Inside the multi-floor Gigo arcade complex in Akihabara, photographed in March 2023, rows of brightly lit crane and prize machines fill an entire level dedicated to character-themed merchandise and limited-run collectibles. Facilities like this became a defining part of Akihabara’s post-2000s shift from an electronics-focused district to a broader entertainment hub centered around gaming, anime culture, and specialty retail.

Originally operated under the SEGA brand until a 2022 rebranding, Gigo retained the large-scale arcade format that has long been a staple of Tokyo’s urban leisure landscape. The popularity of crane games—often refreshed with seasonal or collaboration prizes—continues to draw both local players and visitors exploring the district’s modern pop-culture identity.