Shanghai's annual electronic game carnival -- China Joy -- is online now, with more than 700 game developers and hardware manufacturers showing their wares through the weekend. Reporter Mi Jiayi tells us what the new highlights are this year.

Shanghai's heat wave didn't stop the game lovers, who turned out in record numbers at the new venue, the Shanghai Internation Expo Center. China Joy this year is 20,000 square meters bigger than last year, and more companies are showing up each time. One of the hits, of course, is Virtual Reality, or VR games.

Apart from the games, one of the biggest attractions of China Joy in the past has always been -- let's face it -- the girls.

This year's VR games came in a variety of styles and with a variety of technologies, and none of them were short of people to try them out. Some were even ready to buy.

"All the games are virtual, and it's really fun to move virtual stuff into reality," Du Yu, a visitor said.

"The price is not a issue. I like the feeling of playing this kind of game. There are just a few companies selling mature products, I'll buy one of them. For this kind of game, my budget is around 10,000 yuan," said Zhang Yujin, a visitor.

At least a dozen companies are showcasing their VR games in this year's China Joy. The most famous include Sony's Project Morpheus, which is a VR system that can link to Sony's game console Play Station 4.

It's the first time Project Morpheus has been available for Chinese players to try out. Sony wasn't revealing the price of the game, but most of the gamers we interviewed had pretty reasonable budgets -- from 3,500 to 10,000 yuan, not a small amount of money.

"It is a hurdle the prices are still pretty high. But over the time, just as the volume increases, the prices will come down, it will become more accessible for a larger audience. We also see VR arcades are coming up again as well. The arcades in the old times are coming up for virtual realtiy, for those that are not able to have space or buy the equipment," said Jan Goetgeluk, CEO of Virtuix.

Apart from the VR games, what are called IP games from both China and abroad are also hot this year. IP games are games based on novels, comic books or even movies. Big players in this game include Giant Interactive, Tencent and Perfect World -- all have launched or imported IP games.

"This game is based on Marvel Comics IP. We brought this one into China in hopes that Chinese Marvel fans and its film fans will enjoy the experience of playing it," said Flora Lian, BD manager of OBD Center, Longtu Network.

"I like IP games more because I have a better understanding of them. I'm more familiar with its heros, their skill sets and their characteristics. I feel like I'm really a part of the game," said Tan Mingli. a visitor.

Apart from the games, one of the biggest attractions of China Joy in the past has always been -- let's face it -- the girls. Well the girls are there this year too, though they're wearing more this time around. And in another difference from past years. they're not dancing, at least not as much. But you know what? It doesn't matter.

This year's China Joy will last until Sunday, and the organizers estimate more than 300,000 people will come and visit, 7% more than last year.