July 31, 2014 Shanghai – The 12th Shanghai International Digital Entertainment Expo, or known as China Joy shortly, has its opening at the Shanghai International Expo Center at 10:00 AM today and will end on August 3, 2014.
PC games, mostly MMORPGs to be specific, are still a potent part at this year’s China Joy. En Masse’s TERA, Blizzard Entertainment’s WoW: Warlords of Draenor and Heroes of the Storm and Ncsoft’s Guild Wars 2 (by the Chinese publisher Kongzhong Games) and so on are all presented and attract large crowds of players. These are big names but certainly not new names. Compared to the diverse overseas Gamescoms, where brand new games are announced or make debuts, China Joy still haves a long way to go to become a premier platform for games.
Meanwhile, mobile games are the star if regarding to their numbers. Almost all exhibitors have taken one or more mobile games to the China Joy 2014. Of all, we have spotted the two of the most popular CCGs from outside China, Hearthstone and Magic: The Gathering. When it comes to the domestic market in China, the mobile gaming is still taking baby steps. While the number is plentiful, the variety, quality and creativity in this area still have much to be desired.
A new face in this year’s Expo is the console Xbox One by Microsoft. The console game machine has been banned for 13 years since 2000 in China. It was only lifted in early January this year thanks to the new polices with the opening of the China (Shanghai) Pilot Free Trade Zone. Needless to say, the 13 years’ blank means a great chance for not only console machine makers but also for game developers. It is not surprising to see that Perfect World, Snail and EA and some other developers have already taken the lead in this niche and even prepared to showcase their first bundle of titles in China Joy.
Another change that cannot be neglected in this year’s China Joy is that it expands the experience zones and places more emphasis on the player interaction. Instead of just watching the show, visitors this year can get more hands-on experience with games or with devices like Xbox One. Correspondingly, exhibitors lean much less on Show-Girls in this year’s gamescom for promotion or publicity.
The first day of China Joy 2014 will receive over 200,000 visitors presumably. It is crowded as usual. But this year’s China Joy sees some delightful changes if you are there mainly for the show girls.