Edition: English Asia Pacific Africa Europe | Español Français العربية Pусский | 中文简体 中文繁体
Homepage > Culture Video

China digital entertainment fair opens in Shanghai

Reporter: Zhang Ningben 丨 CCTV.com

08-01-2014 19:47 BJT

China's largest annual digital entertainment fair opened in Shanghai on Thursday. Both Sony and Microsoft are showing off game consoles that will soon debut on the mainland. That's a major change from past ChinaJoy events, when mobile games dominated the show.

Nearly all the exhibitors at the show are mobile phone game developers, but there are a few major exceptions, including a US company that supplies game engines for almost all of the major operating systems, such as Windows, IOS and the biggest game consoles. The company is showing off a number of video games that are mainly played on consoles like the Xbox.

Visitors play games at the 12th China Digital Entertainment Expo & Conference (ChinaJoy) in Shanghai, east China, Aug. 1, 2014.

Visitors play games at the 12th China Digital Entertainment Expo & Conference (ChinaJoy) in Shanghai, east China, Aug. 1, 2014.

And the company's general manager for China says many of the game developers in China have already made the switch from mobile phone games to console games.

"Some of the developers have even given up the mobile games market and have put all their focus on game consoles. They are going to a whole new world, from small screens to big ones," General Manager of Unity Chen Le said. 

ChinaJoy opened a day after Microsoft launched its Xbox One in China. The console is its latest generation and can play all kinds of games that people can find on other platforms. The man in charge of the Xbox One project in China, says the country's 300 million mobile phone gamers are an opportunity, not a challenge.

"We believe that as part of that, Xbox can reach more people as part of having a broader array of games. In addition, one of the great offerings about Xbox is that we work with multiple devices. So through Xbox SmartGlass you can use your phone and the Xbox to have a very rich gaming experience," said Yusuf Mehdi, corporate VP of Marketing & Strategy from Microsoft.

The arrival of consoles in China has a lot of people talking about how they will change the industry here.

While it may be too early to say who will lead the market in the end, Microsoft's Chinese partner in the Xbox One says the new product can do more than just play games.

"There are many other functions, such as fitness teaching and education. And we will also put into this little box many BesTV assets that we've accumulated over the past years, such as films, TV dramas and sports events. So having an Xbox One will allow you to experience everything at home," President of BesTV Tao Mingcheng said.

Tao says his company is also now working with China Telecom to create a smart home system that would allow Xbox One users to control home appliances by remote.

The Xbox will arrive in local stores on September 23rd, with a base price of 3,700 yuan.

Visitors play games at the 12th China Digital Entertainment Expo & Conference (ChinaJoy) in Shanghai, east China, Aug. 1, 2014.

Visitors play games at the 12th China Digital Entertainment Expo & Conference (ChinaJoy) in Shanghai, east China, Aug. 1, 2014.

Follow us on

  • Please scan the QR Code to follow us on Instagram

  • Please scan the QR Code to follow us on Wechat

We Recommend

  • World Heritage China Part 29
  • Glamorous Indonesia Part 2
  • Along the Coast Part 41
  • Glamorous Indonesia Part 1
  • Dreams and the business reality
  • Philippines' beauty pageant obsession
  • China's love for basketball
  • Box office online
  • Jixi: Land of luminaries II