Observed Signal · Jul 29, 2026 · Conference Presentation · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
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.
Industry trend showing a strategic shift by global game publishers toward long-term China market engagement; relevant to publishers, gaming platforms and regional monetization strategies but not a major platform policy or industry-shifting regulatory update.
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Key Takeaways & Evidence Grounding
- Mikael Leinonen, CEO and co-founder of MyGamez, spoke at Pocket Gamer Connects Summit Shanghai about publishers returning to China.
- Foreign companies usually need a local partner, months-long approval for content guidelines, and an ISBN licence to release games in China.
- Publishers are shifting from seeking quick wins to treating China as a strategic growth market with multi-year (around five-year) plans.
- China's games market accounts for approximately 30% of global games revenue, according to the article.
Connected Companies & Entities
1 Entity mapped“He was speaking at Pocket Gamer Connects Summit Shanghai in a session titled ‘Chinamaxxing 2026: How Global Gaming Companies Are Tapping The...”
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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.
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.
Stefan Lampinen: Chinese Publishers Outsmart West in Europe
Veteran games industry executive Stefan Lampinen, who founded EA Nordic and now runs Game Advisor Ltd, argues that 'Europe' is not a single market and warns studios against treating it as such. Ahead of his PGC Summit Shanghai session, Lampinen says Chinese publishers such as Tencent and NetEase have studied European markets (including Sweden) in depth, and that market intelligence and local partnerships — not just budgets — determine success when entering new territories. He also highlights rising priorities like Poland and Turkey and advises companies to prioritize relationships when expanding between Europe and China.
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