China Internet: ChinaJoy2026 Takeaways: Level Up With AI

Research evidence excerpt

China Internet: ChinaJoy2026 Takeaways: Level Up With AI

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03 Aug 2026 12:11:15 ET │ 23 pages

China Internet

ChinaJoy 2026 Takeaways: Level Up With AI

CITI'S TAKE

Alicia Yap, CFA AC

On Jul 31, we participated in ChinaJoy 2026 in Shanghai held between Jul +852-2501-2773

31-Aug 3. With a theme of “Level Up With AI”, ChinaJoy 2026 covers a alicia.yap@citi.com

greater exhibition area, larger amount of exhibitors and higher foreign

studio participation vs. 2025, which we view may potentially attract more Nelson Cheung

audiences and traffic this year. Comparing to still-cautious investor +852-2501-2728

sentiment in the internet and gaming sector, we observed ChinaJoy 2026 nelson.cheung@citi.com

may likely wrap up better-than-market expectation given more mature AI

gaming adoption (showcased by Tencent, Century Huatong, Kingnet, 37),

updates on new releases by key studios, more indie studios coming up with

their AAA titles and extended online gaming industry chain towards

multiple digital entertainment fields to justify a healthy online gaming

industry development with resilient and sustainable earnings. We reiterate

Buy on market leaders Tencent as potential AI gaming transformation,

NetEase as defensive play and Century Huatong as A-share preferred pick.

ChinaJoy 2026 details — ChinaJoy 2026 covers an exhibition area of 140,000sqm

(+4% yoy) with over 900 exhibitors (+13% yoy) from 39 countries/regions including

US, Canada, UK, Germany and Korea. In BTOC Interactive Entertainment Halls,

exhibition areas increased by 9% yoy driving exhibitors increasing by 12% yoy. In

BTOB Business Halls, exhibitors also increased by 3% yoy with overseas (and foreign

funded) companies accounting for 46.6% BTOB exhibitor mix from 43% last year.