{"id":72515,"date":"2025-12-04T16:49:33","date_gmt":"2025-12-04T15:49:33","guid":{"rendered":"https:\/\/www.joypad.ch\/?p=72515"},"modified":"2025-12-05T16:31:59","modified_gmt":"2025-12-05T15:31:59","slug":"milan-games-week-2025","status":"publish","type":"post","link":"https:\/\/www.joypad.ch\/en\/milan-games-week-2025\/","title":{"rendered":"Milan Games Week 2025"},"content":{"rendered":"

Sunday morning, the last day of Milan Games Week & Cartoomics 2025. As soon as I arrive in Rho, I immediately understand it will be an intense day: the square in front of the pavilions is already a sprawl of cosplayers, families, fans armed with posters, and amateur photographers. The atmosphere is charged, and as the lines advance at the turnstiles, the spectacle is that of a parallel universe made of colors, costumes, and characters that seem to have stepped out of all eras of pop culture.<\/p>\n

\"\"<\/p>\n

The Pop Culture Fair...<\/h1>\n

Once inside, the first dive is into the gigantic world dedicated to manga, comics, and graphic novels. Entire aisles host booths from Italian and international publishers: original artwork, limited edition volumes, presentations, live sketches, and author meet-and-greets. The pavilion dedicated to comics is a small narrative temple, where fans and the curious can discover everything revolving around the ninth art. There is even a space entirely dedicated to Diabolik, with exhibitions, reprints, historical artwork, and a strong presence of Italian comic realities. A little further on, you enter the Artist Alley, perhaps one of the most vibrant areas of the entire fair: illustrators, comic artists, colorists, and young creatives present their projects, sell prints, do personalized sketches, and talk with anyone who approaches their table. Here, you breathe pure creativity, a fascinating contrast to the chaos of the other pavilions.<\/p>\n

\"\"<\/div>\n
The journey continues among the fan club booths, true thematic outposts. The Star Wars fan club offers exhibitions, meet-and-greets, and activities for children and adults, with Jedi and Mandalorians taking turns for photos, performances, and demonstrations. A short distance away is the Doctor Who fan club, with its iconic blue booth and series memorabilia. Right next to it is the Stargate fan club, with sets, reproduced consoles, and meticulous attention to detail from the members who welcome visitors. Among the most crowded booths, those related to the world of escape rooms also stand out: some inspired by sci-fi sagas, others by classic cinematic universes. There\u2019s always a queue outside the doors, because the idea of experiencing a thematic adventure in 10 minutes is irresistible for anyone who loves puzzles and narrative immersion.<\/div>\n
\"\"<\/div>\n
I find myself catapulted into the zone dedicated to true spectacle: the Umbrella Italian Division, which, as every year, brings the world of Resident Evil to the stage and corridors. Zombies on the loose \u201cattacking\u201d visitors, Umbrella operatives in tactical gear, a mini shooting range, and even a micro escape room to simulate escaping an infested laboratory. It's one of those experiences that make the hearts of those who pass through the right zone at the right time race. Gadgets of all kinds, model kits, posters, lithographs.<\/div>\n
\"\"<\/div>\n
 <\/div>\n
The journey continues in the grand merchandising corridor: statuettes, action figures. Each shelf is a small altar to a different fandom. Next door, the area dedicated to the Pok\u00e9mon universe pulses like an alternative market: tables for trading, stands for card grading, displays full of rare cards, and collectors discussing like little brokers on a stock market made of Pikachus, Charizards, and vintage holographic cards. With cosplay, comics, fan clubs, artists, shows, and immersive activities, Milan Games Week truly feels like the biggest celebration of Italian pop culture. A total celebration of contemporary imagination, a vivid and lively world where you can spend hours without ever getting bored.<\/div>\n
 <\/div>\n
But at some point, the question naturally arises: and what about the Games part of Games Week?<\/div>\n
\"\"<\/div>\n
 <\/div>\n
 <\/div>\n
\n

