A free resource from ChineseDLC.com · Updated Oct 30, 2026

The Game Events Atlas 2026–27

107 industry events on one map, with what a trip really costs from your city. The ways to take part and what they cost. And a field guide to China's game shows, from someone who works them every year.

WOJTEK严立行
Founder · ChineseDLC.com · Huqiao Games
16 min read · bookmark it, it's built for coming back to
Six cosplayers posing on a colourful booth stage at ChinaJoy 2026
ChinaJoy 2026
ChinaJoy 2026, Shanghai: cosplayers on a booth stage.
Next up
gamescom asia Bangkok · Oct 29 – Nov 1Games Ground Berlin · Nov 5–8PG Connects Jordan Amman · Nov 7–8MIGS Montreal · Nov 10–11Game Conference MX Guadalajara · Nov 13–14DevGAMM Lisbon Lisbon · Nov 17–18Dutch Game Week Breda · Nov 19–20G-STAR Busan · Nov 19–22WePlay Shanghai · Nov 21–22Kingdom of Gaming Riyadh · Dec 1–3Games Gathering Kyiv · Dec 3–6Africa Games Week Cape Town · Dec 6–9Bilbao Games Conference Bilbao · Dec 11–12PG Connects London London · Jan 18–19Taipei Game Show Taipei · Jan 21–24GGJ China Shenzhen and other cities · Jan 25–31
Why this exists

One year, thirteen events

Game events are the best way I know to learn this industry. Maybe the only one.

When I started Huqiao Games in 2021, I knew China well and the games business much less. So I went where the industry was. In one of those first years I went to 13 events, roughly one flight a month. I talked to studios, listened to what they actually struggled with, and changed our service after almost every trip.

The money was tight. I tried to keep most trips under 5,000 złoty all-in, about $1,250, and never above 10,000. That turned out to be a good teacher. I spoke instead of buying tickets, shared booths, joined pavilions, put two events into one trip and booked hotels directly.

The team is bigger now, and so are the booths. The common-sense math still holds, so I built it into this page: a map with real trip costs, a calendar of 107 events, and the part I get asked about most, how China's shows really work.

ChinaJoy 2026
Queue at the Taipei Game Show 2023 B2B zone
Taipei Game Show 2023 · B2B zone
Rows of demo PCs under a giant sign at gamescom 2025
gamescom 2025
Business lounge powered by Steam sign at gamescom 2023
gamescom 2023
Packed networking hall at Digital Dragons 2025
Digital Dragons 2025 · Kraków
13events in one year, about one flight a month, in Huqiao's early days.
30+industry events since I founded Huqiao Games in 2021.
5,000 złmy old cap for one trip, all-in. About $1,250. Never above 10,000 zł.
01 · The map

What a trip really costs

Pick your city. Every event gets an all-in estimate: return flight, a mid-range hotel near the venue, and the cheapest pass into the business area. The two budget lines are my old rule of thumb: 5,000 and 10,000 złoty.

Budget
Region
Type
BusinessBusiness + playersPlayer showYou
Try a trip
Coming up

    How the estimate works: economy return flight from great-circle distance (about $110 + $0.105 per km, booked 6–8 weeks out; under 350 km we assume a train), a mid-range hotel near the venue for each event day, and the cheapest published pass that gets you into the business area, converted at Oct 29, 2026 rates. Where no price is out yet, the pass is my estimate and marked as such. Meals, taxis and booths not included. Check prices before you book.

    02 · The calendar

    All 107 events

    Sorted by date. “Typical” means the organizer hasn't announced dates yet, so the month comes from past editions. “Expected” means trade listings show dates the organizer hasn't confirmed.

