1. What is TGS? One of Asia’s Largest Marketing Hubs
For global game publishers, the most effective gateway to the Japanese market is the Tokyo Game Show (TGS). Organized by CESA (Computer Entertainment Supplier’s Association), which comprises 255 major Japanese game companies, TGS is one of Asia’s largest gaming festivals. Held every September at Makuhari Messe, the 2025 event drew approximately 260,000 passionate fans, media representatives, and industry professionals from across the globe.
From a marketing perspective, the true value of TGS lies in making audience excitement visible — and amplifying it. In an environment where B2B and B2C segments intersect, the sight of fans eagerly lining up for a demo creates a powerful narrative. That momentum is amplified through social media and influencers, building immediate trust and brand value for your title in the Japanese market.
2. Strategic Support Backed by Proven Data
When entering TGS, overseas companies often face “invisible walls”—not just language barriers, but unique business customs, strict fire safety laws, and complex floor-plan logistics.
At GA Solutions, we have supported numerous domestic and international clients in their TGS journey. Our core strength is our proactive approach: the ability to anticipate every scenario and arrange solutions before problems arise. We maintain a comprehensive visual archive of past booths from various companies, allowing us to propose designs based on proven data rather than mere guesswork. We know exactly what scale and decoration will capture the attention of Japanese visitors.
3. One-Stop Management: From Planning to Safety
We are more than just a booth construction company. We oversee the entire project lifecycle, from initial application procedures to the final teardown on the event’s closing day.
Conceptualization & Design
Spatial design that maximizes your brand’s appeal.
Operations & Safety Management
Arranging multilingual staff and ensuring seamless crowd flow.
Content Delivery
Equipment procurement, demo optimization, stage production, and promotional tool distribution.
While Japanese fans are enthusiastic, they also value “Safety and Order.” We guarantee flawless on-site management, ensuring that both visitors and clients can focus on the experience with total peace of mind.
4. Maximizing ROI Through Strategic PR
Exhibiting at TGS is a significant investment. Simply setting up a booth and waiting for visitors is not enough. We provide a multi-layered PR strategy to maximize your ROI, including:
・Press release distribution to major Japanese gaming media and influencers.
・Arranging exclusive interviews within the booth.
・Inviting key targets to private hands-on sessions.
By leveraging the TGS platform strategically, we help you rapidly elevate your brand awareness in Japan.
5. Making Your Stay Exceptional
Finally, let’s look beyond business. Since your team is traveling to Japan, we want your stay to be an unforgettable experience.
From arranging dinners near the venue to advising on sightseeing in Tokyo or travel across Japan, we are here to help. We believe that experiencing Japanese culture and cuisine firsthand is one of the best ways to build a deeper understanding of the market. Let us handle the language and distance; you focus on delivering your incredible game to the fans.
[APPENDIX] Strategic Tips from the Frontlines
Japanese exhibitions involve several unwritten rules and physical constraints. Here are some of the “invisible walls” we proactively resolve for our clients:
The “Legacy Priority” in Advertising
Prime ad spaces in and around the venue are often reserved for companies that exhibited the previous year. New entrants require early negotiation and strategic alternatives to navigate this structure.
The Hotel Booking Wall
Hotels around Makuhari Messe are managed by the TGS office during the show period. Booking opens only after the exhibitor briefing, and rooms must be secured quickly through the portal announced by email. If you miss that timing, you may have to wait for rooms released just before cancellation fees apply. It is already too late if you wait until the May exhibitor deadline. Early planning is essential.
Hardware Procurement Deadlines
If you plan to set up many demo stations, securing high-spec PCs can be a major issue. Early booking right after exhibition confirmation is important. A tie-up with a gaming PC brand can also help you secure equipment while reducing costs.
Booth Size Thresholds
Booth structures are subject to strict rules. An “Island Booth” with no neighbouring booths requires at least 42 units. Hanging signs or other suspended structures require 70 units or more. These rules can strongly affect your brand presence.
Strategic Positioning
Booth locations are decided at a selection meeting in advance. This requires quick judgment based on visitor flow, visibility from main entrances, and the positions of competitors or major IPs.
Back-of-House Space & Storage
If you can secure waiting rooms or storage space outside the booth, you can use more booth space for displays and demo stations. Indoor meeting rooms are usually prioritised for larger exhibitors, while outdoor prefab units are offered on a first-come, first-served basis after the exhibitor briefing.
Fire Safety & Noise Regulations
Japan places very strong importance on safety and order. Fire-retardant standards for materials and booth sound limits are enforced strictly. If you break these rules, booth operations may be suspended. Full compliance with Japanese standards is essential.
Crowd Control via Numbered Tickets
Japanese fans are highly enthusiastic, especially about limited items and special experiences. This can sometimes disrupt traffic flow at the venue. Measures such as numbered tickets need careful planning to prevent congestion without frustrating visitors.
CERO Z (18+) Regulations & Zoning
If you exhibit a title rated CERO Z (18+ only) in Japan, strict zoning rules apply. Videos shown in public-facing areas must not include Z-rated content and must be approved in advance by both CERO and the TGS organizers. Any demo or video with such content must also be screened off so it cannot be seen from outside.
*The insights shared here are only a glimpse into the “context” that shapes the Japanese market. We look beyond raw data to decode the cultural nuances and deep user psychology that define the Japanese experience, architecting the perfect “Gateway to Japan” for your business.
For more specific case studies or to discuss your market entry strategy, please feel free to contact us.
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