波蘭獨立游戲基金會：游戲開發(fā)者進入中國市場指南EN

TableofcontentsTableofContentsContentsPrefacePARTI–THEBASICS1.1ChineseGamingMarket1.2MarketSegments1.2.1PCGames1.2.2ConsoleGames1.2.3Mobile1.2.4VRandAR1.2.5E-Sports1.3ChallengesandRisks1.3.1Competition1.3.2Imitationgames1.3.3Culturalforeignness1.4Trends3467888999PARTII–ASTEPBYSTEPGUIDETOTHEMARKET2.1STEP1:PC/ConsoleGamesVSMobile2.1.1Globaldistribution2.1.2ApplyingforanISBN2.1.3Localdistribution2.2STEP2:Localization2.2.1SimplifiedVSTraditionalChinese2.2.2Titlelocalization2.2.3ChineseVO2.2.4Adaptationofgamefeatures2.2.5LocalizationforISBN2.3STEP3:Workingwithapublisher2.4STEP4:Employinganagency2.5STEP5:Buildingyourownteam202122PARTIII–REACHINGOUTTOYOURFANBASE3.1ChineseGame-orientedSocialMedia2021222424252729313.3Aninconclusive242425272931GamingMedia3.4AshortguidetoKOLs3.5GamingeventsPARTIV–SUMMARYREFERENCESABOUTTHEAUTHOR□3PrefacePrefaceThe“Gamedeveloper’sguidetotheChinesemarket”istheresultofeightyearsofintensiveresearchandthefruitofcooperationbetweenthePolishInstituteinBeijing,IndieGamesFoundationPolandandnumerouspartnersfromPolishandChinesegamedevindustries.WhenthePolishInstituteinBeijinginitiateditsfirstvideogamepromotionpro-gramin2016,ChinesegamerswerealreadyquitefamiliarwithPolishgames,havingplayedtitlessuchasTheWitcher,ThisWarofMineorDyingLight.Problemwas,ama-jorityofthemdidn’tknowthosegamesweredevelopedbyPolishgamedevstudios.Thankstocontinuouseffortsbyvariousinstitutionsandtheinvaluableroleofthestudi-osthemselves,releasingoneblockbusterafteranother,ChinesegamerstodaydubPo-landasyóuxìdàguó(游戲大國),meaning“gamingpower”.TheyappreciatethequalityandcreativityofPolishproductionsandrecognizeagrowingnumberofPolishbrands.ThepurposeofthisdocumentistoprovidePolishgamedeveloperswithare-liableandexhaustivesourceofinformationabouttheChinesegamingmar-ket,withafocusonpremiumPC/consolegames,whichwouldguideandsup-portthemthroughtheprocessofestablishingtheirpresenceinChinaevenfurther.WeWehopethe“Gamedeveloper’sguidetotheChinesemarket”willcontributetoyoursuccessfulexpansiontotheChinesemarketandhelpbuildthebrandofPolishgamesinChina!ThepublicationhasbeenfinancedbythePolishInstituteinBeijing:□口□□5PartI–ThebasicsPartI–Thebasics1.1ChineseGamingMarketThepastcoupleofyearshavebeendifficultfortheworld’sbiggestgamingmar-ket-organizationalrestructuresandacrackdownontheindustryovergamingaddictionconcerns,followedbyamonths’longfreezeofthegameapprovalprocess,resultedinthefirsteverdeclineintherevenueandgamerpopulationinChinain2022.However,accordingtodatasharedbytheChinaGameIndustryGroupCommittee,orCGIGC,anofficialChinesesupervisionassociationundertheNationalPressandPublicationAdministration(NPPA),thefirsthalfof2023witnessedanupwardtrendingamerpopulation,reachingarecord-breaking668millionplayersbytheendofJune,whichconstitutesroughlyhalfoftheChinesepopulation.Simultaneously,salesrevenuegeneratedbythedomesticmarketreached144.263billionChineseyuan($20.23billion)forthefirsthalfofthisyear–thoughthedatashowsa2.39%fallinrevenueYoY,italsoindicatesa22.2%increaseinrevenueQoQ,whichprovesthemarketisgraduallyemergingfromthedifficultperiod.ChinesedomesticmarketrevenueSalesrevenuePlayerpopulation140.702165.566203.607214.443230.877278.687265.88420142020202120225335655836256416646666642023(FIRSTHALF)144.263billionCNY668mlnCompiledbasedondatafromChinaGamingIndustryReportH12023者者者者者者者》2014201520162017201820192020202120222023“2023年1-6月中國游戲產業(yè)報告”(retrievedNov27,2023)7Webgames20.80%Clientgames74.75%MobilegamesWebgames20.80%Clientgames74.75%Mobilegames1.2MarketSegmentsAccordingtothemostrecentdatafromtheCGIGCChinaGamingIndustryReport,almost2/3oftherevenuegeneratedbytheChinesemarketcomesfrommobilegames,withtheremaining1/3comingmostlyfromclientgames(PCandconsolegames),withmarginalinputfromwebgamesandotherproducts.2.62%OtherChinesemarketChinesemarketrevenueshareCompiledbasedondatafromChinaGamingIndustryReportH12022ThoughtheCGIGCChinaGamingIndustryReportsuggeststherevenuegeneratedbythewholeclientgamesegmentaccountsonlyforabout21%ofthetotalmarketrevenue,PCgamesareverypopularinChina.AccordingtotheCHINAPCGAMESMARKET&5-YEARFORECASTREPORTpublishedbyNikoPartners,therewere322millionPCgamersinChinabytheendof2022,generatingarevenueof$14.2billion.WhilethenumberofChinesePCgamersamountstoalmosthalfoftheChinesegamerpop-ulation,theyarespreadacrossamultitudeofdifferentplatforms,oftenexclusivelyplayingtheirfavoriteonlinegames,distributedthroughlocalstores.Inordertoestimatethenumberofplayerslikelytopurchaseoverseasgamesavailablethroughglobaldistributionplatforms,weshouldlookatthenumberofChineseusersonSTEAMGlobal.TheofficialnumberofChineseMAUsonSTEAMamountsto30million,however,sincemanyChineseplayersuseVPNstoconnecttotheInternet,amoreaccurateestimatewouldbethepercentageofusersrunningtheSTEAMclientinChinese,whichasofOctober2023amountsto45,93%.With120millionMAUs,wecanestimatethenumberofChineseSTEAMplayersasabout55millionMAUs.MostpopularlanguagesusedbygamersonSTEAMSimplifiedChineseSimplifiedChineseEnglishRussianSpanish-SpainPortuguese-BrazilGermanFrenchJapanesePolishTurkishTraditionalChinese45.93%26.40%3.59%2.99%0.85%Korean0.81%Compiledbasedondatafrom“TheMostPopularLanguagesonSteamin2023”byLogrus1.2.2ConsoleGamesIn2000,amidfearstheycouldhave“adverseeffects”onchildrenandyoungpeople,ChineseauthoritiesofficiallybannedthedistributionofconsolesandconsolegamesinMainlandChina.Whiletheyremainedavailableonthegreymarket,thebanandtheunavailabilityofproductsinlegalcirculationhadhugeimpactontheChineseconsolegamingsegment.China’sMinistryofCultureofficiallyliftedthebaninJanuary2014,andthefirstconsoletodebutontheChinesemarketwasMicrosoft’sXboxOne,whichdidn’thittheshelvesuntilSeptem-“2022年1-6月中國游戲產業(yè)報告”(retrievedNov27,2023)“CHINAPCGAMESMARKET&5-YEARFORECASTREPORT”(retrievedNov27,2023)8LogrusITGameLocalization,“TheMostPopularLanguagesonSteamin2023”(retrievedNov27,2023)8BrianDean,“SteamUsageandCatalogStatsfor2023”,(retrievedNov27,2023)TimCHEN,?Chinahasfinallyliftedits14-yearbanonvideogames”(retrievedNov27,2023)berofthatyear.SonyfollowedinMicrosoft’sfootstepsafewmonthslater,whenitreleasedthePlayStation4inMarch2015.Sinceuntilthentheconsolegamesegmentexistedonlyonthegraymarket,accuratedataconcerningthismarketsegmentonlyreachesasfaras2015.Itshouldbenotedthough,sincelocalversionsofconsolesonlyprovideaccesstogamesapprovedforlocaldistribution,manyplayersprefertoimportoverseasconsolesandpurchasegamesfromHongKongorJapanregionalstorestoaccessmoregames.AccordingtotheCHINACONSOLEGAMES&5-YEARFORECASTREPORTbyNikoPartners,therewereabout16.7millionconsolegamersinChinabytheendof2022,generatingatotalrevenueof$2.3billioninhardwareandsoftwarepurchases,bothinthegeneralandgraymarketsegments.WhileconsolegamersareacomparativelysmallpartoftheoverallChinesegamerpopulation,NikoPartnersestimatethenumberofgamerswillincreaseto23millionbytheendof20MobileItdoesn’ttakemuchtonoticetheimmensepopularityofmobilegamesinChina–takearideontheBeijingsubway,orenteranyvenuewherepeoplehavetostandinlineformorethanacoupleofminutesandyou’llseepeopleofallageseagerlyplayingmobilegamestokilltime.Thenumberofmobilegamersgrewfrom90millionin2012,toover640millionin2022,accordingtotheNikoPartners’CHINAMOBILEGAMESMARKET&5-YEARFORECASTREPORT,generatingover$30billioninrevenueinthesameyear.Withthatsaid,thevastmajorityofChina’smobilegamersarecasualgamers,forwhomthemainsourceofgamesaretitlespre-installedontheirsmartphones,orfreegamesavaila-blefordownloadthroughappstores.Unfortunately,asmostmobileplatformsofferbothf2pandpremiumgames,it’shardtoestimatehowmanymobilegamersinChinaarewillingtopayforpremiumproducts.of$6.6billionin2023,withanexpectedannualgrowthrateof11.91%.However,thesenumbersfallbehindestimatesfrom2018,whichshowsthattheVRandARsegmentisn’tgrowingasmuchassomeexpertsanticipated,withmostrevenuestillgeneratedbyhardware,ratherthancon-tentdistribution.MultipleChineseVRcompaniesagreethatthefastestgrowingmarketsforVRandARinChinaareprofessionaltrainingfacilitiesandVRcafés,ratherthanindividualplayers.OftenenoughChinesepublishersapproachoverseasVRsimulatorgamedeveloperseagertodistributetheirproductsasprofessionaltrainingmaterialsforvocationalschoolsortrainingfacilities.Ontheotherhand,VRcafésareusuallyinterestedinpartygamesthatcanbeplayedcasuallybyfriendsspendingtimetogetherintheirvenues.1.2.5E-SportsVarioussourcesprovideradicallydifferentestimatesofthesizeandvalueoftheChinesee-sportsmarketsegment.The2021CGIGCChinaGamingIndustryReportestimatedthemar-ket’svalueatabout$20billion,withauserbaseexceeding480million.Ontheotherhand,statistaestimatesthemarketvaluein2023at$445.2million,withthenumberofusersproject-edtoreach253.5millionby2028.Whilethedifferencesmightbecausedbydifferentmethod-ology,theyarealsoanoutcomeofthequickexpansionofthemarket,whichmakesitdifficulttomeasureitsactualvalue.Whiletheboomformobilee-sportshascontributedtoquickexpansionofthee-sportsmarket,Chinabecameoneoftheleadinge-sportsnationsintheearly2000s,whentheChineseau-thoritiesrecognizede-sportsasasport.In2016,theChineseMinistryofEducationadded“es-portsandmanagement”tothelistofpermittedcollegemajorsforChineseuniversities,whiletheMinistryofHumanResourcesandSocialSecurity(CMHRSS)followedin2019byannounc-ingrecognitionof“e-sportsprofessional”and“e-sportsoperator”astwonewofficialprofes-sions.NowonderChinaisalsohometomanyworlde-sportschampions.1.2.4VRandARThevirtualreality(VR)andaugmentedreality(AR)segmentinChinadiffersfromthatoftheEuropeanmarket,dueinlargeparttotheopennessoftheChinesetonewtechnolo-gies.Accordingtostatista,theARandVRmarketinChinaisprojectedtoreachrevenue“CHINACONSOLEGAMES&5-YEARFORECASTREPORT”(retrievedNov27,2023)“2017GlobalMobileGameIndustryWhiteBook”,MGMA,December2017,pg.949“AR&VR-China”(retrievedNov27,2023)“2021年中國游戲產業(yè)報告”(retrievedNov27,2023)“Esports–China”(retrievedNov27,2023)“EsportsAroundTheWorld:China”(retrievedNov27,2023)HongyuChen,“ChineseGovernmentIdentifiesEsportsasaProfession,PUBGDetailsEsportsPlansforChina”(retrievedNov27,2023)91.3ChallengesandRisksThesheersizeoftheChinesegamingmarket,pairedwiththehighrevenueitgenerates,un-doubtedlysoundsverytempting,butwithopportunitiescomechallengesandrisks,whichyouneedtofaceifyouaretoachievesuccess.Althoughforeigncompanieshavetohandleaddition-allegalrestrictionstogamedistribution(seePART2.1.1),localcompaniesfacesimilarobstacles,includingfiercecompetition,piracyandplagiarism.1.3.1CompetitionAccordingtodatapublishedbystatista,over10,000gameshavebeenreleasedonSTEAMeveryyearsince2021.That’sanaverageofalmost30gamesperday,whichmakesithardtostandoutfromthecrowd,especiallyforindiegamedevelopers.Withsuchfiercecompetition,evenoutstandinggamescanfailtoreachtheirpotentialaudienceswithoutpropermarketingandpromotion,evenmoresoonlessfamiliarmarkets.However,notallofthosegamesmakeittooverseasplayers–somearetitlesdevelopedbyandforlocalmarkets,includingChina.Whilesuchgamesareatadisadvantagewhencom-petingoninternationalmarkets,theirdevelopersknowtherespectivelocalmarketsbetter.Therefore,whenattemptingtopromoteoverseasgamesinChina,foreigngamedevelop-ershavetocompetewithbothglobalblockbusters,andlocalindiegames,developedbyChineseteamsforChineseplayers.1.3.2ImitationgamesSomeofthosegamesareso-called“shānzhài”or“imitation”games,whichvergeonthebor-derbetweeninspirationandplagiarism.Copyingpopulargameplaypatternsormotifsislessriskyforsmallergamedevteams,beingmorelikelytoattractpotentialinvestorsandpublishers.Itmightalsobeconsideredaformoftributetotheoriginalgame,especiallyifitdoesn’thaveChineselanguagelocalizationordepictsastrangeorunappealingculturalorhistoricalback-ground.However,thankstogrowinginterestintheChinesemarket,andincreasingpresenceofover-seasgamesonChineseplatforms,combinedwithsimultaneousgrowthofChinesepublishers’interestinoverseasmarkets,Chinesegamershavehigherexpectationstowardsnewgames,expectingmorecreativityandinnovation.This,inreturn,encouragesChineseindiegamedeve-loperstofindtheirownplaceinagrowingbutdiversifyingmarket.1.3.3CulturalforeignnessAmongthebiggestchallengesoverseascompaniesfacewhentryingtosellandpromotetheirgamesinChinaisculturalforeignness,experiencedbothbythegamedevelopersandtheplayersalike.Chineseplayerscomefromadifferentculturalbackgroundandmightnotunder-standornotrelatetothingsthatthedevelopersconsidernaturalandobvious.TheFrostpunkgameisaperfectexampleofhowdifferentcanculturalperspectivesbe–thecitysurvivalgamedevelopedbythePolish11bitstudios,triggeredadebateamongChinesene-tizensonhowsocietiesshouldberun,andwhatarethepeople’sresponsibilitieswhenthey’refacingextinction.Uponcompletingthegame,playersviewarecapoftheirchoicesandareaskedthequestion:Thecitysurvived...butwasitworthit?11bit11bitstudios/Frostpunk“NumberofgamesreleasedonSteamworldwidefrom2004to2023YTD”,(retrievedNov27,2023)1.41.4TrendsWithalmost670millionplayers,discussinggeneralmarkettrendsdeliverslittleusefulinformation–justlikeeverybodyelse,Chineseplayerslikecasualgames,actiongames,RPGsandFPS.However,withsuchahugegamerpopulation,prettymucheverygamecanfindanicheofitsown,whichcanguaranteeagoodenoughprofittojustifytheadditionallocalizationandpromotionalcosts.Therefore,insteadofdiscussinggamegenres,letsfocusongamefeatures,whichincreasethechancesofagame’ssuccess.Inanarticlefrom2017,IainGarner,thenDirectorofGlobalDeveloperRelationsandMarketingatAnotherIndie,pointsoutthatChineseplayersprefer“cute”and“adorable”gameswithexaggeratedcharacters(typicaloftheJapanese“chibi”style),suchasLostCastle,aswellasgameswithanimeaesthetics,suchasICEY.LuisWongofINDIENOVA,ontheotherhand,recallsthatwhileaestheticsreminiscentofJapaneseanimearemostpopularamongChine-segamers,theyalsoappreciategameswithauniquegraphicstyle,likeMonumentValleyandHiddenFolks.WongalsostressesthatChinesegamersratherdislikeaestheticsstraightoutofWesternTVshowssuchasFuturamaorFamilyGuy.Anotherkeyfactortoagame’ssuccessiswhetherornotthegamesupportsmultiplayer–manyChinesegamersconsidergamesameansofsocialization,thereforeonlineco-opisamustfortitleswishingtoattractgreateraudiences.Especiallyifitallowsforcompetitionbetweenplayers,whichisanimportantpartofChineseculture.However,accordingtorecentresearchbyChinaindieGameAlliance,yearsoflockdownunderthecovidpandemictooktheirtollonChinesegamers,whoexperienceincreasedlevelsofanxietyanddepression.Suchplayersgeteasilyfrustratedwithchallenginggames,espe-ciallyiftheydon’tincludeatutorial,orthetutorialisn’tclearenough.Ineffect,playersaremorelikelytoquitandleaveanegativecommentonSTEAMifthegameplayistoodemanding.ManyChineseplayersfoundthequestionenraging–ontheonehand,theymostlyconsidervideogamesaformofentertainmentandarenotusedtogamesquestioningtheirmoralde-cisions,ontheotherhand,manyofthembelievethatallmeansarejustifiedaslongastheyensurethesurvivalofthesocietyasawhole.Therefore,theirexperiencefromplayingthegamewascompletelydifferentthanthatofWesternplayers.Anotherimportantculturaldifferenceishumor–Chinesehumorreliesmoreheavilyonpunsandwordplayratherthansituationalorcontextualhumor.Inotherwords,certaindialoguesorsituationsconsideredfunnyinWesternculture,mightnotpassasfunnytoChineseplayers.Toensurethegame’snarrativeresonateswellinChina,companiesshouldputnecessaryeffortintothelocalizationofthegameintoSimplifiedChinese(seePART2.2).ustwogamesustwogames/MonumentValleyXDInternationalXDInternational/ICEYPriestman,Chris,“SteamgamesinChina:Makingthemostofalucrativeopportunity”,(retrievedNov27,2023)02.PartII–Astepbystepguidetothemarket》>02.IndustryexpertsagreemostPC/consolegamesshouldfocusonglobaldistribution.SeeSTEP1:1.1GlobaldistributiontolearnmoreDoesyourgamehaveSimpli?edChineselocalization?》》DoesyourrevenuefromtheChinesemarketexceed80.000USDanually?DoesyourrevenuefromtheChinesemarketexceed180.000USDanually?