China is one of the largest and most profitable video game markets in the world. With millions of active users and huge potential for growth, this market attracts game developers from around the world. However, in order to successfully enter the Chinese market, it is important to take into account the specific features, requirements and trends that distinguish it from other markets. In this article, we will look at the key points that are important to consider when developing games for Chinese users.
1. Knowledge of cultural characteristics and preferences of players
The Chinese market has unique cultural characteristics that influence the perception of games. For example, in China, special attention is paid to the plot and visual style, which must correspond to local cultural traditions and be sensitive to issues of morality and morality. Games with violence, violent scenes or excessive sexualization can be banned or severely restricted.
In addition, Chinese players often prefer games with strategy elements, role-playing games (RPGs), as well as mobile games with socialization and the ability to interact with other players. Games that focus on collective actions, tournaments or PvP elements are very popular.
2. Legal requirements and censorship
In order for the game to be officially released in China, it must pass a censorship test by the Chinese authorities. The State Press, Publications, Radio, Television and Film Administration (SARFT) requires that games meet certain standards, such as the absence of prohibited content (for example, political topics, religious images or propaganda of violence).
In addition, Chinese regulators may require limited game time for underage users, which is becoming an important aspect for mobile game developers. In 2019, strict rules were introduced to limit play times for children to prevent addiction to play. Developers will need to implement a system of limiting playing time for children and adolescents, which is important to consider when creating games, especially for mobile platforms.
3. Localization of the game
Localization for the Chinese market is not just a translation of the text, but also an adaptation of all aspects of the game to local culture and preferences. This includes changing visual content, interface design, characters and even music to meet Chinese standards.
It is important to remember that Chinese players tend to expect high-quality graphics, a rich storyline and deep mechanics from games. Mobile games, especially genre games such as MOBA (multiplayer online battle arenas) and MMORPG (multiplayer role-playing games), require special attention to detail so that the game is as attractive to Chinese audiences as possible.
4. Choosing the right platform
China is dominated by several key platforms for game distribution. It's important to consider which platforms are popular with Chinese players to choose the most appropriate for your game.
- WeChat: We have already mentioned WeChat mini-programs, which are a popular choice for mobile games. This is a great opportunity for developers to integrate games with one of the most popular applications in China.
- Taptap: This is one of the most famous mobile gaming platforms in China. Taptap actively supports developers and is a place to distribute foreign games.
- App Store China (Apple): While the global App Store has a significant presence in China, many Chinese users prefer to download games through localized Chinese app stores such as 360 Mobile, Baidu Mobile and others.
- Tencent: Tencent is the largest Chinese gaming company running the largest gaming platforms and app stores. It's important to consider that Tencent has huge control over China's gaming market, and many games originally developed for other platforms may require adaptation for Tencent.
5. Monetization and in-game purchases
Monetization is an important aspect in the development of games for the Chinese market. Chinese players are accustomed to the microtransaction system, where users buy virtual goods such as skins, weapons, characters or enhancements. It is also important to integrate systems for in-game purchases and subscriptions, such as WeChat Pay or Alipay, as these are the most popular payment methods in China.
In addition, Chinese players actively use the gacha (random rewards) system, which is a popular way to monetize in mobile games. This format is that players can "discover" new items or characters for real money, which stimulates their return to the game.
6. Advertising and Marketing
Game marketing in China is a separate topic. It is important to take into account the features of advertising channels that operate in China. For example, advertising campaigns through WeChat, Douyin (Chinese TikTok) or Bilibili (a popular video platform) are often the most effective at attracting Chinese audiences.
Chinese users actively trust recommendations from popular streamers and bloggers. Integration with Chinese celebrities and gamers can be an important tool for promoting the game. It is also worth paying attention to contextual advertising embedded in Chinese social networks and platforms.
Conclusion
Developing games for the Chinese market requires careful preparation and attention to detail. It is important not only to create a quality product, but also to take into account all the legal, cultural and technical features that can affect the success of the game in China. Localization, compliance with laws and censorship, the choice of a distribution platform, as well as competent monetization and marketing - all these aspects play a key role in the development of games for the Chinese market. Given these factors, developers can significantly increase the chances of success in one of the most profitable markets in the world.
