Immersive Fan Engagement at Tokyo Game Show

At Tokyo Game Show 2026, held from September 17 to 20 at Makuhari Messe in Chiba, Japan, Samsung Electronics and NC showcased the future of fan engagement. The collaboration brought characters from Astrae Oratio, an upcoming urban fantasy RPG, into the physical world using glasses-free 3D Spatial Signage. This installation transformed a conventional booth into an immersive environment where visitors encountered lifelike characters at scale, effectively blurring the line between digital worlds and physical spaces.

Patented 3D Technology Creates Depth

For game publishers and IP owners, a significant challenge is translating digital characters into physical environments. At the entrance to the NC booth, an 85-inch Spatial Signage display was integrated into an elevator-themed installation. This setup introduced the game’s characters at a near life-size scale. By featuring Samsung’s patented 3D Plate technology, the display created a vivid sense of depth without requiring viewers to wear 3D glasses. This allowed the magical world of the game to feel present in the physical space.

Yongsoo Lee, Head of Astrae Oratio Business Division at NC, stated that the goal was to let visitors come face-to-face with characters at life-size scale. He emphasized that for games in the subculture genre, the liveliness and realism of characters are especially important. Lee believed that Samsung’s technology would make this level of immersion possible from the moment visitors entered the booth.

Visitor Reactions to Realism and Scale

Visitors responded immediately to the display’s scale, movement, and sense of depth. Content creator Kawaii CoCo noted that the character felt interactive because she was moving around, which made her feel more human-like. CoCo also highlighted the display’s social media presence, stating that it looked much better on social platforms, prompting her to capture footage for her audience. The visual impact was strong enough to catch the attention of passersby and encourage engagement.

Despite its slim 52mm profile, the display was designed to create the visual impression of depth, making it appear as though the space extends behind the screen. Booth visitor Daniel Acero mentioned that he initially thought it was a transparent screen with an actual space behind it. He added that this strong sense of depth was helpful for shaping public perception of the game and conveying the personalities of the characters.

Maximizing Space with Slim Profiles

Beyond the main entrance, compact 32-inch Spatial Signage displays with an even slimmer profile of 49.4mm were placed in waiting areas and along the visitor route. This smaller form factor enabled flexible installation in space-constrained areas, helping visitors remain engaged with the game’s characters while they waited. Visitor Tomas Portier noted that the displays helped the time pass more quickly during long queues, offering a more lively experience than still images or conventional screens.

For retailers and venue operators, visual impact must work within the realities of physical space. The slim profile of the technology allowed NC to make strategic use of limited space. Lee explained that designing the visitor flow was challenging, but the ease of installation allowed for effective use of the area. The installation served as both a visual focal point and a functional part of the layout, with concealed storage for merchandise located behind the display.

Broader Applications in Retail and Events

The flexibility of the technology could help character IP owners, retailers, and venue operators bring content into a wider range of physical environments. Miguel Moren, a gaming industry professional and TGS 2026 exhibitor, described the blend of imaginary and real worlds as a positive development. Visitors also expressed enthusiasm about applications beyond gaming events. Rio Matsushita suggested that seeing favorite characters move in public places like Akihabara would be a fun experience, while Nicolas Felix saw potential for commercial branding in shops to showcase products on people.

The Tokyo Game Show installation is part of a broader trend of commercial deployments of Samsung Spatial Signage across entertainment, retail, and event environments. At Everland Safari World in Korea, the technology was integrated into the attraction’s waiting queue, extending the safari experience into areas traditionally reserved for crowd management. Additionally, the Governors Ball Music Festival in the United States showcased merchandise on an 85-inch display, integrating commerce into the live-event experience.

Sources

• Samsung Global NewsroomBringing Fantasy Characters to Life: Samsung Spatial Signage Transforms Tokyo Game Show 2026