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Monthly Archives: March 2025
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:
-
- • 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
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.
Anime Expo: Booth Location Guide
March 22, 2025
Anime Expo Booth Location Guide
Previously, we shared detailed exhibitor tips to help businesses maximize their presence at Anime Expo 2025.
With less than four months to go, Anime Expo is gearing up to be one of the biggest pop culture events in North America, alongside San Diego Comic-Con (SDCC).
Anime Expo stands out for its strong emphasis on Japanese pop culture. As clearly stated on its official website, the event’s mission is:
“Bringing fans and industry together to celebrate Japanese pop culture.”
For game companies preparing to exhibit, this article outlines how to choose the right hall, navigate booth options, and understand essential regulations.
Choosing the Best Booth Location
Anime Expo 2025 will take place at the Los Angeles Convention Center (LACC), with two main exhibition areas available for exhibitors:
- • Exhibit Hall (South Hall)
- • Entertainment Hall (West Hall)
The Exhibit Hall focuses on merchandise sales and product showcases. It’s well suited for companies looking to sell goods, display branded materials, or meet with press and fans.
The Entertainment Hall, on the other hand, is designed for interactive activations, demos, and fan-driven experiences. If your booth emphasizes gameplay or immersive elements, this area may offer a more suitable environment.
Choosing between the two depends on your booth concept, goals, and how you plan to engage with attendees.
Booth Location Tips &
Registration Strategy for Anime Expo 2025
Because Anime Expo values its cultural roots, exhibitors are encouraged to emphasize their brand’s connection to Japanese pop culture when applying.
In addition, booth location plays a major role in visitor engagement. Consider attendee movement patterns and submit your application early to secure a strategic spot.
For exhibitors, visibility to attendees is critical. Once Anime Expo opens booth applications, applying as early as possible can give you a competitive edge.
Hidden Opportunity: Lobby Activation
In addition to Exhibit and Entertainment Halls, Anime Expo also offers a limited number of Lobby Activation spaces.
While not listed as prominently, these locations are positioned at entry points and key transition areas—ensuring every attendee passes through them on their way into the main halls.
Last year, our team managed a high-impact activation for Nikke in a lobby space that captured attendees’ attention immediately. Thanks to this placement, merchandise sold out within minutes.
If you’re unable to secure a preferred booth in the main halls, consider lobby activation as an alternative. These locations offer strong brand exposure through continuous attendee flow. Contact the event organizers to check availability.
Weapon Regulations for Exhibitors
Booth regulations vary depending on the hall, especially when it comes to weapons and interactivity.
In the Entertainment Hall, any object that could launch a projectile—such as toy guns or airsoft—is prohibited. This makes shooting-based games difficult to operate without adjustments.🔫
(However, a creative agency can help reimagine your concept in a way that complies with regulations while keeping your booth engaging and fun.)
The same restrictions apply to cosplay props. If your booth includes staff or models wearing costumes with weapon-like elements, check with the organizers in advance.
Adult Content Guidelines
Both Exhibit Hall and Entertainment Hall do not permit adult content. Instead, exhibitors offering 18+ content must apply for a designated area located on the lower level of Kentia Hall.
This reserved zone is managed with appropriate signage and restricted access and is the only area within Anime Expo that allows for mature-rated material.
If your game or promotional content includes adult themes or visuals, be sure to request space in this section during your application.
How Much Is Too Much?
In contrast to certain Asian gaming conventions where revealing outfits are often restricted, Anime Expo allows for more freedom in character design and cosplay.
Participants commonly appear in bold, expressive costumes—including swimsuits👙 and revealing outfits—without facing regulation. This creates a rare opportunity for brands to fully embrace their visual identity and connect with fans through immersive, eye-catching booth experiences.
How to Make Your Anime Expo 2025 Exhibit a Success
To succeed at Anime Expo 2025, exhibitors should focus on selecting the right hall, understanding key policies, and planning activations that align with the event’s unique culture.
Whether you’re launching a new title, building brand awareness, or creating a fan-first experience, your booth location, concept, and execution will be the difference-maker.
Looking for support with booth design, logistics, or strategy?
Our team brings extensive experience from Anime Expo, Gamescom, Tokyo Game Show, and more. Let’s make Anime Expo 2025 your most impactful event yet.
2025 Gamescom Booth Registration & Location Tips
March 15, 2025
2025 Gamescom Booth Registration & Location Tips
How to Book a Booth at Gamescom 2025
With thousands of gamers and industry professionals gathering at Gamescom every year, proper preparation is key to running a successful booth. As the early bird deadline approaches, inquiries from game companies have surged, particularly regarding booth registration, location selection, and exhibition regulations.
In our previous guide, we covered Gamescom’s key information. Now, let’s dive into how to book a booth at Gamescom 2025 and strategic tips for securing the best location.
