Microsoft has just announced that it will not be attending GamesCom or the Tokyo Game Show this year. However, the German video game trade show doesn't seem to be shaken by the news, as an organizer says the event is still on track according to MCV.
Microsoft's Larry Hryb, also known by his gamer tag and Twitter handle Major Nelson, posted an official statement on his blog saying that the company will not attend.
As you saw at E3, we have a solid line-up of games launching this holiday, along with other entertainment experiences, he wrote. We've changed our approach a little, though.
Hryb said that the Microsoft be using more small-scale opportunities to promote its product, rather than large trade shows.
This year, Xbox will be focusing on smaller, more localized promotions and experiences for press, partners, retailers and customers around the world, he wrote. Which means that as you might have seen on some of the news sites today, we won't be taking part in GamesCom or Tokyo Games Show this year.
Organizers of the event told MCV that GamesCom will feature an eclectic mix of exhibitors in a transitional year for the industry. THQ and Nintendo have also chosen not to participate in the show this year, but GamesCom will be boasting 60 new exhibitors. This includes Samsung, one of the biggest electronics manufacturers in the world.
The games industry is evidently in a transitional year prior to the forthcoming next generation of consoles, organizer Koelnmesse said in an issued statement. Several companies have therefore opted to implement individual marketing measure this year. This is compounded by the publication of revenue figure of other companies as well as other firms with new products that are only scheduled to come into the shops after the 2012 Christmas trade.
According to MCV, those who put the trade show together strive to keep the lineup varied and representative of the overall gaming market. In addition to both PC and console games, new spaces for social and mobile gaming have been added to GamesCom 2012.
This is having a favorable effect on the event, Koelnmesse said. The organizer told MCV that the number of exhibitors is up by 20 percent year on year, and 370 companies from more than 30 countries will be attending.
GamesCom will be holding a press event that will be streamed online on June 28 where even more exhibitors will be revealed.
Even if Microsoft does not have a stand of its own this year, the gaming community can nevertheless look forward to Xbox 30 games and games developed by countless Microsoft partners at GamesCom.
GamesCom 2012 will take place from August 16 to 19 in Cologne, Germany. Attendees include Crytek, Campcom, Namco Bandai, Perfect World, Sony Computer Entertainment, Turtle Entertainment, Konami, Ubisoft and many more. GamesCom announced these attendees along with others in a recent press release, and big names such as Electronic Arts, Bethesda Studios and Take-Two Interactive have also confirmed their appearance.