Last Updated on August 26, 2024
China has one of the largest gaming populations in the world, serving over 674 million players from different platform games.
With this massive audience reach and the country’s rapidly developing gaming industry, attending exhibitions helps foreign brands prepare for market entry and continuously enrich their approach when marketing their games to local consumers
In this post, we’ll discuss which video game conventions in China are worth attending and how to maximize the benefits of participating in these events.
Why Should Foreign Brands Attend Video Game Conventions in China?
Most top online games in the Chinese market offer unique cultural content experiences, an element that is not so prominent in foreign titles.
Attending a game festival is a chance for publishers and developers to gain insight into the country’s general gaming preferences, online community subcultures, and popular immersive themes.
Video game conventions in China not only offer a refreshing offline experience but also provide a platform for new publishers to get tips and insights from industry professionals. These events often host panels, discussions, and presentations from top gaming companies and personalities, leading the discussions about the market’s latest trends and consumer behavior.
Source: China Daily
Beyond getting a grasp of local gaming culture, video game expos are also an excellent opportunity for brands to showcase their products directly to consumers, allowing them to experience new games firsthand. This engagement is a powerful marketing tool, enabling brands to receive immediate feedback and build a loyal fan base.
These gaming conventions often cater to a broad spectrum of audiences, from online board game enthusiasts to highly engaged players of PC games, console games, and mobile games.
Interactions with these specific consumer segments can reveal trends, popular game mechanics, and emerging genres. It allows foreign companies and developers to tailor their offerings to meet the demands of China’s unique online gaming market.
5 Most Notable Video Game Conventions in China
1. WePlay Expo 2024
As the biggest indie game exhibition in China, WePlay Expo presents an opportunity for foreign gaming companies and developers to explore the different aspects of the country’s gaming industry.
WePlay creates an avenue for existing and budding industry players to introduce new games to the local gaming population. In fact, the event plans to debut over 300 global titles with immersive gameplay for this year’s exhibition.
Beyond game launches, WePlay Expo has organized multiple guest activities, from live interviews with industry professionals to celebrity meet-and-greets. The indie game convention even lures gamers into attending by giving away exclusive merchandise on-site.
Since it’s a chance to enjoy high-quality indie games, WePlay Expo also launches a Game Awards program during the exhibition to recognize excellent minds behind every title featured in the event.
Event Booths at WePlay Expo
When gaming conventions switched to online events during the pandemic, Weplay Expo managed to garner 100,000 website visitors. This surge in traffic is a testament to the influence of the conference on new generations of gamers and developers.
This year’s Weplay Expo will be held from November 16th to 17th, 2024, at Hall 4, Shanghai World Expo Exhibition and Convention Center. As usual, it will be a full-scale two-day event.
2. Game Connection x China Joy
China Joy is a fantastic game festival typically held in late July every year. The event features recent business trends and developments in the domestic gaming market.
However, in its 2024 installment, the conference organizers decided to spotlight the local indie game scene. It’s the most extensive game convention in China and Asia, drawing a crowd of 338,000 visitors.
China Joy x Game Connection (Source: Steam)
The event launched by China Joy and Game Connection recently concluded last July 26 to 29. During the three-day exhibition, industry tech giants like Tencent, Baidu, NetEase, Microsoft, Playstation, and Meituan showcased their new offerings to the public.
In addition to industry professionals and local gaming enthusiasts, the indie game exhibition attracted more than 8,200 overseas visitors. This excludes the foreign participants included in the event’s 743 official exhibitors.
PlayStation’s Booth in China Joy 2024 (Source: TechNode)
China Joy continues to expand exhibitions annually, so it’s unsurprising that the event generated 8% more visitors than in 2023. More and more brands and companies are putting a special value on participating in the expo, increasing exhibitor registration by 50%.
The organizers haven’t announced the exact dates for China Joy x Game Connection 2025, but based on the previous event installations, it’s likely still happening in late July of next year.
3. Unite Shanghai Conference
Unity is one of the world’s leading game development companies. Since the tech giant’s market entry in China way back in 2012, it has been actively building a thriving community in the local business scene.
One of its most successful ventures beyond game releases and collaborations is the Unite Shanghai Conference. Unlike other gaming conventions, the event focuses more on bringing together global developers, content creators, business partners, and industry leaders.
Unite Shanghai 2024 (Source: 51cto)
The Unity engine powers more than half of all online games developed worldwide. As the tech giant continuously adapts to China’s digital ecosystem, attending Unite Shanghai 2024 plays an important role in keeping up-to-date with industry trends.
This three-day conference, which took place from July 23rd to 25th, 2024, covered over 100 topics about the innovative applications of existing and upcoming Unity technologies. The event was intimate and exclusive, with only 3,000 elite participants.