The Earlier, The Better:
Gamescom Booth Application
- • Early Bird Registration Deadline: February 21, 2025
- • Regular Registration Deadline: July 9, 2025
How much does it cost to book a Gamescom booth early?
- • Discounted Booth Fees – Gamescom early bird applicants receive an estimated 10% discount compared to regular registration.
- • Priority in Booth Location Selection – The earlier you apply, the better your chances of securing a high-traffic location.
Applying late significantly reduces the chances of getting an ideal booth spot. Regular exhibitors are often assigned priority locations, while late applicants are allocated remaining spaces after the initial placements are completed.
Gamescom Booth Location Tips:
High-Traffic Areas & Visitor Flow
The Gamescom 2024 hall plan highlights the busiest visitor pathways inside the venue. Reviewing past layouts can help you choose the best booth location.
- • 2023 B2C Halls: 6, 8, 9, 10 (Event Hall: 7)
- • 2024 B2C Halls: 6, 7, 9, 10 (Event Hall: 8)
- • 2025 B2C Layout: Subject to change
Most general visitors enter through the North Entrance of Koelnmesse, and booths located along the main pathway highlighted in the floor plan naturally benefit from higher foot traffic. In particular, visitors heading toward Hall 10 tend to use the passage connecting Hall 9, making it a key area for maximizing visibility
💡 Key Booth Location Tips
📍 North Entrance → Hall 8 (Event Area) → Main Pathway → Halls 6, 7, 9 (B2C Area) → Hall 10 (Indie Games Area)
If your booth is in Hall 10, choose a location close to the Hall 9 connection for maximum visitor flow.
2025 Gamescom Booth Cost
All booth applications must be submitted through the official Gamescom website. Since pricing varies based on booth type and size, careful planning is essential.
Types of Booths & Pricing Factors
- • B2B-only vs. B2C+B2B participation impacts cost and eligibility.
- • Booth types such as Corner Stand or Island Stand have different pricing structures.
Mandatory Additional Fees
In addition to the base rental fee, mandatory additional charges apply:
- • Energy Fee – €16.00 per sqm (covers electricity & facility usage)
- • AUMA Fee – €0.60 per sqm (German trade fair promotion fund)
- • Gamescom Now Package – Marketing & promotional fee (€975 for B2C booths, €330 for B2B booths)
These costs are automatically calculated when applying via the Gamescom business website. Once you enter details like your booth size, type, and registration date, the system will calculate the total cost based on various pricing factors.
See the example below for a detailed cost breakdown.
Essential Booth Application Rules
Before applying, keep in mind the following:
- 1. B2C booth required for consumer-targeted (end-user) games.
- 2. B2B booth size must not exceed 1.5x the B2C booth size. For example, if your B2C booth is 50 sqm, your B2B booth can be up to 75 sqm.
- 3. Booth assignments are determined by the organizer.
Once your booth application is confirmed, it’s time to focus on design, installation approvals, and compliance. Working with an experienced agency can streamline the process and help avoid complications.
Eidetic Marketing – Your Gamescom B2B Partner
We are an experienced agency specializing in Gamescom marketing, helping game companies maximize their global reach and KPIs with strategic planning and execution.
Having worked with major gaming companies from the US, Korea, and China, EIDETIC offers unique advantages:
Why Work with EIDETIC for Gamescom 2025?
- ✔️ In-House Expertise: Unlike ad agencies or third-party event firms, EIDETIC has dedicated teams for planning, marketing, and design, ensuring seamless communication and execution.
- ✔️ Local Team in Germany: With staff based in Cologne, we navigate complex local regulations and logistics, minimizing risk for exhibitors.
- ✔️ Multilingual Event Staff: Gamescom attracts diverse attendees, making experienced multilingual staff essential. Our team ensures smooth interactions with international gamers and industry professionals.
💡 Behind-the-Scenes at Gamescom with EIDETIC!
Gamescom 2025: Essential Guide for Exhibitors
March 9, 2025
Gamescom’s Popularity Continues to Rise
The early bird registration for Gamescom 2025, the world’s largest gaming exhibition, closed on February 21.
Gamescom continues to set new records each year, with increasing exhibitors and visitors. In 2024, a lot of game companies, including Hoyoverse, Bandai Namco, and Krafton, showcased their latest titles to European gamers. Let’s take a look at some of last year’s impressive numbers:
🔥
3,060,000 sqft exhibition space
335,000 attendees from 120 countries
1,462 companies from 64 countries
1.5 million ONL live viewers
540 million ONL total online views
We attended Gamescom in 2023 and 2024 as part of exhibition projects, witnessing firsthand the event’s massive impact on the gaming industry. With growing anticipation for this year’s participating companies, we’ve compiled key information to help businesses prepare for Gamescom 2025.
Gamescom 2025 Schedule & Key Programs
Gamescom 2025 will take place from August 20 to 24 in Cologne, kicking off with Opening Night Live (ONL) on August 19.
