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November 8, 2024
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From Sep 26th to 29th, gaming professionals from around the world gathered at the TOKYO GAME SHOW 2024 (TGS2024) at Makuhari Messe. This year’s event theme was “Trailblaze the World with Gaming,” and it definitely made waves in the industry, attracting nearly 300,000 attendees and a record-high 985 companies and organizations from 44 countries around the globe. Compared to 2023’s attendance of just over 243,000 attendees, 2024’s event boasted 12% growth and marks the influence this event has on the industry. (1)
At Makuhari, new game titles made their debut for various platforms, including home-use game consoles, smart devices, PCs, and VR. A wide range of game-related products, services, solutions, and goods were also exhibited, showcasing the ever-evolving world of gaming.
This year was Mistplay’s first year at the Tokyo Game Show, marking our first local event after launching the Mistplay app to Japanese gamers. Here’s what we got up to at Tokyo Game Show 2024 and some key takeaways for the industry.
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On Friday night, Mistplay collaborated with AppLovin, Adjust, ThinkingData, and Remerge to host "A Night in the Stars" after-party at Mori Tower in Tokyo. Over 350 industry guests relished breathtaking Tokyo city views, delectable food and drinks, and engaging games and conversation on where the industry is headed.
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In addition to the festivities, Mistplay provided valuable industry insights at an exclusive VIP dinner co-hosted with AppsFlyer. Mr. Takeshi Ariki, Mistplay's Japan General Manager, and Mr. Yuichi Nakamura, Senior Account Executive, shared valuable mobile gaming insights and marketing expertise with over 20 esteemed guests.
💡Explore our mobile gaming industry reports.
This year, 450 out of the exhibitors at Tokyo Game Show were from Japan, with 535 international exhibitors, which reflects the rising influence of the Asian gaming industry across the globe and making it the most international version of the event to date.
Notably, Sony returned to TGS in 2024 for the first time in 5 years, surprising many and further underscoring the growing importance of this event. (2)
👀 Related reading: The spending habits of Korean mobile gamers: IAP trends shaping 2024
As the tech world buzzes with questions about the future of generative AI, the recent TGS 2024 gaming event was no exception. At the "AI Technology Pavilion," real-world solutions and products were discussed at length, with industry experts explaining how they leverage AI to accelerate game development, enrich storytelling, and elevate NPC behavior.
However, it’s a two-sided coin, where the other side presents a risk to creators within gaming, and not all are yet on board with fully leveraging AI in game development.
“Nowadays, you can create a visual novel using only AI. It can write stories and even create art. To be honest, I don't like it. I can see it being used for cheap content, but I hope it stays targeted to a specific audience." – Robert Pontow, Director of operations at Beep (3)
The boundary between Gaming and Non-gaming is vanishing, with more and more non-gaming companies starting to capitalize on the influence and opportunity within eSports and popular gaming IPs. For example, the furniture brand Steelcase has partnered with UK-based eSports organization Fnatic to providing a gaming-focused line of chairs to players, creators, and staff across Europe. (4) Meanwhile, gaming companies are also expanding their reach with more IP and brand collaborations to create new content and further boost fan bases.
As our 2024 Mobile Gaming Growth Report showed, these collaborations have strong LTV potential, with nearly one in five players (18%) expressing interest in installing mobile games that are collaborating with other brands they enjoy, and 54% of spenders who engaged with branded mobile games having made in-app purchases tied to the collaborations.
As the #1 loyalty app for mobile gamers*, we’re excited to continue discussing loyalty at the G-STAR 2024 in Busan, South Korea, from November 14th to 17th to finish 2024 strong. You can find us at B2B-H201!
Didn’t get a chance to catch us this time? Contact us to learn more about unlocking the power of player loyalty and subscribe to our newsletter or follow us on Linkedin to stay up-to-date about where you can find us and receive industry insights straight to your inbox.
*Based on 2024 Sensor Tower Data
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