After two days on the ground at Gamescom 2026, Terry Olivo, Creative Director for EMEA at Cogs & Marvel, shares six first hand observations on the immersive experiences, fan culture and creative ideas shaping the show floor.

Gaming audiences are far more diverse than the label “gamer” suggests. Drawing on research into gaming culture, fandom, identity and motivation, this article looks at what experiential design can learn from the way people play, connect and engage with the worlds they love.