Among all Japanese companies exhibiting their line-ups at mainland China's largest game event, China Joy in Shanghai, Square Enix boasted the largest booth. Highlighting the importance attributed to the growing market were keynote speeches by Namco executive director Youichi Haraguchi and Keiji Honda, Square Enix's vice president and executive in charge of coordinating the company's operations in China. Honda moved from Square Enix's Tokyo headquarters to Shanghai this April. Hinting at the industry's optimistic outlook for China, Honda remarked that it will become the world's largest market for not only online games, but also the internet and mobile content in the near future. Currently his company was working hard to lay the foundations for this future growth. With up and coming Chinese creators, Square Enix plans to establish original content aimed specifically at the local market, thereby creating a Chinese entertainment culture. The company's PC MMORPG Cross Gate has become a huge hit in China and the game's booths on the show floor were accordingly very popular with visitors. The recently revealed MMORPG Fantasy Earth: Ring of Dominion was shown in video form, even though concrete plans regarding the title's Chinese release have yet to be announced.

Fantasy Earth: Ring of Dominion will be available in Japan sometime next year.

• Famitsu