ChinaJoy is one of China’s popular interactive entertainment exhibitions, and a vital event for both gamers and the world’s biggest tech brands. At the 2025 edition in Shanghai, Pico provided diverse design and build services to deliver an extraordinary booth of over 1,000 sq. m. for HUAWEI Game Center, featuring more than 50 games to showcase the brand’s Harmony OS.
Insight
With its theme of ‘Extraordinary Experience, Big Difference’, HUAWEI Game Center aims to bring gamers and game developers surprises, breakthroughs and interesting game interactions. To meet the client’s requirements, Pico leveraged content, community, creative and data to create a ‘super party’ at the booth and demonstrate the compatibility and functionality of Harmony OS, as well as the technological expertise of the brand itself.
Solution
Merging games and art
A flagship esports stage equipped with large-scale LED screens anchored the booth. Pico’s carefully designed crowd flow management ensured that visitors would be fully exposed to the grid of modular booths arrayed around the main stage. An art gallery located between competition zones offered pixel-to-paint journeys, featuring MOBA, sports and other games on canvas.
Esports and gaming festival
More than just a showcase, the project team crafted an experiential brand journey that allowed audiences to interact with the client’s products. Six popular games were selected to be highlighted by the Harmony OS at the esports stage, ensuring that visitors of all ages and player communities had a seat at the esports show. Visitors could also experience the Harmony OS and fresh gaming hardware in the booth.
Game breakthrough
The exhibition zone transcended the limitations of smartphones, computers and other devices by introducing visitors to new game controllers and technologies such as clipping boards and interactive cards. Pico also created an experience zone featuring a mix of traditional screens, smart screens, mobile devices, smart watches, PCs and the AITO M9 EV smart screen, immersing visitors in an innovative game experience while demonstrating Harmony OS’s effect on gameplay in real environments.
From creative content to interactive brand experiences, Pico delivered ‘wow’ moments in every detail of the booth while helping visitors to explore the future of gaming with Harmony OS.