1. Knowledge of cultural characteristics and preferences of players
The Chinese market has unique cultural characteristics that influence the perception of games. For example, in China, special attention is paid to the plot and visual style, which must correspond to local cultural traditions and be sensitive to issues of morality and morality. Games with violence, violent scenes or excessive sexualization can be banned or severely restricted.
In addition, Chinese players often prefer games with strategy elements, role-playing games (RPGs), as well as mobile games with socialization and the ability to interact with other players. Games that focus on collective actions, tournaments or PvP elements are very popular.
2. Legal requirements and censorship
In order for the game to be officially released in China, it must pass a censorship test by the Chinese authorities. The State Press, Publications, Radio, Television and Film Administration (SARFT) requires that games meet certain standards, such as the absence of prohibited content (for example, political topics, religious images or propaganda of violence).
In addition, Chinese regulators may require limited game time for underage users, which is becoming an important aspect for mobile game developers. In 2019, strict rules were introduced to limit play times for children to prevent addiction to play. Developers will need to implement a system of limiting playing time for children and adolescents, which is important to consider when creating games, especially for mobile platforms.
3. Localization of the game
Localization for the Chinese market is not just a translation of the text, but also an adaptation of all aspects of the game to local culture and preferences. This includes changing visual content, interface design, characters and even music to meet Chinese standards.
It is important to remember that Chinese players tend to expect high-quality graphics, a rich storyline and deep mechanics from games. Mobile games, especially genre games such as MOBA (multiplayer online battle arenas) and MMORPG (multiplayer role-playing games), require special attention to detail so that the game is as attractive to Chinese audiences as possible.
4. Choosing the right platform
China is dominated by several key platforms for game distribution. It's important to consider which platforms are popular with Chinese players to choose the most appropriate for your game.
- WeChat: We have already mentioned WeChat mini-programs, which are a popular choice for mobile games. This is a great opportunity for developers to integrate games with one of the most popular applications in China.
- Taptap: This is one of the most famous mobile gaming platforms in China. Taptap actively supports developers and is a place to distribute foreign games.
- App Store China (Apple): While the global App Store has a significant presence in China, many Chinese users prefer to download games through localized Chinese app stores such as 360 Mobile, Baidu Mobile and others.
- Tencent: Tencent is the largest Chinese gaming company running the largest gaming platforms and app stores. It's important to consider that Tencent has huge control over China's gaming market, and many games originally developed for other platforms may require adaptation for Tencent.
5. Monetization and in-game purchases
Monetization is an important aspect in the development of games for the Chinese market. Chinese players are accustomed to the microtransaction system, where users buy virtual goods such as skins, weapons, characters or enhancements. It is also important to integrate systems for in-game purchases and subscriptions, such as WeChat Pay or Alipay, as these are the most popular payment methods in China.
In addition, Chinese players actively use the gacha (random rewards) system, which is a popular way to monetize in mobile games. This format is that players can "discover" new items or characters for real money, which stimulates their return to the game.
6. Advertising and Marketing
Game marketing in China is a separate topic. It is important to take into account the features of advertising channels that operate in China. For example, advertising campaigns through WeChat, Douyin (Chinese TikTok) or Bilibili (a popular video platform) are often the most effective at attracting Chinese audiences.
Chinese users actively trust recommendations from popular streamers and bloggers. Integration with Chinese celebrities and gamers can be an important tool for promoting the game. It is also worth paying attention to contextual advertising embedded in Chinese social networks and platforms.
Conclusion
Developing games for the Chinese market requires careful preparation and attention to detail. It is important not only to create a quality product, but also to take into account all the legal, cultural and technical features that can affect the success of the game in China. Localization, compliance with laws and censorship, the choice of a distribution platform, as well as competent monetization and marketing - all these aspects play a key role in the development of games for the Chinese market. Given these factors, developers can significantly increase the chances of success in one of the most profitable markets in the world.