What happened
Level-5, whose AI-generated video on September 10 sparked online backlash, drew a Tokyo Game Show 2026 crowd comparable to Sega and Bandai Namco, with waits of about an hour for Professor Layton and the New World of Steam.
Why it matters
The company's booth traffic appears largely unaffected by the controversy, suggesting the backlash has not translated into an immediate drop in visitor interest.
What to watch
President Akihiro Hino said the booth images used AI but the actual displays were human-designed and handcrafted; the test is whether that explanation holds as general-public days begin.
WHO IT HITSThis lands on game publishers and event marketers weighing how visible AI use in promotional materials affects audience turnout and brand perception at major trade shows.
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