    EventDatesWhereTypeMeeting appCheapest business passHotel / night
    gamescom asia x Thailand Game Show 2026gamescom asia x Thailand Game ShowOct 29 – Nov 1, 2026BangkokThailandBusiness + playersunknown£100 (Conference Delegate (2025 early-bird))≈ $133≈ $90
    Games Ground Berlin 2026Nov 5–8, 2026BerlinGermanyBusiness + playersMeetToMatch€190 (Business Days ticket - Late Access INDIE / START-UP / FREELANCER)≈ $212≈ $150
    Pocket Gamer Connects Jordan 2026Nov 7–8, 2026AmmanJordanBusinessMeetToMatch£70 (Mid Term INDIE DEVELOPER (fewer than 10 staff))≈ $93≈ $170
    MIGS 2026 - Montreal International Games SummitNov 10–11, 2026MontrealCanadaBusinessMeetToMatchC$499 (Indie Pass (studios with 10 or fewer staff, needs La Guilde approval)…≈ $356≈ $182
    Game Conference MX (GCMX) 2026Nov 13–14, 2026GuadalajaraMexicoBusinessown appMXN 1,249 (Dev pass - F3 Gold)≈ $67≈ $62
    DevGAMM Lisbon 2026 (with DevGAMM Awards, 18 Nov)Nov 17–18, 2026LisbonPortugalBusinessMeetToMatch$650 (BUSINESS)≈ $650≈ $129
    Dutch Game Week 2026 - Conference and Business TrackNov 19–20, 2026BredaNetherlandsBusiness + playersMeetToMatch€78 (Business Pass Regular)≈ $87≈ $145
    G-STAR 2026 (BTB and BTC)지스타 2026Nov 19–22, 2026BusanSouth KoreaBusiness + playersown app₩200,000 (BTB pass, Advance Registration)≈ $149≈ $120
    WePlay Expo 2026 (WePlay & ZFX), 10th editionWePlay文化展 2026Nov 21–22, 2026ShanghaiChinaBusiness + playersnone$117 CiGADC conference pass, Fri Nov 20 (expo day tickets not on sale yet)≈ $117≈ $85
    Kingdom of Gaming 2026 (Riyadh)Dec 1–3, 2026RiyadhSaudi ArabiaBusiness + playersown app$149 (Founder Pass (vetted application))≈ $149≈ $170
    Games Gathering 2026 KyivDec 3–6, 2026KyivUkraineBusiness + playersunknown€159 (Business pass)≈ $177≈ $160
    Africa Games Week 2026Dec 6–9, 2026Cape TownSouth AfricaBusinessunknownZAR 1,150 (Virtual Pass (online meetings only); in person: Conference Pass ZAR…≈ $69≈ $170
    Bilbao International Games Conference (BIG) 2026Dec 11–12, 2026BilbaoSpainBusinessown app€50 (BIG PRO PASS (early bird))≈ $56≈ $145
    Pocket Gamer Connects London 2027Jan 18–19, 2027LondonUnited KingdomBusinessMeetToMatch£165 (Early Bird INDIE DEVELOPER (small indie studios only))≈ $220≈ $230
    Taipei Game Show 2027 (B2B Zone and Asia Pacific Game Summit)台北國際電玩展Jan 21–24, 2027TaipeiTaiwanBusiness + playersown appnot published yet≈ $105
    Global Game Jam 2027, mainland China sitesGlobal Game Jam 中国区 (GGJ China)Jan 25–31, 2027 (expected)Shenzhen and other citiesChinaBusiness + playersnonenot published yet≈ $90
    Gamesforum Barcelona 2027Feb 9–10, 2027BarcelonaSpainBusinessunknown€239 (Super Early Bird Pass (publishers/developers only))≈ $266≈ $160
    D.I.C.E. Summit 2027Feb 16–18, 2027Las VegasUnited StatesBusinessunknownnot published yet≈ $230
    GDC Festival of Gaming 2027Mar 1–4, 2027San FranciscoUnited StatesBusinessunknown$125 (Business Hall Only (Expo))≈ $125≈ $310
    SXSW 2027 (Gaming track)Mar 15–21, 2027AustinUnited StatesBusiness + playersunknownnot published yet≈ $230
    gamescom dev leadership summit Lisbon 2027Mar 23–25, 2027LisbonPortugalBusinessunknownnot published yet≈ $160
    Tokyo Indie Games Summit 2027 (TIGS)TOKYO INDIE GAMES SUMMITMar 27–28, 2027Tokyo (Koenji)JapanBusiness + playersunknownnot published yet≈ $120
    WePlay Expo JAPAN 2027WePlay Expo JAPANApr 2–4, 2027Chiba (Tokyo area)JapanBusiness + playersunknownnot published yet≈ $130
    London Games Festival 2027 (industry programme)Apr 12–19, 2027LondonUnited KingdomBusiness + playersown appnot published yet≈ $250
    Dubai GameExpo Summit 2027 powered by PG ConnectsApr 14–15, 2027DubaiUnited Arab EmiratesBusinessMeetToMatchnot published yet≈ $170
    Gamesforum Cyprus 2027Apr 14–15, 2027LimassolCyprusBusinessunknownnot published yet≈ $160
    Games Finance Market 2027 (London Games Festival)Apr 15–16, 2027LondonUnited KingdomBusinessown app£279 (Studio ticket (application first, then ticket))≈ $371≈ $250
    SPLITSCREEN Games Conference 2027Apr 20–22, 2027SplitCroatiaBusinessunknown€599 (All Access Pass (early bird))≈ $668≈ $165
    PAX East 2027Apr 22–25, 2027BostonUnited StatesBusiness + playersnonenot published yet≈ $330
    gamescom latam 2027 (with BIG Festival)Apr 22–25, 2027Sao PauloBrazilBusiness + playersown app$168 (Business Meetings Online)≈ $168≈ $85
    Game Access Conference '27 (Act X)May 7–8, 2027BrnoCzech RepublicBusinessown appCZK 7,200 (Premium Business ticket)≈ $329≈ $110
    DevGAMM Madeira Games Summit 2027May 13–14, 2027Funchal (Madeira)PortugalBusinessMeetToMatch$1,200 (Summit ticket (only class listed))≈ $1,200≈ $239
    GamesBeat Summit 2027 (Los Angeles)May 17–18, 2027Los AngelesUnited StatesBusinessunknownnot published yet≈ $204
    BitSummit 2027 (15th edition)BitSummitMay 21–23, 2027KyotoJapanBusiness + playersunknownnot published yet≈ $150
