Chi­naJoy is at­tached to CDEC, a Chi­nese de­vel­oper con­fer­ence that takes place in a nearby ho­tel. This year’s open­ing key­note speeches by speak­ers from the Chi­nese govern­ment, Ten­cent, NetEase and Per­fec­tWorld stressed the im­por­tance of pro­tect­ing Chi­nese cul­ture through the cre­ation of orig­i­nal games and the pro­mo­tion of Chi­nese heroes. ‘Pa­nen­ter­tain­ment’ was the buzz­word of choice – fran­chises built around games, comics, movies and TV. This is a nat­u­ral fit for the Chi­nese in­dus­try, whose ma­jor play­ers (par­tic­u­larly Ten­cent) op­er­ate in so­cial media, movie pro­duc­tion, games de­vel­op­ment and book pub­lish­ing si­mul­ta­ne­ously. Warner Brothers’ Steven Chi­ang and Ubisoft’s Yves Guille­mot pre­sented their own com­pa­nies as mod­els for the Chi­nese games in­dus­try in this re­gard, with Ubisoft stress­ing its new movie pro­duc­tion and the­mepark busi­nesses along­side tra­di­tional games de­vel­op­ment.

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