Agency Freaks 4U Gaming will debut the Knabe Kola Pro Arena at gamescom 2025, bringing together more than 20 partners as part of a new esports and community hub. The arena is designed as both a stage for live competition and a platform for brand activations, with opportunities for visitors to watch esports, meet athletes and creators, and explore products from a wide range of companies.
The arena was first announced in May, with only SK Gaming confirmed as a partner by then. According to a press release, Freaks 4U Gaming positions the space as an initiative that combines esports, entertainment and brand activations aiming to deliver both engagement and community spirit.
“Knabe Kola has only been around for a short time, so we’re excited for the community to be able to try our product live at gamescom,” said Johannes Gorzel, CEO of INSTINCT3, a creative agency involved in the release of Knabe Cola, a new German cola drink. “This week, the Knabe Kola Pro Arena feels almost like our headquarters. Thanks to our partnership with Freaks 4U Gaming, we benefit not only from strong branding but also from valuable infrastructure that helps us manage our various activations at the trade fair.”
Nine booths will be situated around a central hub in Hall 8. SK Gaming will appear with partners REWE, Chiquita, Deutsche Telekom, SanDisk and Amaran, while also hosting the Equal Esports Cup. Team Liquid is making its first appearance at gamescom with blockchain partner Sui. EVNIA by Philips is showcasing its gaming monitors and partnership with Team Vitality.
Schwarzkopf is offering hairstyling, influencer activity and virtual try-on experiences, while Techniker Krankenkasse is highlighting gaming and mental health as the League of Legends Prime League title sponsor. GX Trust is presenting gaming chairs, headsets and monitors, NongShim is bringing an interactive booth linked to its Prime League involvement, chocolate brand Duplo is returning with influencers and cosplayers, and Subway is contributing food offerings and activities.
PaysafeCard is present as an official partner, with its own programme of activations.
Additional areas have been created to encourage visitor participation. The main stage, hosted by Masterplay and supported by Techniker Krankenkasse, will present live entertainment, while the play area offers hands-on gaming including League of Legends and Teamfight Tactics. This section is supported by XMG, beyerdynamic, Logitech, Secretlab and Knabe. Backstage and VIP areas will also be available, including the Chiquita VIP Area above the Pro Arena in Hall Nord, overlooking the show floor.
