Case Study – Conference

How Koelnmesse achieved an all-new level of audience engagement and paved the way for MICE events to be held in the new normal

Case Study – Conference

How Koelnmesse achieved an all-new level of audience engagement and paved the way for MICE events to be held in the new normal



With more than 80 trade fairs and exhibitions spanning 25 sectors being held annually, Koelnmesse is one of the world’s largest trade fair organisers. The company is behind gamescom asia 2021, which aims to connect Asian video game developers with international publishers while showcasing the latest in video game trends and technology.

Physical Expo


As the region’s first hybrid convention for video games since the start of the pandemic, gamescom asia 2021 offered an invaluable glimpse into how a large-scale event could be held in the new normal.

Rightfully, it was ambitious. The four-day event boasted a line-up of more than 80 regional and global speakers delivering – both in-person and online – over 40 panels, keynotes and technical dialogues to hundreds of audience members at the venue.

The event also featured several in-person networking sessions and a sprawling physical expo with 37 booths, where the audience could try out demos of upcoming games and experience new gaming technology firsthand.

To accommodate the massive scope of gamescom asia 2021, Koelnmesse needed not only a venue with the right infrastructure, but also one that’s backed by an experienced technical crew to help bring its vision to life.

Remote speaker


We hosted gamescom asia 2021 at Hybrid Experience @ Suntec Singapore. With almost 6,000 sqm of floorspace anchored by a cinematic 8m-wide LED wall backdrop, our studio is perfectly designed for a statement-making event such as gamescom asia 2021.

To create an experience that was as seamless for the virtual audience as it was for the physical audience, we relied on the dedicated 800 Mbps network at the studio to livestream the conference in full HD resolution smoothly. The broadcasting capabilities of the studio also enabled our livestream specialists to bring in remote speakers from around the region and beyond without a hitch.

Crucially, gamescom asia 2021 wouldn’t have been possible without strictly observed and regulated Safe Management Measures (SMMs). As a SG SafeEvent Organiser, we ensured that the attendees could network and participate in the expo safely.


gamescom asia 2021 marked a major milestone in the region’s efforts to revitalise the MICE industry, both in terms of the scale of an event and the audience’s response to a hybrid event format. The latter was very encouraging.


Up to  1,000

in-person attendees allowed in the venue at any one time



views for the conference livestream by members of the video game industry

Booth Visits


In-person booth visits

Points of Interaction


online points of interaction with booths

Create Your Next Hybrid or Virtual Event with Us Today

We can’t wait to connect and bring your unique vision to life.

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