From July 27 to July 29, Tencent Games showcased a wide array of  gaming titles at the 21st edition of ChinaJoy, a premier gaming and digital entertainment event organized by the National Press and Publication Administration of China and the Shanghai Municipal People’s Government.

This year, Tencent Games exhibition booths occupied almost half of the huge Hall N4 at the Shanghai New International Expo Center, where the Chinese gaming giant created dynamic and engaging offline interactive experiences for players themed around its various hit titles.

Why it matters: The largest gaming booth exhibitor at ChinaJoy 2024, Tencent Games’ massive presence was a major show of strength as the company pursues further growth at home.

Details: Tencent Games set up four anime-roles represented by cosplayers in their exhibition area: “Advice,” “Benefits,” “Service,” and “Compliments.” Players could leave suggestions on the advice wall, enjoy small gifts, experience supportive service from the booth team, and receive on-site praise.

• One of Tencent’s overseas studios, the Finnish firm Supercell created an immersive exhibit at ChinaJoy that reflected their signature aesthetic. The studio showcased the first domestic trial of the online mobile action game Squad Busters and featured engaging activities based on its games such as Brawl Parade and Goblin Squad Hunt. 
• Squad Busters, which had its overseas release on May 29, generated $24 million in revenue within its first 30 days, according to Sensor Tower data. The Chinese version began its public beta testing today, the team said.
• Tencent’s hardcore shooter title Arena Breakout provided an immersive tactical experience where players could win prizes through shooting challenges and created personalized battlefield photos with tactical gear, echoing the Kamona battle scenes from the game. The company’s booth also featured three self-developed FPS (first person shooter) titles: Assault Fire, Delta Operation, and Call of Duty: Mobile, making it an interactive feast for FPS fans.
• Another FPS game, Riot’s Valorant, celebrated the anniversary of the launch of its Chinese version with various photo opportunities, cosplayer interactions, and exclusive game rewards.
• Teamfight Tactics, an auto battle game developed by Tencent’s subsidiary Riot Games, invited professional esports players to the exhibition stage area to compete with random players who signed up on site. 
• The Chinese gaming giant also exhibited Dungeon and Fighter, Black Desert, Naruto, Roco Kingdom, League of Legends, and Stone Age: Awakening as part of the event.

Context: ChinaJoy 2024 attracted a record-breaking 367,000 attendees, according to the organizers. The exhibition area this year was 130,000 square meters, with 307 participating companies. 

• Major game companies such as NetEase, Giant Network, Lilith Games, PlayStation, Ubisoft, and SNK also attended the four-day event, offering exclusive trials and interactive offline activities that drew long lines of enthusiastic players.

ChinaJoy Photos: