In short
Tokyo Game Show is Japan's main games event, with business days followed by public days. Booths need playable builds, a stage and strong queue management, since public crowds are large. Plan clearly for both audiences: partners want meetings, and players want hands-on time. Start a custom booth about 6–9 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: Chiba, near Tokyo, annual, usually in September.
- The audience is mostly publishers.
- Playable builds.
- Queues inside the plot.
- Plan a custom booth about 6–9 months before the show.
Tokyo Game Show for exhibitors
Publishers build big stages with cosplay and live shows, while indie areas give smaller teams a place to show their games. Queues are managed carefully, and Japanese visitors expect order.
| Tokyo Game Show | |
|---|---|
| City | Chiba, near Tokyo |
| Venue | Makuhari Messe |
| Sector | Video games |
| Cycle | Annual, usually in September |
| Main stand activity | Hands-on experiences |
| Custom stand lead time | 6–9 months |
Who you are designing for
Publishers, press, partners and, on public days, players.
What matters most on a Tokyo Game Show booth:
- Playable builds.
- Queues inside the plot.
- A stage programme.
- A separate business area.
Layouts for hands-on experiences, by stand type
Most Tokyo Game Show exhibitors build around hands-on experiences. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | One try-it station at the front with the queue held inside the stand, not in the aisle. |
| Island | 4 | A central stage or arena, stations around the perimeter, queues inside the footprint and meeting space on a deck. |
Stand ideas for Tokyo Game Show
- Timed play slots with tickets.
- A stage with a live host.
- A quiet meeting room behind the screens.
Planning, approvals and logistics
Work with a Japanese contractor, and check rules on queue lengths, sound and giveaways.
Allow about 6–9 months for a custom booth. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Where the budget goes at Tokyo Game Show
Screens, staging and queue management take the budget. Staff costs are high, because public days need many people.
Mistakes we see at Tokyo Game Show
- Queues that spill into the aisle.
- No Japanese language support.
An example Tokyo Game Show brief
A 15 × 10 m booth with a queue path inside the plot, ten play stations, a stage with a host and a merchandise counter.
Replace the size and the zones with your own. The plot and height limit come from your contract and the exhibitor manual.
Try your Tokyo Game Show layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about hands-on experiences into an editable 3D booth for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01Where is Tokyo Game Show held?
At Makuhari Messe in Chiba, near Tokyo.
02How is it different from gamescom?
It has a Japanese focus. See [gamescom](/guides/gamescom-stand-design) for comparison.
03How early should I start designing a Tokyo Game Show booth?
For a custom booth, about 6–9 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme booths can be planned in weeks.
04Can I reuse my Tokyo Game Show booth at other shows?
Often, if it is modular. Design the core (walls, counters, hands-on experiences area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
