Already the nation's largest gaming exhibition, the 10th China Digital Entertainment Expo and Conference – ChinaJoy to its friends – is expanding to fill in excess of 70,000 sq m of the Shanghai New International Expo Center during July 26-28.

The expo, which covers all facets of gaming with a continual increased focus on mobile, will house more than 300 companies boasting over 600 displays – and this year features an enhanced B2B "integrated business negotiation area".

Zynga-zig-ah

Accompanying the announcement was the unveiling of ChinaJoy 2012's new branding.

Commemorating the show's anniversary and reflecting this year's "New Decade and New Era" theme, the branding is the work of Zhong Mingjuan, a concept designer at Zynga. 

Expect the 'CJ' mascots to appear on a t-shirt or plush toy near you…