China remains one of the most profitable gaming markets in the world, generating up to $50 billion in annual revenue and boasting over 700 million gamers (70% of whom prefer mobile games). Despite this massive potential, a new study by the distribution platform Rokky has revealed significant knowledge gaps among Western developers, 80% of whom plan to release their projects in China by 2028.
According to a survey of 300 developers from North America and the UK, China is the third most popular priority region for launching new games. Almost half of the respondents (49.5%) have already released titles there within the last five years. However, most studios face serious obstacles due to a misunderstanding of local realities and business practices.
Entering the Chinese market often requires developing special, adapted versions of games (as was the case with PUBG Mobile, Minecraft, and VALORANT) and overcoming strict regulatory barriers. For example, a massive game like Grand Theft Auto 5 never received an official release in China. Rokky's research detailed the primary fears of Western studios:
The situation is further complicated by digital restrictions. Due to the "Great Firewall of China," traditional Western promotion tools, such as Google Ads, are unavailable. Furthermore, there is significant confusion regarding local distribution platforms: only 44% of respondents were able to identify WeGame as a digital storefront (similar to Steam), while 27% of developers mistakenly thought it was a publisher.
There are also misconceptions regarding player behavior itself. Many Western developers believe that Chinese gamers predominantly use VPNs to purchase games on the international version of Steam. In reality, users mainly rely on dedicated "game booster" services to ensure a stable connection with overseas servers.
Rokky's report emphasizes that Western studios are drawn to the massive potential sales volume and the high tolerance of Chinese players for in-game spending. However, simply copying Western distribution and marketing strategies will not bring success in such a specialized market—it requires deep, bespoke adaptation.
Meanwhile, a reverse trend is rapidly developing in the market. Chinese studios are increasingly creating high-budget projects aimed squarely at a Western audience (for example, Tides of Annihilation, which is being developed specifically for Western players). Games on the level of Genshin Impact, Black Myth: Wukong, Arena Breakout, Wuchang: Fallen Feathers, and Blood Message demonstrate that China is more than capable of delivering products to the global market with an impressive level of quality and production scale.
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