Here are the key things you should know to ensure your game meets all the criteria for a successful launch in China.
With China making significant regulatory changes to its mobile gaming ecosystem in 2021, developers and publishers need a clear understanding of these changes before looking at 2022. This is why we’ve created a guidebook called “2021 Mobile Gaming in Regulations & How to Be Compliant“. Let’s take a look at what you need to keep in mind if you plan to launch your game in China next year.
Chinese New Year will be key for mobile game launches
For developers looking to target China for their game launches in 2022, timing is crucial. So what are some good periods for launching games in China? According to the China Mobile Games Report H1 2021, Chinese gaming giants like Tencent or NetEase tend to launch new titles at the beginning of the year. This tends to be the case around big holidays like the Chinese New Year, also known as the Spring Festival or the Lunar New Year, which lasts for 7 days, giving Chinese players ample time to try out new games.
Top 10 free-to-play games during the Chinese New Year, from 2019 to 2021 (Source: Qimai Data)
Hyper-casual games should grow even more in 2022
Looking at the chart above, one thing is evident: hyper-casual games are very popular with Chinese gamers. In fact, global hyper-casual developers like Voodoo, Eyewind, and more, have found a lot of success in China, with some of their titles topping the charts during big events like the Chinese New Year. Since 99% of China’s internet users rely on their smartphones to stay online, bite-sized entertainment offered by hyper-casual games appeals to many Chinese users.
The recent anti-gaming addiction regulatory changes have limited how long young gamers can spend playing games in China – you can find a detailed timeline of all the recent regulatory changes to China’s gaming ecosystem in our free guidebook. While this will probably have an impact on all games, hyper-casual gaming will be the least affected and should actually see growth in 2022.
How to check if your game is ready for China
As developers and publishers prepare their 2022 release calendars, it’s important to know what to expect in terms of required documentation. We’ve created two checklists that should offer a clear overview of what you need to do before you can submit your game for approval and what materials you need when applying for a gaming license.
With the recent regulatory changes, some of the application processes and materials have changed. If your game has already been approved or it’s already live in China, our Chinese mobile gaming regulations guidebook should come in handy. For example, make sure your game has been updated to include the following features:
- Real-name authentication system
- Minor protection system
- Personal information protection system
Don’t forget about Android in China
We’ve previously talked about launching and growing in China’s Android ecosystem and even took an in-depth look at China’s top Android stores. Why? Because Android is massive in China. According to the China Mobile Games Report H1 2021, approximately 80% of China’s paying users are on Android, so it’s crucial to include it in your launch plans and even make it a priority.
Looking to launch your games in China? Check out XploreChina
Launching games in China might sound challenging, but if you use the right partner you can unlock the market’s incredible potential – this is where our XploreChina solution comes in.
As the only China-based agency equipped to offer acquisition, monetization, and creative services at scale and across multiple verticals, we believe that our revamped XploreChina initiative will help you thanks to our wide range of customized solutions. If you’re looking to make your way into China’s massive mobile market, get in touch with the Nativex team today.