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.