Ever since it broke up with E3, lodging one nail in the convention’s coffin, Sony has shied away from big public displays of affection.
The cynics among you would perhaps say it’s reflective of this modern era of PlayStation, where it wants as little to do with its community as possible – but it’s had this approach for quite some time.
I think the platform holder felt these conventions were putting a lot of strain on its teams, as devs were required to take time out to build complicated show floor demos, which pulled resources away from the actual games.
Also, it’s true that PS Studios has a lot less to show these days – even the most ardent of fans would struggle to argue against that.
However, it is the only major manufacturer to have a booth at this year’s Tokyo Game Show, and to be fair it’s been in attendance at the Taipei Game Show and ChinaJoy in 2026 already.
Asia appears to be its focus for these events, then.
Microsoft and Nintendo both showed up at Gamescom in Cologne last month, but Sony was nowhere to be seen , in Japan this week the roles are reversed. (Save for a few promotional banners the Mario maker has erected in the hallways.)
PlayStation’s booth itself is more experiential than a destination for hands-on time , there’s no God of War Laufey or Until Dawn 2 – heck, you can’t even play Marvel’s Wolverine, which is out now.
But the space itself is enormous and impressive , two giant screens promoting upcoming and already available titles like Ananta and Ghost of Yotei flank the entrance, with a massive LED ‘PlayStation’ sign in the centre and a beautifully carved white logo.
On the right is a GTA 6 cinema experience, closed off for non-ticket holders and running on a giant screen with haptic feedback installed into the floor.
This is the same footage that was broadcast on Netflix recently, but I think its positioning in the booth highlights its importance to PlayStation. This is the PS5 game that Sony’s putting all its chips into.
While it feels particularly Western, the series has always attracted morbid curiosity from Japanese players, and I was surprised to learn that all the tickets for Thursday’s showing had been taken as of 10:30AM in the morning. (Doors opened at 10:00AM, for the record – and this was supposed to be a business day!)
Perhaps the lure of free stickers tempted locals to give Jason and Lucia’s exploits another watch – either way, I’d argue it was the key attraction of the day.
Not to dismiss the slightly malproportioned Astro Bot wandering around the booth, who I was lucky enough to catch a glimpse of as he went on his rounds.
In the middle of the space is a big Astro Bot poster, highlighting the character’s importance to the console’s overall branding – even though his Game of the Year-winning adventure is a couple of years old now.
I was quite excited to see, behind glass, the 30th anniversary PlayStation book, which includes unseen concepts and prototypes inside.
The LEGO PlayStation also looks more impressive than I expected it to be when assembled – it seems to me like it’s the exact right size, and the controller looks better in person. (Although I still think it’s ridiculous that the model includes an Ape Escape diorama and not a DualSense.)
I also want to highlight those GTA 6 DualSense controllers: yes, I’m sure we all own more PS5 pads than we’d care to admit at this point, but that purple chrome-like gloss is gorgeous up-close.
While Marvel’s Wolverine isn’t playable on the showfloor – a little odd in my opinion, as the game is finished and attendees could theoretically just play on a timer – a statue of Logan is in situ towards the centre of the booth.
The game’s bright yellow key art also dresses the perimeter of the display.
I always quite liked those custom console covers, but I feel they look better in person – I particularly like how the claw marks are transparent plastic, giving the illusion that the unkempt short king has cut his way into your console.
Sony does have a few hands-on demos scattered throughout its booth: Final Fantasy 7 Revelation, Monster Hunter Wilds: Ascendance, and Ace Combat 8: Wings of Theve are all playable.
While these third-party franchises are no longer PlayStation exclusive, I think it’s important for Sony to maintain close association with all three – especially in Japan where its first-party brands are utterly eclipsed by Nintendo’s to a frankly extraordinary degree.
It’s clear to me that Sony’s trying in Japan – its console is technically cheaper than the Switch 2 right now, which is remarkable really.
This is an unusual market with tastes dramatically different to anywhere else in the world , Marvel’s Wolverine is a top performer in practically every other territory on the PS Store right now, but in Japan it’s struggling to break the top ten.
I don’t think PlayStation can ever overcome the cultural impact of Nintendo’s brands in its home market, but I do think events like Tokyo Game Show matter.
If it is to become an all-digital brand in 2028, then it’s really important it maintains public mindshare – especially if its retail presence looks likely to erode.
Many of the booths are impressive at this year’s TGS, but I think PlayStation’s is among the best ones. That at least reflects an organisation willing to connect with its community again – in Japan, at least.
What are your thoughts of Sony’s booth at TGS 2026? Is there anything in my photo tour that’s caught your eye? What does PlayStation need to do to win back the hearts of Japanese gamers? Have your say below.