Major domestic game companies including 3N (NC, Nexon, Netmarble), Smilegate, and NHN have all mobilized for TGS (Tokyo Game Show) 2026 to target global users beyond Japan. With the recent surge in popularity of subculture genres and global expansion becoming a key issue for the game industry, companies are treating TGS as a trial run ahead of new title launches.
On the 20th, Makuhari Messe in Chiba Prefecture, Japan, where TGS 2026 was held, was packed with gamers to the point of no room to move. This year's TGS marked its 30th anniversary and was held for five days (17–21) for the first time. A record-breaking number of participants from 53 countries and 1,138 companies set up 3,999 booths. Foreign exhibitors numbered 598, surpassing the number of Japanese participants.
NC unveiled its first demo build of the subculture genre new title "Astra Oration" (Asora) at the TGS booth. Asora is a game NC has positioned as a vanguard for its expansion into Japan. Set in Tokyo in 1989, it features a unique experience where story, art, and gameplay seamlessly blend together.
Nexon set up booths for its subculture genre new title "Paradolia" and its existing popular title "Mabinogi Mobile." Paradolia is a new project by the development team behind "Blue Archive," drawing significant attention both domestically and internationally. Nexon recreated the "Tasogarekan" featured in the game at the booth to enhance visitor immersion.
Paradolia is notable for incorporating voice recognition technology. Gamers can call out to Meits within the game using their voices. Nexon leveraged this feature by hosting a rock-paper-scissors game with voice recognition at the booth. Visitors enjoyed their time playing rock-paper-scissors with Meits using voice commands.
Netmarble showcased three titles: "Shangrila Frontier Seven Strongest Species" (Shangp), "Solo Leveling: Karma" (Karma), and "Pearl in Blue." Shangp is a new title under development based on the mega-hit original manga. Karma is the third game developed using the Solo Leveling IP, featuring content not present in the original work. Pearl in Blue is a full-fledged subculture new title created specifically for the Japanese market.
Netmarble Chairman Bang Jun-hyuk made a surprise visit to the TGS booth on the second day to gauge visitor reactions. He stated, "I was most curious about how Pearl in Blue would be received since it was developed specifically for the Japanese market." Netmarble captured visitors' attention by installing statues of Sanraku and Sung Jin-woo at the booth. To ensure visibility from a distance, balloons shaped like Sanraku's face were suspended from the ceiling.
Smilegate revealed "Dead Account: Two Blue Flames," based on a Japanese manga original, and "Future City: Invisible Future," which is currently under development. Smilegate collected visitors' game scores in real time and provided coupons redeemable for future games. NHH set up its booth under the name PlayArt Japan, its Japanese subsidiary. Shift Up showcased "Stellar Blade" for Nintendo Switch 2 at the SEGA booth. Additionally, Naver Webtoon and Samsung Electronics participated in the B2B (business-to-business) exhibition hall.
A game industry executive stated, "With the U.S. E3 disappearing during the pandemic era, TGS has emerged as one of the two major gaming shows alongside Gamescom." He added, "Given that global expansion is currently the biggest challenge for the game industry, more companies are expected to participate in TGS for subculture titles and at Gamescom for PC and console games."
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