Last Updated on June 28, 2024
China is the largest gaming market in the world, with a player base of over half a million that accounts for 25% of the overall revenue generated by the global video game industry.
Beyond the country’s innovative game publishers, the market’s heightened demand is made possible by annual conferences like China Joy 2024. This event helps bring together businesses and enthusiasts, providing a space to discuss new trends and innovations in the field.
It’s one of the events you wouldn’t want to miss if you intend to break into the Chinese gaming market. In this post, we’ll discuss what to expect during the affair, when and where it will be held, and the strategies you can consider to maximize its hype.
What To Expect On China Joy 2024 Event
ChinaJoy is an annual exhibition that features business trends and developments in the domestic digital entertainment and gaming market.
However, in its 2024 installment, the event organizers decided to put the spotlight on indie games. It’s now marketed as a platform where the best game developers worldwide can present their works and connect with potential business partners and investors.
Drawing an average crowd of 338,000 visitors, the Game Connection x China Joy 2024 Conference is set to be the largest and most extensive event of the same theme in China and Asia.
GAC Motor’s Booth in ChinaJoy 2023 in Shanghai (Source: China Daily)
It’s typically held in three days and divided into two events. One section is dedicated to company representatives and business entities, while the other focuses on consumers who play the games.
In ChinaJoy B2C, you’ll notice that a lot of the talks center around improving player experiences in games. Meanwhile, ChinaJoy B2B focuses on topics that help companies expand internationally.
This year, the exhibition will introduce two new events. The first one is the “Indie Game Expo,” where local and international game developers can meet potential publishers and investors. The second is the “Indie Game Development Awards,” where game developers and designers can get their games reviewed and recognized by renowned industry professionals.
This digital entertainment exhibition held its conference last year with nearly 500 exhibitors from 22 different countries, including local regions. With more game titles arriving in the local market this year, these numbers will likely increase in the upcoming event.
Who Usually Attends China Joy?
● Major Tech Companies
If you attend ChinaJoy, chances are you’ll encounter booths and conferences spearheaded by tech giants in the Chinese market。
Last year, companies like Tencent, Baidu, NetEase, Microsoft, Playstation, and Meituan participated and showcased their new offerings to commemorate the summer gaming festival’s 20th anniversary.
PlayStation’s booth at ChinaJoy 2023 (Source: Shanghai Gov Website)
● Industry Professionals
Among the hundreds of thousands of visitors, industry experts like game developers, designers, and pro-game players will likely attend ChinaJoy. These professionals can provide insights into current market conditions and upcoming trends that will be valuable to your market research efforts.
● Technology Brands
In addition to game companies and developers, ChinaJoy is an excellent opportunity for technology-related consumer brands to expand their business networks and generate visibility in China’s online gaming scene.
Qualcomm’s participation in last year’s ChinaJoy is one of the best examples of this strategy. In their booth, the company allowed exhibit visitors to experience VR games through their technology and products.
Qualcomm’s booth at ChinaJoy 2023
● Media Representatives
Another perk of participating in ChinaJoy is its high media exposure. As the largest gaming conference in the country and Asia, major news companies from local regions and international markets will surely cover the exhibition.
When & Where is the Game Connection x China Joy Happening In 2024?
Game Connection x ChinaJoy 2024 will be held at the Shanghai New International Expo Center. Like always, the event will conduct a three-day exhibition from the 26th to the 29th of July.
Top Digital Marketing Strategies To Attract China Joy Attendees
1. Launch Marketing Campaigns In WeChat
When it comes to social media marketing in China, nothing beats WeChat’s reach. The app serves over a billion users and has an all-in-one marketing ecosystem that allows brands to connect with their audiences differently.
Your WeChat marketing strategy for ChinaJoy 2024 could include features like live-streaming sessions, advertising campaigns, or mini-programs that can generate traction for your brand before the said event.
SDG’s work with Sennheiser: Promotion via WeChat for China Joy
In our ChinaJoy campaign for Sennheiser, we took advantage of WeChat’s O2O features. We encouraged the attendees to scan the QR code on-site, leading them to the brand’s newly launched WeChat account. Through this strategy, we diverted the offline crowd in their booth to online traffic.
Our team also posted content related to ChinaJoy throughout the event. This included a giveaway announcement that gave followers a chance to win a Sennheiser headset when they uploaded a photo with the booth.
2. Localize Your Brand and Marketing Channels
Although China Joy has foreign audiences and media, most of the visitors you’ll be meeting are local companies and consumers. These attendees are more locally inclined than you think.
So, when they encounter your brand in the exhibition, chances are they’ll search for your offerings and credibility online before they decide to patronize your business. Because of this, your social profiles and websites need to be localized.
3. Find the Right KOL or KOC to Collaborate with
Massive events like ChinaJoy are hot spots for influencers whose recommendations and reviews are highly trusted by many consumers in the Chinese gaming industry. These online personalities are commonly referred to as Key Opinion Leaders (KOLs) or Key Opinion Consumers (KOCs).
They hold solid credibility and visibility in the Chinese market, allowing them to influence their follower base’s purchasing decisions.
Sennheiser esports team at ChinaJoy
These top influencers typically focus their content creation on a specific niche or industry, so most of their audiences are targeted or highly engaged.
Since ChinaJoy has a local consumer reach, you can utilize the positive reputations of KOLs or KOCs to get ahead of the competition and drive more visibility.
Preparation Tips for China Joy 2024
Beyond marketing, foreign brands intending to participate in China Joy should be fully prepared to maximize the event’s perks. Here are some tips worth considering before you head out to China’s biggest gaming exhibition:
- Double-check ChinaJoy dates and align them with your travel details, such as accommodation and transportation.
- Do your research about ChinaJoy’s official participants. Note the talks and conferences happening each day so that you can allocate time for them and gain valuable information about the industry’s current trajectory.
- Study the local business culture and try to participate in networking events hosted by organizers.
- Knowing basic Mandarin can be a big advantage when attending local exhibitions like China Joy. Alternatively, you can hire translators to accompany you during the event to make your networking efforts easier.
Quick Q&A
What is the largest gaming event in China?
ChinaJoy (China Digital Entertainment Expo and Conference) is the largest gaming event in the Chinese market. In 2024, the exhibition has a predicted crowd of 354,500 people and an anticipated event spend of $39,344,946. These forecasts stem from the expo’s successful comeback in 2023.
Ready to Dominate the Chinese Gaming Market? Get In Touch With Us Today!
Attending an elaborate gaming and digital entertainment expo like ChinaJoy opens many doors for foreign brands. It serves as a platform where marketers can learn about the latest industry trends, meet potential consumers, and observe major competitors.
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At Sekkei Digital Group, we understand the importance of ChinaJoy in China’s thriving gaming market. With our extensive industry experience and expertise, we can help your brand maximize the exhibition’s reach and influence.
Whether you intend to launch a ChinaJoy social media marketing campaign or find a KOL to boost your local visibility, we have all the digital solutions you need. Contact us today, and let’s start planning your promotions!
References:
ChinaJoy 2023 makes a comeback with a bang
CELEBRATING 20 YEARS OF CHINAJOY – OUR 2023 EXPERIENCE