China computer game show with a difference

At the door to a major computer game expo in Shanghai, visitors are greeted by columns of Chinese girls in white boots and miniskirts, the name of a computer parts maker emblazoned on their chests.

A bit farther on, amid the blaring music and pulsing lights, 40 more models in bikini shorts, tiny tanktops and hard hats shill for an online security company, handing out small locks in boxes designed to resemble condom packs.

Government regulations announced in July barring online gaming companies from using sex to promote their products had little impact at ChinaJoy, the country’s largest annual digital entertainment exhibition.

“The most eye-catching part of the exhibition is the show girls,” said Feng Gong, senior director for Internet portal Zol.com.cn, which is owned by US broadcaster CBS Corporation.

“The pretty girls and products complement each other and the combination is just perfect,” said Ms Feng, whose company is sponsoring a Miss ChinaJoy pageant, which allows website users to vote for their favourite booth model.

Video games taking a backseat to show girls is a phenomenon at exhibitions across Asia, but participants say China is taking it to a new level.

“I’ve been to shows in Japan and Korea before, they don’t have as many show girls,” said Jay Jiang, a marketing planning director for Shanda Games.

The NASDAQ-listed company said it had more models than any other exhibitor at its TV game show-inspired booth where 100 girls sat surrounded by flashing lights, waiting to join contests such as who can blow a vuvuzela the loudest.

The use of sexual images in marketing has increased significantly in China over the past 15 years, said James Farrer, an associate sociology professor at Tokyo’s Sophia University.