Since B2B and B2C schedules differ, check the table below for details.
| Gamescom Date | Devcom | ONL (Opening Night Live) |
B2B | B2C | Event |
| 8/18 (MON) |
9:00-19:00 | ||||
| 8/19 (TUE) |
20:00-22:00 | ||||
| 8/20 (WED) |
9:00-19:00 (7:00-20:00 for exhibitors) |
Media Day 9:00-19:00 (7:00-20:00 for exhibitors) |
|||
| 8/21 (THU) |
9:00-20:00 (7:00-21:00 for exhibitors) |
9:00-20:00 (7:00-21:00 for exhibitors) General adminssion from 10am |
12:00- Varies by event schedule |
||
| 8/22 (FRI) |
|||||
| 8/23 (SAT) |
9:00-20:00 (7:00-21:00 for exhibitors) |
||||
| 8/24 (SUN) |
|||||
| *Gamescom City Festival: 8/22(FRI)-8/24(SUN) |  |
||||
Beyond the exhibition halls, Gamescom is a festival featuring diverse events across the city. Since last year, the Gamescom City Festival has taken over Rudolfplatz and Hohenzollernring, with live performances, gaming showcases, and food markets adding to the excitement.
Additionally, many game developers and publishers leverage the Gamescom Awards as a major marketing tool. Game studios can submit their upcoming titles online throughout July, with nominees announced on opening day in August. The awards ceremony, typically held on the final Friday of Gamescom, is a powerful way to generate buzz before a game’s release.
Gamescom Opening Night Live (ONL)
Gamescom ONL: A Global Branding Opportunity
ONL isn’t just an opening ceremony—it’s a global marketing event live-streamed on Twitch, YouTube, and Gamescom’s official website. Major game studios use ONL to debut trailers, with developers taking the stage to share insights about their games.
In 2024, Hoyoverse showcased Zenless Zone Zero, Bandai Namco unveiled Tekken 8, and Krafton introduced Dark and Darker. The event’s massive reach makes it a prime opportunity for game marketing.
Gamescom 2025 ONL Sponsorship & Costs
Only exhibitors with a minimum booth size of 100m² can apply for ONL sponsorship. Pricing is based on video length:
While the cost is significant, the exposure is unparalleled—ONL viewership exceeds 540 million. Because ONL shapes the first impression of a game, developers should create high-impact trailers and strategically plan content if showcasing multiple IPs.
Gamescom’s Massive Exhibition Hall – Koelnmesse
Gamescom takes place at Koelnmesse, spanning 3,060,000 sqft, making it one of the largest gaming expos in the world.
For comparison, Anime Expo is held at the Los Angeles Convention Center, which is 720,000 sqft—Gamescom’s venue is more than four times larger.
Gamescom Hall Plan
- [B2B Area] → Hall 2, 3, 4
- [B2C Area] → Hall 6, 7, 9, 10
- [Merchandise Area] → Hall 5
- [Event Area] → Hall 8
📍 Note: B2C hall assignments may change based on exhibitors and booth sizes. In 2023, Halls 6, 8, 9, and 10 were used for B2C, while Hall 7 hosted events.
📍 Tip: Koelnmesse is huge and maze-like, so save a digital map on your phone. The venue has multiple entrances (East, West, North, South)—plan your route accordingly.
How to Get the Best Booth Location at Gamescom 2025
Game companies planning to exhibit should apply during the early bird period (~Feb 21) to secure a better booth location and save on costs.
High-Traffic Booth Placement
Companies with well-placed booths gain higher visitor engagement. Last year, HYBE’s booth strategically positioned near key traffic zones saw strong foot traffic.
Booths can only be registered through Gamescom’s official website.
Stay tuned for Part 2, where we’ll cover step-by-step booth application tips and expert insights!
Eidetic Marketing – Your Gamescom B2B Partner
We are an experienced agency specializing in Gamescom marketing, helping game companies maximize their global reach and KPIs with strategic planning and execution.
Having worked with major gaming companies from the US, Korea, and China, EIDETIC offers unique advantages:
Why Work with EIDETIC for Gamescom 2025?
- ✔️ In-House Expertise: Unlike ad agencies or third-party event firms, EIDETIC has dedicated teams for planning, marketing, and design, ensuring seamless communication and execution.
- ✔️ Local Team in Germany: With staff based in Cologne, we navigate complex local regulations and logistics, minimizing risk for exhibitors.
- ✔️ Multilingual Event Staff: Gamescom attracts diverse attendees, making experienced multilingual staff essential. Our team ensures smooth interactions with international gamers and industry professionals.
💡 Behind-the-Scenes at Gamescom with EIDETIC!
With a track record of delivering exceptional results, EIDETIC ensures your vision aligns with execution for a successful Gamescom experience.
✨ Stay tuned for exclusive insights from our Gamescom 2025 projects!
