TGS 2025 Exhibitor Alert: New Regulations & Booth Rules
March 30, 2025
TGS 2025 Exhibitor Alert: New Regulations & Booth Rules
Tokyo Game Show (TGS), one of the world’s top three game exhibitions and Asia’s largest, has officially opened registration for 2025.
In 2024, for the first time ever, overseas exhibitors outnumbered domestic Japanese companies. (535 overseas vs. 450 Japanese). As international participation grows, the organizers are placing greater focus on globalization. In this guide, we’ll share the latest updates and essential information to help you prepare for a successful TGS 2025 exhibition.
Why Japan Is a Prime Market for Games?
According to the TGS committee, the Japanese game industry now holds the largest share in Japan’s content market—surpassing even anime and manga. Japan’s vibrant game culture and consumer enthusiasm make it a key destination for global game companies aiming to expand in Asia.
In 2024, we witnessed the high energy of Tokyo Game Show firsthand. With 274,739 attendees and a growing international presence, TGS continues to live up to its name as one of the world’s biggest game expos.
The stats speak for themselves: 79% of attendees and 82% of exhibitors reported high satisfaction. Notably, 78% of visitors said they plan to return next year.
Exhibitors emphasized how the event helped them connect with both global buyers and local players—proving TGS is more than a showcase; it’s a launchpad for international growth.
TGS 2025 Dates and Application Deadlines
Like last year, TGS 2025 will be held in a hybrid format—both in-person and online. The physical show will take place at Makuhari Messe in Chiba, Japan, and online activations will be hosted via the official TGS website and Steam.
✔️ TGS 2025 Schedule:
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- • Business Days (B2B): Sept 25 (Thu) & Sept 26 (Fri), 10:00–17:00
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- • Public Days (B2C): Sept 27 (Sat) 9:30–17:00 & Sept 28 (Sun) 9:30–16:30
✔️ Application Deadlines:
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- • Companies applying for more than 42 booths: May 23
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- • Companies applying for fewer than 42 booths: May 30
📍1 Booth = 3x3m ≒ 10x10ft
TGS 2025 Booth Size & Timeline
| Over 42 Booths | 16–41 Booths | Under 16 Booths | |
|---|---|---|---|
| Application Deadline | Friday, May 23, 2025 | Friday, May 30, 2025 | Friday, May 30, 2025 |
| Booth Assignment Announcement | Tuesday, June 17, 2025 | Tuesday, June 24, 2025 | Tuesday, July 8, 2025 |
| Exhibitor Briefing Session | Tuesday, July 8, 2025 | ||
| Payment Deadline | Friday, July 18, 2025 | ||
*May 31 – June 16: 50% cancellation fee
*From June 17: 100% cancellation fee
Booth positions will be announced ahead of the show, and an official exhibitor briefing is scheduled for July 8.
❗️Booth Assignment Priorities:
- 1. Exhibitors who participated in TGS 2024 and apply before the deadline
- 2. Non-2024 exhibitors who apply before the deadline
- 3. 2024 exhibitors who apply after the deadline
- 4. First-time exhibitors applying after the deadline
When multiple applicants fall under the same priority, booth selection is granted first to CESA members. Then, for those applying for 16 or more booths, space is determined by lottery. For fewer than 16 booths, assignment is on a first-come, first-served basis.
TGS 2025 Booth Pricing by Zone
TGS operates across multiple zones within Makuhari Messe. Booth fees vary by zone and booth type. Please refer to the official price list to calculate your budget accordingly.
| No. | Zone | Exhibition Hall | Exhibition Period | Price (Incl. VAT) |
|---|---|---|---|---|
| 1 | General Exhibition | Halls 1–8 | 4 days | ¥385,000 per booth(3×3m) |
| 2 | AI Technology Pavilion | |||
| 3 | Game Academy Zone | |||
| 4 | AI Technology Pavilion | |||
| 5 | Accessibility Zone | |||
| 6 | Smartphone Games | Halls 9–11 | ||
| 7 | Game Hardware | |||
| 8 | Gaming Lifestyle Zone | |||
| 9 | AR/VR Zone | |||
| 10 | eSports Zone | |||
| 11 | Indie Game Zone | |||
| 12 | Business Solution Zone | Halls 1–8 | 4 days or 2 Business Days | |
| 13 | Family Game Park | Event Hall | 2 Public Days |
“ASOVIVA!” Game Experience ¥275,000 per booth(2.5×2.5m) “MANAVIVA!” Job Experience ¥385,000 per booth(3×3m) |
| 14 | Merchandise Sales Zone | Halls 9–11 | 4 days | ¥440,000 per booth(3×3m) |
| 15 | Business Meeting Zone | International Conference Hall | 2 Business Days | Meeting room: ¥660,000 Booth in another zone: ¥550,000 Table space: ¥220,000 |
📍1 Booth = 3x3m ≒ 10x10ft
New Rules and Key Updates for TGS 2025
1. Booth Structure Standardization
To improve layout efficiency and crowd flow, booth rows are now standardized to 21 meters (7 booths). Only exhibitors applying for 42+ booths may request an island-style layout.
2. Updated Show Hours
B2C opening hours on the first public day have been moved 30 minutes earlier—to 9:30 AM. This allows more time for visitors to enjoy the exhibits and experiences.
3. Stage Layout Regulations
New regulations affect booth stages across all booth sizes:
Be sure to incorporate these guidelines into your booth design to avoid disqualification during approval.
🔎 Example: For 40 booths
– For stages under 1m in height: minimum 4m setback from aisles
– For stages 1m or taller: minimum 6m setback
4. New “Accessibility Zone” Added
TGS 2025 will introduce a new zone dedicated to accessibility and inclusive gaming. This space will feature software, adaptive controllers, voice command systems, and more—showcasing innovation in game accessibility for players of all abilities.
Exhibitor Checklist for TGS 2025
Booth Design Approval Timeline
Booth location announcements and design submissions occur in early to mid-August. Since Japanese contractors often require 1–2 weeks to finalize drawings, design decisions should begin in June. We recommend preparing a flexible booth plan in advance, which can be adjusted after final placement.
Communicating with Japanese Contractors
Japanese vendors may use different terminology, which can cause miscommunication. Use annotated images or diagrams to ensure clarity.
Costume Planning (Cosplayers)
Allow 1–1.5 months for custom costume production, plus 2 weeks for fittings. If hiring local Japanese cosplayers, act early—they’re in high demand.
Booth Setup & Dismantling
Setup time is limited to two days: 8:00 AM–10:00 PM. Overnight access or late construction may require additional fees. In 2024, Day 1 early entry cost ¥100,000, while Day 2 entry was free. Dismantling must be completed by 10:00 PM on the final day.
Japan also follows different payment practices. First-time vendors may require 100% prepayment—no partial payments. Contracts in Japanese take around 3 weeks to process; English contracts may take up to 2 months. Choose partners with Japan-specific experience to minimize risks.
Why Eidetic Marketing?
We have long-standing relationships with trusted Japanese partners, making it easier to manage costs, communications, and deadlines. From Tokyo Game Show and Comic Market to pop-up events and roadshows, we offer tailored planning and execution for the Japanese market.
Let us help you streamline your Tokyo Game Show participation—from booth design and local staffing to setup, rehearsal, and operations.
Stay tuned for Part 2, where we’ll cover TGS rules and key local insights for a smoother on-site experience.
