Author: by David Jenkins, Simon Carless

The third annual China Digital Entertainment Expo and Conference, known as ChinaJoy, to be held in Shanghai from July 20th to July 23rd, has released more information about its speakers and keynotes. The show, which is sponsored by the General Administration of Press and Publication of P. R. China (GAPP), the Ministry of Science and Technology of P.R. China, the Shanghai Municipal Government, and a number of other government agencies, aims to showcase both opportunities in China and existing trends. In particular, the organizers note that they want to "strengthen domestic game supervision in China , actively regulate the Chinese market, and rigorously fight against piracy, in order to encourage and support the development and the sales of legal game products." In addition, Chinajoy hopes to "assist the national government to guide the young people to the healthy use of the electronic and online game products", in the news recently due to reports of game addiction clinics in China and the government's hands-on approach to game regulation. Already-confirmed speakers for the sessions accompanying the main show include Mitchell L. Koch, Microsoft's Corporate Vice President, Worldwide Retail Sales and Marketing for the Home and Retail Division, and Blizzard's Vice President of Business Operations, Paul Sams, as well as Shanda CEO Chen Tianqiao. Also now added is Game Trust's president Scott Cohen, whose keynote address at the China Mobile Entertainment Forum on the first day of Chinajoy will address the increasing popularity of casual games in both the East and West, as well as Game Trust's infrastructure capabilities that offer casual games, premium subscriptions, secure payment and transaction systems.