Zasuko Goes! Tokyo Game Show 2025 Report! ~ The Fusion of AI and Creativity Enters a Serious Stage
September 25, 2025, First Business Day of Tokyo Game Show 2025 (TGS2025) I visited Makuhari Messe. Blessed with clear autumn weather, the venue was packed with more visitors than usual, bustling with creators and industry professionals from home and abroad.
This year, security was significantly enhanced, with stricter baggage checks and ID verification, taking more time to enter than in previous years. However, this made it safer to walk around the venue.
The most noteworthy point for individual creators is the rapid advancement of AI technology practical application. From student works to corporate exhibits, and even the newly established AI Technology Pavilion, I witnessed the fusion of AI and game development everywhere.
In this report, Zasuko Michikusa, a generative AI commentary VTuber (X@zasuko_michiksa), will focus on delivering exhibit content that is particularly useful for technology-oriented creators and individual developers.
Student Exhibition Area: A Playground for Creativity and Technology
The "Game Academy Corner" near the venue entrance is the student exhibition area. Every year, it is full of innovative ideas, but this year, works using AI technology were particularly noticeable. The works of students from universities all over the country offer many hints for individual creators.
New Trend in Game Development Using LLM
Quest Generation System Using Map Information x Photos x LLM
The most impressive was the post-sharing novel game using LLM (Large Language Model). This system combines actual map information with photos taken at that location, and AI generates quests in real-time. It was also possible to launch the application from the QR code and actually experience it.
Bunkyo University LocusLore: Post-Sharing Novel Game Infrastructure System Using Generative AI
LocusLore - Forge Legends, Uncover Worlds __ artemis.abe-lab.jp
In a project in collaboration with Edogawa Ward, AI automatically generated quests based on information sent from Edogawa Ward's official LINE, demonstrating an ambitious effort to integrate regional revitalization and game production. It was deployed with a smartphone-friendly RPG-style interface, and the implementation level was something that individual developers could refer to.
New Experiences Created by Unique Input Devices
Many games using original input devices, which can be said to be the true essence of student works, were exhibited again this year. These ideas provide important hints for individual creators when differentiating themselves in game development.
Rice Bale Carrying Rhythm Game
The one that attracted the most attention was the rhythm game where you actually carry a bale of rice on your shoulder. Two-dimensional codes of different colors are placed on the front and back of the rice bale, and it is a timing game where you point the red or blue side toward the camera according to the instructions on the screen. This rice bale carrying rhythm game attracted particular attention at the venue, with constant laughter from the audience, and its surreal sight enlivened the entire venue. Contrary to its visual impact, the rice bale is designed to be surprisingly light, and when you actually play it, it is not as burdensome as it looks.
The mechanism of "anyone can enjoy laughing" is excellent, and the way they move in rhythm while changing the position of carrying the rice bale, such as on the right shoulder, left shoulder, or under the arm, is an excellent game design that both players and viewers can fully enjoy.
Faking Sick Game Using Thermometer: Kanagawa Institute of Technology
The game to successfully fake sick by rubbing a large thermometer-type controller against the mat to raise the temperature without being discovered by your mother was also excellent. It is necessary to take a natural temperature measurement pose when your mother comes to check on you, and appropriate temperature control and timing determine the outcome. The idea of using familiar tools as controllers can be a reference for individual developers within a feasible range.
The Department of Information Media is exhibiting at the Game Academy Corner of "Tokyo Game Show 2025" which starts today!
You can experience student-made games combined with handmade devices such as "Hamutore" to make hamsters lose weight by turning them by hand, and "Fake Sick Championship" to pretend to have a fever by rubbing a thermometer, and cat ear devices! #TGS2025 pic.twitter.com/MOspzhFaW7
— Department D's Daily Life ~ Kanagawa Institute of Technology Information Media Department Public Relations Department (@kait_media)
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?ref_src=twsrc%5Etfw">September 25, 2025Other Noteworthy Works
Hamutore: An exercise game where the amount of rotation is important, based on a hamster's rotating platform
Ship Steering Wheel Game: An obstacle avoidance game that uses a steering wheel with contact sensors to steer by gripping the illuminated part
Can Kicking Game: A physical game that incorporates an accelerometer in a can that you shake and kick to enjoy hitting targets
Corporate Booths: Evolution of Gorgeous Exhibits and Photo Spots
In the corporate booth area, more elaborate creations and hands-on exhibits were noticeable than in previous years. The abundance of photo spots, especially with an eye on information dissemination on social media, provides a great reference for individual creators when considering promotion strategies.