    Digital Dragons Conference 2027May 23–25, 2027KrakowPolandBusinessunknownnot published yet≈ $150
    Nordic Game 2027May 25–28, 2027MalmoSwedenBusinessunknown€399 (Business Pass)≈ $445≈ $150
    XP Game Summit 2027 (Toronto)Jun 10–11, 2027TorontoCanadaBusinessMeetToMatchC$449 (Conference Pass (2026 price, reference only))≈ $320≈ $228
    BilibiliWorld 2027 (BW)Bilibili World (BW)Jul 9–11, 2027 (expected)ShanghaiChinaPlayer shownonenot published yet≈ $100
    Develop:Brighton 2027Jul 13–15, 2027BrightonUnited KingdomBusinessMeetToMatch£0 (Free Expo visitor registration (Wed-Thu))≈ $145
    ChinaJoy 2027 (China Digital Entertainment Expo) with BTOB Business Negotiation Hall2027中国(上海)国际数码互动娱乐展览会 (ChinaJoy)Jul 30 – Aug 2, 2027 (expected)ShanghaiChinaBusiness + playersown appnot published yet≈ $100
    gamescom dev 2027 (formerly devcom Developer Conference)Aug 23–24, 2027CologneGermanyBusinessunknownnot published yet≈ $245
    gamescom 2027Aug 25–29, 2027CologneGermanyBusiness + playersunknownnot published yet≈ $245
    PAX West 2027Sep 3–6, 2027SeattleUnited StatesBusiness + playersnonenot published yet≈ $300
    Gamesforum London 2027Sep 7–8, 2027LondonUnited KingdomBusinessunknownnot published yet≈ $160
    Tokyo Game Show 2027 (TGS)東京ゲームショウ2027Sep 16–20, 2027Chiba (Tokyo area)JapanBusiness + playersown app¥44,000 (Business Day Gold Pass (2026 price, tax incl.))≈ $279≈ $160
    XDS 2027 - External Development SummitSep 20–24, 2027VancouverCanadaBusinessown appnot published yet≈ $293
    Brasil Game Show 2027 (BGS)Oct 9–12, 2027Sao PauloBrazilBusiness + playersMeetToMatchR$659 (Passaporte Business (4 days))≈ $123≈ $85
    WN Conference Cyprus'27Nov 4–5, 2027LimassolCyprusBusinessown app€650 (Standard Pass for Game Studios (indicative))≈ $724≈ $292
    MIGS 2027 - Montreal International Games SummitNov 9–10, 2027MontrealCanadaBusinessMeetToMatchnot published yet≈ $230
    Ani-Com & Games Hong Kong (ACGHK) 2027動漫電玩節 (ACGHK)Usually JulyHong KongHong KongPlayer shownonenot published yet≈ $150
    BOOOM 'Tankaiwan' indie game market (Gcores' incubator), BeijingBOOOM 暴造「摊开玩」独立游戏市集Usually August or OctoberBeijingChinaPlayer shownonenot published yet≈ $90
    Beijing Indie Game ONLY 'Wanlichang' playtest party北京独立游戏 ONLY「玩力场」游戏试玩派对Usually AprilBeijingChinaBusiness + playersunknownnot published yet≈ $90
    Busan Indie Connect (BIC) Festival 2027부산인디커넥트페스티벌 (BIC)Usually AugustBusanSouth KoreaBusiness + playersMeetToMatchnot published yet≈ $130
    CEDEC 2027 (Computer Entertainment Developers Conference)CEDECUsually JulyYokohamaJapanBusinessnonenot published yet≈ $140
    CICF x AGF Guangzhou Animation & Game FestivalAGF x CICF 广州动漫游戏盛典 (中国国际漫画节)Usually OctoberGuangzhouChinaPlayer shownonenot published yet≈ $80
    COMICUP main convention (CP), HangzhouCOMICUP魔都同人祭 (CP)Usually MayHangzhouChinaPlayer shownonenot published yet≈ $85
    CUSGA 2027, China university student game development competition (finals)中国大学生游戏开发创作大赛 (CUSGA)Usually AugustShanghaiChinaBusiness + playersnonenot published yet≈ $100
    China Digital Entertainment Conference (CDEC) 2027 summit中国国际数字娱乐产业大会 (CDEC) 高峰论坛Usually JulyShanghaiChinaBusinessnoneRMB 0 (CDEC conference access (free via WeChat group, 2026))≈ $120
    China Game Developers Conference (CGDC) 2027中国游戏开发者大会 (CGDC)Usually JulyShanghaiChinaBusinessnonenot published yet≈ $120
    China Game Industry Annual Conference (2026 edition)2026年度中国游戏产业年会Usually DecemberShanghaiChinaBusinessunknownnot published yet≈ $100
    China International Cartoon and Animation Festival (CICAF) with the International Animation & Game Business Conference中国国际动漫节 (CICAF)Usually JuneHangzhouChinaBusiness + playersunknownnot published yet≈ $90
    China International Cartoon and Game Expo (CCG EXPO)中国国际动漫游戏博览会 (CCG EXPO)Usually JulyShanghaiChinaPlayer shownonenot published yet≈ $90
    China International Game Developers Conference (CIGDC) 2027中国国际游戏开发者大会 (CIGDC)Usually JulyShanghaiChinaBusinessunknownnot published yet≈ $110
    CiGA Game Jam 2027 (CGJ), 48-hour jam in about 12 citiesCiGA Game Jam (CGJ)Usually JulyGuangzhou and other citiesChinaBusiness + playersnonenot published yet≈ $70
    ComiDay Chengdu doujin convention (CD) with the GameShowCase indie zoneComiDay 成都同人祭 (CD)Usually AugustChengduChinaPlayer shownonenot published yet≈ $70
    DevGAMM Dubai 2027 (first edition, postponed from 9-10 April 2026)Usually AprilDubaiUnited Arab EmiratesBusinessMeetToMatchnot published yet≈ $117
    Digital Entertainment Leadership Forum (DELF) with IndieSummit Hong Kong數碼娛樂領袖論壇 (DELF)Usually AugustHong KongHong KongBusinessnoneHKD 0 (IndieSummit free registration (incl. DELF pass))≈ $140
    EVA 2027 - Exposicion de Videojuegos ArgentinaUsually OctoberBuenos AiresArgentinaBusiness + playersMeetToMatchnot published yet≈ $84
    Firefly Anime & Game Carnival, Guangzhou萤火虫动漫游戏嘉年华 (Firefly)Usually January, May and JulyGuangzhouChinaPlayer shownonenot published yet≈ $80
