Digital upgrades for gamescom 2026: Shopmacher unveils smart AI features, an optimized onsite locator and improved creator connections

The digital ecosystem of gamescom is expanding in both scope and timing: for the first time, the official website for the gamescom lan format (lan.gamescom.global), a classic on-site gaming party that takes place independently of the main event, has been integrated into the existing gamescom system. That means the LAN now has a digital home. To extend the LAN party digitally, the event's popular online game “gamescom epix”, which lets players collect digital points during gamescom in August, was reactivated for the first time during gamescom lan as well. Behind the scenes, Shopmacher rebuilt the system so that user accounts work across platforms and points from the LAN party and from epix flow into a single points account.

The consolidation mainly reduces technical complexity for gamescom: instead of running and maintaining several separate, siloed solutions in parallel, the new approach brings the different threads together in a central infrastructure. For the organizers, this has another key benefit besides the reduced maintenance effort: a visually and functionally consistent overall experience emerges, strengthening gamescom's uniform corporate identity (CI) across all sub-formats.

The locator tool successfully introduced last year gets a comprehensive comfort upgrade. Additional info layers in the digital site map now let visitors filter specifically for elevators, more accessible restrooms or food stands.

The location display for exhibitors has also been refined: while last year's system could only show the relevant hall, the position of booths can now be pinpointed much more precisely on the map. That's a big step forward for orientation inside the halls, where no GPS signal is available.

As a forward-looking pilot feature, Shopmacher is introducing an AI-based voice search for mobile phones this year, a feature that goes far beyond classic search. Instead of searching specifically for known exhibitors, the AI makes it possible to discover new content based on vague interests. Using a microphone button, users simply speak spontaneous thoughts or preferences out loud, for example “I like action games and indie publishers”.

A built-in AI analyzes what's said in real time using vector search and combines it with data from the content management system (CMS). This lets the app suggest tailored highlights that visitors might not have discovered on their own. Matching results can be favorited directly and carried seamlessly into the locator for personal event planning.

Since content creators are a core part of gamescom, their digital integration has been optimized. Through a new creator dashboard, accredited creators can now manage their own profile, including image, description and social media links.

To make planning easier for fans, the “surprise problem” has also been solved: creators can propose directly in the system which exhibiting companies or shows they'll appear as a guest at. Once approved by the editorial team or the exhibitor, that appearance shows up directly in the creator's official schedule on the website and in the event page details.

The proven digital queuing system, which has already successfully eased the crowds at autograph sessions in previous years, is becoming more flexible. The solution is now also available for concerts, shows and exclusive VIP meet-and-greets. The system is also being used for cosplay workshops, where interested visitors can sign up free of charge. The tool doesn't just make the event easier for attendees. Exhibitors, too, can precisely control in advance how many digital tickets are issued, which considerably eases capacity and security planning and prevents long waiting times on site.

The innovations for 2026 once again show how the long-standing partnership between gamescom and Shopmacher sets the benchmark for digital event infrastructure. Continuous development ensures that the world's largest gaming event lives up to its pioneering role digitally as well. The course for that has already been set: the organizers extended their partnership with Shopmacher even before gamescom 2026 began.