- ■ TL;DR — TGS Isn’t Just a Game Showcase. It’s Becoming a Playable Cultural Experience.
- ■ Background: After E3’s Collapse, Regional Events Took On New Identities
- ■ What Sets the “Festival Feel” Apart? Five Key Signals
■ TL;DR — TGS Isn’t Just a Game Showcase. It’s Becoming a Playable Cultural Experience.
The Tokyo Game Show (TGS) has long been Japan’s flagship gaming event, but something different is happening in recent years. In 2025, it became clear that TGS is no longer just a showcase — it’s a festival.
From the moment you walk in, you’re not just a visitor — you’re a participant. You’re trying games, taking photos, standing in lines, trading swag, watching performances, and sometimes even getting physically jolted by demo booths. It’s loud, dense, sensory, and very personal.
So why does it feel so different from Gamescom, GDC, or the now-defunct E3?
This article breaks down what makes TGS 2025 feel more like a festival than a traditional expo — based on real reports, attendee experiences, and industry commentary.
■ Background: After E3’s Collapse, Regional Events Took On New Identities
With E3 officially retired as of 2023, global attention has shifted to regional expos like Gamescom (Germany), Summer Game Fest, and TGS. While Gamescom has expanded its role as an industry-facing showcase, TGS is evolving into something deeply local — and deeply immersive.
It’s not about replacing E3. It’s about becoming something else entirely: a physical playground for fans and a cultural celebration of Japanese gaming.
■ What Sets the “Festival Feel” Apart? Five Key Signals
① The Overwhelming Energy (Forbes)
Forbes journalist Ollie Barder called TGS 2025 “maybe the busiest one yet” — not because of press conferences, but because of sheer crowd density, noise, and interactivity.
“The show felt more like a public celebration of gaming than a press event.”
(Source: Forbes)
Unlike E3’s velvet-rope exclusivity, TGS was about being among the people, in the middle of the excitement.
② PlayStation’s Booth: Made for Photos, Not Just Play (PlayStation Blog)
Sony’s official recap of its booth reveals a setup designed for:
- Hands-on demos
- Themed photo ops
- Visual displays that “feel theatrical”
- Staff dressed to enhance immersion
“We made sure fans not only played, but captured memories.”
(Source: PlayStation Blog)
This is not just a booth — it’s a mini theme park.
③ Developers Become Hosts, Not Just Exhibitors (GDevelop Blog)
One developer described their booth experience as “interactive in ways I didn’t expect.”
- Staff were calling out to passersby like in a street market
- Attendees were encouraged to chat, try, and talk — not just observe
- “You couldn’t just walk by — the booth invited you in”
“It reminded me more of a festival stall than a trade expo.”
(Source: GDevelop Blog)
④ A “Celebration of Gaming Culture” (Conduit)
The Conduit blog used a crucial phrase:
“TGS is a celebration of gaming culture and community.”
Rather than focusing solely on upcoming titles, TGS 2025 included cosplay, fan events, giveaways, stage performances, and social areas. The event was as much about being seen and heard as seeing and hearing.
(Source: Conduit.gg)
⑤ Long Lines, Loud Halls, Real Memories (Tripadvisor Reviews)
Multiple TripAdvisor reviews mentioned:
- Wait times over 3 hours for certain booths
- Limited playtime per demo (5–7 minutes)
- “Insanely crowded, but 100% worth it”
One review summed it up:
“It was tiring, sweaty, and packed — but I’ll remember it forever.”
That’s the essence of a festival.
■ Why It Feels Like a Festival: The Structural Factors
Based on all sources, here are six reasons why TGS feels like a matsuri (Japanese festival):
| Factor | How It Shows Up at TGS |
|---|---|
| Visual Immersion | Theatrical booth design, cosplay zones, photo booths |
| Physical Participation | Hands-on demos, walking tours, performances |
| Crowded Energy | Long lines, dense crowds, organic cheering |
| Staff–Fan Interaction | Live engagement, giveaways, real-time conversations |
| Fan as Performer | Cosplay, selfies, influencer filming, streamable moments |
| Cultural Continuity | Reflects Japan’s local traditions of play and celebration |
■ It’s Not Just Design — It’s Cultural DNA
To understand why Tokyo Game Show (TGS) feels like a festival, you need to understand Japanese public space and play culture. In Japan, large gatherings that blend commerce, entertainment, and community aren’t new — they’re everywhere:
- Summer matsuri (festivals) where you walk among food stalls, games, performances
- Comic Market (Comiket) where fans cosplay, trade, and gather for mutual celebration
- Theme cafes, arcades, pop-ups designed around physical engagement, not just consumption
TGS borrows from all of these. It’s a gaming matsuri wrapped in tech and cosplay — and intentionally so.
■ Structural Design: A Show You Can’t Just Watch
Let’s look at what physically sets TGS apart from other events:
| Aspect | TGS 2025 | Gamescom / E3 |
|---|---|---|
| Layout | Maze-like, immersive, unpredictable | Grid-like, media-focused |
| Booth Behavior | Callouts, interactions, gifts | Quiet, branded stations |
| Participation | Everyone tries, photographs, or queues | Many booths behind-closed-doors or VIP |
| Crowd Flow | Designed for browsing, not just press walkthroughs | Designed for scheduled appointments |
| Fan-Developer Interaction | Spontaneous, common | Rare, formal |
This makes TGS feel more like a street festival than a press event.
■ Fans Aren’t Spectators — They’re Part of the Event
At TGS, the line between creator and consumer gets blurry.
- Cosplayers pose in front of booths and become part of the aesthetic
- YouTube and TikTok creators stream reactions in real time
- Visitors wait hours just to say “I played it first”
This co-creation element — common in Japanese fan culture — turns visitors into performers.
It’s not about watching the show. You are the show.
■ Value Beyond Marketing: Why This Matters
From a business or PR standpoint, “festival energy” may seem inefficient — long lines, limited press reach, chaos.
But TGS offers unique value:
- Emotional Connection
People don’t remember trailers. They remember playing a new game in a crowd, surrounded by fans, cheered on by strangers. - Cultural Export
TGS showcases Japanese hospitality, creativity, and fan culture — it’s soft power in action. - Social Amplification
Fans take photos, stream, post — not because they’re told to, but because it feels exciting.
In a world of digital saturation, TGS offers something tangible, local, and unforgettable.
■ What About Gamescom, E3, or Summer Game Fest?
These expos serve different goals:
- Gamescom = Trend-scouting and developer engagement
- E3 (RIP) = PR-driven product reveals
- SGF = Trailer-first, influencer-heavy, media-sync’d
TGS instead offers play, space, ritual, and human warmth — which is why fans describe it not just as an expo, but as an event you feel.
🧠 Final Takeaway: TGS Isn’t Just an Expo — It’s a Living Game Culture Arena
TGS doesn’t try to replicate E3’s grandeur or Gamescom’s scale.
Instead, it offers a space where:
- Fans gather not just to consume, but to belong
- Developers engage not just to sell, but to celebrate
- Games exist not just as products, but as shared experience
And that’s why Tokyo Game Show feels more like a festival than a game expo.