Square Enix: Strategic Use of Popular IP Worldview
At the Square Enix booth, a greeting spot where you could take commemorative photos with the final boss of Dragon Quest 1, "Dragon Lord," was very popular.
I actually experienced it, and the presentation that allowed for natural interaction with the character was wonderful. A photo spot where you could actually ride and take photos on the popular mount (= "vehicle" that players can ride and move on) "Fat Chocobo" from Final Fantasy 14 was also prepared, and the substantial fan service was impressive. The exhibit design that maximizes the value of IP, such as the Dragon Quest 7 promotional figure exhibit and the photo spot that recreates the world of Final Fantasy Tactics, can be a reference for creators when considering the promotion of their own works.
Sega/Atlus: Experiencing the World of Yakuza
At the Sega Atlus booth, a photo spot that faithfully recreated the Kamurocho entrance gate from the "Yakuza" series was set up. On the day, a special event was held with voice actor Akio Otsuka taking the stage, and the efforts to narrow the distance with fans were impressive.
Capcom: Experience Exhibition of the Latest Series
At the Capcom booth, large-scale exhibitions of Biohazard 9 and Monster Hunter Stories 3 were held. In particular, the Monster Hunter experience corner allowed actual gameplay, and there were various efforts to enhance the sense of immersion in the world of the work in conjunction with the creation exhibit. Particularly impressive was the life-size hunter and Palico figure exhibit from Monster Hunter Wilds, and its powerful modeling attracted the attention of many visitors. The equipment and details in the actual game were faithfully reproduced, making it a must-have photo spot for series fans. Including the exhibition of e-sports events for the Street Fighter series, the method of continuously enhancing the value of long-term IP is a good reference.
Expanding Presence of Overseas Publishers
What was particularly noticeable this year was the large-scale exhibition of overseas game publishers and developers. Exhibitions of PC games for Steam and smartphone applications have increased significantly, and the creations in the exhibition booths have also become very elaborate.
Key Points: Use of Cosplayers and Improved Quality
Promotion methods using high-quality cosplayers, such as the "Real 10 Consecutive Gacha" that has become a hot topic in titles such as "Goddess of Victory: NIKKE," were adopted in many booths. The technical level and costume quality of cosplayers are improving year by year, and it is becoming established as an effective means of conveying the charm of characters.
Expanding Outside the Venue! Diversification of Hands-On Promotions
Outside the venue, a motorcycle test ride experience in collaboration with SUZUKI and Street Fighter was also held. This unusual promotion where you can hear Street Fighter's Juri's "abusive voice" is noteworthy as a new way to utilize character IP.
AI Technology Pavilion: The Forefront of AI Utilization in the Game Industry
The AI Technology Pavilion (separate building area in Hall 9-11), which was newly established this year, was the most important exhibition area for individual creators. I was able to confirm many specific examples of implementing AI technology in game development and the entertainment field.
Practical Application of Digital Signage x AI
What was most common in the pavilion was solutions that combined digital signage and AI technology. The digital signage using Kizuna AI was equipped with a human motion detection function using a camera, and a mechanism was implemented to automatically select an appropriate response from multiple response patterns.
Avatar customer service systems using face tracking and motion tracking technology were also exhibited, and it was confirmed that the technology has advanced to the point where real-time customer support is possible.
Studio 51: Innovative On-Device AI Games
AI Game Master for Table Talk RPG
What attracted the most attention at the AI Technology Pavilion was undoubtedly the "on-device AI" technology by Studio 51 Co., Ltd. The biggest feature of this technology is that it enables natural dialogue with AI characters without server communication. AI serves as the game master for the table talk RPG, and spins out a drama without a script based on the player's words.
