Game Industry Trends at G-STAR: What Stands Out in 2025

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Game industry trends at G-STAR in 2025 show that the event no longer needs to be framed as a place for discovery or surprise. Its value lies elsewhere—in how it reflects the current structure of the game industry and the priorities shaping its next phase.

Rather than trying to summarize the entire event, three signals offer a clearer reading of what G-STAR represents today: the dominance of IP-led games, the visibility of indie diversity, and the show’s expanding role as a global point of connection.

IP-Led Games and the Power of Familiar Worlds

One of the most consistent features of the current landscape is the central role of IP. Games are increasingly positioned not as standalone products, but as extensions of worlds that already exist across multiple formats and audiences.

Netmarble’s use of established IPs such as Solo Leveling (나 혼자만 레벨업) illustrates this approach. Rather than introducing an unfamiliar universe, the focus is on expanding a world with an existing fan base—leveraging narrative continuity, character recognition, and cross-media reach.

At exhibitions like G-STAR, this translates into presentations that emphasize tone, lore, and long-term potential over immediate novelty. IP functions as both a creative anchor and a strategic foundation in a market where visibility is increasingly difficult to earn.

Indie Game Diversity Through Platform-Led Showcases

Alongside large IPs, indie games continue to shape the breadth of the ecosystem. What stands out in 2025 is how this diversity is surfaced—not through isolated booths, but through platform-led showcases.

Unity’s booth provides a clear example. By featuring a wide range of indie titles built on its engine, the space highlights variation in genre, visual style, and creative direction. The emphasis is not on a single standout title, but on the collective range made possible by accessible development tools.

This approach reframes indie games as a structural component of the industry rather than a niche category. At G-STAR, indie diversity becomes visible through contrast—offering alternatives to large-scale, IP-heavy productions and expanding the definition of what games can be.

G-STAR’s Globalization, Seen Through B2B Activity

The third signal is G-STAR’s increasingly explicit global orientation, particularly on the B2B side.

International exhibitions such as Gamescom and Brazil Game Show have established dedicated B2B booths at G-STAR, using the event as a direct channel to reach Korean game companies. These booths focus on introducing overseas exhibition platforms, partnership opportunities, and access to foreign markets.

This presence highlights a shift in how globalization plays out. It is not only Korean studios moving outward, but global game show organizers actively engaging Korea as a key source of IP and content. G-STAR functions as a concentrated access point to studios with titles positioned for international audiences.

In this context, globalization is less about scale and more about alignment—matching IP, platforms, and markets through targeted interaction.

How These Signals Come Together

Taken together, these three signals outline a clear structure.

IP-led games provide familiarity and reach. Indie diversity sustains creative range. Global B2B activity connects both to international platforms and markets. G-STAR in 2025 sits at the intersection of these forces, not attempting to resolve them, but making them visible in one place.

What G-STAR Represents Today

In 2025, G-STAR’s relevance is defined by clarity rather than spectacle. It reflects how the industry organizes itself—what it invests in, how it scales, and where it looks for growth.

Rather than trying to be louder than the global conversation, G-STAR functions as a space where that conversation becomes legible.

That, more than novelty or size, may be its most enduring role.

Explore more NC booth.

How to Exhibit at a Korean Game Show G-STAR Korea

The Korean game show G-STAR Korea is returning in 2025 on an even larger scale, attracting global attention as Asia’s leading platform for the gaming industry.

Held at BEXCO in Busan, this year’s event runs from November 13 (Thu) to November 16 (Sun), 2025.
The B2B Exhibition Hall will be open from November 13 (Thu) to November 15 (Sat).

As one of the world’s most anticipated game industry events, G-STAR Korea continues to break new records every year. With more international brands reaching out to us for guidance, it’s clear: understanding the latest regulations and updates is crucial to a successful showing.

To support your planning, we’ve put together this FAQ based on the most common questions we receive from exhibitors.

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How to Exhibit at G-STAR 2025?

Booth Application Schedule

• • Early Application
  February 24 (Mon), 2 PM – April 30 (Wed), 4 PM
  10% discount on booth fees

• • General Application
  May 19 (Mon), 2 PM – July 31 (Thu), 4 PM
  $1,300 per standard booth (3m x 3m)

 

How to Apply for G-Star Korea

Register on the official G-STAR website and complete the online application form.

