The number and popularity of games in the simulator genre (gaming simulations of typically mundane and methodical jobs) has exploded, with the market rising from $12.53bn in 2020 to $18.19bn in 2024 (Statista, 2024). At Gamescom 2024, creators boosted – and upended – the genre, offering simulations of high-octane occupations like bike messaging, and colourful interpretations of the service industry.

With 60% of players globally preferring the expansive storytelling that complex in-game conversational mechanics can bring (Newzoo, 2024), considered communication is becoming a key theme of narrative-focused (rather than combat-focused or sports simulation) gameplay. At Gamescom 2024, new titles heroed thoughtful verbal communication to dive deeper into relationships, including friendships and humans’ dynamics with machines.

Magic, otherworldly creatures and superhuman feats of strength abound in gaming. But at Gamescom 2024, mountain-climbing simulation Cairn and shepherding game Herdling romanticised more realistic feats of human achievement – serving cohorts who look to gaming for relaxation, but also a sense of achievement and escapism (see Key Stats).

Cosy gaming – titles that turn rote tasks into relaxing rituals – provide a welcome release from the stresses of everyday life, with 58% of gamers worldwide playing for stress relief and relaxation (Video Games Europe, 2023). With cosy now an established genre, creators at Gamescom 2024 sought to break new ground by adding cosy mechanics into unexpected settings, in pleasingly dissonant ways.

Having highlighted the transmedia moves made by major entertainment streamers at Gamescom 2023, this year, brands dialled up their efforts. New projects like Amazon’s TV series Secret Level and franchise-hopping game Funko Fusion are playing jukebox with intellectual property (IP), bringing multiple franchises together across games, TV, and real-life toys.

Gaming is a prime area for AI innovation, as outlined in our latest Macro Trend series Life in AI. At Gamescom 2024, AI cropped up most notably as a storytelling element, providing opportunities to explore AI anxiety in its many forms. This included explorations of AI mind games, AI replacing humans, and even a horror game from an AI bot’s point of view.

Globally, 46% of gamers cite creation, imagination and self-expression as key reasons why they play, up 10% year-on-year (Fandom, 2024). At Gamescom 2024, new strategy games strive to deliver these creative opportunities with a moral twist – evolving the ever-popular ‘history game’ genre by handing the history-making reins over to players.

Globally, over 50% of players state that co-operating with others on shared objectives is a top driver for playing, while 65% look for a deep or interesting story to dive into (Newzoo, 2024). Combining these two elements are games Reanimal and Little Nightmares III, which both provide complex emotional tales to tackle with friends.