2026 ChinaJoy Observations: PC Declines, and Games Are Everywhere - 36Kr

At ChinaJoy 2026, major PC CPU and graphics card booths were less visible, while Qualcomm’s Snapdragon hall and mobile gaming/esports promotions stood out.

Brands from peripherals, storage, displays, automotive, logistics, e-commerce, and even cameras joined the show, underscoring gaming’s spread into broader consumer culture.

China’s mid-2026 game industry figures showed both user growth and higher revenue, with PC gaming revenue rising faster than mobile gaming.

The event highlighted a shift in marketing priorities away from traditional PC hardware and toward mobile, esports, and cross-industry gaming branding.