Observed Signal · Jul 1, 2026 · Partnership · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
Publisher & Media Owner Market: 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.
China represents a large share (~30%) of global gaming revenue; MyGamez’s co-publishing model offers a practical route for overseas developers to access that market while retaining IP and operational control — relevant to game publishers, platform partners and advertisers focused on gaming inventory.
Key Takeaways & Evidence Grounding
- Mikael Leinonen is co-founder and CEO of MyGamez and delivered a keynote at Pocket Gamer Connects Summit Shanghai.
- MyGamez advocates a co-publishing model where the original developer continues operating the game while a local partner provides China expertise and operations.
- Leinonen stated China accounts for around 30% of global gaming revenues and remains largely untapped by overseas developers.
- MyGamez has published Fingersoft’s Hill Climb Racing in China since 2014; Hill Climb Racing 1 and 2 have over 700 million downloads in the China Android market alone (as cited).
- MyGamez works with Western developers including Fingersoft, Playrix and Nexters to localise titles for Chinese audiences.
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