AS a veteran Chinajoy visitor, I was surprised to find that film, hardware, payments and new companies hard to define have nudged out games as the major spotlights at China's biggest game show, held annually in Shanghai.

But then again, I shouldn't have been so taken aback. As an industry journalist, I have been watching the steady diversification of the game industry for some time.

Chinajoy has evolved into a showcase of digital entertainment that targets the new lifestyle of a consumer audience wider than just hardcore gamers.