Serbia has made a significant impact at this year’s Gamescom, the world’s largest gaming trade fair, by presenting its largest delegation to date. Held in Cologne from August 26 to 30, the event attracted over 300,000 visitors from around the globe. Serbia’s presence was marked by 12 companies representing a wide array of the gaming industry, from game development and publishing to 3D art, localization, testing, and marketing services. This diverse participation highlights the country’s growing stature in the global gaming market.
The Serbian gaming industry, which employs approximately 5,000 professionals and generates over 200 million euros annually, is no longer seen as a mere niche market. The participation of Serbian companies at Gamescom is not just about showcasing games; it also emphasizes the business opportunities and partnerships available. Serbian companies are offering their expertise and services to international publishers and studios, indicating a shift in their role from creators of their own projects to partners in global gaming ventures.
One of the standout companies from Serbia is Nordeus, known for its mobile football game Top Eleven, which has been used by over 150 million people worldwide. In 2021, Nordeus was acquired by the American publisher Take-Two Interactive, further cementing its international reputation. The breadth of this year’s Serbian delegation at Gamescom demonstrates the industry’s expansion beyond individual successes to a comprehensive presence in the global gaming ecosystem.
The Serbian stand at Gamescom featured companies developing games for PC, mobile, and VR platforms, as well as those providing specialized services like 2D and 3D art, cinematics, localization, testing, voice production, narrative design, and video and audio post-production. This comprehensive representation underscores Serbia’s ambition to secure a place in nearly every segment of the global video game production chain.
The participation at Gamescom is crucial for Serbian companies as it provides a platform to connect with international publishers, studios, and potential partners. The event serves as an opportunity for Serbian firms to showcase their capabilities and attract more global gaming business. Additionally, Serbia is set to host the DevGAMM For the Win! conference in Belgrade on September 29 and 30, further highlighting its commitment to growing its presence in the gaming industry.
The global video game market is projected to reach 213.9 billion dollars this year, with a growth rate of 6.1 percent, according to Newzoo. With approximately 3.7 billion gamers worldwide, representing over 40 percent of the global population, the industry continues to expand, albeit at a slower pace than before. Companies are now focusing on retaining existing audiences and finding innovative ways to engage them, with artificial intelligence playing a growing role in this effort.
However, the integration of AI in gaming has been met with mixed reactions. A study by Quantic Foundry conducted at the end of 2025 revealed that 85 percent of respondents had a negative or neutral view of using generative AI in video games, especially for creative elements like visual identity, music, story, and dialogue. The demand for AI infrastructure is also impacting hardware costs, with potential price increases for AI chips and servers affecting the broader gaming market.
For Serbia, the challenge lies in navigating these industry shifts while continuing to build its reputation as a key player in the global gaming landscape. The country’s participation in events like Gamescom is a testament to its growing capabilities and ambitions in the gaming sector.
