Observed Signal · Jul 30, 2026 · Partnership · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
How to Navigate China's Massive Games Market
At PGC Summit Shanghai, industry executives from Habby, Thatgamecompany, Kuuasema and MyGamez discussed strategies for international studios entering China’s games market. Panelists emphasised finding the right local publishing partner, preparing for a months-long licensing process, and leveraging local marketing channels and influencers. User acquisition in China tends to cluster around the largest ad networks and social platforms, campaigns can shift rapidly, and influencer marketing and fast-paced live ops are important. Panelists also said monetisation strategies for titles like Sky remain consistent globally rather than tailored to a single region, and advised developers to start groundwork early and consult multiple local stakeholders (publishers, stores, platforms, influencers) before launch.
Practical, tactical guidance for studios aiming to enter China’s large games market (partner selection, licensing, UA, influencer strategy) — useful but not industry-shifting.
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Key Takeaways & Evidence Grounding
- A panel at PGC Summit Shanghai featured representatives from Habby, Thatgamecompany, Kuuasema and MyGamez discussing publishing in China.
- Thatgamecompany credited NetEase’s local expertise as a significant factor in Sky’s success in China.
- Launching in China requires finding a local partner, conforming to content guidelines, and obtaining a licence — a months-long process.
- User acquisition in China commonly focuses ad spend on the largest ad networks and social platforms (noted examples: Douyin and WeChat), and influencer marketing was described as a must-have.
Connected Companies & Entities
1 Entity mapped“For Sky developer Thatgamecompany, using NetEase’s expertise in local markets is a “strong superpower” for the team’s success in China, wher...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
MyGamez Urges Co-Publishing as China Entry Route
MyGamez co-founder and CEO Mikael Leinonen told Pocket Gamer Connects Summit Shanghai that China remains the largest growth opportunity for global game developers but is difficult to enter. MyGamez advocates a co-publishing model where the original developer retains control and operates the game while a local partner supplies China-specific expertise, localisation and operations — rather than transferring source code or selling IP. Leinonen cited China’s share of global gaming revenues (around 30%) and long-running examples such as MyGamez’s publication of Hill Climb Racing in China since 2014 (700m+ Android downloads across the titles) to illustrate the market scale. He emphasised long-term partnerships, developer transparency, IP retention and the need for investment and patience to succeed in China.
Publishers Return to China for Long-Term Growth
MyGamez CEO and co-founder Mikael Leinonen told Pocket Gamer Connects Summit Shanghai that global publishers are returning to China with longer-term, strategic plans rather than seeking quick wins. Leinonen noted China remains difficult for foreign entrants: companies typically require a local partner, must pass a months-long content approval process, and obtain an ISBN licence to release games. Following prior regulatory disruptions, studios are adopting five-year approaches, allocating proper resourcing and organisational expertise to increase their chances of long-term success in China’s dynamic and competitive games market, which accounts for roughly 30% of global games revenue.
China Is Not a Translated Market: Game Localisation
Kash Ismail (Ann9 | MStars.ai) argues that successful mobile game growth in Greater China requires preparation before media spend: clear publishing/approval routes, defined execution ownership, genuinely localised App Store presence, and market-appropriate success metrics. Publishers should 'localise the intent' — mapping local genre slang, IP references and competitor comparisons into keyword and ASO strategies — and structure App Store / Apple Ads campaigns by intent (Brand, Category/Genre, Competitor, Discovery). AI can help cluster search terms and flag anomalies, but strategic direction, regulatory compliance and major budget decisions should remain with experienced operators. Ann9 handles local execution and Apple Ads partnership in Greater China, while MStars.ai provides global platform-level visibility and cross-market analytics.
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