10th Asia Game Show

Long queue to kick start 10th Asia Game Show 2011

第十屆亞洲遊戲展2011隆重開幕

Mr. TetsuhikoYasuda, President of Sony Entertainment Asia and Mr. Andrew house, President of Song Entertainment Inc.

The much-anticipated Asia Games Show (AGS 2011) was officially kicked off on 23rd December, 2011 with a grand opening ceremony. Honorable guests including Mr. Gregory So, JP Secretary for Commerce and Economic Development, HKSAR, Mr. Fritz Chiu, Principal Consultant (IT Industry Development) of the Hong Kong Productivity Council, Mr. Tetsuhiko Yasuda, President of Sony Entertainment Asia and Mr. Andrew House, President of Sony Entertainment Inc. together with Evette Chan, Event Director of Asia Game Show Holdings Limited were invited to conduct the opening ceremony where they ignited the 10th anniversary crystal block which signifies the 10 years development of AGS. The show was started with long queues of young gamers, including the very first game-lover Mr. Chan making the first of the queue since 2 days before, who waited overnight for the chance to snap up goods at the first possible moment, including limited edition games, points cards and other products.

(Third from left: Mr. Fritz Chiu, Principal Consultant (IT Industry Development) of the Hong Kong Productivity Council, Mr. Andrew House, President of Sony Entertainment Inc., Mr. Gregory So, JP Secretary for Commerce and Economic Development, HKSAR, Evette Chan, Events Director of Asia Game Show Holdings Limited,

Mr. Tetsuhiko Yasuda, President of Sony Entertainment Asia, M r. James Hong, Director and General Manager of Sony Computer Entertainment Hong Kong Limited)

To mark the 10th anniversary of the show, first-time new elements including “Ten Years Milestones in Asian Games”, “Female Game Zone” and “Creative Media Career Expo” are featured to bring the utmost fun to visitors. “Ten Years’ Milestones in Asian Games” is dedicated to visitors’ collective memories. In the Time Tunnel, gamers can re-experience once popular games from over the years and witness the evolution of gaming culture with collective memories of gaming in the ‘good old days’! Today, games are no longer men-only. The number of female gamers is on the rise with the number of female gamers grown by 20% in recent years. The Female Game Zone brings a lot of new and exciting games targeting female gamers so as to make AGS the first choice of all places to visit this Christmas!

At the opening ceremony, Evette Chan, Events Director of Asia Game Show Holdings Limited said, “AGS, which has entered its tenth year, has become the ‘collective memories’ of the young generation in Hong Kong. All members of the post-80s and 90s always make time to visit AGS every year at the end of December. It is indeed one of Hong Kong’s prominent annual events.” Chan continues, “Hong Kong ranks third in the global creative industry. This year’s AGS serves as a platform to promote gaming cultural exchange as well as development of excellent and creative local gamers. Local exhibitors represent more than 50% of the total exhibitors this year at AGS 2011. “Online games, animation, and arts are the three main pillars which promote the cultural and creative industries in Hong Kong. Hong Kong’s gaming industry has significant potential for development. The number of female gamers has grown by 20% in recent years, and the new generation is eager to introduce new ideas into the gaming industry. These factors are likely to turn Hong Kong into a base for online game developers. As a market player, it is encouraging for us to see the achievements made by the young, energetic and dedicated new blood.” She said.

Mr. Gregory So, JP Secretary for Commerce and Economic Development, HKSAR plays the car-racing game,

which is as good as Gran Turismo 5 (GT5), developed by students from IVE.

Key AGS 2011 Highlights

1. Ten Years Milestones in Asian Games

“Ten Years’ Milestones in Asian Games” is dedicated to visitors’ collective memories. In the Time Tunnel, gamers can re-experience once popular games e.g. NEO GEO, PLAYSTATION I, Apple E System, from over the years and witness the evolution of gaming culture.

