Report published September 23, 2026

Tokyo Game Show 2026: Major Domestic Titles Unveiled, Many IP Holders Exhibit for First Time — Goldman Sachs Equity Research

Goldman Sachs · September 23, 2026

Tokyo Game Show 2026 saw record exhibitor participation of 1,138 companies, led by strong demo engagement for domestic titles from Capcom, Square Enix, and Bandai Namco. In keynote remarks, CESA highlighted gaming's central role in Japan's national IP strategy, aiming for ¥12 tn in export sales by 2033.

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Key Takeaways

1.Tokyo Game Show 2026 hosted a record 1,138 exhibiting companies with 52.5% overseas participation, highlighted by strong booth interest for domestic titles from Capcom, Square Enix, and Bandai Namco.
2.Traditional non-gaming IP holders such as Sanrio and Toei exhibited for the first time, underscoring the growing significance of gaming within Japan's broader intellectual property monetization strategy.
3.The Japanese government positioned gaming as a strategic growth engine, targeting games to deliver ¥12 tn of the ¥20 tn total overseas content sales goal by 2033 under the J-IP strategy.

Significance and history of the Tokyo Game Show
Rise in the game industry's status and CESA's role
Games in the Japanese government's growth strategy / J-IP strategy
CESA initiatives for cultivating next-generation talent

Report data

Key figures extracted from this report

Metric	Estimate	Context
TGS Exhibiting Companies	1138 companies	Record high number of exhibiting companies at Tokyo Game Show 2026, compared to 1,136 in the previous year.
Overseas Exhibitors Share	52.5%	Proportion of exhibiting companies from overseas at TGS 2026, compared to 54% in the previous year.
Japanese Domestic Game Market Size	2.5 JPY tn	Domestic game market size in Japan as reported in the CESA Games White Paper.
Japanese Game Export Value	6.1 JPY tn	Game export value from Japan, growing 3.8x over the prior 10-year period.
Game Industry Average Annual Salary	7.7 JPY mn	Average annual compensation in the Japanese game industry, compared to ¥4.78 mn for Japanese salaried workers overall.