The Chinese gaming market is massive, and it’s no surprise that developers worldwide want to break into it. With sources like statista attributing to China over $112 billion in gaming revenue, it offers a huge opportunity for game developers. But entering this market isn’t as simple as releasing a game globally and hoping for the best. There are specific steps you need to take in both localization and publishing to make your game successful. In this blog, we’ll break down the process into two main areas: how to localize and publish your game in the Chinese market. By the end, you’ll have a clearer understanding of what it takes to enter this important market.
Localization: Speaking the Language of Chinese Gamers
Understand the Difference Between Simplified and Traditional Chinese
If you are looking to localize and publish your game in the Chinese merket, the first and most important thing is to understand the difference between Simplified and Traditional Chinese. China’s official language is Mandarin, but there are two primary written forms: Simplified Chinese (used in mainland China) and Traditional Chinese (used in regions like Taiwan and Hong Kong). These forms are not interchangeable, so it’s essential to localize your game for each version if you plan to target multiple regions. Simplified Chinese is used by the majority of the population, but if you plan to expand into Taiwan or Hong Kong, make sure to adapt your game to Traditional Chinese as well. While these languages share some common roots, the written forms, cultural nuances, and slang are different.
Be Prepared for Censorship and Content Regulations
China is known for its strict censorship laws. Before you dive into localizing your game, familiarize yourself with what’s allowed and what’s not for every market you are targeting. Avoid content that touches on politically sensitive topics, violence, or even depictions of certain supernatural elements. For example, topics related to Tibet, Taiwan, or anything questioning the government’s authority can lead to immediate rejection. Even blood, skeletons, and supernatural themes might need to be toned down or replaced. It’s a good idea to review recent government regulations to stay updated on what might get flagged. Without considering this important step you won’t be able to localize and publish your game in the Chinese market, as your game will most likely get rejected.
Respect Local Culture and Values
Cultural differences might seem unimportant, but in game localization they are crucial. Chinese players appreciate content that aligns with their values. Ensure that character designs, narratives, and even in-game holidays or celebrations reflect local customs. For instance, games with festive content related to Chinese New Year or the Mid-Autumn Festival tend to perform well. Tailoring these aspects can significantly enhance a player’s experience.
Optimize for Mobile Gaming
China is a mobile-first market, with millions of players accessing games through their phones. Mobile optimization is key. Make sure your game runs smoothly on various devices, including older models that are still prevalent in China. Ensure that the user interface (UI) is clean, simple, and suited for small screens. Chinese players are used to certain button placements, menu structures, and user flows that might differ from Western games. Adjusting your game’s design to match these expectations will make it more user-friendly.
Adjust Your Fonts and UI for Chinese Text
One of the challenges when localizing into Chinese is that the language requires more space on screen than English or other languages. Chinese characters are complex, and some phrases can be longer when translated. You’ll likely need to adjust your UI for Chinese fonts to accommodate this. Make sure your fonts are legible and the text fits within dialogue boxes or menus without breaking the layout. Chinese gamers will quickly notice if the translation feels cramped or visually awkward, so these changes are important.
Use Native Translators for Accurate Localization
This might seem obvious, but hiring professional native translators is crucial for high-quality localization. Machine translation or non-native speakers will not capture the subtle cultural nuances or idiomatic expressions needed for a great gaming experience. Working with translators who are not only native speakers but also experienced in the gaming industry ensures your game resonates better with local audiences.
Publishing: Getting Your Game to the Chinese Market
Now that your game is localized, it’s time to publish it. But China’s publishing regulations are unlike any other country. Here’s what you need to know to publish your game in the Chinese market.
Partner with a Local Publisher
Foreign companies cannot publish games in China on their own. You’ll need to partner with a Chinese publisher who can help navigate the legal landscape and handle the regulatory requirements. These local partners are essential, as they have experience dealing with the government’s game review processes and know what will or won’t get approved. Look for a publisher with a proven track record in your genre or with similar titles to yours. A good partner can also help with marketing and distribution on Chinese platforms like Tencent’s WeGame, which is crucial since Western app stores are not as dominant in China.
Apply for the Necessary Licenses
To publish your game in China, there are several licenses and certifications required. These licenses can take months to acquire, so plan your timeline accordingly. Without these, your game cannot be legally distributed , and your plan to localize and publish your game in the Chinese market will crumble right before your eyes.
Undergo Content Review
You won’t be able to localize and publish your game in the Chinese market without it being reviewed and approved by the National Press and Publication Administration (NPPA). This review ensures that your game complies with all of China’s content regulations, including censorship laws. The NPPA will look for anything deemed inappropriate, from political issues to certain types of violence or supernatural elements. This process can take time, so patience is key. Ensure your game meets all regulations beforehand to avoid delays or outright rejection.
Implement Anti-Addiction Measures
China has strict regulations regarding gaming time for minors. These measures restrict their playtime according to government rules. Additionally, spending limits for minors are also regulated. Developers must take into account these regulations and comply with these systems to be able to publish their games in China.
Promote on Chinese Platforms
To successfully launch your game, you need to market it where Chinese gamers hang out. Western platforms like Facebook or YouTube are blocked in China, so you’ll need to use local platforms like WeChat, Bilibili, and Douyin (the Chinese version of TikTok). Each platform has its own best practices for reaching gamers, so it’s essential to tailor your promotional strategy to the audience.
Offer Local Payment Options
Chinese gamers prefer using local payment systems like WeChat Pay and Alipay over credit cards or international payment platforms. Make sure you integrate these options into your game to ensure smooth transactions for players. This can help boost in-game purchases and overall revenue.
Conclusion
Though after this blog you might feel discouraged about localizing and publishing your game in the Chinese market, in reality, with the right approach, it’s not only achievable, but can also yield great results. From understanding the differences in language and culture to navigating the complex publishing regulations, each step is crucial to your game’s success in the world’s largest gaming market. With careful planning, local partnerships, and a solid understanding of China’s regulatory environment, your game can reach millions of enthusiastic players and tap into one of the most lucrative gaming markets in the world. So what are you waiting for, it’s time to localize and publish your game in the Chinese market!