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Microsoft and Sony return to ACH expo as Chinese console market emerges

Microsoft and Sony return to ACH expo as Chinese console market emerges

In February 2015, the relevant Chinese government agencies officially licensed a number of console games.

So does it mean that a new age for the console game industry is inaugurated?

Expo for growth

On 31 July 2014, the 12th ChinaJoy was open at Shanghai New International Expo Center.

China's first video game-themed expo - the "Next Generation Console and Home Digital Entertainment Expo (referred to as ACH) - made its debut concurrently.

In ACH 2014, the biggest surprise was collective appearance of the big names - Microsoft, Sony and Nintendo.

To observers and industry insiders, this was of great significance, and provides an excellent opportunity to observe these companies' deployment in the Chinese market.

Good for gamers

Today, the console game giants have come into China, and players are the biggest beneficiary.

With the coming of the giants and support of the players, console players in China, particularly in Shanghai and Beijing, no longer have to buy consoles and game overseas, thus avoiding a lot troubles in terms of warranties and after-sell services.

The console game giants have come into China, and players are the biggest beneficiary

From Microsoft's launch of Xbox One at ACH 2014, it can be seen that the console gamers have received unprecedented attention. For example, Sony carried out restructuring last year, abandoning its PC and Sony Online Entertainment businesses, and will focus on the PS4 business.

With such a large market, China naturally becomes its main target and this will lead to a high level of support for the PlayStation 4 market in China.

This is context for the second ACH, which once again will run concurrently with ChinaJoy from July 30th - August 2nd this year at the Shanghai New International Expo Center.

Once again, Sony and Microsoft will re-appear.

What pleasant surprises will they bring? We're looking forward to them.

You can find out more about Chinajoy 2015 from its website. 


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