ChinaJoy 2026 has opened at the Shanghai New International Expo Centre, showcasing a diverse entertainment ecosystem that combines automotive technology, gaming, and IP collaborations. The event has evolved beyond a traditional gaming exhibition, with companies integrating AI, smart hardware, and gaming content to create richer offline interactive experiences.
Automotive Technology Meets Gaming
BYD’s booth featured a showcase of both automotive technology and gaming, with custom itasha cars alongside an immersive smart cockpit experience. Visitors could step inside and play games using the in-car infotainment system.
The company showcased a special itasha based on the Denza Z9 GT, drawing attention from gaming and anime fans. The vehicle recreates the Asurada GSX, the iconic racing car driven by protagonist Hayato Kazami in the classic anime series Future GPX Cyber Formula.
Another itasha based on the League of Legends champion Ekko was also showcased, featuring a purple-themed livery and elements from the League of Legends Pro League. It is an official themed display vehicle created through BYD’s collaboration with the game IP.
Immersive Gaming Experiences
PlayStation’s booth featured an immersive interactive space under the theme PLAY HAS NO LIMITS, with Helldivers armor cosplayers from Helldivers 2 creating a sci-fi battlefield atmosphere. The booth also offered hands-on demos of multiple PS5 titles, including Helldivers 2 and Marvel Tōkon: Fighting Souls.
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Kingsoft Games showcased a major collaboration between Goose Goose Duck and JX3, featuring the theme Goose and Duck Heroes, Embarking on a Journey Through the Martial World. The visual design blended the distinctive elements of both IPs, with the adorable geese and ducks transformed into martial arts heroes.
Century Games presented its diverse global game portfolio, with a lineup of popular titles from different genres. One of the highlights was Whiteout Survival, the ice-and-snow survival SLG that returned to ChinaJoy for the third consecutive year.
Expanding Global Portfolios
Through a mix of game demos, themed installations, and interactive experiences, Century Games highlighted its expanding global portfolio across strategy, survival simulation, tower defense, and other genres. The company’s booth featured a winter-themed interactive zone, with the iconic polar bear mascot becoming a popular photo spot among players.
As the event continues, companies will likely showcase even more innovative collaborations and immersive experiences that blur the lines between automotive technology, gaming, and entertainment. With the increasing popularity of gaming and esports, companies are looking for new ways to engage with fans and create unique experiences that set them apart from the competition.
The esports industry is expected to continue growing, with more companies investing in gaming and interactive experiences. ChinaJoy 2026 is just one example of how the entertainment ecosystem is evolving, with a focus on creating richer, more immersive experiences for fans, including those related to AI crisis and its impact on the industry.
