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Tag Archives: Chinajoy
Bilibili World 2026: A Strategic Guide for Game Exhibitors
April 23, 2026
Bilibili World 2026: A Strategic Guide for Game Exhibitors
Held every July in Shanghai, Bilibili World is one of China’s leading subculture game shows, drawing Gen Z visitors around gaming, animation, and fandom culture.
China’s game marketing landscape is shifting. For many years, ChinaJoy symbolized the center of China’s game exhibition scene. Today, more attention is moving toward Bilibili World.
Launched in 2017, Bilibili World is still relatively young compared to longer-established events. Yet its growth has been rapid. The show drew around 250,000 visitors in 2024 and then jumped to 400,000 in 2025, showing how quickly it has grown within China’s Gen Z fandom and subculture audience.
Why Bilibili World Matters
Why Bilibili World Instead of ChinaJoy?
It all comes down to the audience and the unique nature of the event.
1. Concentrated Gen Z subculture fandom
If ChinaJoy is a broad, mainstream game show, Bilibili World is much more centered on subculture communities. It has a stronger festival-like atmosphere built around fandom, which makes it a more suitable space for strengthening IP loyalty among deeply engaged users.
Since the pandemic, many Korean game companies have shifted toward collectible RPGs and subculture-oriented titles. As a result, they have increasingly preferred events where highly engaged users gather, rather than relying only on broader mass audiences. For these brands, Bilibili World offers access to core users with stronger loyalty and higher spending intent.
2. Platform-driven viral reach
One of Bilibili World’s biggest strengths is its built-in online spread.
Because the event sits within the wider Bilibili platform, one of China’s largest video communities, cosplay content, stage events, fan videos, and creator posts can continue generating views after the show ends. This allows offline activation to connect naturally with online traffic.
That makes Bilibili World especially valuable from a marketing perspective, since the event does not stop at the exhibition floor.
3. A highly targeted strategy
There was a period when uncertainty around China’s game license environment made large-scale exhibition participation less attractive for some brands. Even after licensing resumed, many companies continued to favor a more focused approach.
Instead of spending on broader expos, they chose to concentrate on younger users who are more likely to spend time with a game and respond actively to its content. That helps explain why titles such as KRAFTON’s upcoming releases or Pearl Abyss’ Crimson Desert have appeared at Bilibili World. The event offers direct contact with one of the youngest and most active gaming audiences in China.
For global game companies looking at China, Bilibili World has become a major event that is increasingly difficult to overlook.
Bilibili World by the Numbers
The impact of Bilibili World becomes even clearer through recent event figures. The speed of ticket sell-outs alone shows how strong the audience loyalty has become.
These figures suggest that Bilibili World works as more than an offline show. It also functions as a media platform that draws real-time reactions from online users across China.
| Category | Bilibili World Snapshot |
|---|---|
| Venue | National Exhibition and Convention Center (NECC), Shanghai |
| Scale | 240,000㎡ |
| Booth Count | 700+ booths |
| Ticket Sales | First-round tickets sold out in 35 seconds, second round in 6 seconds |
| Visitors | 400,000 |
| Global Visitor Share | Approximately 13% |
| Digital Reach | 5.5 billion views for #BW2025 posts |
| Streaming Exposure | 12 million concurrent viewers |
Large-scale game exhibitions require more than a strong booth concept. Use EIDETIC’s Booth Cost Estimator to calculate an initial planning range covering estimated booth rental, construction, and operational expenses.
Understanding the Audience
The main audience at Bilibili World is Gen Z, especially visitors in their late teens and early twenties. They account for a large share of the total audience.
For this group, games are not only a form of entertainment. They are also a cultural code through which identity, taste, and community are expressed. This is especially visible in audiences who are highly immersed in subculture IPs built around animation, characters, and worldbuilding.
At offline events, these visitors tend to place greater value on participation and ownership than on passive viewing alone.
Within this audience, visitors can be broadly divided into two groups: Hardcore Users and Casual Users. Each group responds to a different booth strategy and a different type of content structure.
✔️Hardcore Users
Hardcore users are the core target for fandom building.
They actively search for game information even before the event begins. This group is more likely to join cosplay activities, participate in closed beta opportunities, and engage with official communities or fan-created content. Limited-edition merchandise and first-reveal content shown on site also tend to generate a strong response.
These users are often willing to wait longer and go through more complex participation steps if the reward feels meaningful.
Most importantly, they act as organic brand ambassadors, extending the event’s reach long after the doors close. For that reason, booth design for this audience should focus less on general brand awareness and more on deeper IP immersion.
✔️Casual Users
Casual users are important for broadening booth traffic.
