In 2012, Microsoft made the decision not to exhibit its upcoming Xbox 360 games at Gamescom, the massive video game convention and trade show that's held every August in Cologne, Germany. At the time, Microsoft stated it would instead focus "on smaller, more localized promotions and experiences for press, partners, retailers and customers around the world."
With Microsoft about to announce the next version of the Xbox two weeks from today, things have now changed. In a Twitter post today, Microsoft's European Social Marketing Manager Graeme Boyd confirmed that the company would return to Gamescom this year, which will be held from August 21-25.
Xbox will be back at gamescom this August. "Next chapter of Xbox gaming experiences" on show. Can't wait, LOVE gamescom. @gamescomcologne— Graeme Boyd(@AceyBongos) May 7, 2013
The decision to show up at Gamescom 2013 would seem to indicate that Microsoft really wants the European games market to get behind the upcoming launch of the next generation game console. Gamescom, which first began in 2009, has turned into the single largest game convention in the world, with the event's organizers stating that over 275,000 people attended the 2012 show that Microsoft bypassed.
Microsoft also made the decision in 2012 to not attend the Tokyo Game Show in Japan. Microsoft's two previous Xbox consoles have not sold well at all in that country and it remains to be seen just what Microsoft's Japan strategy will be like for the next Xbox.
Source: Graeme Boyd on Twitter