In the demonstration that was exhibited, it was possible to confirm the AI character "Miraia Lynx" having natural conversations with the player in real time and dynamically adjusting the game progress. The response quality as a truly "intelligent opponent," which is different from conventional game AI, is amazing. Particularly impressive was the ability to understand the player's statements and emotional state and immediately generate a story development that responds to it.
Technical Advantages and Innovation of On-Device AI
Independence from Communication Environment: Fully operational without an internet connection, stable AI experience anywhere
High Privacy: User data is completed locally, zero risk of personal information leaking to the outside
Real-Time Response: Natural conversation without communication delay, response speed as if talking to a human
Customizable: Adaptive support according to game situation and player's preferences
Low-Cost Operation: No server costs, economical enough for individual developers to introduce
The reason why this technology is particularly important for individual creators is that it eliminates the monthly usage fees and communication costs that were required for conventional cloud-based AI services. Once the system is built, being able to incorporate AI functions into the work without worrying about continuous operating costs is a revolutionary change for individual developers who have many restrictions on funding.
Miraia Lynx: New Possibilities for AI Companions
The AI character "Miraia Lynx" provides emotional responses in dialogue with the player, realizing a natural experience as if they are living together. It is not just a question-and-answer system, but functions as a "true companion" that understands the player's psychological state and provides encouragement and advice at the appropriate time. In the demonstration, a function was seen that dynamically adjusts the difficulty level or provides hints when the player is detected to be in trouble. This is a truly "individually optimized experience" that is difficult to achieve with conventional fixed game systems. This system has already been exhibited at the Health Care Pavilion at the Osaka Expo, and it has been confirmed that it has reached a practical stage with applications in the medical field in mind.
New Frontier of AI Strategy Games
The most innovative point of Studio 51's system is the implementation of an "AI strategy game" where the player's imagination and language expression directly affect the battle results. It is an innovative approach in which tactical instructions in natural language are directly reflected in the combat system, rather than the conventional command selection or button operation. For example, when the player expresses complex tactics such as "Ambush the enemy from behind and divert their attention with magic while launching a melee attack" in words, the AI understands and interprets the content and executes it as an actual in-game action. Because the player's expressiveness and creativity directly affect the quality of the game experience, the same game can create completely different experiences depending on the player.
Implementation Possibilities for Individual Creators
Merits of Introducing On-Device AI
Zero running costs after initial introduction
Improved reliability by protecting user privacy
Stable operation independent of the internet environment
High degree of customization
Compatibility with future technological advances
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?ref_src=twsrc%5Etfw">September 28, 2025Participation Status of Major Companies and Industry Trends
Multiple companies, including major companies such as Adobe and Heroz, also participated in this AI Technology Pavilion, and I was able to feel the seriousness of the entire industry toward the practical application of AI technology.
In particular, Adobe is accelerating its efforts to integrate AI functions into various software, including Photoshop, and is attracting attention as an entity that directly affects the production environment of individual creators.
The integration of generative AI functions into Adobe products means a significant improvement in the efficiency of the production process for individual creators. For example, generating a large number of variations in the initial stage of concept art, automatically generating background materials, and creating character design development plans, tasks that would have taken a huge amount of time can be drastically shortened.
Future Game Development Seen from the AI Pavilion
What I felt throughout the AI Technology Pavilion was that AI technology is no longer an "experimental element" but is becoming established as a "practical tool." I witnessed the current situation where AI is providing concrete value in various fields, from digital signage to game development.
What was particularly interesting was that many of the exhibits focused not on "showing the AI technology itself" but on "what can be done with AI technology."
This indicates the maturity of the technology and also provides hints for individual creators when utilizing AI technology. I think that what is important is not the understanding of the technology, but rather the creative vision of "what do you want to achieve" using that technology.
Implications for Creators in the Game Field and Future Prospects
The many exhibits witnessed at TGS2025 contain important implications for creators in the game field. In particular, the practical application of AI technology has reached a level that can be fully utilized even by individuals, and it has become an element that cannot be ignored in future game production.
