If you ask me what was the most unique feature at this year's ChinaJoy, I would毫不犹豫地 tell you it was the booth led by "Goose Goose Duck," supported by "JX3," and joined by "Angry Birds Classic Returns" and "Cats & Soup."
You might be wondering: how can such vastly different IPs appear on the same booth? Am I dreaming?
Rest assured, this is all real—
As soon as you step into Hall N2-01, you're sure to spot a giant goose dressed as the Monkey King suspended in the center of the booth, looking majestic and imposing;
Further exploration reveals characters from "Goose Goose Duck" dressed in Journey to the West collaborative outfits stepping into the wuxia world of "JX3," with countless cosplayers meeting fans here;
Moreover, hanging from the ceiling on one side of the booth was the familiar Red Bird from "Angry Birds," recognized by almost everyone;
On the ground, a giant slingshot photo spot was set up, with staff dressed in Fat Red costumes posing for pictures with visitors...
In contrast to these bustling areas, another section of the booth features an exhibition zone for "Cats & Soup," where both the overall layout and detailed touches exude a warm and cozy atmosphere.
Each setting seems to have its own unique vibe; every interaction offers a distinct experience. And all of this took place at the Kingsoft World Games booth at this year's ChinaJoy.
This is quite fascinating—it features popular games leading new social trends, classic IPs enjoyed by all ages for over a decade, and even fresh games, new collaborations, and novel experiences... Looking around, the Kingsoft World Games booth was truly spectacular.
So, how did Kingsoft World Games plan these booths? And who exactly would such a diverse exhibition attract? After exploring the entire booth, I found all the answers.
As the highlight of the exhibition area, the main stage is undoubtedly the most eye-catching part of the Kingsoft World Games booth. Looking around, the scale of the main stage setup rivals that of a small music festival, with a grand screen cycling through various information. The centerpiece, however, is the striking Monkey King goose—showcasing the new Journey to the West theme for "Goose Goose Duck."
However, more captivating than the installations on display were the people on stage. True to form, Kingsoft World Games spared no expense, inviting numerous showgirls to appear on stage. Whenever a performance began, the area in front of the main stage became packed, with photographers aiming their long lenses at the stage and large crowds gathering to watch, as if everyone in the venue had converged there.
Moving to the back of the main stage, you'll find the collaborative exhibition area for "Goose Goose Duck" and "JX3." Within this zone, not only are classic wuxia scenes like Guangdu Town and Juyi Hall meticulously recreated, but they also cleverly integrate collaborative elements, featuring numerous nostalgic and immersive mini-games.
For instance, as soon as you enter the exhibition area, you'll see a massive "Lucky Mystic Crystal" standing prominently, with the classic Tianfu Treasury scene from "JX3" right beside it. But... one glance is enough to reveal its heavy infusion of "Goose Goose Duck" elements, including an interactive mini-game called "Get Rich Together Duck," which drew long queues of visitors eager to try it out.
Similar mini-games and interactive spots were scattered throughout. In the "Goose Goose Duck" exhibition area, you could find fishing mini-games like "One Shot One Kill Duck," collaboration merchandise pickup points such as "Pelican Canteen," and even free ice cream distributed by officials at locations like "Idle Duck Tea Shop." These elements harmonized well with the lighthearted gameplay of "Goose Goose Duck," perfectly matching the game's overall vibe.
For the game itself, the "Goose Goose Duck" exhibition area also featured a demo zone called "Goose Needs to Verify Cards," which attracted many players to experience the trial, fully showcasing the game's charm.
Passing through the "Goose Goose Duck" exhibition area, you next arrive at the territory of "Angry Birds Classic Returns." As an IP born in 2009, the "Angry Birds" series has remained memorable for over a decade, with its classic character images leaving a deep impression on people.
Thus, you could see many visitors posing for photos with adorable plushies. Whether it was the huge Red Bird display or the pigs wandering around the venue, they effectively awakened players' childhood memories.
Similarly, in the "Angry Birds Classic Returns" exhibition area, Kingsoft World Games set up a dedicated demo zone where many players revisited the gameplay and explored new content. Based on my personal trial, I believe it is a more modernized game, better suited for today's players to try.
What surprised me even more, however, was the presence of many children in this exhibition area—some of whom might even be younger than the "Angry Birds" IP itself. In the interactive slingshot game, a little girl was seen launching birds with her hands raised high, looking utterly adorable. This shows that even new-generation players can find joy here and actively participate, which is precisely the greatness of a strong IP.
Simply put, the return of a classic IP must not only attract old players by reminiscing about their childhood but also find a way to engage new players and encourage their participation. Undoubtedly, "Angry Birds Classic Returns" at the Kingsoft World Games booth achieved exactly that.
At this point, you may already realize just how broad the audience for Kingsoft World Games' entire booth is, and how ambitious their vision is—regardless of age, gender, or preferred genre, everyone can find something of interest here.
Starting from social interaction, "Goose Goose Duck" has continuously expanded into collaborations, live streaming, and player culture, while experimenting with various long-term operational strategies. Meanwhile, "Angry Birds Classic Returns" leverages its status as a mature global IP, re-engaging Chinese players through local publishing, content optimization, and other methods.
Their goal is consistent: to bring IPs to life and further integrate them into the social relationships of Chinese players, fostering continuous content consumption—in other words, truly entering a mature phase of IP operation.
From this perspective, what Kingsoft World Games showcased at ChinaJoy was merely the tip of the iceberg. The true feast lies in the exciting follow-up events and ongoing operations of these games.
From this perspective, the future looks very promising for "Goose Goose Duck," "Angry Birds Classic Returns," and "Cats & Soup."
While each generation has its own childhood memories, Kingsoft World Games is attempting something different: making these IPs part of every generation's childhood.
Wonderful.