    First Playable 2027 (Florence)Usually JuneFlorenceItalyBusinessMeetToMatchnot published yet≈ $280
    GDCy Fest 2027 (Limassol)Usually MayLimassolCyprusBusinessown app€199 (Standard pass (2026 reference))≈ $222≈ $160
    Game Business Conference (ChinaJoy series), Shanghai游戏商务大会Usually JulyShanghaiChinaBusinessunknownnot published yet≈ $100
    Game Connect Asia Pacific (GCAP) 2027 at Melbourne International Games WeekUsually OctoberMelbourneAustraliaBusinessunknownnot published yet≈ $190
    Game Connection x ChinaJoy (Indie Game Area and awards)Game Connection x ChinaJoyUsually JulyShanghaiChinaBusinessunknownnot published yet≈ $100
    Game Developers RoadShow, ShanghaiUsually JulyShanghaiChinaBusinessunknownRMB 0 (Free registration (2026 listing))≈ $110
    Game Industry Conference (GIC) Poznan 2027Usually OctoberPoznanPolandBusinessGripnot published yet≈ $110
    GameDev Summit (GDS) Philippines 2027Usually FebruaryClark / AngelesPhilippinesBusinessMeetToMatchnot published yet≈ $80
    Gcores Fusion game carnival (机核 核聚变)核聚变游戏嘉年华 (机核)Usually OctoberBeijingChinaPlayer shownonenot published yet≈ $90
    Global Game Matchmaking Conference (Baijing / Jiyun Matrix), Xiamen全球游戏对接会 (白鲸出海)Usually SeptemberXiamenChinaBusinessunknownnot published yet≈ $70
    IGDX Business & Conference 2027 (Indonesia Game Developer Exchange)Indonesia Game Developer ExchangeUsually OctoberBali (Sanur, Denpasar)IndonesiaBusinessown appnot published yet≈ $110
    INDIGO 2027 (Benelux game business event)Usually JuneRotterdamNetherlandsBusinessMeetToMatchnot published yet≈ $140
    India Game Developer Conference (IGDC) 2027Usually OctoberChennaiIndiaBusinessunknownnot published yet≈ $70
    India Gaming Show 2027Usually AprilChennaiIndiaBusiness + playersunknownnot published yet≈ $70
    Indie Wavemakers ExchangeUsually JulySingaporeSingaporeBusinessunknownSGD 55 (Ticket (2026, plus platform fee))≈ $43≈ $170
    Level Up KL 2027Usually OctoberKuala LumpurMalaysiaBusinessown appMYR 525 (Standard pass (2025 listing))≈ $129≈ $80
    PAX Australia 2027Usually OctoberMelbourneAustraliaPlayer shownonenot published yet≈ $200
    PG Connects Helsinki 2027 (Nordics)Usually NovemberHelsinkiFinlandBusinessMeetToMatchnot published yet≈ $160
    PG Connects Summit Canary Islands 2026Usually NovemberLas Palmas de Gran CanariaSpainBusinessMeetToMatchnot published yet≈ $160
    PG Connects Summit Malmo 2027Usually MayMalmoSwedenBusinessMeetToMatchnot published yet≈ $150
    PG Connects Summit San Francisco 2027Usually MarchSan FranciscoUnited StatesBusinessMeetToMatchnot published yet≈ $310
    Paris Games Week 2027 (2026 edition already held 22-25 Oct)Usually OctoberParisFranceBusiness + playersnonenot published yet≈ $215
    Philippine GameDev Expo (PGDX) 2027Usually JulyManila (Pasay)PhilippinesBusiness + playersunknownnot published yet≈ $90
    PlayX4 2027 (Seoul Game and Amusement Exhibition)플레이엑스포 (PlayX4)Usually MayGoyang (Seoul area)South KoreaBusiness + playersown appnot published yet≈ $100
    Pocket Gamer Connects Barcelona 2027Usually JuneBarcelonaSpainBusinessMeetToMatchnot published yet≈ $160
    Pocket Gamer Connects Summit ShanghaiUsually JulyShanghaiChinaBusinessMeetToMatch$430 (Conference pass incl. MeetToMatch)≈ $430≈ $110
    Poznan Game Arena (PGA) 2027Usually OctoberPoznanPolandBusiness + playersnonenot published yet≈ $110
    RED LAND (RedNote / Xiaohongshu open-world game and anime festival)小红书 RED LAND 开放世界冒险岛Usually OctoberShanghaiChinaPlayer shownonenot published yet≈ $100
    Summer Game Fest 2027 / Day of the DevsUsually JuneLos AngelesUnited StatesBusiness + playersnonenot published yet≈ $230
    TapTap Game Awards (2026 awards) ceremonyTapTap年度游戏大赏Usually JanuaryShanghaiChinaBusiness + playersnonenot published yet≈ $100
    Tencent Games Creation Contest 2026, finals and awards (Wuhan)2026腾讯游戏创作大赛Usually NovemberWuhanChinaBusiness + playersnonenot published yet≈ $60
    Unite Shanghai (Unity China / Tuanjie Engine developer conference)Unite 开发者大会 (Unity中国 / 团结引擎)Usually July or OctoberShanghaiChinaBusinessnonenot published yet≈ $110
    Vietnam Game Connect (VGC) 2027Usually JulyHanoiVietnamBusinessunknownnot published yet≈ $80
    Vietnam GameVerse (Vietnam Game Festival) 2027Vietnam GameVerseUsually MayHo Chi Minh CityVietnamBusiness + playersunknownnot published yet≈ $70
    WN Dubai'27Usually FebruaryDubaiUnited Arab EmiratesBusinessown app€500 (Standard Pass for Game Studios (indicative))≈ $557≈ $139
    WeChat Mini Games Developer Conference 2027微信小游戏开发者大会Usually May or JuneHangzhouChinaBusinessnonenot published yet≈ $85
    indie Game Gacha Party (CiGA), ShanghaiGame Gacha Party (CiGA中国独立游戏联盟)Usually JulyShanghaiChinaBusinessunknownnot published yet≈ $110
    indiePlay China Indie Game Awards 2027 (CiGA)indiePlay中国独立游戏大赛Usually NovemberShanghaiChinaBusiness + playersnonenot published yet≈ $90

