The China Digital Entertainment Expo and Conference (ChinaJoy) 2011 kicked off in Shanghai on July 28, 2011.

Hosted by government bureaus including the General Administration of Press and Publication in Shanghai since 2004, ChinaJoy is dubbed as the country's biggest annual game fair and is recognized as an influential international event in the global game industry.

More than 300 game firms displayed their latest products and services during the show held in the Shanghai New International Center. The event runs through Sunday and is expected to attract 200,000 visitors.

China's online gaming industry generated record high revenues of 32.37 billion yuan ($5 billion) last year.

Show girls pose at the 9th China Joy , a digital entertainment expo and conference, in Shanghai, July 28, 2011. [Photo/CFP]