Nation's digital heft in UAE spotlight

Asia's largest gaming expo, China-Joy, made its Middle East debut this week at the BRIDGE Summit in Abu Dhabi, the United Arab Emirates, showcasing China's role as a key player in merging artificial intelligence, gaming and culture to reshape global digital storytelling.

The conference and exhibition, covering the full spectrum of media and entertainment industries, attracted more than 60,000 participants from Monday to Wednesday, with a focus on turning local narratives into universal stories, as digital content, AI and the creative economy are converging into a unified ecosystem.

Featuring 19 exhibitors and globally acclaimed titles like Black Myth: Wukong and Delta Force, the China-Joy pavilion offered China's integrated model of entertainment, technology and culture.

"BRIDGE isn't just an exhibition — it's a proof of concept for our 'cultural co-creation' mode," said Yu Kun, head of the pavilion. "We're building a bridge between Chinese technological strength and Middle Eastern cultural preferences."

The move aligns with China's established strength in the export of digital content. The country solidified its position as the world's largest game exporter in the first half of this year, accounting for 32.6 percent of the global total, according to market analyst AppsFlyer.

For more than 20 years, ChinaJoy's annual edition in Shanghai has attracted 400,000 visitors per day and is widely regarded as one of the industry's most influential gateways.

Gaming is a perfect channel for cultural export, Yu said, as users empathize through joyful experiences.

"Just as we learned about Western heroism through foreign mythological games, Middle Eastern audiences discover Chinese mythology via Black Myth: Wukong," Yu said. "China should join hands with other Asian nations to build a more influential 'Asian narrative' in the global content economy."

Jamal Mohammed Obaid Al Kaabi, director-general of the UAE National Media Office, said that bringing ChinaJoy to Abu Dhabi "opens a new channel for partnerships among China, the UAE and global gaming leaders".

On the ground, Chinese innovations are resonating, as developers leverage technologies like AI realtime rendering to bring ancient myths to life.

"Black Myth: Wukong blends gameplay with Chinese culture brilliantly," said Basem Sheikha, an Emirati gamer. "I've recommended it to many friends, and they all love it."

Mohammed Ali Alblooshi, a staff member of twofour54, an Abu Dhabi government-backed media production company, said: "Asian influence lies in merging tech innovation with cultural diversity. Chinese gaming proves local narratives can resonate globally. China could be the tech enabler and content inspiration."

For local industry professionals, China's offering is more than entertainment, as gaming has surpassed traditional TV and film in market size globally, with 67 percent of creators using AI, and cross-sector collaborations have surged 340 percent in just three years, the UAE newspaper Khaleej Times reported.

Saudi Arabia, the UAE and Egypt together will have 85.8 million gamers generating $3.1 billion in game revenue by 2025, according to market researcher Niko Partners. It predicts that in the UAE, the average annual revenue per user will exceed $100 by 2029.

The Chinese pavilion also showcased the wider ChinaJoy ecosystem, including digital media studios, creative production houses and cultural and creative products.

"Many Emiratis love animations. It shows how integrated Asia and the UAE are," said Mayed Alsakhawi, an Emirati media expert. "The UAE and China are natural partners: China provides the tech and content, and the UAE offers geographic access and a flexible regulatory environment. Future media will bring more co-productions, cultural exchanges and business models that deepen mutual understanding."

cuihaipei@chinadaily.com.cn