They are less tied to a single genre and more open to exploring a wider range of games and content. At events, they care more about fun and immediate participation than about deep familiarity with one IP.
This means they tend to respond better to intuitive interactions than to complicated experience structures. They also show higher participation in social sharing activities and short-form event missions.
When it comes to rewards, they usually prefer fast participation and immediate results rather than long wait times. For this audience, mini-games, random merchandise draws, and social sharing missions can play an important role in increasing booth traffic and building on-site buzz.
Hall and Booth Strategy
At Bilibili World, hall selection should be approached carefully. It is not only about booth size or visibility. It also involves hall character, neighboring brands, IP synergy, cosplay movement, and the structure of content spread within the venue.
For brands looking for deeper engagement with subculture fandom, Hall 2, Hall 3, and Hall 4 deserve close attention.
| Hall | Theme | Characteristics | Example Brands and IPs |
|---|---|---|---|
| 1.1 | Community and Long-tail | Focused on doujin goods and participatory events. Around half of the hall is dedicated to merchandise sales. | Individual creator booths, board games, subculture event zones, adventure-themed areas |
| 2.1 | AAA and Console | Smaller hall with major companies and premium titles | SEGA, Pearl Abyss’ Crimson Desert, Borderlands, Wuchang, Azur Lane |
| 3 | High-End IT Synergy | Strong synergy between major IT companies and high-spec game titles | BrownDust, PUBG, Call of Duty, Wuthering Waves, NVIDIA, SONY, MSI |
| 4.1 | Mobile and Popularity | Mid-sized IT brands and broadly popular mobile and FPS titles | Goddess of Victory: NIKKE, Overwatch 2, Blue Archive, Lenovo, Intel, Omen |
Bilibili World requires a different approach from more general game exhibitions. The following points should be considered together.
1. Hall position and audience density
Hall selection affects both traffic volume and audience fit. The goal is to choose a location where the surrounding visitors are more likely to match the game.
2. Adjacent IP synergy and cosplay flow
Nearby brands, neighboring IPs, and cosplay movement all influence the booth environment. These factors can shape how naturally visitors connect with the booth.
3. Content spread structure
At Bilibili World, booth planning is also linked to content spread. It is important to consider not only the booth itself, but also how the experience may continue through photos, videos, and fan sharing after the event.
We have executed major on-site activations for top-tier subculture titles like NIKKE and Stellar Blade, building fandom-centered event structures and on-site viral strategies. Our strength lies not only in booth operations, but also in designing fandom engagement and content spread as part of one integrated strategy.
For game companies preparing for Bilibili World, this can include hall selection strategy, audience analysis, experience content planning, creator and cosplay operations, on-site content production, and online amplification planning. As the event continues to grow, early decisions about where to exhibit, which audience to target, and what kind of experience to build can have a major impact on performance.
FAQ for Bilibili World Exhibitors
Bilibili World is typically held in July in Shanghai. The official dates for 2026 have not yet been announced. Based on previous years, the event generally runs over a weekend in mid-to-late July. Exhibitor applications typically open several months in advance.
ChinaJoy is China’s largest general game expo, drawing a broad mainstream audience across PC, mobile, and console. Bilibili World is a subculture-focused event with a more concentrated Gen Z fandom audience built around IP, animation, and community. ChinaJoy prioritizes scale and brand visibility; Bilibili World prioritizes fandom depth and content-driven spread. For titles with strong subculture communities, Bilibili World often delivers higher engagement per visitor than a larger but less targeted show.
More game brands are paying attention to Bilibili World because it brings together concentrated Gen Z fandom, strong subculture communities, and a platform environment that helps offline content spread online.
For brands preparing for Bilibili World, early planning matters. We help exhibitors shape that experience across booth strategy, fandom engagement, creator operations, and on-site execution.
TOP5 Biggest Global Game Expos by Game Exhibition Agency
June 4, 2024
TOP5 Biggest Global Game Expos
by Game Exhibition Agency
Eidetic Marketing
“Who is the biggest game expo now?”
With the continuous advancement of technology, it is no surprise that game expos have become some of the most eagerly anticipated and widely attended events globally.
While many believe these expos are a recent phenomenon in the era of social media and entertainment, they have actually been around for the past 60 years! In 1968, Gen Con made its debut in Lake Geneva, Wisconsin, with nearly 100 attendees.
