Despite the name, the San Diego Comic-Con (SDCC) isn’t just for comic book fans. The massive gathering has also become a hub for video game marketing, announcements and interactive fan experiences. This year is no exception, with plenty of attractions for the convention-going gamer.

Microsoft is keeping busy with various events around SDCC, including a special Xbox lounge at Nerd HQ, where players can engage with upcoming titles like Gears of War 4 and Forza Horizon 3, and register to win big prizes, such as an exclusive Gears of War 4 system bundle. Meanwhile, Nintendo is hosting an open lounge at the San Diego Marriott Marquis & Marina hotel, close to the Convention Center, where fans can play games like Yo-Kai Watch 2 and Metroid Prime: Federation Force, and interact with other exhibits.

Sega is keeping busy with its mascot, Sonic the Hedgehog, as it’s hosting a number of events over the course of Comic-Con, including a special 25th anniversary party and game demos for Sonic Boom: Fire and Ice. Limited edition merchandise is also available at a number of locations around the hall. The iconic blue hedgehog even graces the inside of this year’s SDCC program.

batman vr san diego comic-con

There’s no better place to demo a comic book-themed video game than at SDCC, so it’s no surprise that DC fans can sample Batman Arkham VR at the show. On Friday, DC also unveiled an Injustice 2 tie-in comic book that will tie-in to the upcoming video game, both slated for 2017.

Capcom unveiled DLC content for Street Fighter V during the Con, while offering demos of their upcoming titles and exclusive collectibles such as a wearable Mega Man helmet.

For those without a pass, Cartoon Network is hosting Adult Swim on the Green outside the convention center. This interactive area includes a carnival midway, show screenings and exhibits, where fans can enjoy a South Park cut-out area and check out items from South Park: The Fractured But Whole, a video game that releases this holiday. The Rick and Morty VR game demo will also be on-hand, in addition to other network-related attractions.

While E3 demos are primarily media-only, San Diego Comic-Con is a unique opportunity to steer massive convention traffic toward hands-on video game experiences. With the rise of peer-to-peer advertising in today’s marketing landscape, the ability for YouTube influencers and other attendees to sample a game can do wonders for brand awareness.