The Brutal ROI of Game Conferences: Should Indies Really Go to Gamescom?

Game conferences like Gamescom, GDC, and PAX look incredible on LinkedIn.
Booth pics. Crowded halls. Big logos.

But when you strip away the hype, the return on investment (ROI) for indie developers often tells a different story.

 
The Real Cost of Attending a Game Conference
Think a $2,500 booth fee sounds manageable? Think again. The true cost is usually 2–3x higher once you factor in:

Travel & flights
Hotel stays 
Equipment & booth setup
Labor & staffing
Swag, merch, and promo
That $2,500 booth? Suddenly you’re looking at $7,000+.

 
Cost Per Wishlist: Physical vs Digital
Conferences don’t just drain your wallet, they’re also inefficient for wishlist building:

Physical events: $8–$20+ per wishlist
Paid digital ads: ~$5 per wishlist
Steam Next Fest: Effectively $0 per wishlist
If your primary mission is growing wishlists and sales signals, digital is almost always more efficient.

 
The Hidden & Ridiculous Costs
Some of the most shocking Gamescom expenses include:

€140,000 for a 30 second Opening Night Live slot
$1,000/day for “dedicated” internet
€500/night Cologne hotel rates during the event
For AAA publishers, this spend is about share of voice and platform politics.
For indies? It’s usually money wasted.

 
The Myth of the “Big Win”
Yes, you’ve heard the story: “We met our publisher in a lobby and landed a deal!”
But let’s be real, those moments are lottery tickets.

They’re amazing when they happen… but impossible to plan for.

 
When Game Conferences Make Sense
Go to Gamescom or GDC if you have:
A polished build ready to show
A clear mission (funding, pre-launch push, platform meetings)
A pre-booked calendar with publishers, press, or partners

When to Skip Them
Pass on conferences if you’re:
Still in early build stage
Lacking a unique hook
Going just to “be there” without a plan

 
Smarter Marketing Alternatives
If you’re an indie dev with a tight budget, your marketing dollars probably work harder elsewhere:

Digital ad campaigns
Steam Next Fest participation
Content marketing & community building
Targeted influencer outreach
 
Key Takeaway
Game conferences like Gamescom look glamorous, but for most indie developers the ROI doesn’t add up. Unless you’ve got a polished build, clear goals, and pre-set meetings, skip the hype and invest where your marketing spend drives real, measurable results.