Berlin-based marqed agency GmbH will lead The District by marqed agency at gamescom 2026, establishing a dedicated esports area in Hall 8 and Outdoor Area P8 at the event in Cologne, Germany.
Spanning 3,000 square metres, the space aims to help brands connect with targeted gaming audiences through cultural positioning rather than relying solely on overall reach, combining brand activations, community hubs, and esports organisation experiences across the event.
Also read:
- Dignitas and MIKE AND IKE continue Fortnite partnership for fifth year
- NODWIN Gaming posts $12.17M revenue in Q1 FY27, narrows EBITDA loss
- KICK opens platform to brands and advertisers for the first time
German esports organisation SK Gaming will occupy approximately 800 square metres within the area to build community-focused experiences alongside commercial partners including Deutsche Telekom, Subway, SanDisk, and REWE.
Several non-endemic brands are participating through prior ties to the League of Legends Techniker Prime League—a tournament ecosystem produced by marqed’s sister company, onethreefive gaming GmbH. These include KitKat, Nongshim, and Techniker Krankenkasse.
A wide roster of hardware, automotive, and professional services brands will also establish activations within the zone, including AGON by AOC, Philips EVNIA, GIGABYTE AORUS, HP HyperX, Maverick Games, Philips OneBlade, Acer, Logitech, Porsche, PwC, Sony, and TCOMAS. The footprint marks the agency’s primary strategic focal point for the event.
The initiative applies marqed agency’s strategy-led model to Europe’s largest gaming trade fair. “Not every brand needs to be everywhere,” said Marija Haenisch, Founder & CMO of marqed agency. “For us, it starts with the question of who a brand really wants to reach and in which environment it can show up credibly. The District is exactly that kind of place: focused on a clear audience and on brands for which Competitive Gaming is a relevant context. That is why we are especially excited to shape The District together with gamescom.”
The establishment of The District follows a shift in how Hall 8’s competitive gaming space is managed. At gamescom 2025, German agency Freaks 4U Gaming operated a similar 3,000 square metre hub, the Knabe Kola Pro Arena, which featured over 20 brand partners including SK Gaming, Techniker Krankenkasse, Subway, and Nongshim.
However, Freaks 4U Gaming filed for insolvency in late 2025 after majority owner NODWIN Gaming ceased further financial support, leaving the management of Hall 8’s major competitive gaming footprint open for gamescom 2026.
