My Journey at the Tokyo Game Show: A Glimpse into the World of Global Gaming Culture

This September, I had the amazing opportunity to participate in the Tokyo Game Show (TGS). Attending this iconic event allowed me to learn not only about game development and marketing but also about the global passion and perspectives around gaming.

1. Preparation for TGS

With TGS on the horizon, I went into intense one-person development mode, creating game updates, designing visuals, and even releasing a Japanese game build. I joined TGS with the Korean Pavilion, organized by KOCCA (Korea Creative Content Agency) & DICIA (Daejeon Information and Culture Industry Promotion Agency).

After a competitive selection process, I was thrilled to exhibit alongside other Korean developers. One of the biggest challenges was creating and distributing a press release in Japan.

Writing my first press release taught me a lot about SEO, cultural nuances, and press standards. However, I quickly learned that Japanese press releases are often written in a “review” style, unlike the simpler information-based format in Korea. While I made some terminology mistakes, I still managed to get featured in popular articles, which drove significant traffic and attention to my game.

2. Localization and Translation Challenges

Localization for Japan was no easy task. Translating Korean into Japanese required more than just language skills; I needed to understand the cultural nuances of Japanese gaming. I was lucky to work with a friend, Hyomun, who had a good grasp of both Japanese and my game’s unique feel.

Together, we localized the UI, logo, and script to resonate better with Japanese audiences. GDevelop, my game development engine, even updated a function based on my request, helping speed up the translation process.

This collaboration led to some positive feedback from Japanese players!

3. Creating a Physical Presence

To engage visitors effectively, I designed pamphlets tailored to the exhibition. I quickly realized that pamphlets are a major part of the exhibition culture in Japan, especially at TGS, where many visitors expect tangible takeaways. Additionally, I promoted my game via a Steam broadcast. Although I wasn’t fluent enough to host a live session, I created video playthroughs that ran on a loop. These sessions were especially popular in the late evenings, drawing in a steady audience.

4. Exhibition and Booth Experience

The Korea Pavilion booth was equipped with multiple computers for demos, and I got a space by lottery (which turned out to be a bit of a challenge for visibility). The TGS booth experience emphasized Japanese exhibition customs, like actively soliciting customers by handing out pamphlets and engaging passersby. I also saw how families, a major audience segment in Japan, prefer controllers and console games, underscoring the local preference for pad-based gameplay.

The interpreter support at my booth was invaluable. Though I noticed that industry-specific conversations, especially around development, could be challenging for general interpreters. This made me realize the importance of specialized interpreters when discussing technical aspects with developers and publishers.

5. Business Networking at TGS

On Business Day, I discovered that TGS is a significant event for networking. Japan has a formal culture around business cards, with a strong emphasis on keeping these connections. Through the TGS business matching system, I connected with several companies, primarily for potential console porting opportunities. I even received coffee as a gift, which helped keep my energy up during the long exhibition hours!

6. The Public Day Experience

Public Day was a mix of enthusiasts and families eager to explore the games. Many visitors came specifically to enjoy games, rather than just business opportunities, giving the day a relaxed and exploratory vibe. I noticed how Japanese audiences like to dive into new experiences at these events, even bringing their families along on Sundays.

7. Exploring the Exhibition Hall

When I had a moment, I took time to explore the hall and meet other developers. I was thrilled to connect with Pandako, a Japanese GDevelop supporter, who gifted me Japanese treats and Pokemon figures. It was inspiring to meet someone with similar interests, and we shared a brief but meaningful conversation about our game-making journeys.

Reflecting on the Journey

Looking back, TGS was a whirlwind of new insights and experiences. From press release learning curves to the importance of localization, the Tokyo Game Show taught me that there’s much more to gaming culture than development alone. While I was mostly focused on my booth, I came away with a richer understanding of the global gaming industry and a deepened respect for the passion and professionalism of my peers.

The Tokyo Game Show has left a lasting impression on me, and I can’t wait to bring these lessons into my future projects. If you’re an indie developer, don’t hesitate to jump into an event like TGS—there’s no better way to grow and connect with the global gaming community!