Tokyo Game Show 2025 Exhibitor Guide – Part 2

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When you think of Japan, what images come to mind? Futuristic cities, vibrant pop culture, traditional temples, or perhaps cherry blossoms? While Japan is famous for blending tradition with cutting-edge technology, participating in an event like Tokyo Game Show (TGS) can highlight some unique challenges you might not expect.

In this post, we’ll cover practical tips and considerations that global exhibitors should know when preparing for TGS 2025.

How’s the Weather in Japan in September?

September in Japan is still summer, characterized by high temperatures and intense humidity. Last year alone, about 9,100 people in Japan were hospitalized due to heatstroke. Therefore, heatstroke prevention should be a top priority for exhibitors.

Heatstroke Prevention Checklist for TGS Exhibitors:

• • Salty snacks (salt candies, electrolyte sports drinks such as Gatorade or Powerade) for replenishing salts lost through sweating ⭐️⭐️⭐️⭐️
• • Hydrating beverages like bottled water and unsweetened tea ⭐️⭐️⭐️⭐️
• • Cooling towels and cooling sheets to quickly lower body temperature and alleviate symptoms like headaches or dizziness ⭐️⭐️⭐️
• • Scheduled regular rest breaks for booth staff to recover and maintain good health ⭐️⭐️⭐️⭐️⭐️

These items are readily available in convenience stores near the venue. Avoid caffeinated and carbonated drinks, as they can contribute to dehydration.

What Are Companion Models at TGS?

Promotional models, known as companions(コンパニオン) in Japan, play an essential role at local events. Unlike in other countries, where promotional staff mostly provide information at a reception desk, companions in Japan usually stand visibly in front of booths to actively attract visitors.

Their responsibilities include promoting your booth, distributing flyers, and handing out promotional items.

Most companions are managed by specialized talent agencies in Japan, making it difficult to hire them without local connections. They also expect professional-level treatment and careful management.

EIDETIC has extensive experience managing companions at Japanese events, ensuring smooth communication and operations tailored to your company’s needs.

What Are the Most Popular Giveaways at Tokyo Game Show?

Visitors to TGS typically receive numerous promotional hand fans(うちわ). These fans are extremely popular due to Japan’s hot climate. Well-designed giveaways at Tokyo Game Show become long-term brand reminders in visitors’ hands.

Printed flyers are also common promotional tools, reflecting Japan’s preference for tangible, physical materials. If you feel traditional flyers might not appeal to your audience, consider alternatives such as mini photo books or compact magazines.

💡Want help preparing the perfect giveaways at Tokyo Game Show? Contact our team for local insights and end-to-end support.

How Do I Contact the TGS Organization Team?

Unlike many international trade shows, which usually have a centralized management structure, TGS involves multiple departments and partner organizations, each responsible for different aspects of the event.

In addition, each booth often has its own assigned management personnel, increasing communication complexity compared to other international events. At previous TGS events managed by EIDETIC, we encountered issues such as banners produced outside of Japan lacking local fireproof certification—an issue not initially stated clearly in guidelines. Fortunately, effective communication with on-site staff resolved this issue without the need to remove banners.

Navigating these complexities can be challenging. EIDETIC’s established relationships and experienced local teams enable quick, accurate communication and minimize potential risks during the event.

What Are the Key Booth Regulations at Tokyo Game Show?

In our next and final chapter, we’ll dive deeper into detailed TGS booth regulations. Tokyo Game Show is known for its specific and rigorous requirements, which can feel overwhelming, especially for international exhibitors.

While the official regulations for TGS 2025 will be released in July, here are some of the key updates announced so far for this year:

• • Standardized Booth Size: Booth lengths at TGS are standardized to maximize space. Booth lengths are typically limited to 21 meters (approximately 7 booths). Only exhibitors applying for 42 booths or more can secure island booths. If you aim for an independent booth, be sure to note this.
• • Booth Operating Hours: Booth operating hours will be slightly adjusted. For instance, the first day of public exhibition (B2C) will begin 30 minutes earlier compared to previous years. Adjust your team’s schedule accordingly.
• • Stage Setback Rules: To ensure smooth visitor flow, stage placement guidelines have been updated:
  • -Stages under 1m tall require at least a 4m setback from aisles.
  • -Stages 1m and taller require at least a 6m setback from aisles.
• • Accessibility for All: A new “Accessibility Zone” has been introduced at TGS, highlighting software and services accessible to people regardless of age or disability. Exhibitors offering adaptive technology, eye-tracking devices, and inclusive gaming solutions are encouraged to participate.

For more detailed regulations from TGS 2025, please refer to our previous TGS 2025 Regulations Guide. Stay tuned for a comprehensive breakdown of the official TGS 2025 regulations as soon as they are released!

TGS 2025 Exhibitor Alert: New Regulations & Booth Rules

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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.

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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.

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✔️ TGS 2025 Schedule:

• • • Business Days (B2B): Sept 25 (Thu) & Sept 26 (Fri), 10:00–17:00

• • • Public Days (B2C): Sept 27 (Sat) 9:30–17:00 & Sept 28 (Sun) 9:30–16:30

✔️ Application Deadlines:

• • • Companies applying for more than 42 booths: May 23

• • • Companies applying for fewer than 42 booths: May 30

📍1 Booth = 3x3m ≒ 10x10ft

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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

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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.

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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.