The last day of July marks the closure of Chinajoy, China’s renowned gaming expo with a 20-year legacy! After the challenges of Covid, it finally returns as an in-person event. Excitedly, I made my way to Soulgate, a venture I was previously involved in. The most striking revelation has been the astounding growth of the gaming industry, far surpassing market expectations.
Chinajoy’s Triumphant Return yet challenged by other events
Chinajoy celebrates its 20th year, and after two years of virtual exhibitions, mainstream manufacturers remain fervently engaged in this year’s in-person event. Their enthusiasm is evident in the extensive investments in exhibition resources, like mind-blowing LED and audio setups that transport you to a clubbing experience.
Chinajoy, as China’s inaugural large scale gaming expo, has been broadening the horizons of the gaming industry. Beyond showcasing gaming content and peripherals, this time it embraced the metaverse concept, including enterprises like Soulgate( Soul APP), which I previously invested in; and automobile manufacturers like GAC（广汽）. However, Chinajoy’s visitor flow is also being diverted to other expos; ACGN enthusiasts flock to Bilibili World, while tech enthusiasts head to AI conferences(世界人工智能大会）.
2C Exhibition Area: A Blend of Brand Promotion, Social Responsibility, and Popular Titles
In the player-focused 2C exhibition area, mainstream manufacturers predominantly focus on brand promotion. There’s also a noticeable emphasis on showcasing social responsibility initiatives, like Lilith Games’s philanthropic projects, and hosting the China Game Innovation Competition, supporting games with social and educational content. Yet, innovative gaming content was somewhat scarce this time, with the spotlight shining on popular titles. I couldn’t miss the buzz around miHoYo’s “Honkai: Star Rail”(星穹轨道）exhibit and the collaborative promotion of the social game “Party Animal” with AMD. Party Animal boasts a dedicated interactive area and adorable game-related plush toys, making it a hotspot for internet celebrities’ photo ops. The game’s price tag of 98 RMB might raise eyebrows, but the vibrant enthusiasm during this launch indicates it’s catching attention.
Explosive Growth: Gaming Industry Surpasses Market Expectations
The hardware and peripherals exhibition area left a lasting impression, especially the remarkable progress in China’s self-developed hardware technology. YMTC（长江存储）showcased SSDs similar in size to Samsung’s gum-stick models but at significantly reduced prices. Additionally, Kaihua Electronics（凯华电子）, a bearing manufacturer, impressively evolved from a mere factory to accepting 2C orders, establishing a flexible “supply chain” for keyboards.
Beyond Entertainment: Gaming as a Lifestyle and Interactive Gateway
As an investor myself, Chinajoy prompted me to ponder further on the gaming industry’s expansion. From being a mere content carrier, gaming has extended into 1) social interactions encompassing competition and companionship, 2) trading, exemplified by the trading of virtual cards like Sportscards (trading cards) on eBay, enabling the circulation of gaming assets on different platforms and exploring financial and trading attributes, and 3) the diverse application of gaming interactions in various scenarios, playing crucial roles in education, philanthropy, and elderly healthcare.
This unwavering expansion fortifies my optimistic outlook on the future of the gaming industry in China. The vibrant and diverse range of exhibits, from cutting-edge technologies to engaging social games, reflects the incredible journey the gaming world has undertaken. As we bid farewell to Chinajoy’s 20th edition, we eagerly await the exciting possibilities the future holds for gaming, one that reaches beyond entertainment and intertwines with our very way of life.