    Don't plan around these

    Big names once, or on hold now. Checked Oct 29, 2026.

    • Reboot Develop Blue: the organizer was declared bankrupt in February 2026. A new event, Splitscreen, runs in Split in April 2027.
    • Gamelab Barcelona: no edition found since June 2023.
    • Games Week Berlin: dormant since September 2022. Games Ground Berlin is a different organizer.
    • EGX: no standalone show anymore. The games area is part of MCM Comic Con.
    • Game Connection: no Paris or San Francisco edition since 2022. The brand now works with ChinaJoy in Shanghai.
    • Konsoll: the 2026 edition was cancelled. 2027 is still TBA.
    • GDC China: no edition found since 2014. In Shanghai, the developer conferences now sit next to ChinaJoy (CGDC) and WePlay (CiGADC).
    03 · Ways to take part

    From a floor pass to a pavilion

    Eight ways in, roughly from cheapest to most expensive. The prices are typical ranges from the events in the calendar.

    Free–$150

    Floor pass

    Walk the halls, play the demos, see what gets a queue. The cheapest way to read a market.

    Best for: seeing the market
    $50–650

    Business pass

    Gets you into the business area and, at many shows, a meeting app like MeetToMatch. Most passes in the calendar cost between €50 (Bilbao) and $650 (DevGAMM Lisbon).

    Best for: meeting people
    Free if accepted

    A talk

    Speakers usually get a free pass, and the recording outlives the room. Calls for talks close months before the show.

    Best for: being found
    Free–$2,000

    Roundtable, panel or masterclass

    A lower bar than a keynote, and good for niche expertise. Some shows sell sponsored masterclass slots.

    Best for: niche expertise
    $300–3,000

    Indie table or shared booth

    A table in the indie area, or a slot on a shared booth. At ChinaJoy 2026 our team ran 7 booths for 10+ games.

    Best for: showing a game
    $4,000–50,000+

    Your own booth

    From a small shell booth with a table, two chairs and a light to a custom build at gamescom. Add build, shipping and people.

    Best for: visibility
    Often subsidized

    National pavilion seat

    Your country's trade agency pays part of the bill. France covers the booth and hotels for 10 studios at WePlay 2026.

    Best for: a first show abroad
    $1,000–400,000+

    Sponsorship

    Lanyards, stages, parties, newsletters, app ads. It buys reach, not meetings.

