The installation transformed a conventional booth into an immersive experience where visitors encountered lifelike characters at scale, blurring the line between digital worlds and physical spaces.

Extending Fan Engagement Into Physical Spaces

For game publishers and IP owners, the challenge lies in translating digital characters into physical environments.

At the entrance to the booth of NC, a global game developer and publishing company, an 85-inch Spatial Signage display was integrated into an elevator-themed installation and introduced Astrae Oratio characters at near life-size scale. Featuring Samsung’s patented 3D Plate technology, Spatial Signage created a vivid sense of depth without requiring viewers to wear 3D glasses, bringing the game’s characters and its magical world into the physical space.

“We wanted visitors to come face-to-face with the characters at life-size scale and feel immersed in the game’s world from the moment they entered the booth,” said Yongsoo Lee, Head of Astrae Oratio Business Division at NC. “For games in the subculture genre, the liveliness and realism of the characters are especially important. We believed that Samsung Spatial Signage would make this possible.”

Visitors responded immediately to the display’s scale, movement, and sense of depth.

Content creator Kawaii CoCo noted, “The character felt interactive because she was moving around, which made her feel a little more human-like. That really caught my attention.” She added that the display’s social media presence was undeniable. “It’s much more prominent and looks much better on social media, so I wanted to capture some footage and show my audience this really cool display.”

Despite its slim 52mm profile,¹ Spatial Signage is designed to create the visual impression of depth, making it appear as though the space extends behind the screen. This immersive effect creates a powerful impression when viewers first encounter a game and its characters in public settings.

Booth visitor Daniel Acero said, “Having this as the first impression of the game in public is really helpful for shaping public perception of the game. It also conveys the personalities of the characters.” He added, “I didn’t realize it was a display screen. I thought it was a transparent screen with an actual space behind it. It really created a strong sense of depth.”

Beyond the 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, extending the character experience throughout the booth. The smaller form factor enabled flexible installation in space-constrained areas while helping visitors remain engaged with the game’s characters and its world as they waited.

Visitor Tomas Portier said, “Even if the queue was kind of long, Spatial Signage helped the time pass more quickly while helping me get to know the characters a little better. It’s more lively than a still image or a conventional screen.”

Creating Visual Impact While Maximizing Space

For retailers and venue operators, visual impact needs to work within the realities of physical space. Spatial Signage’s slim profile, combined with glasses-free 3D presentation, enabled NC to make strategic use of limited space.

“Designing the visitor flow was quite challenging, but since Spatial Signage is very slim, it was really easy to install and make effective use of the space,” Yongsoo Lee explained. “That also gave us room to store merchandise for visitors.”

At the booth entrance, NC used the installation as both a visual focal point and a functional part of the layout. While the display captured visitors’ attention, the area behind it provided concealed storage for merchandise.

Visitor David Yousefi observed, “When you present it like this in a box, I thought it was much larger.” He added, “But it’s pretty cool that you can put it all into such a limited space.”

This flexibility 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, said, “Having animated video game characters in a real-life space creates a really nice blend of the imaginary world and the real world.”

Visitors expressed enthusiasm about potential applications beyond gaming events.

Rio Matsushita suggested, “I think having your favorite character move right in front of you is a really great experience. Even while waiting, I could clearly see the three-dimensional visuals. I think it would be a lot of fun if we could see something like that in places like Akihabara too.”

Nicolas Felix also saw other opportunities for Spatial Signage. “I think it could be used for commercial branding in shops, for example, to showcase clothes on people,” he said. Yousefi also pointed to additional applications in other public-facing environments. “I could also see it being successful in theme parks or other events where you want to showcase something.”

Beyond Tokyo Game Show: Expanding the Possibilities of Spatial Signage

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

These installations demonstrate how Spatial Signage brings digital content to physical space through a combination of visual impact, spatial efficiency, and visitor engagement. With a range of display sizes and a form factor designed to integrate seamlessly into existing environments, the technology enables storytelling opportunities in spaces where conventional displays have been limited.

1. On the 85-inch model ︎