Las Vegas is the entertainment capital of the world. Sure, you have glowing casino lights, world-class DJs, and a booming sports scene. You can easily stumble over a bachelor party every ten feet on Fremont Street. But for my money, nothing matches the sheer energy of its conventions. Giant spaces like the Las Vegas Convention Center host everything from tech shows to Wrestlemania. Yet, a local gem keeps stealing the spotlight: the LVL UP Expo.
Over a decade ago, this con started as a small, scrappy gathering trying to find its footing. Organizers had to figure out some tough questions. Should they lean into anime or comic books? How do you pick a venue big enough for booths without looking empty? Just as they found their niche, the pandemic struck like a hammer, devastating live events. When the smoke cleared, many businesses had not survived. Conventions and vendors were left scrambling to make a living.
But LVL UP did not just survive; they found a way to thrive. They built a brand-new foundation by partnering with local comic shops and animators. Once they had a strong local base, they pitched to larger brands. Now, more than ten years after their debut, they host one of the most anticipated annual gatherings in Vegas.
Liquid Gold and Giant Pikachus
The South Hall was split across two massive floors under a giant inflatable Pikachu watching over a sea of geeks. Down on the first floor, the main exhibit hall was packed with vendors selling custom PC cases, high-end Razer gear, and cool art prints. The line for the Glitch store was downright legendary. Honestly, I do not think that queue shortened by even a single person all weekend.
If you got tired of standing, you had plenty of options. You could grab a sparkly green souvenir tankard and head to Wild Bill’s Soda. It is a veteran-owned booth offering unlimited soda refills all weekend. As you walked the floor, indie developers would stop you to test their newest builds. Some just wanted a little buzz, while others sold Steam keys for five bucks.
Pokémon is Still King (Sorry, Goku)
Let’s talk about a major shift in geek culture. For decades, Dragon Ball Z was the undisputed ruler of con merchandise. If you wanted a cool shirt, it had Goku on it. Not anymore. Pokémon card vending machines and plushie booths completely took over, peddling pocket monsters to crowds of fans wearing Umbreon ears and Pichu ponchos.
Over at the Pokémon Play Lab, silver-haired veterans of the card game clashed with young whippersnappers in intense card battles. It is clear that the franchise has amazing staying power. There is a deep, comforting nostalgia in seeing parents teach their kids how to build a perfect deck.
Bracket Busts and Button Mashes
If the first floor was about shopping, the second floor was pure digital war. This year’s Super Smash Bros. Ultimate singles tournament was certified as a premier “P-tier” supermajor, featuring fifteen of the top twenty players in the world. Seeding algorithms sparked major drama, but the actual matches were mind-blowing.
The Japanese prodigy Doramigi claimed the throne. He survived a crazy winners bracket run, including a tight reverse three-to-zero sweep against Neo. In the Grand Finals, he faced Zomba, who had clawed his way through a legendary losers bracket run after a defeat by Asimo. Zomba reset the bracket, but Doramigi clutched the final set three-to-two using Min Min. The crowd, which usually roots for the home team, showed incredible respect for his precision spacing.
Meanwhile, the fighting game community got to witness some legendary matches. Punk dominated the Street Fighter 6 division. He pocketed four thousand dollars from the prize pool after a nail-biting Grand Final against NYChrisG. In Tekken 8, Arslan Ash went on a flawless run, winning the event without dropping a single game. Seeing these world-class competitors play is a great reminder of how deep the mind games go. It makes your casual online ladder matches look like a completely different game.
Welcome to the Hellaverse
You know what else drew a massive crowd? The independent animation scene. The creators of the Hellaverse properties—Hazbin Hotel and Helluva Boss—had a massive presence. Fans stood in line for hours to meet voice actors like Brandon Rogers, Amir Talai, and Blake Roman. There were also Hollywood stars like Sean Gunn and Michael Rooker signing autographs.
On Friday, the team dropped the trailer for Season 3 of Helluva Boss. The crowd went wild when they confirmed the new season will feature fifteen episodes split into two parts. They are using a hybrid release system: episodes hit Prime Video first, then land on YouTube thirty days later. On Friday night, they hosted an 18+ variety show and concert called “Beyond the Hellaverse.” Composers and cast members performed live songs and comedy to a packed house, showing just how profitable digital animation has become.
Side Quests and AbleGamers
If you wanted a break from tournaments, the con featured a free game called “Side Quests.” Operating out of Elf and Orc stations on different floors, players completed real-world tasks to earn custom stamps, ranks, and exclusive enamel pins.
But my absolute favorite part of the convention floor was the AbleGamers booth. Celebrating twenty years of incredible work, this organization connects disabled gamers with the community. Did you know that disabled players are fifty-one percent more likely to suffer from social isolation? AbleGamers works hard to close that gap. They had interactive stations showing off adaptive gear and custom controllers. Plus, you could win some cool Voodoo Ranger gear, which was a sweet cherry on top. Seeing a booth dedicated to making gaming truly accessible for everyone was deeply inspiring.
Real Talk: The Logistical Hangover
Here’s the thing, though. No con is perfect, and the late hours created some real friction. The daily programming started late and ran from noon to eight at night, even on Sunday. This allowed everyone to sleep in, but it created a logistical nightmare for out-of-town travelers who had to catch Sunday flights. Many ended up leaving early or traveling on zero sleep.
Additionally, line management was a real killer. Meeting Arden Cho required a staggering four-hour wait, even if you had a fast pass. Is a four-hour wait for a single autograph truly worth missing half the daily programming? While the fans were incredibly sweet, waiting that long meant missing a huge chunk of the panels. In the gaming hall, retro arcade cabinets were left unsupervised. A few players monopolized the popular machines for hours, leaving casual fans out in the cold.
The Final Verdict
Despite the long queues and scheduling quirks, the event was a massive triumph. It proves that a regional con can scale up its attendance while keeping its cozy, local heart intact. Whether you came for the salt-filled esports brackets, the gorgeous cosplay, or just to hang out at the AbleGamers booth with a cold Wild Bill’s soda, it was a weekend to remember.