2. Female Game Zone first launched

More than 50 capsule toy machines are placed in the Female Game Zone. During the show, the first 100 female visitors of each day will receive gift capsules containing surprises such as donut- or cupcake-shaped toys. In the Cosplay makeup zone, female gamers will become their dream Cosplay image by makeup experts, so that they know how it feels to be a Cosplay performer. All kinds of glitzy goods are available in the innovative and trendy “Market Place” to further satisfy female gamers’ appetite for beautiful things. They can dress up their mobile phones or video game consoles with enchanting accessories and decorations. In order to engage female gamers in trying out the new local games, organizer has also arranged stylish male models to teach the new games and play along.

3. Local post-80s power

Gamespace Multimedia Ltd. is well-known among gamers for its popular Motorize Online, the first MMO game created in Hong Kong. Following its success, Gamespace made its debut at the show as an independent exhibitor with its brand new female gamers, we see great potential for development; Hungry Pet is specially created for the purpose. The Female Game Pavilion at this year’s show perfectly fits our new games.” During the four-day show, Gamespace will hold a mini-seminar on Hong Kong-created games at its own stall. At the meeting, the toil and fun of game creation will be shared, and fans are welcome to give their valuable opinions as a contribution to development of the local creative industry.

Kalloc Studios is a fast-growing US-based company which develops games for next-generation gaming consoles. Kalloc Studio’s spokesman Cheung Ka Chun said, “We are excited to take part in the show and share with other market players what our post-80s creative team have experienced as gamers for over a decade, and their masterpieces. The innovative 3D format is used to break through the familiarity of conventional online games to bring brand new experience to gamers.”

4. Creative media Career Expo debuted

To enhance talent training for long-term development of the local creative industry, the Creative Media Career Expo will be held at this year’s show to provide information for youngsters who want to start a career in the creative media industry. They will have the opportunity to turn their hobby into a career as an unprecedented recruitment drive will be made for more than 50 trendy jobs in the creative media. Interviews will be conducted on-site. Noted figures and representatives from supporting organizations will also be there to share interpersonal communication skills.

Mr. Chan, the first buyer of PS Vita, started queuing up two days ago.

5. Miss Asia Game Show

The Miss Asia Game Show has always been the gamers’ focus of attraction in every year’s AGS. This year, Miss Asia Game Show boasts a total of 10 attractive candidates and the championship shall go to the one who beats the rest in talent shows, on-the-spot quizzes (on gaming knowledge) and lobbying skills.

6. Eye-catching Cosply Catwalk Show

The Catwalk Show of exquisitely dressed Cosplay fans is another activity which no gamer should miss. Enthusiastic fans from all walks of life will turn themselves into game characters and take photos with visitors. In an effort to support Cosplay culture, AGS will host “Cosplayer Snapshot Competition”, where visitors can take snapshots of eye-catching Cosplayers and upload to the website. The most-adored Cosplayer shall become the graphic model and Cosplay ambassador.

7. Taiwanese model Cai Huang Ru (豆花妹) first visit to Hong Kong

Special attention should be given t the famous Taiwanese model Cai Huang Ru (豆花妹)is expected to cause a sensation with her debut appearance in Hong Kong on December 25 at the show.

About Asia Game Show

Asia Game Show (AGS) 2011 will be held at Hall 5F & G, Hong Kong Convention & Exhibition Centre from 23 to 26 December, 2011, showcasing the latest digital games and gadgets during the peak of holiday seasons. AGS is one of the most popular platforms in Asia for manufacturers, game developers and digital entertainment to promote their latest technologies and products to the visitors who are their target audiences.

Since 2002, AGS has attracted thousands of visitors and video lovers locally and around the world. The show last year was a resounding success with an overwhelming record of 453,000 visitors and it was highly recommended by exhibitors & media. Over the years, overseas exhibitors have been taking advantage of AGS as the business platform to expand their business in Asia, especially, the China market.