The epicenter of gaming

When Xavier Descharmes, chief marketing officer of OG Esports, walks through Shanghai on any summer morning, the city's sounds, smells, humidity, and even the police officers wearing yellow jackets instantly unlock the memories of his first visit to China seven years ago.

At that time, on a late August evening, the OG Esports team defended its title in the city at The International 2019, the world's largest Dota 2 esports tournament, a feat that no other team in TI history had yet accomplished.

It also marked the first time that the top-level tournament was held in Shanghai, and made the team familiar to Chinese esports fans. Although they advanced to the finals by defeating a Chinese team that had been widely tipped to win the championship, they still earned the respect and cheers of local fans with their beautiful play.

"When I was there for the first time, I was speechless for a good 30 seconds due to the passion that embraced me — passion from the players, the audience and the organizers. We might support different teams, but we share the same raw emotion of passion and hunger.

"There is nothing too different between us. We built a connection, a good relationship and a special bond with Chinese fans. It changed everything," recalls Descharmes.

With TI 2026 approaching again in Shanghai, the team is actively preparing for its comeback — and many more beyond the tournament. Descharmes says that they are looking to expand their presence in the nation, hoping to grow organically with the local esports community in the long term.

Esports refers to competitive video gaming where individuals or teams compete against each other in various video game titles. Objectives may include destroying an enemy base, defeating monsters in fantasy worlds, or scavenging for weapons and armor to defeat other players. Tournaments can be local, regional or international, with some events offering substantial prize money. The tournaments are often held in large arenas and are streamed online to worldwide audiences that can number in the millions.

Guido Gernetti, co-founder and COO of Leviatan, a leading Latin American esports organization, shares similar sentiments with Descharmes. Leviatan's team first came to the city for the Valorant Masters Shanghai 2024, when Gernetti felt the same passion and connection with the local esports community.

Since then, Leviatan has also started diving into Chinese culture while actively interacting with local fans and operating Chinese social media accounts, which have so far garnered more than 340,000 followers.

"Right now, in overseas markets, we all see China as a leader in the gaming ecosystem. It is investing in diverse events and promoting the esports scene. Along with ourselves, more teams are coming here to learn, to be part of the ecosystem, and to build things together," says Gernetti.

He adds that the organization is looking to establish the company here within the year, and expects to enhance its international collaboration and bridge Chinese and Latin American cultures via esports.

"Esports culture is inclusive, digital, and creates passion. We are expanding fast globally, and have so many possibilities to make things happen together," says Gernetti.

The ESL FACEIT Group, which has partnered with local organizations such as the Shanghai-headquartered Hero Esports, has been expanding its presence in China with its renowned Intel Extreme Masters tournaments in Beijing and Chengdu, Sichuan province, as well as DreamHack Shanghai, which made its debut last year.

Jascha Braeker, senior partnerships development manager at EFG, notes that esports and the gaming industry are still growing, and that China produces some of the best tournaments and players. EFG is positive about future growth in the nation and hopes to introduce more Chinese brands to the world.

Braeker says that China is generally the company's largest viewership market, and that Chinese cities provide some of the strongest government support. She also says that they recognize esports as culturally relevant and important to the younger generation.

"We want to stay in China, nurture the market, connect with the super-passionate fans, and bring them the best events. We have not explored the Chinese market to the fullest yet, so I think we will grow in China," she adds.

China's esports industry saw its revenue increase 2.78 percent year-on-year to nearly 13.12 billion yuan ($1.94 billion) in the first half of 2026. By the end of June, China was home to more than 160 esports organizations and the nation's esports user base reached 495 million, according to the latest report released by the China Audio-Video and Digital Publishing Association during the recent 23rd China Digital Entertainment Expo and Conference, held from July 31 to Aug 3 in Shanghai.

The report also says that China's esports industry has been continuously expanding in overseas markets such as East Asia, Southeast Asia and the Americas.

Among the Chinese esports organizations accelerating overseas expansion is the Chengdu-headquartered All Gamers Esports Group, one of the oldest esports organizations in the world.

Established in 1999, AG Esports Group now has 28 branches worldwide, half of which are overseas, and is engaged in 16 game divisions covering most major esports games, such as League of Legends, Honor of Kings, Peacekeeper Elite, Valorant, CrossFire and more, according to Layne Le Kedeng, chairman of AG Esports Group.

Le, who also serves as chairman of the club commission of the Asian Electronic Sports Federation, says that Asia is increasingly becoming the center of global esports, and more of the world's top esports tournaments have been held in the region over the past three years.

"Asia contributes over 70 percent of the global esports viewership and about half of its total revenues. The Esports World Cup is connecting the Eastern and Western esports scenes, and more Chinese esports organizations are making a global impact," says Le.

Notably, while esports in most Western nations are still based on computer games, China is taking the global lead in mobile gaming esports, represented by the King Pro League, the highest-level league tournament of Honor of Kings in China. This approach has been a huge success not only in China but also in overseas markets, especially in Southeast Asia.

He notes that mobile gaming now generates massive viewership across Asia, achieving explosive market growth and fostering new cultural bonds. It has extremely low barriers to entry and much easier access, regardless of time or location.

Eddy Chen, vice-president at All Gamers Global, highlights the significant role of esports in promoting cultural exchanges. He says that AG teams often prepare free gifts for fans at tournaments, and initiatives like this have helped them connect with overseas esports communities, along with promoting Chinese culture.

"We are happy to see our overseas fan base growing, and many of them buy our merchandise such as team uniforms. We are committed to building AG into one of the largest, best-performing and most sustainable esports clubs globally, and thus better connecting China and the world," Chen says.

As esports see deeper integration with cities and culture, Chinese esports organizations are also exploring beyond the arena. Shi Yu, vice-president of Beijing's Dragon Ranger Gaming Esports Club, is exploring how to unleash esports' potential in urban development.

Shougang Park in Beijing is an example of such exploration, where old factories and buildings have been converted into large esports centers and stages. Moreover, the club's Valorant team showcases the park, district and the city to global audiences whenever they step onto the global stage in overseas tournaments.

"It brings international appeal and coverage that no city promotional video could achieve. Esports and cities have never had a one-way relationship where tournaments 'borrow' the venues. Instead, it is a symbiotic relationship with shared goals and benefits," says Shi.

Le at AG Esports Group, which is deeply rooted in Chengdu, adds: "China's esports industry is special in many ways. It is very diverse and inclusive, with high female participation. It is a city's soft power and carries a sense of city pride. We have been thriving in the past few years, and I believe our voice will be heard more on the global stage as we march forward."