"Brazil Game Show 2025" Kicks Off! The atmosphere felt more like a festival for gamers than a showcase for new releases, welcoming 300,000 gaming fans
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/991/G999110/20251010039/
Editorial Department: huan | 2025/10/10 09:00 (UTC)
The game event “Brazil Game Show 2025” is currently taking place from October 9 to October 12, 2025, at the Distrito Anhembi exhibition hall in São Paulo, Brazil.
At this time of year in the Southern Hemisphere, São Paulo experiences winter to spring. Unwisely expecting a tropical, perpetually warm climate due to its location, I was hit by unexpectedly cold temperatures—my body temperature dropped from over 30°C upon arrival from Tokyo down to 18°C. In such weather, there’s no choice but to warm up through the players’ enthusiasm.
Today, the first day, is a business-only day; although not overly crowded yet, the venue spans widely without partitions and will see approximately 100,000 visitors daily starting tomorrow, October 10th. With an expected attendance exceeding 300,000—making it the world’s largest gaming event in terms of scale—it surpasses TGS and is undoubtedly among the top globally. Moreover, across both North and South America, this makes it the largest game event on the American continent.
One might wonder what new titles from Latin America will be unveiled—but rather than a venue for major announcements, it feels more like an entertainment space dedicated to fan service and showcasing games to enthusiasts. Companies such as Sega, Konami, Nintendo, Arc System Works, and Pokémon are exhibiting from Japan, while PlayStation has set up a booth for its recently released title “Ghost of Yotei.” Additionally, HoYoverse’s “Genshin Impact,” Supercell’s “Brawl Stars (Brawl Stars),” and Tencent-published titles like “PUBG Mobile” and “Path of Exile 2” are all prominently featured.
Although PlayStation 5 adoption faces barriers in Brazil due to high import taxes on hardware, locals say it is gradually spreading—evidenced by the fact that even when opening a ride-sharing app like Uber, “Ghost of Yotei” was heavily promoted. Thumbnail image No.004 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans Thumbnail image No.005 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
Arc System Works—known for fighting games—is not only showcasing its own titles but also plans to bring over Taito-developed “Bubble Bobble” and Bushiroad’s “HUNTER×HUNTER NEN×IMPACT” as publisher in Latin America. Thumbnail image No.017 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans Thumbnail image No.016 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
Inside HoYoverse’s “Genshin Impact” booth, long queues form for mini-games and merchandise sales. I learned from enthusiastic cosplayers that the game has been wildly popular in Brazil since its initial release. Thumbnail image No.019 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans Thumbnail image No.020 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
The appearance of what seems like Capcom—but actually a mobile game not yet released—caught attention. Trial demos will begin tomorrow. Thumbnail image No.015 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
Other attractions include photo booths, gacha machines, shooting games, and racing simulators—everywhere you look, it resembles a massive arcade. This would make it perfect for family outings on weekends, just like a theme park.
A giant first-generation Game Boy is on display—and yes, it’s actually playable. Thumbnail image No.012 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans Thumbnail image No.013 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
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Food plays a major role too. While Red Bull is common at Japanese game events, in Brazil it’s actually ice cream. Though the brand logo is familiar, all Unilever’s ice creams—including local Brazilian KIBON—use different regional names while maintaining the same branding. Some new games resembling Flappy Bird turn out to be mini-games from confectionery brand Crokissimo; others are collaborations like McCain and PlayStation’s themed △〇×□-shaped snack candies—all displayed (or “exhibited”) in creative ways.
For some reason, there was a game involving sushi too. Thumbnail image No.006 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans Thumbnail image No.007 / “Brazil Game Show 2025” kicks off! The atmosphere feels more like a festival for gamers than a new title announcement, welcoming over 300,000 gaming fans
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Although the official event hasn’t started yet and crowds are still light, we’ll continue reporting from across the globe. From Brazil: Olá (Hello)!