Publishing in China: A Unique Challenge
Prof Dr Malte Behrmann has been attending industry events around the world for many years. He is a highly active political and industry figure. For GamesMarkt, he summarised his personal experience of this year’s devcom, but one lecture particularly inspired him.
One lecture on Devcom 2024 merits a whole article. Xin Luan, an expert in the Chinese market, offered six key tips for developers looking to publish their games in and out of China. The Chinese market presents unique challenges, from understanding cultural nuances to navigating complex regulatory environments. Luan emphasized the importance of a full life cycle strategy, including reactivating user engagement and giving games a second chance through validation. Influencer marketing, a critical component of game promotion in China, operates differently than in the West. Platforms like Douyin (a Chinese version of TikTok) play a central role in content dissemination, and leveraging these platforms effectively requires local expertise. As the digital landscape in China continues to evolve, the convergence of social media platforms, live-streaming services, and content creation tools created a unique ecosystem for game developers and marketers. Understanding the intricacies of this environment is crucial for those looking at the Chinese market. The seminar explored the key platforms, strategies, and regulations that define the game development and marketing space in China, offering insights into how developers can leverage these tools to succeed.