A pair of mascots make their way past gamers at the Tokyo Game Show 2013 in Japan. (Courtesy: The Associated Press)
It's one of the biggest opportunities for game makers to showcase their latest and best.
The 2013 Tokyo Game Show is open to the public to feast their eyes - and fingers - on the newest in gaming technology and titles.
Each year, the event welcomes over 200 thousand visitors, many who can't wait to sample the as yet-released game consoles and games.
"I am incredibly impressed by the amount of creativity and innovation that I see with all these developers and publishers. I'm very fortunate to come during a time where there are the new consoles, the PlayStation, the Wii U and the Xbox One," says James Landino, a visitor to the show.
This year, gaming giants Microsoft and Sony have taken advantage of the occasion to put their new consoles, the Xbox One and the PlayStation 4 respectively, on grand display.
Both are set to be released in November this year in Europe and the U.S., and for the two companies, this event would be the last push to attract the most clients as possible.
"The Xbox One is our new product that has been announced to the world in May. As the Tokyo Game Show is the place our Japanese clients will see the product for the first time, we made this booth allows them to play and have fun with it," says Takashi Sensui, Microsoft Japan General Manager.
Sony Computer Entertainment CEO Andrew House says, with the release of the PlayStation 4 imminent:
"I believe the gaming industry will become increasingly similar to the movie industry. In other words, like Hollywood today, I believe we will find new talented creators through major productions, and we will be able to support them on lower budget independent productions to diversify content," says House.
And he's keen to stress that with the PlayStation4, Sony will offer a more flexible business model, facilitating independent game creation.
In Japan the mobile game market is expanding every year, and the Tokyo Game Show embodies that trend.
Major mobile game developer Gree has erected a booth as big as Sony's, drawing huge crowds to their phone screens.
Japanese game companies which were not previously associated with mobile games, such as Square Enix and Sony, are already investing in mobile games.
And as the market continues to grow, smaller developers are jumping in to get a share of the market, both from inside and outside Japan.
Rayark, a company founded in 2011 in Taiwan says its music game 'Cytus' has found its biggest success in Japan.
The company has come to the Tokyo Game Show this year to showcase its new action game 'Implosion'.
"We found that the most popular games is card games or social games. So we wanted to make some different games. Maybe action games or a music games. We want to try the Japanese market," says MongYang Yu, Rayark Executive Producer.
Through research, they realised that Japanese mobile gaming had specific trends, and to make it, they had to suggest something new.
But Gree's development director, Naohito Shimomura, is positive that with time they can grow overseas, although they currently cater mostly to a Japanese market.
"I think anybody would agree with me when I say that smartphones are the most near-at hand Internet connected devices for any human being. I think the joys that we can provide from this platform are universal, and its values common. I have no doubt that these values can be spread on a global scale," says Shimomura.
Fernando Borjas Perez, a Spanish blogger for www.blogocio.net , says although he would be interested in trying out Japanese mobile games, many of them are not sold in Europe.
"I'm not very accustomed to playing mobile games. We have it in Europe, but in Europe, these kind of games are more casual, like 'Cut the Rope' or 'Plants and Zombies', and not these kind of games. But I would like to play them in Europe," says Perez.
The Tokyo Game Show 2013 runs until 22 September.