>>-》>02.IndustryexpertsagreemostPC/consolegamesshouldfocusonglobaldistribution.SeeSTEP1:1.1GlobaldistributiontolearnmoreDoesyourgamehaveSimpli?edChineselocalization?》》DoesyourrevenuefromtheChinesemarketexceed80.000USDanually?DoesyourrevenuefromtheChinesemarketexceed180.000USDanually?>>-Yes-》》MinimalizeyourcostsandrisksbypartneringwithaChinesepublisherSeeSTEP3:WorkingwithapublishertolearnmoreIt’sabouttimeyoustartbuildingadedicatedteamfortheChinesemarket;)SeeSTEP5:Buildingyourownteamtolearnmore》Mobile<IsyourgamemobileIsyourgamemobileorPC/console?PC/console》SinceGooglePlayisSinceGooglePlayisunavailableinChina,youneedanISBNtodistributeyourgamethroughAppStoreandlocalAndroiddistributionplatforms.BecauseONLYChinesecompaniescanapplyforanISBN,startby?ndingasuitablepartner.SeeSTEP1:2.1.2.ApplyingforanISBNandSTEP1.31.3.Localdistributiontolearnmore-Yes--Yes-》》》StartbylocalizingStartbylocalizingyourgame!SeeSTEP2:Localizationtolearnmore》No<>-Yes-<>-Yes-SavemoreofSavemoreofyourrevenuebyworkingwithaPRagencyorfreelancer,whichwillsuportyourpromotionalactivitiesinChina.SeeSTEP4:Employinganagencytolearnmore□口□□1302.2.1.STEP1:PC/ConsoleGamesVSMobileWhilecircumstancesvaryfromonetitletoanother,andrisksandopportunitiesaresubjecttomultipleoutsidefactors,experiencessharedbyhundredsofgamedevstudiosattemptingtodistributeandpromotetheirproductsinChinamakeitpossibletocompilea“stepbystep”guidetothemarket.However,thefollowingguideshouldbeconsideredalistofsugges-tions,inferredfromsuccessfulmarketpractices,ratherthanastrictsetofrulestofollow.TheprimaryfactorindeterminingapublishersapproachtowardstheChinesemarketisthegameplatformstheirproductisavailableon.Whileeverygameisdifferentandmaypres-entitspublisherwithuniqueopportunities,thegeneralagreementamongindustryexpertsisthatPC/consolegamesshouldfocusonglobaldistribution(ideallysupportedbylocalPRandmarketingactivities),whilemobilegamesneedtoapplyforanISBNrequiredforlocaldistribution.2.1.1GlobaldistributionIfyou’reaPC/consolegamepublisher,chancesareyou’realreadysellingyourgamesinChina,withoutevenknowingit.Chineseplayersoftenbuygamesthroughglobaldistributionchan-nels–whileEpicStoreandGOGrequireaccessthroughaVPN,STEAMGlobalisusuallyavail-ablewithoutsuchdifficulties.STEAMremainsthemostpopularglobalgamedistributionplatforminChinatodate.AspreviouslymentionedinPART1,2.1,thereareroughly55millionMAUs,whichuseSimpli-fiedChineseastheirpreferredlanguageonSTEAMGlobal.AndthoughtalkscontinueabouttheglobalversionofSTEAMbeingreplacedbySTEAMChinaatsomepointinthefuture,nooneisabletotellwhenorifthatwillhappen.Similarly,sincelocalversionsofPlayStationStore,MicrosoftStoreandNintendoeShopofferalimitednumberofgames(sellingonlythosetitles,whichobtainedanISBN),playersaccessoverseasversionsofthestoresinordertogainaccesstomoretitles–usuallychoosingtheHongKongregionwhenbuyinggames.Whileit’shardtoestimatetheexactnumberofsuchplayers,NikoPartnersestimatesthenumberofconsolegamersinChinaat16.7million(asmentionedindetailinPART1,2.2).ItisthereforecrucialthatPC/consolegamepublishersensuretheirgamessupportSimplifiedChineselocalizationacrossalldistributionplatformsandregions,otherwiseChineseplayersmighteitherskipthegamealtogether,orchoosetodownloadapiratedcopyofthegamewithChineselocalization.2.1.2ApplyingforanISBNGlobaldistributionisunfortunatelynotaviableoptionformobilegamepublishers–GooglePlayisunavailableinMainlandChina,andAppStorerequirespublisherstoprovideanISBNnumberbeforeaproductcanbemadeavailableforChineseusers.Therefore,mobilegamepublishersneedtoapplyforanISBNandoptforlocaldistribution.UnderChineselaw,gamesareconsideredapublication,andfallunderspecialsupervisionoftheState.ONLYChinesecompaniescanapplyforanISBNnecessarytopublishagameinMainlandChina.EvenforeigncompaniesrunninganofficeorsubsidiaryinChinaCANNOTapplyforanISBN.Therefore,everyforeigncompanyneedstostartbyfindingalocalpartner,whowillsubmittheISBNapplicationtotheNationalPressandPublicationAdministration(國家新聞出版署)ontheirbehalf.Cooperationwithalocalpublishershouldn’tbetreatedasanunpleasantnecessitythough-agoodpartnerwillhelpyouwithlocalization,aswellasmarketingandpromotiononlocalgamingandsocialmedia,oftensharingthecostsofsuchactivities.ChineseplayersusuallycannotaccessFacebook,InstagramorX,sowithoutexperiencewithChinesesocialmediayouwon’tbeabletoreachouttoyourpotentialplayers.Therightpartnerwillhelpyoufindyourwayonthemarket.SinceChinadoesn’thaveanageratingsystemsimilartoPEGIorESRB,generallyspeakingallgamesapplyingforanISBNmustbeappropriateforplayersofallages.Thatiswhyga-messhouldn’tdisplaybloodornudityorportrayprohibitedcontentsuchasdrugs,gamblingororganizedcrime.Furthermore,allgamecontentmustbeconsistentwiththeconstitutionandlawsofthePRC,i.e.cannotthreatenthesecurity,unityorpositiveimageoftheChine-sestate,orpromotemoralattitudesinconsistentwithgenerallyacceptednorms.However,astheregulationsoperateingeneralities,it’scrucialtofindanexperiencedlocalpartner,whowillhavetheexpertisenecessarytocompletetheapplicationsuccessfully.□口□□14/ID:6224075400LocaldistributionObtaininganISBNmighttakeseveralmonths(sometimesevenuptoacoupleofyears),andrequirechangingin-gamecontent.However,onceyourgameobtainstheISBN,yourpartnercanarrangethegame’sdistributionthroughlocalplatforms.Whatmightseemprettystraightforwardatfirst,isinpracticeverycomplicated,asthelocaldistributionmarketishighlyfragmented,bothincaseofmobileandPCgames.SinceGooglePlayisunavailableinMainlandChina,therearedozensofdifferentdistributionchannelsforAndroiddevices,includingappstorespre-installedbythedevicemanufacturer(e.g.,Oppo,Xiaomi,Huawei,Vivoetc.),generalappstoresdownloadedbyusersthemselves(e.g.TencentAppStore,360Games,etc.)aswellasdedicatedappsaimeddirectlyatgamersratherthancasualplayers,suchasTapTaporMaozhua(貓抓).Ofcourse,AppleproductuserscandownloadgamesdirectlyfromAppStore.Ontheotherhand,there’salimitednumberoflocaldistributionchannelsforPCgames,themostimportantbeingTencent’sWeGameplatform.Accordingtomostrecentdatafrom2020,WeGamehas300millionregisteredusersand72millionMAU.However,sincetheplat-formdistributesonlythosegamesthathaveobtainedanISBN,it’sofferishighlylimitedcom-paredtoglobalcompetitors,suchasSTEAMorEpicGamesStore.Whatismore,obtaininganISBNopensthedoortoChinesecloudgamingplatforms,whicharebecomingincreasinglypopular.HavinginmindthatmanyChinesegamersarehighschoolanduniversitystudents