    Best for: reach
    Wojtek and a colleague at the Huqiao Games booth at ChinaJoy 2026
    A shared booth · ChinaJoy 2026
    Huqiao table with a roll-up and calligraphy brushes at GIC Poznań 2023
    A table and a roll-up · GIC 2023
    Chengdu city pavilion at gamescom 2024
    A city pavilion · gamescom 2024
    Huqiao talk on the DevGAMM 2024 stage
    A talk · DevGAMM 2024
    Making a booth earn its keep

    A booth on its own is just furniture

    Most booths I've watched fail the same way. The team stands there for three days and waits for the right person to walk past.

    A booth works when it's the center of something bigger: creators who come to play, a platform event running at the same time, posts from the floor, and a side event where the long conversations happen. It sounds obvious. Most studios still don't do it.

    Here's what I've seen work, at Chinese shows and Western ones.

    播
    Bring the creators

    Invite video creators to play at your booth and give them something to film. Bilibili World invites 300 to 500 creators every year. At WePlay, one studio ran a two-day play event with 100 PCs, brought in 20 to 30 creators and the press, and paired it with a Steam event page.

    网
    Run the online show too

    In 2025, WePlay's feature page on Steam and Steam China drew 3.18 million wishlist adds in one week, by the organizer's count. In 2024, five of the six games we brought paid for themselves, and the online event moved more wishlists than the floor did. Booths often come with a slot in the online feature.

    拍
    Post from the floor

    A photo and one line, the same hour. People who aren't there see that you are, and people who are there come and find you.

    聚
    Host the side event

    A dinner, a meetup, a closed-door session. A restaurant table often works better than a rented meeting room, and costs less.

    馆
    Use the pavilion's network

    Pavilions bring buyers to you. Canada's 2025 WePlay pavilion came with curated B2B meetings, a Steam event page and promotion on HeyBox and Gcores. France's 2026 pavilion runs a networking evening with Chinese companies.

    讲
    Give a talk

    A talk gives people a reason to look for you afterwards. Speakers usually get a free pass, and the recording keeps working long after the show.

    04 · China from the inside

    Chinese shows work differently

    They look like Western shows from the outside. The deals, the people and the calendar run on different rules. This is what I've learned since my first ChinaJoy.

    My first ChinaJoy looked like any big show: halls, booths, queues, a stage. It took me a few years to see how differently the business side works.

    In 2023 I was one of about 15 foreigners at WePlay. A year later there were noticeably more international companies on the floor. Western studios are coming. Most of them still read Chinese shows like Western ones.

    “We are online 24/7. You are offline 24/7.”A Chinese publisher, to me, at WePlay 2023

    Players first

    ChinaJoy, WePlay and Bilibili World are built for players. The halls are loud and the queues are long, and that's the point: you watch Chinese players react to games in real time, and creators film it.

    Business moves to the lounge

    Senior people rarely walk the floor. At ChinaJoy the real meetings happen in the hotel lounges next to the venue, over lunch and over dinner. The show's nickname is Sauna Joy. It's late July in Shanghai.

    WeChat is the meeting app

    Western shows have MeetToMatch. In China you scan each other's WeChat, and the conversation carries on in WeChat groups after the show. Email is where a Chinese conversation slows down.

    The platforms run their own shows

    In China the biggest audiences live on platforms, and the platforms throw events. These are often where a Western game meets its Chinese players first.

    小红书 · RED LAND

    RedNote: RED LAND

    RedNote's own game and anime festival, on an old industrial island in Shanghai. The 2026 edition ran over National Day week: 150,000 m², 160+ IPs, 200,000+ visitors, and an Indie Game Canteen with 80+ indie games. Blizzard, Larian and Rusty Lake had booths, and CD PROJEKT RED and Larian producers met players in person. Tickets went in seconds. There's no business program; booths go to invited IP holders.

    When
    Early October, National Day week (Oct 2–6 in 2026)
    Where
    Fuxing Island, Shanghai
    Why it matters
    120M+ monthly users in RedNote's game communities
    哔哩哔哩世界

    Bilibili World

    Bilibili's mass fan festival. The 2026 edition had a record 80+ playable indie games, a 'Game First Look' indie area, and Western teams on stage in person, from Kingdom Come: Deliverance II to Assassin's Creed. Tickets now sell worldwide to passport holders, and hundreds of video creators are invited every year.

    When
    July (about Jul 9–11, 2027, not yet announced)
    Where
    NECC, Shanghai
    Size
    400,000 visitors in 2025
    TapTap 年度游戏大赏

    TapTap Game Awards

    TapTap's game of the year awards, every late January in Shanghai, with categories for Best Overseas Game and Best Indie Game. Epic Games and Playstack came in 2026. TapTap also runs the Spotlight GameJam with RedNote and brought a 26-game “net café” to WePlay.

    When
    Late January
    Where
    Shanghai
    Steam · 蒸汽平台 · 小黑盒

    Steam and HeyBox

    They run no offline shows in China, but their feature pages are where a show turns into wishlists. During WePlay 2025, the Steam and Steam China page drew 3.18 million wishlist adds in one week, and HeyBox, China's big PC-gaming community app, added 360,000+ more.

    When
    During the big shows
    Where
    Online
    腾讯游戏创作大赛

    Tencent Games Creation Contest

    Open to developers worldwide, with RMB 4 million+ in prizes and tracks for AI games and games with social value. Entries run from April to mid-September, and the finals are in Wuhan in November.

