Having never participated before, Montpellier Métropole will be present at Gamescom, one of the largest international trade fairs dedicated to video games and gaming culture, to be held from August 20 to 24, 2025, in Cologne, Germany.
This will be another opportunity to showcase the strengths of its Cultural and Creative Industries (CCI) ecosystem, a sector that is a source of economic vitality and jobs that Montpellier Métropole will also be promoting, for the fourth consecutive year, at the Annecy International Animation Film Market (MIFA), an international event for the sector held from June 10 to 13.
Since 2020, Montpellier Métropole has continually intensified its international action. In addition to partnership agreements with AD’OCC, the economic development agency for the Occitanie / Pyrénées-Méditerranée Reguion at VivaTech Paris and CES in Las Vegas, Montpellier Métropole will also be present at many other exhibitions and trade fairs.
This strategy has three main objectives: to stimulate the international expansion of companies in the area, showcase their expertise, solutions and products, and identify foreign investment projects likely to set up in the metropolitan area and create jobs.
This is how German company Cykero’s development project was identified. Founded in Berlin in 2020, the company decided to establish its 4.0 technology center in Montpellier rather than in Bordeaux or Lyon, the two other competing sites (read the interview with Bertrand Thoral, the company's marketing director).
Bertrand Thoral, Chief Marketing Officer at Cykero: “Strong involvement by Montpellier Métropole teams”
Founded in 2020, the Berlin-based CYKERO group is undergoing exponential growth. With a subsidiary in France, the company has set its sights on becoming a leading European player in the refurbishment of electronic devices. To achieve this goal, CYKERO France wanted to create a 4.0 techno-center combining innovation, sustainability, and technological sovereignty. Three sites were in competition and the decision was made to establish it in the Montpellier metropolitan area. The project, estimated at around €20 million, will ultimately create 160 jobs in the Eurêka district of Castelnau-le-Lez, next to Montpellier. In partnership with Bpifrance, the Occitanie Region, and AD'OCC, the regional economic development agency, Montpellier Métropole has been closely involved in this project, which seeks to establish CYKERO's activities in the area for the long term.
”Montpellier Métropole’s teams were very proactive and helped us find the right site,” explains Bertrand Thoral, Cykero’s Chief Marketing Officer, who praises “their dedication and responsiveness,” as well as “Montpellier Métropole’s strong ties with Germany, particularly through the RAFAL business network.” “There has been real economic and cultural alignment with the Montpellier Métropole departments. We could see their desire to stimulate tech development in the area.”
However, before deciding to participate fully in a new trade show, Montpellier Métropole first measures the potential interest for companies in its territory. To do this, it has set up an active monitoring system and, once it identifies a promising new trade show, it carries out direct marketing activities, the results of which are used to determine whether or not it is relevant to have a booth at the show.
“Participation in trade shows or organizing collective business missions in France and abroad is always the result of a long process of analyzing the needs of businesses and investors,” explains Chahira Benzaoui, Business Set-up and Relocation Manager for Montpellier Métropole.
This was the case for Gamescom, as well as MIFA, Vivatech, Salon the International Agriculture Fair, Global Industrie, Pollutec, Meet-Up Greentech, and more. This essential groundwork means that most of these events are now considered essential by Montpellier Métropole and the companies it supports, such as the Tang Jiu Hui Fair, also known as the China Drinks & Food Fair in Chengdu, Montpellier's twin city, and the BIO International Convention in the United States, and Energaïa held in Montpellier.
While focusing on sector-specific events and regions around the world that are most relevant to local dynamics and industries, Montpellier Métropole's economic and tourism development teams also carry out extensive work throughout the year to raise awareness and support local stakeholders, helping them prepare to launch international strategies.
This includes organizing missions, such as the one held in Morocco in April, which was greatly appreciated by the participating companies. “This visit helps strengthen ties and contributes to the development of French-Moroccan companies such as Egis,” the company said on its LinkedIn page.
“We would like to thank Montpellier Métropole for its support of the e-fuel production project led by our Montpellier-based company MGH Energy,” added Gilles Leandro, Chief Operating Officer at SOPER. Michel Hodjaz, CEO of Oomade praised “the opportunity to showcase its expertise in 3D printing and optics on the international stage.”
These missions to countries with high potential for businesses in the metropolitan area and participation in key trade shows are complemented by many other initiatives, such as “learning expeditions.” This year, Montpellier Métropole also launched a new event in partnership with the RAFAL network: Cap sur l'Allemagne (Destination Germany), which offers a one-day introduction to everything participants need to know about the German market and entrepreneurial culture.
Montpellier Métropole offers comprehensive international support, which it is constantly expanding. All designed to stimulate the success of businesses in the greater Montpelier area.