Today, game expos attendance reaches into the hundreds of thousands. Let’s explore the top 5 biggest game expos in the world for 2024 and see what they offer!
| Game Expo Name | Date | Location |
| 1. Gamescom | August 21st-25th | Germany |
| 2. Taipei Game Show | January 25th-26th | Taiwan |
| 3. Brasil Game Show | October 9th to 13th | Brazil |
| 4. Tokyo Game Show | September 26th to 29th | Japan |
| 5. ChinaJoy | July 26th-29th | China |
1. Gamescom
- • Date: August 21st-25th, 2024
- • Location: Cologne, Germany
- • Venue : Koelnmesse Exhibition Center
- • Volume: 320K attendees
- #63 Countries & 1227 Exhibitors #Europe #Since2009
Gamescom is the biggest gaming expo now,
with an attendance of 320,000 in 2023. It is held annually in Cologne, Germany at Koelnmesse Exhibition Center. This year, it will take place from August 21st to 25th, 2024, with a live opening night on the 20th. Gamescom is Europe’s premier general gaming expo, showcasing cutting-edge hardware and gaming engines through over 1,000 exhibitions from 56 countries. It is live-streamed on Youtube, Twitch, and its official website. From international cosplayers, artists, and musical acts to a unique retro arena featuring over 200 ready-to-use game consoles, home PCs, handhelds, and arcade machines from the past four decades, there is something for everyone to enjoy.
Eidetic collaborated with BMW to participate in 2023 Gamescom exhibition, effectively showcasing the AirConsole service. By bringing the BMW i5 vehicle to the booth, visitors could fully experience AirConsole paired with BMW’s electric car technology, providing an immersive in-car gaming experience. Integrating BMW’s comfortable seats, high-quality speakers, and curved displays with the AirConsole platform created the ultimate gaming environment. Eidetic managed all aspects of the exhibit as a professional game expo agency, including graphic visuals, booth design and construction, event planning, and operations, offering a comprehensive solution to reposition BMW as a mobility company.
2. Taipei Game Show (TGS)
- • Date: January 25th-26th, 2024
- • Location: Taipei, Taiwan
- • Volume: 320K attendees
- #Asia #TGSonline #Since2003
Taipei Game Show (TGS)
Close on Gamescom’s heels is the Taipei Game Show, held in Taipei, Taiwan. This year it took place on January 25th and 26th. TGS has continued for over 20 years and attracts more than 2,500 business visitors from 40 different countries and regions. The pandemic did not slow this event down; it was held entirely online in 2021 and now offers a hybrid experience to ensure no one misses out. In 2023, it even saw an attendance of 320,000!
3. Brasil Game Show (BGS)
- • Date: October 9th-13th, 2024
- • Location: Sao Paulo, Brazil
- • Volume: 320K attendees
- #LatinAmerica #Since2009
Brasil Game Show also boasted a turnout of 320,000 last year in Sao Paulo, Brazil. It was the first gaming expo in the world to break the 300,000 mark, and they hope to break more records in the future. This year, it will be held from October 9th to 13th. The expo encourages the mingling of game developers and cosplay enthusiasts alike. Annual features include an opening ceremony, lifetime achievement awards, an arcade game station, talks, meet&greets, shopping, and a PC gaming area.
4. Tokyo Game Show (TGS)
- • Date: September 26th to 29th, 2024
- • Location: Tokyo, Japan
- • Venue : Makuhari Messe
- • Volume: 240K attendees
- #Oldest #Originality #Asia #Since1996
Returning to Asia, the next expo is the Tokyo Game Show, with an attendance of 270,000 in 2023. It is presented by the Computer Entertainment Supplier’s Association and Nikkei Business Publications. While its main focus is on upcoming Japanese game titles and release dates, it generates even more excitement with high-tech gaming inventions like headphones, controllers, furniture, and portable gaming devices. Its “Sense of Wonder Night,” featuring innovative and experimental computer games, is always a highlight. The show is closed to the general public for the first 2 days, allowing industry professionals to discuss the latest trends. This year, don’t miss your chance to visit from September 26th to 29th, 2024.
5. ChinaJoy
- • Date: July 26th-29th, 2024
- • Location: Shanghai, China
- • Venue : Shanghai New International Expo Center
- • Volume: 330K attendees
- #Asia #Since2004
Last but certainly not least is ChinaJoy, held in Shanghai, China. This year, ChinaJoy is scheduled for July 26th to 29th. Also known as the China Digital Entertainment Expo & Conference, it has 30 different countries participating and showcases over 3,500 games annually. It hosts numerous exhibitions related to literature, art and music occupying a massive venue of 7500 sq ft.
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Global Game Exhibition, Events Schedule in 2024
May 28, 2024
Global Game Exhibition Events Schedule in 2024
Eidetic Marketing
Taipei Game Show
- • Dates: January 25th-29th
- • Location: Taipei, Taiwan
- • Attendees in 2023: Approximately 300K
The Taipei Game Show is one of the most prominent global gaming events in Asia, attracting industry professionals, gamers, and developers from around the world. It features game exhibitions, business matching events, and various game events.
