ChinaJoy, one of China’s largest game exhibitions, ended on July 30th. As the nature of large-scale gaming events changes in the wake of the coronavirus pandemic, ChinaJoy’s position has been questioned this year.
In this article, I would like to look back at ChinaJoy2024 as a whole and provide a summary in my own way.
First is the BtoB corner. When you look at the exhibits in the BtoB corner, you can see the trends in the game industry that year, but this year’s ChinaJoy had no particular characteristics, good or bad. Most of the exhibits were advertising-related, and compared to previous years, when many payment-related and VR-related services were exhibited, there was no sense of momentum.
There weren’t many visitors, and it looked even quieter than last year.
However, the indie area set up at the entrance of the BtoB corner attracted a relatively large number of visitors.
Starting this year, ChinaJoy was said to be focusing on exhibiting indie games, so I think that was a result of that.
The indie area was also set up in the BtoC corner, and although I was not able to see it, exhibitors said that there were many visitors.
ChinaJoy is recognized as an exhibition for the big players, but as the big players are changing their attitude towards exhibiting at real events, it may be natural for them to focus on small and medium-sized game developers. not. This move is good for the indie game industry, as some indie game titles will likely get opportunities by being involved with ChinaJoy, an international event.
There were many Japanese IP exhibits at the venue. Japanese anime and manga IP are popular in China as well, and many related games have been released.
The Chinese market used to be a haven for pirated copies, but now it has become much cleaner and more and more IP is being developed under official licenses.
The popularity of Japanese IP is certainly a good thing from Japan’s perspective.
As a culturally close country, China will continue to be an important market for Japan’s IP industry.
This is “Pal World,” which was released in January of this year and caused a stir. It seems to be popular in China as well, and fans were seen eagerly taking pictures.
Was it a little less last year? I felt that the number of companions and layers that I felt like this year had increased a little.
ChinaJoy’s companions and layerers once caused problems for their extreme costumes, but in recent years strict regulations have been introduced and things have become healthier.
This is very pleasing, as families and small children also participate in gaming events.
When it comes to exhibitions in China, the highlight is the spectacular show in which companions are lined up on stage, and this year’s ChinaJoy was all about it.
It was held at various major stages, but GIANT’s booth, which is famous for lining up a large number of companions, was a huge success as usual.
I felt like there weren’t many people in the BtoB corner, but I think the BroC corner had a decent turnout in comparison.
It is unclear how effective the focus on the indie area was in attracting customers, but when I spoke with a ChinaJoy PR person, I was told that they were doing better in attracting customers this year compared to last year.
ChinaJoy, which has been a leader in China’s gaming scene for over 10 years, is changing its position due to the coronavirus pandemic and changes in the Chinese economy.
Focusing on indie games is one of them, but when it comes to indie game events in China, there is already WePlay, and because of its scale, indie games are not the only changes.
ChinaJoy’s public relations team says that they would like to continue to focus on attracting Japanese and other foreign media, and that being open to foreign countries will be an important factor for the future of China’s gaming industry. It will be a keyword.
ChinaJoy2024 can be described as a success, but looking at the momentum it had, it seems like a full recovery is still a long way off.
We will continue to pay attention to ChinaJoy’s behavior and see what role ChinaJoy will play once the Chinese economy overcomes the current recession and returns to a growth path.
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