26 Mai 26
AAA Expo returns to Guangzhou, China
On the weekend of May 10, we set off for Guangzhou, China, to attend theAsian Amusement & Attractions Expo (AAA), one of the world’s largest events dedicated to the amusement and attractions industry.
Not behind a stand this time, but in the aisles of the show, as attentive observers, coming to understand the evolutions of a sector in perpetual transformation. And one thing is certain: the gaming world is not slowing down.
As soon as you enter the immense China Import & Export Fair Complex, the tone is set. Giant screens illuminate the halls, the sounds of machines mingle with immersive demonstrations, while visitors and exhibitors from all over the world exchange ideas in a constant state of excitement. AAA is not just a trade show: it’s a showcase for the future of entertainment.
A show you can't afford to miss
Established in 2005, AAA has established itself over the years as the benchmark event for industry professionals in Asia. Every spring, for a few days Guangzhou becomes the meeting point for manufacturers, distributors, operators and investors in the attractions industry.
The 2026 edition confirmed the scale of the event: several thousand international exhibitors, visitors from all market segments and the support of major organizations such as the Themed Entertainment Association (TEA), the Wolrd Waterpark Association (WWA) and the Russian Association of Amusement Parks and Attractions (RAAPA).
To put it plainly: trends here don’t follow, they create.
Observing today what will shape tomorrow
Attending AAA as trade visitors had a clear objective: to understand where the market is going. What innovations are emerging? Which concepts are appealing?
And very quickly, a trend became apparent: entertainment is becoming increasingly immersive. Manufacturers are investing massively in the user experience, with XXL screens, enveloping sound effects, interactive technologies, enhanced sensations and more.
Every machine now seeks to captivate the player from the very first seconds, transforming a simple game into a real experience.
In the aisles of the show, it’s hard not to be impressed by some of the new products. Manufacturers compete in ingenuity to offer ever more immersive experiences, combining interactive technologies, spectacular visual universes and heightened sensations. Some machines clearly push back the boundaries of today’s entertainment standards.
This year’s event also provided us with the opportunity to meet and exchange ideas with a number of industry players who came to present their latest innovations. With its blend of new technologies, original concepts and ambitious market vision, AAA has confirmed its role as a laboratory for tomorrow’s trends.
What we learned from Guangzhou
AAA 2026 leaves us with the image of an industry in constant motion. An industry that dares, invests and continues to push back the boundaries of user experience.
We leave Guangzhou with more than just a full contact book, but also with a clearer vision of market dynamics, future opportunities and the direction in which the global entertainment industry is heading.
This trip fueled both our strategic thinking and our curiosity. And in such a fast-moving world, that’s probably the best reason for going.
Our presence in Guangzhou, at the heart of this global industry, also confirms our ambition to stay in touch with industry leaders, anticipate market trends and continue to offer ever more innovative experiences.
Because at Skillshot, one thing remains essential: continuing to seek out the very best in order to enhance the entertainment experience.
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