Between June 26th and 30th, Gamescom LATAM took place, the largest gaming fair in the world, which had its first edition held in Brazil in partnership with Omelet. The event, which was attended by over 100,000 people, featured renowned brands such as TNT, Banco do Brasil, Niantic, Nintendo, Claro and more. The fair offered several attractions for the public, including panels and lectures, new games to be explored, activations at the stands and giveaways.
In addition to being a celebration for gaming fans, Gamescom offers an invaluable strategic platform for brands. The global visibility it provides, with a large audience and intense media coverage, makes it a prime location for the launch of new products and technologies. The environment facilitates networking, allowing industry professionals to form essential partnerships and collaborations.
In addition, direct interaction with the community gamer offers feedbacks valuable and strengthens brands’ engagement with their target audience. The celebration of culture gamerwith activities such as cosplay and art exhibitions, allows brands to connect emotionally with consumers, creating lasting and meaningful bonds.
The event was attended by over 100,000 people and featured renowned brands. (Photo: Gamescom/Disclosure)
ADNews spoke exclusively with Lívia Bassi, brand manager at TNT, who explained why the brand is investing in the gaming sector.
“This has been part of TNT’s history. The brand seeks to be with the public where they are, so being at these events and talking to young people is our main goal. When we give the necessary importance to sponsorships, this makes TNT remembered and relevant, creating bonds and becoming a consumed brand. TNT operates in three major territories: games, music and education. In the gaming area, we invest in generation Z and millennials, with a focus on engaging this audience. In education, we have a long-standing partnership with SoulCode, a bootcamp “We are a free program that aims to professionalize people in the technology sector. In music, we continue to sponsor Primavera Sound and the TNT Club stage, which seeks to give a voice to emerging artists who are standing out in the market”, he explains.
In addition to TNT, Banco do Brasil, in partnership with W7M eSports, stood out at Gamescom with the largest booth at the show. The innovative activation included a zipline that crossed the booth space, offering giveaways to the public and demonstrating the brand’s commitment to the gaming community. This effort is part of Banco do Brasil’s ongoing investment in the gaming audience, reinforcing its support and engagement with this growing market.
Gamescom LATAM 2024 marked a triumphant entry into the Brazilian gaming scene, providing not only a vibrant stage for gaming enthusiasts but also a strategic platform for global brands. It is not only a celebration of gaming culture, but also a catalyst for essential collaborations and partnerships in the industry. By connecting brands directly with their target audience and providing an environment conducive to networking, the event strengthens ties and opens doors to the future of digital entertainment in Brazil and beyond.
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