Summary of Key Highlights
The 23rd ChinaJoy (China International Digital Interactive Entertainment Exhibition) concluded in Shanghai, setting a new record in scale: with an exhibition area of 140,000 square meters, participation from over 900 global companies, and 438,900 visitors (a year-on-year increase of 6.97%). The event is no longer limited to games alone; companies specializing in humanoid robots and smart vehicles have flocked to participate, with a new section dedicated to cutting-edge technologies. Young visitors (aged 18-29) accounted for 65% of the total audience, and professional visitors from other provinces and overseas also made up a significant portion. The exhibition generated consumer spending in the surrounding areas exceeding 700 million yuan, with expected continued growth in future business district activity. ChinaJoy has evolved from a gaming event to a platform that combines technology and entertainment, becoming an important platform for companies to reach young users and test their products.
Detailed Analysis
1. Record-Scale Exhibition and Young Visitors as the Main Force
This year's ChinaJoy saw both increased popularity and internationalization: the exhibition area exceeded 140,000 square meters, attracting more than 900 companies from 35 countries, with nearly 440,000 visitors over four days (an increase of 28,000 compared to last year). Young people were the dominant group, accounting for 65% of the audience—meaning that two out of every three visitors were from the Z generation. Visitors from other provinces accounted for 63%, indicating that the event's appeal has spread throughout China; 21% of the visitors were from overseas, reflecting its growing international influence. These figures demonstrate that ChinaJoy has transformed from a local gaming event in Shanghai to a national and even global technology and entertainment festival.
2. Significant Economic Impact on Surrounding Areas
The exhibition not only attracted many visitors but also had a tangible economic impact. Organizers estimated that the core audience drove approximately 709 million yuan in spending on dining, accommodation, transportation, and other services in the surrounding areas. More importantly, projections for the future show that during the 2026 event, offline retail and dining spending in four key business districts (such as Longyang Road and Xiaolujiazui) is expected to reach 306 million yuan, a year-on-year increase of 10.65%, with retail spending increasing by 11.65%. This shows that ChinaJoy has become an engine for driving the local economy in these areas, with businesses eagerly anticipating the benefits of the event's traffic.
3. Robotic Companies Focusing on User Acquisition
The most notable change this year was the prominence of robotics: a new section dedicated to cutting-edge technologies showcased humanoid robots and AI models, with over a dozen companies participating, including Yushu, Qiyuan, and Yunmu. Why would these companies, which seem unrelated to gaming, invest in the exhibition?
- Yunmu Zhizao (manufacturers of humanoid robots) explained that they primarily serve B2B clients such as tourist attractions, but young people will be the future consumers of robots—perhaps buying robots for companionship or household services. Therefore, they used ChinaJoy as an opportunity to gain recognition.
- Qiyuan Robotics (developers of consumer robots) aimed directly at young users, offering trial versions of their products and collaborating with games like World of Warcraft to attract players. In short, robotics companies see ChinaJoy as a testing ground for their products and a platform for brand promotion, with young visitors as their target audience.
4. Automotive Brands Enhancing Their Presence
Automobile brands also joined the trend: BYD displayed cars decorated with anime IPs and smart infotainment systems, allowing visitors to play games while in the vehicles. Although they have participated before, this year's booths were larger and more interactive, with activities like letting visitors experience gaming inside the cars. This clearly targets young people who value technology and entertainment. Nowadays, when buying a car, consumers consider not only performance but also innovative and enjoyable smart features, making ChinaJoy an ideal platform for showcasing these features.
5. The Event's Evolution from a Gaming Show to a Platform for Technology and Entertainment
Many exhibitors noted that ChinaJoy has changed significantly, with more companies from various industries participating. The reason is that it now attracts the most active young users in China, who are willing to try new products and share their experiences on social media. For businesses, attending ChinaJoy is like conducting a large-scale user survey and receiving free advertising—they can learn about what young people prefer and use their sharing to promote their products. While games will still be a central focus, the event will increasingly incorporate technologies, trendy gadgets, and smart hardware.
Conclusion
The transformation of ChinaJoy reflects the principle that businesses follow where young people's interests lie. It is no longer just a celebration for gaming enthusiasts but has become an important platform for technology companies to connect with the Z generation, test their products, and build brands. For the general public, it offers exposure to novel technologies; for cities, it boosts the economy; and for businesses, it provides opportunities to connect with future customers. This is the true value of ChinaJoy's evolution beyond its traditional scope as a gaming event.