Bilibili World 2025 has officially wrapped up in Shanghai. Over its three-day run starting on the 11th, the event saw 300,000 first-round tickets vanish in a mere 35 seconds. With over 700 exhibitors and an estimated 300,000 visitors, the industry is already whispering that Bilibili World is poised to inherit the mantle from ChinaJoy as a premier gaming exhibition in China.

In terms of raw gaming substance, Bilibili World delivered exactly what you would expect from a top-tier show. Three of the seven exhibition halls at the National Exhibition and Convention Center in Shanghai—halls 2.1, 3.1, and 4.1—were dedicated entirely to gaming. While subculture titles took center stage, there was a noticeable buzz around console heavyweights like 'Ming Ming: Feather of the Void', 'Borderlands 4', and 'Death Stranding 2', all of which drew significant crowds to their demo stations.

However, keep in mind that Bilibili World isn't your traditional trade show; it is, at its core, a subculture festival. The focus is overwhelmingly B2C, and if you are looking for a B2B experience, you might be left wanting. The B2B section, tucked away on the second floor of some halls, is remarkably small and lacks the clear signage or professional polish one might expect. For any studio hoping to conduct serious business, it’s worth managing your expectations accordingly.

The crowd here is a vibrant mix, not just limited to gamers. You will find subculture enthusiasts, loyal Bilibili platform users, and even fans of radio dramas rubbing shoulders on the floor. While three halls are dedicated to games, the remainder (1.1, 5.1, 6.1, and 8.1) are devoted to board games, radio dramas, fan-made creations, anime, and merchandise. Furthermore, with nearly 1,000 influencers roaming the halls, the event is designed to keep fans closer to their idols than at any other show, complete with dedicated micro-booths for content creation.

The event thrives on immersive, experiential booths. Whether it's a massive screen showcasing a player's skill, impromptu esports tournaments pulling participants from the crowd, or meet-and-greets with cosplayers, there is always something happening. Even if you aren't a 'hardcore' gamer, the dance stages and random play dance events make it hard not to get swept up in the energy.

For developers, this is an ideal venue to reach a broader Chinese audience. However, because the attendees aren't exclusively looking for deep gameplay mechanics, you need a visual hook. Think of the giant 'Doro' from 'Goddess of Victory: NIKKE' or the eye-catching antics of the 'Komi' statue from 'Trickcal: Revive'—exhibitors go to great lengths to stand out. Even hardware booths, which have nothing to do with subculture games, deploy cosplayers to grab the attention of passersby.

Ultimately, Bilibili World provides the staples of a gaming convention—hands-on demos and hardware showcases—but elevates them by casting a much wider net. By appealing to subculture fans, influencers, and the broader Bilibili user base, the event offers companies a unique opportunity to capture a massive slice of the rapidly expanding Chinese market.

That said, if you try to stick to a conventional marketing playbook, you might find the results underwhelming. Because the audience is so eclectic, you need to move beyond simple demos and merchandise, opting instead for a strategy that prioritizes visual flair and genuine, interactive experiences.