Gaming Events in Asia: The Complete 2026 Guide

Regional Guide · March 1, 2026

Asia represents the world's largest gaming market, generating over $85 billion in revenue annually. For Western companies looking to expand into Asian markets, attending the right events is essential for building relationships and understanding local market dynamics.

China: The World's Largest Market

ChinaJoy (Shanghai, July-August)

China's flagship gaming expo attracts 300,000+ visitors. The BTOB (Business-to-Business) section is where international deals happen. Key considerations:

  • You need a Chinese publishing partner for market entry (ISBN requirement)
  • Book meetings 2-3 months in advance through official channels
  • Bring Mandarin-speaking team members or hire interpreters
  • Understand China's content regulations before pitching

Game Connection Shanghai

A focused B2B matchmaking event that pairs Western developers with Chinese publishers and investors. Smaller and more intimate than ChinaJoy, making it ideal for serious deal-making.

Japan: Quality Over Quantity

Tokyo Game Show (September)

Japan's premier event combines consumer excitement with serious B2B activity. The Business Day (first two days) is essential for meetings with Japanese publishers like Bandai Namco, Square Enix, and Capcom.

BitSummit (Kyoto, July)

Japan's premier indie game festival, held in the cultural capital of Kyoto. An excellent entry point for indie developers seeking Japanese publisher attention.

South Korea: Mobile & Online Gaming Hub

G-STAR (Busan, November)

South Korea's largest gaming expo, particularly strong in mobile and online gaming. Korean publishers like Nexon, NCSoft, and Krafton are actively seeking Western content.

Southeast Asia: The Emerging Frontier

Level Up KL (Kuala Lumpur, Malaysia)

Southeast Asia's growing game development scene is centered around Malaysia, with Level Up KL serving as the region's premier developer conference.

GameStart Asia (Singapore)

Singapore's gaming event serves as a gateway to the broader Southeast Asian market, with its 680 million potential gamers.

Tips for Western Companies

  • Relationships first: Asian business culture prioritizes relationships over transactions
  • Localization matters: Show that you've invested in understanding local markets
  • Patience pays: Deals in Asia often take longer to close but can be more valuable
  • Cultural sensitivity: Research local business etiquette before attending

Explore all Asian gaming events on our interactive map.