Realistic Approach to Utilizing AI Technology: Gradual Introduction is Key
Automation of Content Generation: Partial use in quest generation, story branching, and dialogue creation
Individual Optimization of Player Experience: Support by AI characters, dynamic difficulty adjustment
Improvement of Development Efficiency: Automation of debugging, test play, and balance adjustment
Marketing Support: Promotion content generation, SNS post optimization
User Analysis: Analysis of play data, automatic extraction of improvement points
AI Utilization that Creators Can Start Right Now
Many of the technologies I saw at TGS2025 were actually things that could be introduced even at the individual level. Rather than aiming for perfect implementation, you can improve production efficiency and differentiate your work by incorporating AI technology starting with small parts.
Examples of AI Utilization that Can Be Started Immediately
Support for creating NPC dialogues with text generation AI
Concept art/prototyping with image generation AI
Creating BGM/sound effect materials with music generation AI
Streamlining multilingual support with translation AI
Programming support with code generation AI
What is important is not to expect AI tools to be a "perfect solution," but to use them as a "creative partner." By adding human creativity to content generated by AI, it becomes possible to create expressions and experiences that were difficult to achieve in the past.
Possibility of Unique Input Devices
Many of the creative input devices seen in student works, which were reminiscent of GDC, included things that could be realized even by individual developers. By combining them with inexpensive microcomputer boards such as Arduino and Raspberry Pi, it is possible to create highly unique game experiences.
Changes in Promotion Strategy
The abundance of photo spots seen in corporate booths is a very effective marketing method in the SNS era. Individual creators can also expect natural information dissemination by being aware of elements that allow them to experience the worldview of their work during the production process.
Summary: The Dawn of an Era of Fusion of Creativity and Technology
Tokyo Game Show 2025 will be remembered as the memorable year when the fusion of AI technology and game production began in earnest. The advancement of on-device AI technology has made it realistic for even creators to incorporate advanced AI functions into their works.
What is important is not the technology itself, but how to combine it with creative ideas. I hope that individual creators will refer to the unique ideas seen in student works and the practical technology implementation confirmed in corporate exhibitions and challenge themselves to new areas of expression.
AI technology is expected to be used not only for game production but also in various aspects of creative activities such as event management, customer support, and content management. Operations that have relied on human labor, such as content guidance inside booths, event reception, and fan support, will be progressively automated.
I would like individual creators to take advantage of this wave of technological innovation without falling behind and actively utilize AI technology as a tool to realize their creative vision.
The day when the future I witnessed at the 2025 Tokyo Game Show becomes our everyday production environment will not be far away. Finally, what impressed me most at the AI Technology Pavilion was the positive attitude of engineers and creators toward "co-creation of AI and humans."
The perspective of regarding AI technology not as something that replaces human creativity but as a partner that amplifies it and opens up new possibilities may be the most important element in the creative industry from now on. I am already looking forward to the evolution of the exhibition content at next year's Tokyo Game Show.
I went to Tokyo Game Show this year too! 🎮 Overall, it was quite interesting this year~
I couldn't find any AI-related exhibits last year, but they are starting to appear here and there this year. I felt like it was finally here~ 👀❣
I was able to meet the Dragon Lord and ride the Fat Chocobo. I had a lot of fun! ☺… pic.twitter.com/n2xEt1Q1dE
— Zasuko (Michikusa Zassouko) (@zasuko_michiksa)
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?ref_src=twsrc%5Etfw">September 26, 2025This report is based on the experience at Tokyo Game Show 2025 Business Day on September 25, 2025. Technical specifications and exhibition content are subject to change, so please check the official announcements of each company/organization for the latest information.
The above was sent by AICU collaboration creator Zasuko (Michikusa Zassouko). If you thought this article was "good!", please like, follow, and recommend it!
🎤Generative AI Commentary VTuber Michikusa Zasuko https://lit.link/zasuko https://x.com/zasuko_michiksa
The AICU media editorial department is looking for contributions of the latest information in the creative AI field. Creators who are interested should follow X@AICUai and propose a project via DM.
