South Korean game companies are using Tokyo Game Show (TGS) 2026 as a venue to check the marketability of new titles. They plan to go beyond video-focused reveals and let local users try upcoming games and new platform versions before release, to gauge reactions to controls, content and characters.

Nexon, Netmarble, NC, Smilegate and Shift Up will take part in TGS 2026, which will be held at Makuhari Messe in Chiba prefecture, Japan, from Sept. 17 to 21, the industry said on Wednesday. Marking its 30th anniversary, TGS will run for 5 days for the first time. A first tally by the Computer Entertainment Supplier's Association (CESA) showed companies and organisations from 51 countries and regions will attend, with 38 participants from South Korea.

First demos to gauge Japan market response

Nexon Games will reveal for the first time a demo version of "Paraydoloria," a new title from RX Studio under the IO division that includes the development team behind "Blue Archive." It plans to recreate "Tasogare Hall," a key in-game space, at its booth and run cosplay and hands-on events to introduce the characters and world of the new intellectual property (IP). Nexon will also exhibit "Mabinogi Mobile," ahead of its Japan launch, to introduce the game to local users.

Netmarble will unveil for the first time playable builds of "Shangri-La Frontier: Seven Strongest Species" and "Pearl in Blue." It will focus on introducing Shangri-La Frontier, based on a popular Japanese IP, to fans of the original work. For its own IP, Pearl in Blue, it will run programmes featuring character voice actors and cosplayers to build an early user base.

"Solo Leveling: Karma" will also be playable at the venue. Netmarble plans to hold a game competition featuring Japanese voice actors and streamers and livestream it on YouTube and X.

NC will set up a standalone booth for "Astrae Oratio," being developed by Dynamis One, and show its first demo version. Visitors will be able to choose between a scenario build and a combat build to try on site. The booth will host a "prologue scenario screening" featuring the early story of the game, and it will also release a "prologue digest PV" on opening day on Sept. 17.

After a teaser art book sold out at Japan's "Comiket 108" in August, TGS will be used to check local reactions through the actual game. NC plans to recruit participants for a closed beta test (CBT) through the closing day on Sept. 21 to maintain interest through follow-up testing.

Revised versions, linked to pre-registration

Smilegate will again offer demos of "Miraes: The Unseen Future," which it first revealed at TGS last year. It plans to show an improved version compared with last year's reveal. It will provide goods to visitors who follow its official social media accounts and complete pre-registration, and it will also hold a cosplay event featuring well-known cosplayers Iori Moe and Enako.

"Dead Account: Two Blue Flames," based on a Japanese manga IP, will also be playable at the venue. Smilegate plans to link gameplay with social media follows and on-site pre-registration, and offer participants a chance to enter a large gacha draw made up of limited-edition goods.

Shift Up will unveil and offer demos of the Nintendo Switch 2 version of "Stellar Blade Complete Edition" for the first time in the world at Sega-Atlus booths. Stellar Blade, released on PlayStation 5 and PC, will expand its supported platforms to Nintendo.

The game companies structured programmes so that interest generated by on-site demos leads to follow-up actions such as social media follows, pre-registration and CBT applications. The aim is to secure a user base before release.

Unlike last month at Germany's Gamescom, where South Korean game companies mainly showcased PC and console-based action games and shooters, they are putting subculture and well-known IP-based games to the fore at TGS. They are focusing on first-time demos and revised-version reveals, seeking to reflect local reactions in pre-release development and service strategies.

The Korea Creative Content Agency said Japan's game market in 2024 was worth about $22 billion, accounting for 10 percent of the global market. South Korea's share of the global game market during the same period was 7.2 percent. Japan is a key target market, given its large size and the performance of subculture games developed in South Korea such as "Blue Archive" and "Goddess of Victory: Nikke."

An industry official said, "Japan is a market where user loyalty is formed around characters and IP." The official added, "TGS is becoming more important because it is not just a place to unveil new titles, but a venue to check local reactions before release and secure touchpoints with users."