ChinaJoy 2026 opened this week in Shanghai, where local game developers and investors are seeking new opportunities to sell Chinese games abroad [1, 2].
The event marks a strategic shift for the industry as developers move beyond the domestic market. This expansion is supported by a new government-backed export platform designed to help local studios reach international audiences [2].
The scale of this year's expo is significant, featuring nearly 900 exhibitors [2]. The event spans 140,000 square meters of exhibition space, providing a massive hub for developers to showcase their titles to global partners [2].
This push for international growth comes amid strong domestic performance. In the first half of 2026, the revenue of the Chinese gaming market exceeded ₩39 trillion [3]. The user base in China also continues to grow, surpassing 600 million people during the same period [3].
Developers at the expo are focusing on how to adapt their products for different cultural markets. By leveraging the government's new export initiatives, these companies aim to transform the domestic success of their titles into global brands [2].
Investors are also utilizing the event to identify promising studios capable of scaling their operations. The intersection of high domestic revenue and a structured export push makes the current environment particularly attractive for those looking to capitalize on the gaming sector's growth [2, 3].
“Chinese game makers are pushing to expand into overseas markets.”
The combination of a government-backed export platform and record-breaking domestic revenue indicates that China is treating gaming as a key cultural and economic export. By institutionalizing the process of selling games abroad, the Chinese government is attempting to reduce the industry's reliance on the domestic market while increasing the global influence of its digital media.
