You can’t escape talk of China in the games industry right now.
The country, plus other big Asian territories such as Indonesia, Korea, Vietnam, Thailand and Malaysia, is frequently discussed on financial calls or in business interviews.
From AAA giants like EA, to indie specialists like Team17, it would appear these markets are paved with gold.
The opportunities are clear, particularly for those operating in the PC, online and mobile spaces. The sheer number of gamers in these markets is impossible to ignore.
Yet these markets remain a scary, confusing and complicated world for any aspiring games creator. If you want to see how easily things can go awry, just look at Devotion from developer Red Candle Games. The title featured a piece of placeholder art deemed offensive in China, and the backlash has been severe, with the game removed from the Steam store.
“Culturally, the language, the art-style, player behaviour… there is quite a gulf between East and West. Regulatory, again look at China with everything that has happened in the last six months or so. We are now in a position where you’ve got three separate departments involved in game approvals in China, and no comprehensive guide exists on what is actually permissible. So you’re really into the zone of needing local insight.
“There is always some uncertainty about new markets to some degree, but last year’s freeze in certifications really underlined how things can change really quickly.”
So what can developers do to maximise their chance of success in Asia?