...BUT VIDEO GAMES?<\/h1>\n
When I finally decide to move towards the gaming area, the atmosphere changes completely. I expected the heart of the exhibition: preview demos, exclusive trials, waiting lines for unreleased titles, developers ready to explain how a game is made. I expected that thrill that only a video game fair can give: getting my hands, for the first time, on what everyone will play in the coming months.<\/div>\n
 <\/div>\n
Instead, the impact is surprisingly flat.<\/div>\n
\"\"<\/div>\n<\/div>\n
\n
 <\/div>\n
Instead of game directors, designers, screenwriters, or independent developers on the video game stage, I find creators and YouTubers engaged in informal talks. They share personal experiences, crack a few jokes, and entertain the audience. There's no analysis of the medium, no discussions about what's coming out in 2026, and no reflections on the market or gaming culture. It's like watching a Twitch stream moved to a stage: pleasant, sure, but unsuited to represent the professional soul of video games. The rest of the gaming area isn't any better. Retailer booths, including GameLife and others, are filled with games, accessories, gadgets, and collector's editions, but they offer more of the experience of a well-decorated mall than a convention that should showcase the future of the medium. The PlayStation booth, managed by a retailer and not by Sony itself, doesn't even feature an exclusive demo: all titles already released, some with free demos already available online. The real surprise, and paradoxically the only one, comes in an almost hidden corner: a small area dedicated to Nintendo Switch 2 showcasing Resident Evil Requiem. It's the only truly new content at the convention, but it's positioned so discreetly that almost no one seems to notice. Such an important demo should have been a central point of the Games Week, but instead, it's relegated to a corner like a secret to be discovered by chance.<\/div>\n
 <\/div>\n
\"\"<\/div>\n
The part that strikes me most, however, is the marginalization of indie developers. In a country that has struggled for years to find its place in the video game industry, indies are carriers of creativity and innovation: yet they are relegated to small spaces with little communication, crushed by the noise of more commercial booths and lines for a selfie with a YouTuber. They are the ones who create video games, they are the ones who experiment, they are the ones who keep ideas alive. And they should be on the main stage, not in the back rows.<\/div>\n
\"\"<\/div>\n
At the end of the day, as I watch people leave happy with bags full of comics, merchandise, cards, and creator autographs, the question returns strongly: what is Milan Games Week today? Because as a pop culture fair, it works very well, perhaps better than any other event in Italy. But as a fair dedicated to video games, it has completely lost its voice. Today, video games are no longer the star of the Games Week. They are a side dish: something you can play anywhere, something that offers no surprises, something that isn't presented professionally. Those who produce entertainment dominate the stage; those who create video games remain behind the scenes. And that's a huge shame. The hope is that the fair will go back to talking about video games as it deserves: with unreleased demos, developers on stage, in-depth analysis, a vision for the future, and above all, with a pavilion that truly celebrates Italian game development. Because a fair called Games Week must put video games back at its center.<\/div>\n
Everything else, however beautiful, remains secondary.<\/div>\n<\/div>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Domenica mattina, ultimo giorno di Milan Games Week & Cartoomics 2025. Appena arrivo a Rho, capisco subito che sar\u00e0 una giornata intensa: il piazzale davanti ai padiglioni \u00e8 gi\u00e0 una distesa di cosplayer, famiglie, fan armati di poster e fotografi improvvisati. L\u2019atmosfera \u00e8 carica, e mentre avanzano le file ai tornelli, il colpo d\u2019occhio \u00e8 […]<\/p>\n","protected":false},"author":35,"featured_media":72589,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[177],"tags":[1476],"class_list":["post-72515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speciali","tag-milan-games-week-2025"],"blocksy_meta":[],"yoast_head":"\nMilan Games Week 2025<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.joypad.ch\/en\/milan-games-week-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Milan Games Week 2025\" \/>\n<meta property=\"og:description\" content=\"Domenica mattina, ultimo giorno di Milan Games Week & Cartoomics 2025. 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