The Tokyo Game Show 2024, a premier event in the global video game industry, was held at the Makuhari Messe exhibition center in Chiba from September 26 to 29. Attracting nearly 800 exhibitors, the event showcased a wide array of innovations, from console and PC games to virtual reality, the metaverse, and artificial intelligence.

For the first time, the Trade Promotion Section of the Italian Embassy organized an Italian national pavilion, with 14 Italian companies to highlight Italy's growing expertise in video game development and interactive technology. This initiative was bolstered by a range of promotional activities, including advertising on the event's website, social media campaigns and a dedicated web page. Thanks to the Official Exhibitor Program, the companies also gained global visibility through streaming platforms like Twitch and YouTube.

The video game market in Italy continues to grow, becoming an increasingly important sector in the national economy. In 2023, the sector's turnover exceeded EUR 2 billion, a 10% increase over the previous year. This growth is fueled by several factors, including the rise of video game enthusiasts, the development of independent games and the expansion of virtual and augmented reality technology.

According to the annual report of IIDEA (Italian Interactive Digital Entertainment Association), which provides data on the Italian video game market, including the number of active gamers and their demographics, Italy currently ranks fourth in Europe in terms of number of gamers, with more than 15 million active users, a large proportion of whom are young people between the ages of 15 and 34. Italians spend an average of eight hours a week gaming, mainly using consoles and PCs, but with a growing interest in mobile games.

This latest edition of the Tokyo Game Show reaffirmed its role as a pivotal event in the industry, fostering connections among developers, publishers, and fans worldwide, while also providing Italy with a valuable opportunity to showcase its growing potential. 

Source: Trade Promotion Section, Embassy of Italy - Tokyo