G-Star Korea Booth Discount Information

• • 10% off for early applications

• • Additional 10% off for companies that participated in G-STAR at least once in the past 2 years

• • 10% off for members of the Korea Association of Game Industry or Ministry of Culture-registered associations

📌 Discounts apply to the first 50 booths only.

For example, if you book 100 booths, the discount applies to the first 50; the rest will be charged at the standard rate.

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G-star Korea 2025 Preparation Roadmap

A successful G-STAR Korea presence starts with strategy—from booth location and visitor flow to on-site branding and user engagement. Below is a streamlined roadmap to guide your planning:

June–July: Planning Phase

• • Send RFPs and choose your exhibition marketing agency

• • Plan your booth layout and develop a creative concept to highlight your game IP

• • Secure popular cosplayers, influencers, and media early

August–September: Production Phase

• • Finalize booth design with immersive brand visuals

• • Prepare promotional events (both online and onsite)

• • Develop game demos, trailers, and interactive content

• • Begin costume production for cosplay

• • Create brochures and media kits in multiple languages

• • Design and produce themed merchandise or giveaway items

• • Sign sponsorship deals (gaming gear, prize support)

October–November: Onsite Operation Prep

• • Launch PR campaigns: press releases, social media, influencer marketing

• • Define detailed R&R for booth staff handling game demos, B2B meetings, merchandise, and event support.

• • Coordinate B2B meeting schedules

• • Submit official forms: utility requests, badge registration, event details, etc. (usually due by mid-October)

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Booth Design Trends at G-STAR Korea?

Brand-first design is on the rise.

We’ve supported global game companies at G-STAR Korea for over 12 years. While booth design once focused on fantasy worlds and game visuals, today’s leading designs express company philosophy and brand identity.

Webzen’s 2024 Booth: A Case Study

Webzen’s 2024 booth drew major attention with its iconic W-slope motif and massive LED screens. Positioned at the entrance of Hall 1, their immersive layout and new title teaser video created a powerful first impression.

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Turning Engagement into Meaningful Data

A visually stunning booth may catch the eye—but what really drives success at game shows like G-STAR is the ability to capture and analyze how people engage with your brand.
That’s where we come in.

Turning Booth Engagement into Actionable Data



We believe that well-designed booths should do more than impress—they should perform.
Rather than relying on vague feedback like The event was good, we help clients track concrete KPIs such as:

✔️KPI Checklist

• • duration of visitor engagement 

• • Participation rate, mission completion rate, and dropout rate

• • Social media engagement and hashtag mentions

• • Reward redemption rate after event participation

By defining these metrics in advance, we help turn passive attention into measurable performance.

 

Tracking Behavior Through Missions & Instant Rewards

For example, at Webzen’s G-STAR booth, we implemented a quest-based event system that encouraged short, repeated interactions.
Participants scanned QR codes to verify their progress, and each completed mission triggered an immediate reward—from collectible merchandise to IP-themed souvenirs.

This not only made the booth more fun and engaging, but also created valuable data for post-show analysis.
By designing events that blend entertainment with trackable behavior, we help brands create memorable experiences and build lasting brand equity.

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G-Star Booth Guidelines Related to Game Content Ratings

1. Rating Labeling

Display the official age rating (e.g., 18+) at both sides of the booth entrance, 1.3–1.5m from the ground. Size must be 20–25cm in height and follow the official color scheme.

2. Booth Wall Requirements

For mature-rated content, enclose gameplay zones with walls to restrict visibility.

3. Age Verification

Only adults aged 18+ with valid ID (e.g., passport, driver’s license) may play mature-rated games.

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G-Star FAQ

For a Successful G-Star Korea 2025

If you’re preparing for G-STAR Korea 2025, success begins with strategic planning—from booth layout and visitor journey to data collection and brand storytelling.

Whether you’re a global developer or indie studio, planning ahead for the Korean game show G-STAR Korea 2025 is the key to making a meaningful impact.

At Eidetic, we’ve helped bring some of the most talked-about G-STAR booths to life.
Curious how Webzen’s standout presence came together?

Watch the behind-the-scenes story in our showcase video.

How We Built Korean Game Show G-STAR Korea

Webzen G-Star Korea 2024

Webzen G-Star Korea 2023

EA Sports G-Star Korea 2023

SHIFTUP G-Star Korea 2022