    When
    Entries Apr–Sep, finals Nov
    Where
    Online, finals in Wuhan
    微信小游戏 · 抖音

    WeChat and Douyin mini games

    Developer briefings, not showcases, and only for mobile. WeChat Mini Games has 500M+ monthly players, and in 2026 it waived its revenue share on the first RMB 50 million of in-app purchases for new launches. Douyin runs its own developer exchange the same month.

    When
    Late May
    Where
    Hangzhou and Chengdu in 2026

    The indie scene

    China's indie scene has a center: CiGA, the China Indie Game Alliance. It runs WePlay, the indiePlay awards, the CiGA Game Jam and the CiGADC conference. indiePlay is open to the world: 13 of this year's 72 finalists come from outside China. Entries close in July.

    Around it sit smaller events where you can stand next to your game for very little money, and the doujin conventions, China's fan-works fairs, where indie games get their own streets.

    indiePlay 中国独立游戏大赛

    indiePlay awards

    Open worldwide. Entries close in July, finalists play at WePlay in November, the ceremony is on the last day.

    Gacha Party

    Indie Game Gacha Party

    In ChinaJoy week, Shanghai. In 2025: 50+ curated demos and pitches, 800+ guests, 100+ of them overseas publishers and producers.

    机核 BOOOM · 摊开玩

    BOOOM market, Beijing

    Gcores' indie market. Stalls are free with a RMB 300 refundable deposit; visitors pay RMB 48 a day. 70+ games in August 2026.

    玩力场

    Beijing indie weekend

    April, Zhongguancun. 100+ games, a closed-door investment and publishing roadshow, and an indie “blind-date corner”.

    魔都同人祭 · 萤火虫

    COMICUP and Firefly

    Doujin fairs with indie streets. COMICUP in Hangzhou drew 300,000+ visits over May Day 2026; Firefly in Guangzhou runs three times a year. Booked in Chinese, and rules can change fast.

    CiGA Game Jam · CUSGA

    Jams and students

    The CiGA Game Jam runs in 12 cities in early July. The CUSGA student finals in August drew 2,000 entrants from 400+ universities in 13 countries.

    The China calendar

    The year at a glance. Gold marks the shows most worth a trip for a Western studio.

    janFireflyTapTap Game AwardsTaipei Game ShowGGJ China
    feb
    mar
    aprBeijing indie weekend
    mayCOMICUPWeChat Mini Games conference
    junCICAF
    julBilibili WorldChinaJoy+ 8 events in ChinaJoy weekAni-Com & Games HKCCG EXPOCiGA Game JamUnite Shanghai
    augBOOOM indie marketCUSGAComiDay ChengduDELF / IndieSummit HK
    sepBaijing Matchmaking
    octCICF x AGFGcores FusionRED LAND
    novWePlayTencent Games Creation ContestindiePlay
    decCN Game Industry Annual Conf.
    Wide shot of a packed ChinaJoy 2026 hall
    ChinaJoy 2026: the scale
    Rows of demo stations with visitors waiting at ChinaJoy 2025
    ChinaJoy 2025: queues at the indie demos
    The walk in. Late July: Sauna Joy.
    Room service, Shanghai style

    Practical notes

    • WeChat first. Install it, verify the account and test it before you fly. Add each other before you leave the table.
    • Pay with your phone. Link your Visa or Mastercard to Alipay or WeChat Pay. Taxis (DiDi inside Alipay), food, tickets: it all runs on QR codes.
    • Tickets are real-name. Buy in the organizer's channel with your passport details. WePlay sells through the Bilibili app, and in 2026 doesn't admit visitors under 14.
    • Know your venue. NECC, home of WePlay and Bilibili World, sits next to Hongqiao airport and railway station. SNIEC, home of ChinaJoy, is in Pudong. Both are on the metro.
    • Book hotels direct. In Shanghai I pay about $70 a night by booking the hotel's own channel instead of a booking site.
    • Bring a Chinese speaker. For the meetings that matter, bring someone who speaks Chinese. If you give a talk, open it in Chinese, even for one line.
    • Search where they are. Find studios and publishers through WeChat and Baidu. Google often won't find a Chinese studio at all.
    • Expect price feedback. Players will tell you your price to your face. For a small indie, ¥38 tends to feel fair and anything over ¥50 needs a reason.
    • Cards still matter. Bilingual cards, given and taken with both hands. Read the card before you put it away.
    • Mind the clock. After the show, reply fast and in their working hours. In November, Shanghai is 6 hours ahead of Cyprus and 13 ahead of New York.
    • Be fast at on-sale time. Fan events sell out in seconds. RED LAND's ticket rounds lasted 11 to 21 seconds. On-sale times are given in Beijing time.
    • Plan around the holidays. Fan events cluster in the May Day and National Day weeks, when hotels peak. Chinese New Year 2027 falls on February 6, and business stops for a week around it.
    • Showing isn't selling. You don't need a licence to show a game at a Chinese event. Selling in China's own stores needs an NPPA licence (版号); most Western PC games reach Chinese players through global Steam.
    • Check the visa rule. Most EU citizens, plus the UK, Canada, Australia, New Zealand, Japan and South Korea, can visit mainland China visa-free for up to 30 days for business meetings. That waiver runs until December 31, 2026; no 2027 extension had been announced by October 29. Americans need a visa, or the 240-hour visa-free transit, which only works if you fly on to a third country (US → Shanghai → Tokyo, not US → Shanghai → US).
    加个微信
    jiā ge Wēixìn

    “Let's add each other on WeChat.” The real handshake.

