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PROMOTING GAMES AND APPS IN CHINA
Launching Games in the Chinese Market: Key Aspects and Potential Pitfalls
Currently, an increasing number of companies are striving to penetrate the Chinese market, which stands as one of the most significant and promising in the world. However, before releasing a game or application in this market, it is necessary to consider a number of unique features and potential pitfalls. In this article, we will review the key aspects that must be considered when working with the Chinese market and promoting a game or app in China.
Why China?
Before proceeding with a game release, it is important to understand why China is such an attractive destination for mobile app developers and publishers. The Chinese video game industry is the largest in the world by revenue and player count. Furthermore, China claims leadership in the technology sector, and its economy remains stable even during periods of geopolitical uncertainty. All of this makes China a highly promising market for mobile app developers and publishers.
62
$ billion
Spent by Chinese users on apps in 2022
1,9
billion
Subscriptions registered in 2022
40%
Of global app spending comes from China
FEATURES OF THE CHINESE MARKET
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MANDATORY LICENSING (ISBN)
To release a game in the Chinese market, you must obtain a publishing license known as an ISBN (International Standard Book Number). However, only 10% of all issued licenses are granted to foreign developers, making market competition extremely high.
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DOMINANCE OF DOMESTIC TITLES
Local projects and companies dominate the Chinese gaming market. Domestic titles are generally more successful than international ones, so one must be prepared for strong competition.
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GOVERNMENT REGULATION
The Chinese market is strictly regulated by the state. To conduct business successfully, strict compliance with all relevant laws and requirements is mandatory.
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CULTURAL NUANCES
Chinese culture has specific features that must be considered during game development and promotion. For example, it is necessary to avoid propaganda, violence, and gore, as well as to respect China’s core ideological values.
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DOUYIN IN-APP MARKETPLACE
Douyin is actively developing its marketplace, allowing brands to open their own stores and use internal payment solutions. This presents an excellent opportunity to sell goods and services directly within the app.
MARKET ENTRY STRATEGIES
There are several ways to enter the Chinese market:
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Cooperation with Local Publishers
One method is collaborating with local publishers who already possess all the necessary licenses and resources for a game release. They can apply for the license on behalf of the developer and manage uninterrupted operations within China.
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Registering a Company in China
Another method is to register your own company in China and apply for all necessary licenses independently. However, this approach requires significant investment of time and capital, as well as a partner with Chinese citizenship.
In both cases, it is crucial to have an intermediary to assist in obtaining the license and guiding the entire process.
CRITERIA FOR CHOOSING A PARTNER
When selecting a local publisher, pay attention to their experience and portfolio, as well as the terms of cooperation. It is vital that the partner possesses all the necessary resources and knowledge for the successful release and promotion of the game. You should also evaluate their readiness to take responsibility for distribution, adaptation, and marketing.
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SPECIFICS OF LOCAL
GAME DEVELOPMENT
Chinese game development is characterized by specific features that must be factored in when developing for this market:
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Popular Genres
RPGs, MMORPGs, and MOBA genres are particularly popular in China, as they offer close interaction between players. Therefore, development should focus on competitive elements and engaging game mechanics that appeal to the Chinese audience.
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Censorship and Cultural Requirements
The market is strictly regulated. Games must comply with specific standards.
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Restrictions
Avoid propaganda, excessive violence, and cruelty. Respect ideological values.
China has a system limiting play time and regulating in-game bonuses for minors. Your game must implement this system.
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Timelines
In both cases—whether entering the market independently or working with a publisher—the average time required to register a legal entity and obtain all necessary licenses is approximately one year.
GAME PROMOTION IN THE CHINESE MARKET
Promoting a game in China requires a specialized approach:
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ADVERTISING RESTRICTIONS
The advertising sector is strictly regulated. Your marketing strategy must account for these restrictions. It is advisable to seek out Chinese agencies with specific experience in this market.
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DEVELOPMENT OF PROMO MATERIALS
Promotional materials must be adapted to the preferences of the target audience and Chinese cultural nuances. It is important to conduct research to determine which visuals and messages will most effectively capture the attention of the Chinese audience.
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WORKING WITH INTERMEDIARIES AND TRANSLATORS
Interacting with Chinese partners can be complex due to language and cultural barriers. Therefore, it is recommended to have a translator on board who is fluent in Chinese to ensure successful negotiations and smooth interaction with partners.
CONCLUSION
Bringing a game or app to the Chinese market is a complex and multifaceted process requiring the consideration of numerous factors. However, with the right approach and cooperation with local partners, it can be a successful and lucrative move for developers and publishers. We hope this article helps you better understand the nuances of working with the Chinese market and make an informed choice.
CASE STUDIES
Royal Tennis Club
- Growth & Performance Highlights Follower growth of 95% (+113 new followers) driven by organic promotion.
- 182% increase in views (reaching 6K+) and 219% increase in watch time.
- Engagement boost: Likes grew by 319%, and post saves increased by 35%.
- Services Provided: LITTLE RED BOOK (Xiaohongshu/RED)
What we did:
View case
- Little Red Book
DR.SEA
- Brand Launch from Scratch: Complete registration and verification on WeChat and Douyin in one month.
- Viral Content Success: The Labubu video achieved high organic reach and subscriber growth without an advertising budget.
- Localized Content: Four localized WeChat articles published, demonstrating high readership and engagement.
- Strategic Foundation: A comprehensive Douyin video promotion strategy developed based on competitor and trend analysis.
What we did:
View case
- Douyin
UTLC
- Analysis of the current state of the B2B logistics market on the China-Europe route.
- Identification of key market players and their market share.
- Analysis of target audience needs, preferences, and behavioral specifics.
- Turnkey WeChat Management.
- Baidu PPC (Pay-Per-Click) Advertising Launch and Lead Generation.
What we did:
View case
- Market Research in China
- Baidu
Positive Technologies
- The Baidu advertising campaign generated 34 leads in the first month, 6 of which were qualified.
- The CTR (Click-Through Rate) exceeded planned targets by 44%.
- The CPL (Cost Per Lead) was 83.5% below the planned cost, which allowed for budget optimization and increased profitability (ROI).
What we did:
View case
- Baidu
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