If one regards the Asia Game Festival (AGF) merely as an ordinary exposition, one would be underestimating its impact.

Inside the venue, there is an 82,000 m² of main exhibit space, nearly 1,000 top global brands, over 7,000 IP-themed products, and an estimated 800,000 visitors. Outside the venue, 10 anime-and-game themed bus lines crisscross Guangzhou's key landmarks, more than 150IP tie-in ads cover shopping districts across the city, and over 20 malls create"Anime & Gaming Carnival" via IP pop-ups and cultural performances.

For gaming in China, look to Guangdong; for gaming in Guangdong, look to Guangzhou. In 2024, the revenue scale of Guangdong's gaming industry reached RMB 260.431 billion, accounting for nearly 80% of the national total. Guangdong hosts 27 listed gaming companies, ranking first among all provinces and cities. Focusing in on Guangzhou, the city's 2024 gaming industry revenue reached RMB 140.667 billion, setting a new historical high and accounting for over 43% of China's total.

In May of this year, Guangdong proposed to "create a slate of influential gaming event brands across online and offline channels." Several distinctive ACG (Animation, Comics, and Games) consumer markets are rapidly taking shape, such as Guangzhou Comic Cityand Dynasty Plaza. At theinaugural Kuro Game Carnival, governments distributed nearly 50,000 themed consumption vouchers.

The crossover stories scripted by this exposition have deeply woven themselves into the fabric of the city's culture. All of this is the fruit of the joint nurturing by Guangdong's gaming industry and policy support, and represents the deeper impact that the AGF should never be underestimated.

In addition, the China International Comics Festival(CICF) Animation and Game Expo is held concurrently. Current data show there are 206,000 enterprises in Guangdong engaged in animation, comics, film, and television, making up 13% of the national total. Relying on the Dongguan and Chaoshan toy industry clusters, derivative products in retail exceed RMB 5 billion annually.

Source:PEARL

这场游戏博览会的“能量”为何不容低估？

如果仅将AGF亚洲游戏博览会视为一场普通的展会，便低估了它的能量。

展馆内，8.2万平方米主展馆、近1000个全球顶流品牌、7000余款IP周边产品、预计80万观众参与；展馆外，10条动漫游戏主题公交专线穿梭于广州核心地标，150余幅IP联动广告覆盖全城商圈，超20个商场通过IP快闪、文化演出等形式营造“次元狂欢”氛围。

中国游戏看广东，广东游戏看广州。2024年广东游戏产业营收规模达2604.31亿元，占全国比重近八成；广东有27家上市游戏企业，在全国各省市中位居榜首。具体到广州，2024年游戏产业营收规模达1406.67亿元，创下历史新高，占全国比重超43%。

今年5月，广东提出“打造一批有影响力的游戏线上线下活动品牌”。动漫星城、地王广场等一批特色二次元消费集市加速形成；库洛游戏首届嘉年华上，政府部门还发放了近五万张专场消费券。

展会所书写的“破圈”故事，已深刻融入了城市的文化肌理。这一切，正是广东游戏产业与政策共同浇灌出的成果，也是AGF亚洲游戏博览会最不该被低估的深层能量。

此外，CICF中国国际漫画节动漫游戏展同期举办。数据显示，当前广东动漫影视相关企业20.6万家，占全国13%，依托东莞、潮汕玩具产业带，衍生品年零售市值超过50亿元。

文｜记者 李妹妍 杭莹
译 | 郑奕玲
英文审校 | 王枥焓