    名片
    míngpiàn

    Business card. Both hands, and read it.

    排队
    pái duì

    The queue. At a player show, it's the scoreboard.

    扫一扫
    sǎo yi sǎo

    “Scan it.” Contacts, payments, sign-ups.

    吃个饭
    chī ge fàn

    “Let's grab a meal.” Say yes.

    One more. At Pudong airport our taxi driver had queued for over ten hours. Then two foreigners got in and asked for a short ride. We said 师傅,不好意思 (“sorry, boss”) the whole way.

    05 · Spotlight · Nov 21–22, 2026

    WePlay Expo 2026, Shanghai

    China's biggest indie game show turns ten. It's a player show with a business layer you have to know where to find. Here's what was confirmed as of October 30.

    WePlay & ZFX 2026WePlay文化展
    Dates
    Sat–Sun, Nov 21–22, 2026, 9:00–17:00. Both are public days.
    Industry day
    Fri, Nov 20: the CiGADC developer conference, 10:00–17:30. Separate pass, about $117 (10% off until Nov 10). It doesn't get you into the expo.
    Venue
    National Exhibition and Convention Center, Hall 2.2, Shanghai. The show moved here in June from a smaller hall.
    Organizer
    CiGA, the China Indie Game Alliance, with the gear expo ZFX. Tenth edition; the first was in 2017.
    Size
    26,000 m² in 2026, up from 11,000 m² in 2024. In 2025: 300+ exhibitors from 13 countries and regions, 500+ games, 20,000 visitors, 200+ media and creators.
    Tickets
    The 2026 price isn't out yet. A day ticket was RMB 128 (about $19) in 2023–2025. Real-name, sold in the Bilibili app, no refunds.
    Getting there
    Metro Line 2 or 17 to East Xujing (国家会展中心), exits 4–5. One stop from Hongqiao Railway Station.

    What kind of show it is

    WePlay calls itself China's largest indie game expo. In practice it's a player show: two weekend days, queues for demos, signings on the main stage. ChinaJoy has a formal business hall. WePlay doesn't, and there's no meeting app.

    The business happens around the floor: at the CiGADC conference the day before, at the official party, at the national pavilions and booth to booth. Think of it as a meetup with 20,000 players in the background.

    Who's there in 2026

    Group stands from Poland, Canada, New Zealand, South Korea, Brazil and Japan. First national booths from France, Russia and Saudi Arabia. France brings 10 studios, with the booth and hotels paid by the French side. New Zealand brings 10 developers in person.

    PolandCanadaNew ZealandSouth KoreaBrazilJapanFrance · firstRussia · firstSaudi Arabia · first

    On the floor: TapTap (26 games), XD, RedNote Games (20+ games), Gamersky, Ubisoft, SEGA, Devolver Digital, Behaviour, Pocketpair and poncle, among others.

    On stage

    CiGADC speakers include The Game Bakers (Cairn), Serenity Forge, Goldpact Goblins, Pocketpair (Palworld 1.0) and Project Moon. On the expo stage: Casey Yano of Slay the Spire, and news on the Heroes of Might and Magic III remake on Nov 22. The indiePlay awards close the show that day: 72 finalists, 13 of them from outside China.

    Worth the trip if

    • your game is in Simplified Chinese, or will be soon
    • you want to watch Chinese players and creators react to games like yours
    • you can get onto a pavilion or a shared booth
    • you want to meet China's indie developers face to face

    Maybe not yet if

    • you need 1:1 meetings booked through an app
    • your game has no Chinese version yet
    • you only sell to Western publishers

    Want your game on the floor at WePlay or ChinaJoy? Huqiao Games runs shared booths for Western studios, so write to me. New for 2027: WePlay Expo Japan, April 2–4 at Makuhari Messe, with a business day on April 2.

    Two Huqiao team members at the WePlay 2023 key visual
    WePlay 2023, Shanghai
    WePlay 2023 hall stage with audience
    WePlay 2023: the main stage

    Heading to a show in China?

    Or bringing your game to one? I'm always happy to compare notes. Huqiao Games runs shared booths and creator events for Western studios at Chinese shows, and ChineseDLC.com designs China-inspired content for Western games.

    Book a callor business@yanlixing.com

    Wojciech Jaworski (严立行) founded Huqiao Games, which has taken 90+ Western games to Chinese players, and ChineseDLC.com, which designs China-inspired content for Western games. He has lived and worked with China since 2012.

    Sources and method (460)

    Organizer sites and trade press, checked Oct 29–30, 2026. Hotel prices are estimates. Exchange rates from open.er-api.com, Oct 29, 2026.

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