If you’re a game developer wondering whether trade shows are worth your time (and money), here’s your answer: yes, absolutely—but only if you do it right. Whether you’re an indie dev grinding on your first title or part of a small studio prepping for launch, trade shows can open doors you didn’t even know existed.
Why Trade Shows Matter for Game Devs
Let’s get real: in an industry as saturated as gaming, just uploading your game to Steam and tweeting about it isn’t enough. Trade shows are one of the few places where you can cut through the noise and make face-to-face connections with the people who actually move the industry.
Here’s what you get out of attending:
- Publisher & Investor Access – Big shows like GDC, Gamescom, and PAX are crawling with publishers and scouts. If you’ve got a playable demo and a polished pitch, this is your shot to land a deal.
- Community Building – Whether it's fellow devs, streamers, or fans, trade shows help you build relationships that actually last. You might meet your next team member or get invited to a podcast just by chatting with someone in line for coffee.
- Real-Time Player Feedback – Watching people play your game live is a reality check. You'll see what clicks, what doesn’t, and what gets people excited.
- Media & Influencer Buzz – A 15-minute session with a journalist or streamer at your booth could turn into a review, preview, or gameplay video that puts you in front of thousands.
Which Trade Shows Should You Attend?
There are a lot of events out there, but these are the top-tier picks depending on your goals:
GDC (Game Developers Conference) – San Francisco
The ultimate dev event for learning, networking, and meeting publishers.
PAX (East, West, South) – Various U.S. cities
A great place to demo your game directly to players and fans. Perfect for indies.
Gamescom – Cologne, Germany
One of the biggest gaming expos in the world. Tons of press, publishers, and players.
IndieCade – Los Angeles (and online)
A spotlight for experimental and boundary-pushing indie games.
Tokyo Game Show – Japan
Ideal if you want to break into the Asian market or build a global presence.
Steam Next Fest – Online
A great virtual option if travel isn’t in the cards yet.
The Portable Booth: Your Secret Weapon
Here’s the part most first-timers miss: your booth setup matters. If you are not attending an online only event, you will need a display. Even if you're not renting a giant island booth on the expo floor, the way you present your game tells people how seriously they should take you.
And since most devs don’t have $10k+ to blow on custom booth design, the smart move is to invest in a portable trade show exhibit that travels well and still looks great. With Expo Marketing, you can rent or purchase a portable booth for your next developer trade show.
Think:
- A branded table throw and retractable banner
- A monitor with your trailer looping
- A laptop or Steam Deck for playable demos
- Portable lighting (trust me—it makes a huge difference)
The goal? To look polished without needing a moving truck. You should be able to carry everything yourself or ship it cheaply. Bonus: once you have a good setup, you can reuse it at multiple shows without stressing about logistics.
Preparing for a Game Development Trade Show
Trade shows aren’t just about showing off your game—they’re about showing up as a professional. If you want to make serious progress in the industry, being in the right room (or expo hall) can change everything.
So yes, attend the shows. Meet the people. Pitch the game. But don’t forget to travel smart—a portable, eye-catching booth can be the difference between being passed by… and getting discovered.