Navigating the Challenges of Entering China

Language Barriers: Gamers typically prefer playing in their native language.

Regulatory Hurdles: The Chinese gaming industry is subject to rigorous review processes.

Key Recommendations for Success

1. Localization is Key: It is essential to offer Chinese language support for your games. Whether you are distributing via STEAM Global or local platforms, a lack of Chinese options often leads to complaints from players. Many gamers overlook titles that do not feature Chinese localization, emphasizing its importance even for games with minimal text.

2. Consider English Dubbing: If high-quality Chinese voiceovers are not feasible, using English dubbing along with Chinese subtitles can be a suitable alternative. Poor quality Chinese dubbing can deter players more than simply using English.
3. Game Genre Flexibility: The Chinese gaming audience is vast, and regardless of how niche your game may be, there is likely a sufficient player base in China if the game is engaging.
4. Art Style Preferences: Chinese players often favor appealing and cute art styles over American graphics. Adapting your visual style to suit local tastes can enhance your game's reception.
5. Utilize Local Media Platforms: Unlike platforms such as YouTube or Twitter, Chinese gamers are more active on local networks. BiliBili is a prominent community for anime, comics, and games, boasting around 320 million monthly active users. Douyin, akin to TikTok, is another major player in the Chinese social media landscape.
6. Avoid Moralizing: Players, regardless of nationality, typically dislike being lectured while gaming. Focus on entertainment rather than moral instruction.
7. Consider Steam for Distribution: To sell your game directly in China, it must pass a regulatory review, which can be challenging for foreign developers. A more efficient approach is to collaborate with a local publisher or list your game on Steam, where regulatory approval is not required and many Chinese gamers are active.