4. China International Comics and Games Expo (CCG EXPO)
For its 20th anniversary, the China International Comics and Games Expo (CCG EXPO) hosted a 4-day convention (July 4 to 7) at the Shanghai Exhibition Center. Around 1,000 anime and gaming brands participated in the event, attracting many animation fans and gaming enthusiasts.
It’s an excellent place to start when researching cultural content references for online games. Attendees were highly engaged in guest activities, from main-stage interviews to autograph signings.
Exhibitor Booths at CCG EXPO (Source: Canton Fair)
This expo seeks to incorporate anime and gaming cultures with commercial and cultural aspects of China’s business landscape. As you may have noticed from its exhibitors, the event has collaborations with brands like China Post and Bank of China, traditional dining brands, and cold-brew teas.
Many participating brands also offer attendees exclusive merchandise and deals, which boosts the event’s visibility and encourages locals to patronize their businesses.
5. China Indie Game Alliance (CIGA Connects)
CIGA Connects is an event launched by the China Indie Game Alliance to facilitate B2B transactions between international brands and domestic partners in the local gaming scene.
With its international network, the China Indie Game Alliance connects over 3,000 game developers and businesses with one another. The event also features conferences led by top developers and industry practitioners who are ready to impart knowledge and share their market experiences.
CIGA Connects also facilitates online business display and invitation systems for its participating brands. This allows foreign businesses to conveniently arrange online meetings and connect with other gaming companies attending the event.
Last year’s convention took place over eight events in different Chinese cities. It involved 5,000 developers and more than 500 game demonstrations.
The previous event installation was launched from November 17th to 18th, 2023. No announcement was made yet for this year’s convention, but it’s clear that China Indie Game Alliance will continue to spearhead events to keep the local gaming community active.
Bonus: China International Licensing Expo
The China International Licensing Expo is not exactly one of the video game conventions in China. However, it’s a grand event that game publishers should never skip, especially if they intend to acquire business licenses for their titles in a market as highly regulated as China’s.
It provides an essential platform for businesses to secure the necessary intellectual property (IP) rights, develop collaborations, and stay informed on the latest trends in licensing.
Attending the China International Licensing Expo allows publishers to connect with local partners who are familiar with these processes. It also enables game publishers to explore other licensing opportunities, such as merchandising, which can be an additional revenue stream.
With over 1,500 brands and 2,500 foreign gaming IPs exhibited, the Expo is an unparalleled venue for creating collaborations that could enhance a game’s market presence in China. It also has an estimated crowd of 85,000 visitors annually.
The event has a long history of launching 16 successful sessions. This year, it will be held at the Shanghai New International Expo Center from October 16 to 18, 2024.
How To Prepare For Online Games Trade Shows in China?
● Announce your attendance on Local Social Media Platforms
Before attending the trade show, it’s crucial to build awareness by announcing your participation on local social media platforms like WeChat, Weibo, or Douyin. These platforms are the primary channels through which Chinese businesses and consumers stay informed.
Setting up your brand’s official social media profile is particularly important as it serves as a localized website and a communication tool. This demonstrates your commitment to the Chinese market and helps you engage with potential customers before the event.
● Find a Gaming KOL to collaborate with for the convention
Key Opinion Leaders (KOLs) wield significant influence in the Chinese market, especially within the gaming community. Collaborating with a gaming KOL can amplify your brand’s visibility and credibility.
Esports players are the best example of influential KOLs in China’s gaming market. They have the best connection with local gamers as they’re seen as experts in the field who actually play a role in the industry.
Sennheiser esports players at the China Joy event
Choose a gaming KOL that resonates with your target audience and aligns with your brand values. Influencers on platforms like Douyin (TikTok in China) and Bilibili can help generate real-time engagement through live streaming and product endorsements during the trade show.
However, to maximize the impact, ensure that the KOL has a strong engagement rate, not just a large follower count.
● Know the language or hire a translator
Language barriers can be a significant challenge at Chinese trade shows. While many business professionals in China understand English, communicating effectively in Mandarin can give you a competitive edge.
Hiring a professional translator is essential if you or your team members are not fluent in Mandarin. This ensures smooth communication with potential partners and customers and helps avoid misunderstandings.
Your Trusted Video Game Marketing Partner in the Chinese Market
Video game conventions in China offer a unique opportunity to understand the cultural preferences of Chinese gamers, gain insights into the local gaming community, and build crucial industry connections.
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At Sekkei Digital Group, we understand the importance of making a buzz in China’s digital business scene. Our team has extensive industry experience and expertise to help foreign brands succeed in one of the most dynamic and challenging gaming markets in the world.
Whether you intend to work with a gaming KOL or launch social media campaigns to announce your attendance at video game conventions in China, we have all the digital solutions you need. Get in touch with us, and let’s start strategizing how we can maximize the benefits of these events for your brand.
