As the premier gaming exhibition in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA), the Asia Game Festival (AGF) undoubtedly stands as one of Guangzhou's biggest highlights during the National Day and Mid-Autumn Festival holiday. Data from the Guangzhou Municipal Commerce Bureau reveals that in the first half of this year, major venues in Guangzhou hosted 11 large-scale Animation-Comic-Game (ACG) exhibitions, attracting 840,000 visitors. These exhibitions have become a driver for stimulating cultural and tourism consumption across the entire city.

During the holiday, Guangzhou will launch consumer vouchers worth 130 million yuan in commercial venues in phases. Preliminary data show that over 40% of attendees at AGF and the concurrent China International Comics Festival (CICF) came from other provinces. They came not just for entertainment, but to participate in a "consumption ritual of their own identity."

Guangdong stands as a major hub for China's gaming industry. According to the "2024 Guangdong Gaming Industry Development Report", the province's gaming revenue reached 260.43 billion yuan in 2024, accounting for nearly 80% of the national total. Guangzhou alone captured 43.2% of the national share with revenues reaching 140.67 billion yuan.

In May this year, Guangdong issued the "Several Measures for Promoting the High-Quality Development of the Online Game Industry in Guangdong", which is China's first provincial-level policy dedicated to the gaming sector. The 13 measures cover the entire industrial chain, from original content, technology to industrial clusters, offering rewards of up to 5 million yuan for outstanding projects and explicitly supporting R&D in AI and large-scale game models.

The AGF exhibition booths functioned as a grand IP merchandise expo. In Guangdong, the production of mecha models—from IP licensing and 3D modeling to mold making and manufacturing—can all be completed within the Pearl River Delta. A representative from a trendy toy company in Dongguan noted, "Guangdong's advantage lies in its supply chain responsiveness: design revisions made in the morning can yield prototypes by afternoon—the fastest turnaround globally."

“大湾区游戏第一展”AGF落幕，广东新生态再也藏不住了

作为“大湾区游戏第一展”，AGF亚洲游戏博览会无疑是国庆双节期间广州最热闹的一件大事。广州市商务局数据显示，仅今年上半年，广州重点场馆举办大型ACG展会达11场，接待观众84万人次。展会成了撬动整座城市文旅消费的杠杆。

这个国庆期间，广州将在商业场所分阶段发放共1.3亿元消费券。据不完全统计，AGF及同期举办的CICF展会中，跨省观众占比超四成。他们不只是来看展，更是来完成一场“身份认同的消费仪式”。

广东是全国游戏产业的重镇。《2024年广东游戏产业发展报告》显示，全省游戏产业营收达2604.31亿元，占全国近八成。广州更是以1406.67亿元的营收规模，拿下全国43.2%的份额。

今年5月，广东出台全国首个省级游戏产业专项政策《关于推动网络游戏产业高质量发展的若干措施》，13条举措覆盖原创、科技、产业集群等全链条，对优质项目最高奖励500万元，并明确支持AI与游戏大模型研发。

AGF展台更是一场大型IP衍生品博览会。在广东做机甲模型，可以从IP授权、3D建模到开模生产，全部在珠三角完成。有东莞潮玩企业相关负责人告诉记者，“广东的优势在于：上午修改设计图，下午就能拿到打样，供应链反应速度全球最快。”

文丨记者 杭莹
图｜记者 刘畅
翻译丨盛嘉
审校丨王枥焓