ChinaJoy 2025: Impressions from the Logrus IT Team
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From August 1–4, Shanghai hosted the 22nd annual ChinaJoy—one of the world's largest digital entertainment events. Members of the Logrus IT team who attended the exhibition shared their insights and impressions.
What stood out most this year was the event's truly international scope. ChinaJoy 2025 broke records, with 743 companies—237 of them international—from 37 different countries and regions. "We saw booths from Vietnam, the Philippines, Thailand, Korea, Japan, Turkey, the Czech Republic, the U.S., and many others," noted Anna Pronina, International Development Specialist at Logrus IT. Russian organizations were also well represented, promoting the expansion of games into new markets.
Developers from more and more countries are stepping onto the global stage—and with that comes a growing demand for high-quality localization to attract players and build loyalty. Brands are increasingly relying on deep cultural adaptation to connect with players on an emotional level.
"We see how subtle linguistic fine-tuning drives engagement. Content that feels truly local becomes the key to lasting interest," shared Yuxiang Hou, a specialist from Logrus IT's China office.
Industry Highlights and Business Meetings
In the B2C space, exhibitors showcased their latest releases. Huge lines formed at demo stations for much-anticipated titles such as Phantom Blade Zero. Visitors were also drawn to Assassin's Creed Shadows, localized into Russian by our specialists.
That said, Logrus IT's main focus was on the B2B sector. In the business area, our colleagues met with Chinese publishers 37Games, I Got Games, BOKE, and Giant Network, along with representatives from Russia's 4game.ru platform and mobile publisher AppQuantum.
Artificial Intelligence: A New Reality for Localization
One of the central themes of ChinaJoy 2025 was artificial intelligence. Its role in development, marketing, and localization is sparking widespread discussion in the industry. AI was presented as a tool for accelerated content creation—not only for games (level generation, neural voice-overs), but also for supplementary materials like marketing copy.
Given today's economic uncertainty, many companies are seeking to optimize costs—localization included. Casual game developers increasingly rely on machine translation for projects with minimal text. However, for more complex "hardcore" games, where narrative and atmosphere are critical, hybrid models are becoming the standard.
"In the tech space, AI is clearly the dominant trend. New approaches are emerging—for example, the AIPE model (neural machine translation post-edited by humans, similar to MTPE)—which allows clients to save money without severely compromising quality," explained Yuxiang.
ChinaJoy 2025 confirmed that language barriers in the gaming industry are fading, while professional localization continues to be a decisive factor in the success of major projects. Logrus IT is the ideal partner for companies looking to launch high-quality localized products. With more than 30 years of experience, our portfolio spans everything from mobile and indie games to blockbuster AAA titles.
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