The Chinese gaming market is a titan. As of 2018, it held the top spot worldwide, boasting 619.5 million players and generating a staggering $37.9 billion in revenue. What’s even more compelling is that 94% of Chinese gamers readily spend on in-game items and virtual goods. This guide is designed to provide a game developer’s guide to the chinese market, offering insights and strategies to navigate this lucrative landscape.
Understanding the Chinese Gaming Landscape
The Chinese gaming market operates under its own set of rules and trends, distinct from Western norms.
Mobile Dominance
Mobile gaming reigns supreme in China. A staggering 95% of Chinese gamers engage with games on their mobile devices. This translates to roughly 598 million mobile gamers in 2018, with projections soaring to 728 million by 2023. The sheer scale of the mobile gaming audience makes it a crucial platform for developers seeking success in China.
PC Gaming Still a Force
While mobile dominates, PC gaming retains a significant presence. The PC gaming audience in China numbered 312.4 million in 2018, with forecasts predicting growth to 354 million by 2023. This substantial player base demonstrates the continued relevance of PC games in the Chinese market.
Popular Game Genres
Battle royale, MMOs, and sandbox games are consistently popular genres in China. There’s also a growing appetite for games tailored to female audiences, opening up new avenues for developers to explore.
Navigating Regulations
Entering the Chinese market requires strict adherence to regulations. The Chinese government implements stringent censorship rules regarding the content of video games. Games must avoid politically sensitive topics, obscenities, excessive violence, drug use, gambling, blood, and horror. Historical details must be factually accurate, and respect for all religious beliefs is paramount.
Keep in mind that only Chinese companies can apply for game certification. Without this certification, your game cannot be officially published in the Chinese market.
Media Landscape
Unlike the West, Google services are largely inaccessible in China. Marketing efforts relying on platforms like YouTube, Gmail, and Google Search will be ineffective. Instead, developers must focus on Chinese media platforms such as Youku, Bilibili, and QQ.
Strategies for Reaching Chinese Gamers:
Now that you have a better grasp of the Chinese gaming market, let’s explore effective strategies for reaching this audience.
1. Localization for the Grey Market
The “grey market” refers to unauthorized, yet technically legal, sales channels. Releasing your game on consoles and Steam via Hong Kong can be a viable option, but only if you’ve invested in proper localization. Remember that the Chinese language boasts over 80,000 characters, so ensuring font compatibility is crucial. If you want to reach the widest possible audience, Simplified Chinese should be your first choice for localization.
2. Partner with a Chinese Company
Due to game certification requirements, partnering with a Chinese company is essential for:
- Hosting local servers.
- Launching localized marketing campaigns.
- Securing distribution on official platforms.
Localization and compliance with regulations are prerequisites for a successful partnership. Without them, certification remains unattainable.
3. Design a “China-Friendly” Game
The free-to-play model dominates the Chinese market, with 61% of players favoring it over paid games. Adopting this model significantly increases your chances of success. Beyond pricing, comprehensive localization is vital. Adapt all game elements, including text, visuals, and audio, to resonate with the Chinese audience.
Avoid Western-centric references that may not translate culturally. Instead, integrate elements that are uniquely relevant to Chinese culture, such as:
- Chinese New Year
- Lantern Festival
- National Day
- Winter Solstice
- Other key Chinese holidays
4. Develop a Game Exclusively for the Chinese Market
To maximize your potential for success, consider creating a game specifically tailored to the Chinese market from the ground up. Conduct thorough market research to understand existing games and trends, enabling you to create a game that resonates with Chinese gaming culture.
The Anatomy of a Game Designed for China
Games designed for the Chinese market must emphasize social interaction. WeChat is a dominant platform in China, and integrating it directly into your game can be highly effective. 36% of Chinese gamers cite competition against friends as a primary motivation for playing mobile games, second only to game quality. Therefore, prioritize high-quality social engagement features.
Competition is a significant driver for Chinese gamers. They care significantly more about competition than gamers in other regions. Focus on multiplayer features or competitive elements like leaderboards and score comparisons. Chinese players value playing with each other more than interacting with complex fictional characters. Prioritize competitive aspects over elaborate narratives and character development. Completionist elements also hold strong appeal. Include features like:
- Point systems
- Trophies
- Quests
- Achievements
If you’re seeking genre inspiration, consider these trends:
- MOBAs are popular among male mobile gamers (45%)
- Puzzle games are favored by female mobile gamers (52%)
This data provides a solid foundation for designing your indie game for a Chinese audience.
Capitalizing on the Chinese Gaming Market
The Chinese gaming market is an unmissable opportunity. If your game incorporates China-friendly elements like a free-to-play model and social features, localizing it for Chinese players is a strategic move. The same holds true for games requiring minimal adjustments to align with Chinese preferences.
By understanding the unique characteristics of the Chinese gaming market, adhering to regulations, and implementing effective strategies, you can unlock the immense potential of this thriving gaming community.
