Tokyo Game Show 2024 is over!
It was the first time I presented my game to the public at the Tokyo Game Show, and it was an incredible experience, with unique features compared to the conventions I attended in France.
For those who may not know, the Tokyo Game Show is a video game convention held near Tokyo for four days in September. The first two days are reserved for professionals (game industry operators, journalists, etc.), while the last two days (the weekend) are open to the public. Every year around 250,000 people participate in the event.
I'm writing this article to reflect on the mistakes I've made and the things I would do differently if I had the chance to do it again. If it can help others, even better!
We hope you find the information you are looking for!
How to register for TGS
From what I understand there are three ways to participate in the TGS:
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Get invited to the “80 Selected Indie”: You just have to apply by presenting your game. If your game is selected by the jury, you will be invited and assigned a booth in the “80 Selected Indie” section. I think this is the best option – you get a free booth and your game is highlighted by TGS.
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Join a delegation that will participate: I noticed that several countries were represented (Spain, Switzerland, Sweden, etc.). I'm not sure how this works exactly, but there may be opportunities where the price and professional connections are worth it. Some delegations have their own booths with featured games, while others participate only in the business area.
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Paying for a booth (about $1000): This is what I did. It allows you to get a space in the indie play area, which you can customize according to your needs.
For my part, I tried to get invited to the “80 Selected Indie”, but I wasn't chosen… Since I really wanted to participate in the event, I decided to pay for a booth.
I didn't know it then, but a French delegation was present. Maybe I could have joined them, but I'm not sure I would have been accepted, as I'm probably not professional enough in the industry yet.
Get organized with the TGS
I'm describing my experience as someone who paid for a booth to attend TGS. I'm not sure how this works if you participate another way.
Once your registration is confirmed, TGS gives you access to three online platforms:
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To manage the organization of your stand.
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To organize meetings with the press (this access becomes available approximately 1.5 – 2 months before the TGS).
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To organize meetings with professionals (this access also becomes available approximately 1.5 – 2 months before the TGS).
The platform to organize your stand
It seems intimidating at first. You have access to a 200-page PDF that provides all the information you need. It gave me a headache at first, and with all that information, I wasn't even sure if I could bring my own gear… But it's actually possible! Despite the long process you have to go through, you actually have a lot of freedom in organizing your booth.
There are many forms to fill out, some mandatory, others optional. Deadlines are always indicated and you will receive email reminders as deadlines approach. The modules cover everything from renting IT equipment to delivering food to your booth.
It was overwhelming for me to manage all this information while also preparing the game demo. I ended up filling out forms close to deadlines. However, the best approach, in my opinion, would be to spend a day or two filling out all the necessary forms.
Please note that depending on your requests, you may incur additional costs (such as equipment rental).
But if you panic like I did, don't worry! You can always email TGS contacts and they will respond quickly and clearly. They were very efficient in helping me.
Platforms for organizing press/professional meetings
You have access to two separate platforms: one for press and one for professionals. These platforms allow you to see who is attending and send invitations with proposed meeting times.
Here are two mistakes I made and what to avoid:
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Time zone difference: When I scheduled my meetings, I didn't realize that the platform was showing French time… So I ended up scheduling meetings for late at night ><. Be sure to double check your time zone when planning!
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There are two distinct platforms: One for the press and one for professionals. I only realized this a week before TGS! I managed to catch up by sending out the invitations, but it was a little tricky. Avoid panic by familiarizing yourself with both platforms right away.
I also saw another professional meeting matching app, but it wasn't affiliated with TGS. I'm not sure how this works.
Regarding contact through platforms, I received more responses from professionals.
I sent many messages to journalists but received only a few replies.
Organization of meetings and stands
Here I was missing a lot of things because I wasn't well prepared and I lacked the equipment.
One of my main challenges was traveling from France; It seemed a little complicated to bring so much equipment to set up my stand.
But in fact most people who come from far away bring with them a suitcase full of decorations for their stand… while I was a little unprepared.
Business cards:
You need a good amount of business cards. Unfortunately I didn't have enough, so I ran out of them in the last couple of days. Ideally, I recommend having cards with English on one side and Japanese on the other.
Flyers:
You will need flyers to hand out during the TGS, written in both Japanese and English. Gadgets are also a good idea.
Decorations:
You are free to decorate your booth however you like. Since I didn't have much, I just printed out large images of the game from a convenience store… Honestly, don't do it like that ^^''. If you can bring quality materials, pack them in a large suitcase.
Professional networking events
After each business day, you are invited to an event with unlimited food and drinks.
It's well organized and a great opportunity to meet new people in the industry.
All the speeches were in Japanese, so I couldn't fully appreciate that part…
The first evening takes place in the lobby of a hotel right next to the TGS headquarters (10 minutes walk). It seems a little extravagant, but you can walk in with ease. It was a great experience as I got to chat with other indie developers. I didn't try the food, so I can't comment on that, but you will only receive one invitation to this event. If you want to bring more people, you will have to pay additional tickets. I noticed that many indie developers were not present.
The second evening invite all those present on working days. Unfortunately, I didn't really enjoy it as we were exhausted and still had two long days ahead.
If you still have energy and motivation, I think these two events are great opportunities to make professional contacts. The second evening seems more casual, but I left early, so my opinion may not be entirely accurate.
Public days
These are the two busiest days (almost 100,000 people per day). Be prepared to be on your feet non-stop from 11am to 5pm. Ideally, you should plan to rotate shifts of 3 to 4 people. There were only two of us so there was no time to take breaks.
It would be helpful if you could describe your game a bit in Japanese. I regret that my Japanese skills were weak, which made conversations challenging. I often had to refer people to a little descriptive sheet I had prepared in advance.
Marketing methods can be a little surprising…
Having attended conferences in France, we tend to be more passive and let visitors come to us. Here, however, do not hesitate to interact more actively with visitors, hand them a flyer and present your game. Obviously don't be intrusive, but you will immediately understand if you are bothering someone.
It's not the most fun thing to do, but without it you might miss out on some opportunities to showcase your game. Sometimes it pays off because people genuinely appreciate your work!
As for me, I made the mistake of not making flyers… I only had the stickers, and there wasn't even the name of the match on them.
In short, I completely screwed up on this front. Plan to have 500 to 1000 flyers, I think it's totally possible to hand them all out.
Conclusion
Would I attend the Tokyo Game Show again?
Yes, I really enjoyed the experience… But next time I would definitely bring more people. I regret not being able to delve deeper into the event, especially as some of the larger booths were very impressive (particularly those from large companies).
However, it is also very tiring and I think taking one day off in four would help you stay more effective.
This was my experience at the Tokyo Game Show as an indie developer! I presented my game The story of Dagadaa puzzle-platformer inspired by the Mario series e Yoshi's Island. My goal is to recreate the gaming atmosphere of the Super Nintendo era.
Feel free to follow me means of social communication and the project on the wish list Steam!
If you have any questions about TGS or anything else, please don't hesitate to contact us!
またね!