Quick summary:
Brazil has over 100 million gamers, with consumers becoming increasingly strategic when it comes to purchasing. The gamer identity is strong among younger generations, and transmedia consumption extends franchise reach far beyond the game itself. gamescom latam brings all of this together with concrete advantages for professionals: firsthand data, B2B matchmaking, content stages, and the convergence of B2B and B2C audiences in the same space.
The market behind gamescom latam
Brazil is home to over 100 million gamers and is the largest gaming market in Latin America. According to the Pesquisa Game Brasil 2026 (PGB), 86.7% of Brazilian gamers consider games one of their main forms of entertainment, and 80.7% point to them as their primary one. These figures show that digital game consumption in the country is not a passing trend: it is embedded in the daily routine and culture of a massive consumer base.
This is the context in which gamescom latam positions itself. The event exists for clear reasons: it responds to a market that is growing, diversifying, and demanding qualified meeting points between those who produce, publish, and distribute games, and those who play them.
A consumer who researches before buying
One of the most relevant findings in the PGB 2026 for industry professionals lies in the Brazilian gamer’s purchasing journey. The gaming consumer in Brazil is not impulsive: they plan, compare, and wait for the right moment to buy a title.
The data shows that 27.9% of gamers plan their purchase after the first months following launch, waiting for reviews. Another 26.2% wait for post-launch promotions. And 18.3% buy at launch only if there is a discount or a better price. When the price exceeds expectations, 22.4% prefer to wait for promotions, and 26.5% say they have started buying less at launch.
What does this mean in practice? That isolated launch campaigns have limited reach. The Brazilian consumer values context, reputation, and value for money. Events that build this context, like gamescom latam, work as purchase decision accelerators.
The table below summarizes the main purchasing behaviors of Brazilian gamers according to the PGB 2026.
| Purchasing behavior | Percentage |
|---|---|
| Wait for reviews in the first months | 27.9% |
| Wait for post-launch promotions | 26.2% |
| Have started buying less at launch | 26.5% |
| Wait for a discount when the price exceeds expectations | 22.4% |
| Buy at launch only with a discount | 18.3% |
Source: Pesquisa Game Brasil 2026 (PGB)
Gamer identity: more than a habit
Another PGB 2026 finding that directly matters to brands and publishers is the relationship between games and identity. The survey shows that 58.3% of Gen Z gamers consider themselves gamers, the highest rate among all generations. Among Millennials, the figure is 46.6%. For Gen X and Boomers, identification drops to 26.4% and 16.8%, respectively.
This data indicates that for younger generations, gaming is not just a pastime: it is a marker of identity, belonging, and culture. Brands that position themselves in this space are not just buying media. They are joining a conversation with a community that recognizes itself as one.
gamescom latam is one of the spaces where this conversation happens live. The event brings B2B and B2C together in the same environment, allowing brands to interact directly with the community while doing business with the market.
Transmedia: franchises go beyond games
The PGB 2026 also maps the transmedia behavior of Brazilian gamers, and the numbers reinforce the reach of the gaming ecosystem beyond gaming platforms. According to the survey, 59.8% of gamers watch game adaptations (films, series, animations) regularly, and 37.2% say they started playing a franchise after watching an adaptation.
This means that actions carried out at gamescom latam can resonate across multiple formats and platforms. A franchise that gains visibility at the event has the potential to engage consumers not only through the game, but also through series, films, and other derivative content. The reverse path also works: transmedia adaptations serve as a gateway for new players.
What gamescom latam offers professionals and companies
Beyond the market landscape that justifies its existence, gamescom latam delivers concrete advantages for professionals and companies. These include: firsthand access to PGB and PGB Latam data, presented on the event’s stages; a dedicated B2B matchmaking platform connecting publishers, developers, investors, and service providers; stages with panels and talks on the industry’s most relevant topics; and the coexistence of B2B and B2C audiences, which allows companies to test consumer reactions while closing deals.
The 2027 edition is already confirmed for 22 to 25 April at Distrito Anhembi in São Paulo. For professionals working in or looking to enter the Latin American gaming market, the event is the most direct starting point to understand, access, and position themselves in the region.
Frequently asked questions
Why is the Brazilian gamer’s purchasing behavior relevant for publishers and brands?
Because the Brazilian consumer is strategic: most do not buy at launch, instead waiting for reviews or promotions. This means launch campaigns need to go beyond the initial hype. Events like gamescom latam help build the context and reputation that influence purchasing decisions over time.
Why does gamer identity matter for brand positioning?
Because 58.3% of Gen Z and 46.6% of Millennials identify as gamers. For these generations, gaming is identity, not a pastime. Brands that enter this space connect with a community that recognizes itself as such, creating engagement opportunities deeper than traditional advertising.
Why is transmedia consumption important for gaming strategy?
Because 59.8% of Brazilian gamers consume game adaptations regularly, and 37.2% started playing a franchise after watching an adaptation. This shows that a franchise’s reach extends beyond the game itself, and that actions at events like gamescom latam can resonate across multiple formats.
Why does gamescom latam bring B2B and B2C together at the same event?
Because this coexistence allows professionals and companies to interact with the end consumer while closing deals and accessing market data. It is a model that reflects the nature of the gaming market, where community and business go hand in hand.
Why is the gamescom latam matchmaking platform a differentiator for business?
Because it directly connects publishers, developers, investors, and service providers through pre-scheduled meetings during the event. Instead of relying on spontaneous networking, participants access an organized structure designed to generate business opportunities in the region.
