How to Market a Video Game In China

The incredible success of Black Myth: Wukong demonstrates just how seriously China’s young people take their video games – 凯特琳张 , CEO of Oval Branding, explains how British game makers can get in on the action

How would you feel if your boss bought you the hottest video game on the market and gave you several days off work to enjoy it??

This is exactly what happened when the extremely popular, Chinese-made game Black Myth: Wukong came out in August 2024. Many companies in China, including Sichuan Muziyang Technology and Shanghai developer Gamera Games, gave employees a day off to play the game. Many even bought the game for employees so they could fully enjoy the domestic masterpiece. More than 20 million copies of the first triple-A title were sold in a month. The meteoric rise of the game signals the temperature of the gaming market in China for 2025 and beyond.?

A market with 722 million gamers

There are an estimated 722 million gamers in China, taking into account PC, mobile, console and VR/AR gaming and esports. Mainland China alone has over 320 million PC gamers – roughly the entire population of the USA – according to The China Gamer Behaviour and Markets Report by Niko Partners 2024. The report surveyed 1,079 gamers in April 2024; 19% of PC gamers claimed they spent at least 30% more on titles than last year.?

China’s internet firewall blocks access to international gaming platforms like Steam. However, most gamers know how to use a virtual private network (VPN) to connect to the internet through a server in another country. As a result, despite the restrictions, Steam remains the most popular PC gaming platform in China, with nearly 80% of PC gamers using it for premium games. Additionally, there are about 50 million Chinese gamers living outside Mainland China who play on Western websites and apps.

The Chinese video games market therefore presents a significant opportunity for UK game developers. With the market expected to grow by 4.9% in 2024, reaching ￡38 billion, and projected to hit ￡43 billion by 2028, the potential for revenue is substantial. Mobile gaming is likely to continue to dominate, accounting for 68.7% of the market, followed by PC at 28.4% and console at 2.9%.

Gaming is a top revenue generator for the UK’s creative industries

In the UK, the video games market continues on a strong path of growth, reaching a value of ￡7.82 billion in 2023, a 4.4% rise from 2022, says UK Interactive Entertainment (UKIE), the leading trade body representing the UK’s video games and interactive entertainment sector.?

“The UK games industry is a global leader in creativity and innovation, with Chinese gamers playing a vital role in its international success,” says Sam Collins, Chief Commercial Officer, UKIE. “Their enthusiasm for UK-made games has driven significant investment from Chinese companies, which have established international offices here to leverage our exceptional talent and supportive regulatory framework. We look forward to deepening these connections and driving even greater growth together,” he says.?

How to market your video game in China?

London-based Oval Branding has been marketing British games to Chinese audiences since 2018. One of Oval Branding’s clients, Chatham-based Dovetail Games, is the world’s top simulation game company, with games including Train Sim World 5, City Transport Simulator: Tram and Fishing Sim World.

“At Dovetail Games, we take pride in being part of the UK’s vibrant and creative gaming sector, the leading contributor to the UK economy among all creative industries,” says Dan Holman, Director of Marketing at Dovetail Games.?

“As one of the fastest-growing markets, China presents an exciting opportunity for us. With the recent launch of Train Sim World 5, we are thrilled to have welcomed even more international and Chinese players into our gaming community,” says Holman.

Marketing Tip 1: Localisation and promoting Chinese cultural values

Localisation doesn’t just mean translating words accurately; it is about making sure the content fits the culture and preferences of the target audience. For example, launch dates might need to be changed because China is seven or eight hours ahead of the UK, so it could be the next day in China.

Games can use traditional Chinese art and music to create marketing materials that attract Chinese players. Social media campaigns can celebrate Chinese holidays and highlight values like community, family, and respect for elders. It is crucial that all content meets Chinese regulations and avoids any banned words or phrases, which are constantly changing.

An interesting example is Call of Duty, which added Chinese elements to the game, such as the use of weapons of the Chinese army and maps with Chinese characteristics. This has been extremely well received by gamers in China, with rave reviews on social media.?

Marketing tip 2: Short-form videos and influencers?

Short-form videos are taking the world by storm, and nowhere more so than in China. Forty five per cent of respondents in a Niko Partners report said they discovered video games by watching short-form content. TikTok’s Chinese equivalent, Douyin, has over 750 million daily active users spending an average of over two hours per day watching short videos and shopping.?

This gives gaming brands an invaluable opportunity to put their own short-form content in front of Chinese audiences, as well as to work with influencers (or KOLs, as they as they are known in China) to build brand awareness.

“You don’t necessarily need to find the biggest KOLs, just those that match your target audience,” says Shuangyang Zhao, Digital Media Manager for the KOL Steam Youxi @SteamGames, with 3 million followers across Douyin and Kuaishou.?

“We use a variety of techniques to market games, including live streaming. In addition, KOLs are increasingly sceptical about promotional videos, so it’s always better to give real gaming footage and game keys to try,” Zhao adds.

Marketing tip 3: Cross-promotions with non-gaming brands?

Cross-promotions with non-gaming brands can be a powerful strategy for raising brand awareness in China. By partnering with local brands and personalities, developers can tap into established customer bases and foster a sense of national pride.?

For example, during the promotion of Train Sim World 5 in September 2024, Dovetail Games collaborated with well-known Chinese train driver KOLs. This partnership added authenticity and visibility to the game, making the campaign a hit among Chinese audiences.

Another great example is Louis Vuitton’s collaboration with Riot Games for the 2019 League of Legends World Championship. Louis Vuitton designed a bespoke travel case, prestige skins and other digital assets, blending luxury with gaming in a unique way.

These case studies highlight how cross-brand promotions can create buzz and drive engagement in the Chinese market.

The future of China’s gaming market

As the UK gaming market continues to show promising growth, with an annual growth rate of 9.57% expected to reach ￡9 billion by 2027, UK developers have a golden opportunity to expand their reach by targeting gamers in China. By using the tips in this article to market games to China, UK developers can successfully tap into the promising Chinese market and foster a global gaming community. Kaitlin Zhang is the founder and CEO of Oval Branding.

Kaitlin Zhang is the founder and CEO of Oval Branding.