2019.

This upward trend is also reflected in bookings. At offerta 2024, bookings were 30 per cent higher than the previous year, and at spielraum in Dresden, they rose by 44 per cent, setting a new record. According to Wegner, partners are now committing earlier: 70 per cent of fall partners had already secured their spots by the first quarter. Wegner attributes this to the comprehensive Games for Families concept. “Factors like staffing, stand construction, and logistics, which often cause uncertainty during decision-making, are all included in the Games for Families package, providing clarity from the start,” says Wegner. Additionally, revenue from the B2C event shop offsets participation costs.

As a result, not only do returning visitors seem assured — 96 per cent of attendees said they would return next year — but many partners are expected to participate again as well. Looking ahead, there are already plans for at least three events in 2025: