ChinaJoy and WePlay: How to Make the Most of China's Gaming Events

Digital marketing is powerful, but sometimes you need to shake hands and put controllers in hands.‍ China hosts some of the largest gaming events in the world. For Western developers, exhibiting here can be daunting. The language barrier, the logistics, and visa requirements can make the process feel complex.‍

‍But attending the right event can help developers build partnerships, gain media exposure, and connect with highly engaged players.‍

‍Here is a breakdown of the two events that matter most: ChinaJoy and WePlay.

The Titan: ChinaJoy (Shanghai, Summer)

ChinaJoy is one of the largest digital entertainment expos in Asia, combining a large consumer exhibition with multiple industry conferences and business networking events.

Scale: Massive — the event regularly attracts more than 300,000 visitors, with 367,000 attendees recorded in 2024.

Vibe: Loud, corporate, and high-energy.

B2B vs. B2C

ChinaJoy is divided into two major areas.

B2B Area: This is where business happens. Publishers, payment providers, localization firms, and platform representatives attend to discuss partnerships. If you are looking for a publisher or investment partner, a B2B pass is recommended. It offers a quieter and more structured environment for meetings.

B2C Area: This is the large public exhibition space where companies showcase games to players through interactive demos and large booths.

If you are an Indie or AA studio, consider joining a collective or shared booth rather than organizing a standalone B2C booth unless you have sufficient resources for a large-scale custom exhibition setup and on-site operations.

(M3)The Strategy for Western Developers: Join a Collective Booth. Many organizations (such as national industry groups, trade promotion organizations, or indie game aggregators) organize shared exhibition spaces that allow smaller developers to participate with manageable logistics and costs.

The Indie Haven: WePlay (Shanghai, Autumn)


WePlay is one of China’s most prominent events dedicated to independent games and player-focused game discovery.

Scale: Smaller and more focused, typically attracting 15,000+ visitors and hundreds of indie games and exhibitors.

Vibe: Passionate, gamer-centric, and community-driven.

Many indie and mid-size studios find WePlay particularly valuable because its audience is highly focused on discovering and playing new games.

The Audience

The audience primarily consists of highly engaged players interested in trying new demos, discovering experimental mechanics, and interacting directly with developers.

The Prestige

The IndiePlay awards held during the event are widely recognized within the Chinese indie game community. Being nominated can lead to increased visibility on platforms such as Bilibili and other gaming media outlets.

(D4 – Suggested industry data: Bilibili is one of China’s major video platforms with over 300 million monthly active users.)


Cost and Accessibility

Compared with large commercial expos, the entry barrier for indie developers is generally lower, and the event is known for providing support for international participants, including English-speaking staff.

Do You Need to Be There Physically?

Ideally, yes.

In China’s gaming event culture, direct interaction between developers and players can significantly strengthen community engagement and fan loyalty. (M7)But if attending in person is not possible, developers can work with event representation services.

How it works: A local team manages your booth, demonstrates the game, gathers feedback, and can organize scheduled remote interactions where developers join via video call to greet players and answer questions.

The ROI: Developers can still receive event photos, media coverage, and player feedback reports while maintaining remote participation options. (M8)

‍The Pre-Event Checklist

If you are committing to an event, preparation is essential.The Demo Build: It should include Simplified Chinese localization. Consumer-focused events in China typically attract players who prefer localized interfaces.

WeChat QR Code: Instead of relying only on business cards, many exhibitors display QR codes linking to official WeChat accounts or community groups, which allows players to follow updates easily.

Freebies: Event giveaways such as stickers, postcards, or small merchandise items are commonly used to attract visitors and encourage players to try demos. (M9)Hardware: Verify your power requirements in advance. China uses a 220V electrical system.