GDC (Game Developers Conference)
- • Dates: March 18th-22nd
- • Location: San Francisco, USA
- • Attendees in 2023: Approximately 28K
GDC is the world’s largest professional game industry event, where developers gather to exchange ideas, attend lectures, and participate in workshops. It covers all aspects of game development, from programming to design and business.
#GameDevelopment
PAX East
- • Dates: March 21st-24th
- • Location: Boston, USA
- • Attendees in 2023: Approximately 130K
PAX East is a popular event that celebrates gaming culture. It features panels, exhibitions, concerts, and tournaments. It attracts gamers, developers, and industry professionals alike.
Anime Expo
- • Dates: July 4th-7th
- • Location: Los Angeles, USA
- • Attendees in 2023: 390K
Anime Expo is the largest anime and manga convention in North America, bringing together fans and industry representatives for a celebration of Japanese pop culture including anime, manga, gaming, and cosplay.
#Anime #Cosplay
San Diego Comic-Con (SDCC)
- • Dates: July 25th-28th
- • Location: San Diego, USA
- • Attendees in 2023: 150K
San Diego Comic-Con is the largest comic book and pop culture convention held annually in San Diego, California, since 1970. It features panels, exhibitions, events related to comics, movies, TV shows, games, drawing fans and celebrities alike.
Chinajoy
- • Dates: July 26th-29th
- • Location: Shanghai, China
- • Attendees in 2023: 338K
Chinajoy, aka the China Digital Entertainment Expo & Conference, is the largest gaming and digital entertainment exhibition in Asia. It showcases the latest in gaming, e-sports, and digital entertainment technology.
2019 Chinajoy Booth Design by Eidetic Marketing
Comic Market (C104)
- • Dates: August 11th-12th
- • Location: Tokyo, Japan
- • Attendees in 2023: 260K (C102)
Comic Market, aka Comiket, is the world’s largest *doujinshi fair. It is held twice a year and is a major event for manga and anime fans, offering a platform for creators to share their work with a large audience.
*Doujinshi : self-published works in Japan
Gamescom
- • Dates: August 21st-25th
- • Location: Cologne, Germany
- • Attendees in 2023: 320K
Gamescom is the largest gaming event in Europe, held annually in Cologne, Germany. It features game announcements, exhibitions, and networking events, attracting both industry professionals and gaming enthusiasts from around the globe.
2023 Gamescom BMW by Eidetic Marketing
#Game Exhibition #Experience Marketing
PAX West
- • Dates: August 30th-September 2nd
- • Location: Seattle, USA
- • Attendees in 2023: 120K
PAX West is a premier gaming convention that celebrates video games and gaming culture. It offers panels, game demos, tournaments, and concerts, making it a must-attend event for gamers and developers.
#VideoGames
Tokyo Game Show
- • Dates: September 26th-29th
- • Location: Tokyo, Japan
- • Attendees in 2023: 240K
The Tokyo Game Show is well known for being a premier Japanese game show, showcasing the latest in gaming from major and independent developers. It features extensive exhibitions, business meetings, and public access days for gaming enthusiasts. The event highlights cutting-edge technology, new game releases, and offers a platform for networking within the gaming industry.
#Craftsmanship #Subculture
G-Star
- • Dates: November 14th-17th
- • Location: Busan, South Korea
- • Attendees in 2023: 197K
G-Star is South Korea’s largest gaming convention, featuring exhibitions from local and international game developers, conferences, and business meetings. It is a key event for networking and discovering the latest in gaming trends.
Eidetic Marketing has been designing G-Star booth exhibitions for over 10 years, with major clients including Tencent, EA Sports, Krafton etc. Currently, there is an increasing number of international game publishers who want to participate in G-Star. We specialize in designing large booths with differentiated designs and have extensive experience in global marketing, allowing us to integrate branding with exhibition booth design.
#Esports #Subculture #Convention
AGF (Anime Game Festival)
- • Dates: Early December
- • Location: Ilsan, South Korea
- • Attendees in 2023: 65K
The Anime Game Festival is a celebration of anime and gaming culture, bringing together fans, developers, and industry professionals. It features exhibitions, panels, and interactive events related to anime and games.
#Subculture
Comic Market (C105)
- • Dates: Late December
- • Location: Tokyo, Japan
- • Attendees in 2023: 270K (C103)
Comic Market is the winter edition of the bi-annual Comiket event in Tokyo. It continues to be a significant event for manga, anime, and doujinshi enthusiasts, providing a platform for creators to showcase their work.
