August 9, 2023

ChinaJoy 2023: Highlights from Asia’s biggest gaming expo

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ChinaJoy 2023 was back in full force for its 20th anniversary with over 338,000 attendees, visiting 500 exhibitors across 22 countries and regions in a jammed packed 4 days. As the largest gaming and digital entertainment exhibition in China, of course, Mistplay didn’t miss out on this event.

Read on to see what we got up to and learned at ChinaJoy 2023.

Mistplay’s booth at ChinaJoy

For the very first time, we hosted our own booth at ChinaJoy, meeting over 370+ clients, partners and prospects fuelled by coffee, snacks and great company. We also partnered with three other exhibitors to host a stamp collection and lucky draw, which gathered over 200 participants. Visitors who collected all of the stamps received a gift package and a chance to win the big prize – a Nintendo Switch™!

A Futuristic East x Punk Party @ Mega Party

Mistplay employees posing at ChinaJoy party

We’re proud to be one of the sponsors at the exciting East X Punk party hosted by Sailing Global. With over 700+ attendees, the Mistplay team was able to network over cocktails, a great cosplay show, and lucky raffles. It was an electrifying night for all party-goers.

Center stage for our keynote speech @Gaming and Pan-entertainment Summit

Tina Zheng from Mistplay presenting a keynote speech on loyalty at ChinaJoy

Our very own Tina Zheng, Director of Commercial (APAC), presented a memorable keynote speech on the power of loyalty programs, hosted by Beluga Global. 

Highlights included: 

  • An overview of loyalty programs versus rewarded video and offerwalls 
  • How Mistplay implemented a successful rewarded feedback loop for gamers
  • How loyalty can work for publishers to increase LTV and ROI 

👀 Related reading: Loyalty is the new key to profitable growth for mobile games

3 takeaways from ChinaJoy 2023

1. Multi-genre games are the new trend

More and more game developers are breaking traditional definitions of genres and mixing gameplay elements from multiple genres into one experience. Puzzle + RPG, Simulation + Card or even Adventure + Music + Racing.  

Of course, breaking down genre barriers means more gameplay mechanics, bigger potential audiences, and better monetization opportunities  – but also has higher requirements for game development and design. 

2. Monetization, monetization, monetization

Games are adopting more than one monetization approach to maximize their revenue streams and profit. According to SensorTower, in Q1 2023, 40% of mobile games have 6~7 monetization approaches including IAA, IAP, paid ad-free, subscription and more. 

3. AI is becoming an organic part of gameplay

AI has proved its value on scaling up the user acquisition, now is expanding its value into the game itself. Enhanced by AI, the conversation between player and NPC can be more customizable to feel more and realistic. 

Where will we go next?

As the #1 loyalty app for mobile gamers*, we’re excited to continue discussing all things loyalty at G-Star in South Korea, November 16-19, 2023. 

Subscribe to our newsletter and follow us on Linkedin to stay up-to-date about where you can find us and receive industry insights straight to your inbox. 

*Based on 2023 Sensor Tower Data


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