10 Important Things To Know About Localizing a Game for the Chinese Market
Thank you for reading Business Beyond Borders, a newsletter for localization, marketing, and product and executive teams that actively extend their organizations across borders. Drawing from two decades of operating a localization agency, we share lessons learned about localization, globalization, and cultural adaption to help you develop well-informed, global growth strategies. ???
While the growth of Western markets has slowed, the Asian market continues a trend of dynamic growth: in 2024, the Video Games market in Asia is projected to achieve a revenue of US$149.30bn. The key question is how to get on board.
Let’s talk about what you need to know related to promoting games and apps in China.
1. Know the ISBN policy for game developers
Game developers and publishers who already have games in China or are looking to enter the Chinese market will need an ISBN (International Standard Book Number) to operate legally in the country. The ISBN is a mandatory government approval issued by China's State Administration of Press & Publication, and it's required to legally launch your PC, console, or mobile game in China.
Here’s a great article on how to navigate China’s ISBN policy.?
2. Understand the multiple stores for game purchase
In Western countries, the landscape is straightforward: you have Google Play and the App Store. Asia, however, presents a different scenario.
It’s different in Asia. In China, while the App Store is available, Google and all its services are banned. Instead of Google Play, there are around 400 local Android stores, each with its own specialty. Some of these stores focus exclusively on games. Working with these stores is easiest through local publishers.
3. You’ll need a local publisher
In China, you can’t release a game without a publisher. You'll need to go through a complex registration process that includes requirements like demonstrating knowledge of Chinese and having a Chinese phone number.
4. Be aware of user purchasing habits
In 2023, the average revenue per mobile user (ARPU) in China was 49.3 yuan, or approximately $6.78 per user.
Keep in mind that many users in Asia are not accustomed to paying by credit card. In China, people primarily use WeChat Pay and Alipay for in-app purchases.
5. Know the possible promotion channels
China has no Western platforms whatsoever: they are all blocked, so you'll need to use local alternatives.
For search, the primary platform is Baidu with several other existing SEO and SEM platforms (Shenma, Sogou, Bing, Xiaohongshu, etc.).
For socials, the landscape is following: ?
??? It’s common for users to sign into apps using their favorite social networks. In China, people typically use WeChat or a phone number for sign-ins.
?? You can automate interactions with your subscribers using tools like China’s WeChatify.
In advertising, Baidu offers opportunities similar to Google Ads.
领英推荐
As for forums and blogging platforms, the most common platforms are Baidu Tieba (the Chinese Reddit), Zhihu (the Chinese Quora), Douban (the Chinese Medium), Xiaohongshu (also known as RED and referred to as “Chinese Instagram”), and Bilibili.
Offline advertising of mobile games and apps is very widespread in China. Ads can be seen daily in subways, on buses, at bus stops, etc. Offline marketing isn’t exclusive to large companies; it works for businesses of all sizes and can be surprisingly affordable.
Promoters often visit university campuses, handing out flyers with QR codes to download apps. Sometimes, downloading the app from the flyer earns the user in-app bonuses. Chinese consumers often perceive that when a developer invests in offline advertising, their app is likely to be of high quality.
6. Understand dialects: Traditional VS Simplified Chinese
In mainland China, simplified Chinese is used, while Hong Kong and Taiwan use traditional Chinese. Although users in China can generally understand traditional characters, reading them can feel unfamiliar and awkward. You'll need to decide if you should localize into one or the other, or both.??
7. Know how to get your app approved by the Chinese commission
The Chinese commission decides whether or not to approve an app. Standard taboos include blood of any color, skeletons, and even the slightest hint of "improper" moral values. For example, the studio Full HP had to redesign a harmless pixelated male fairy wearing a dress, transforming him into a properly attired Chinese manager.
Also, the Chinese commission does not permit English words in apps — even the most basic ones, such as "winner." All text must be in Simplified Chinese.
8. Understand local holidays, traditions, and habits
During holidays, people tend to spend more time on their smartphones, leading to a significant increase in profits from in-game purchases. Major holidays in China include the Lunar New Year and the Dragon Boat Festival.
A popular tradition in China is giving money in a red envelope, or "hong bao." In the WeChat messenger, people can send each other virtual hong bao. You can incorporate this concept to create unique bonuses for your app.
?? Japan has a similar tradition, but they use white envelopes.
As for interesting habits, Chinese players are often fond of eSports games, and Shanghai and Hong Kong regularly host offline eSports matches. This is linked to China’s strong tradition of team play: the Chinese enjoy doing things as a group.
9. Have a handle on the underlying meaning of numbers and colors
The number 4 is considered unlucky in China: the word for “four” sounds like the word for “death,” and is avoided. On the other hand, the lucky number is 8. This may come into play in apps with games of chance.
Also, be cautious with the color red: in Chinese culture, a name written in red signifies a curse, so avoid using red letters for character names.
10. Understand UI/UX preferences
Asian apps have a distinct style compared to Western apps. They often feature cartoon and anime characters, youthful designs with cute animals and enlarged heads, and screens filled with information. Many apps try to display all necessary information on a single screen, which is unlike Western design which is more simple and sparse.?
Bilibili is a popular Chinese website with a typical Asian look and feel:
Every country has its own rules and preferences. At Alconost, we offer the cultural expertise of over 800 native-speaking linguists who translate into over 100 languages, adhering to international ISO standards and quality assurance methodologies.
Contact us to help bring your product to new markets.