Last Updated on October 1, 2024
China is the biggest gaming market in the world, which means new rules and regulations carry a significant impact not only on developers but also on how locals consume online games.
Historically, the local government has closely monitored the Chinese gaming sector. So, it’s not unusual for industry regulators to draft rules for things like game approvals or in-game spending. These laws are particularly challenging to navigate, especially for imported games.
Fortunately, our team rounded up noteworthy China Gaming Laws to help you avoid unnecessary penalties and repercussions during your mobile game marketing campaigns.
What are the Recent Changes to China Gaming Laws?
The prevention of online game addiction among minors fuels the Chinese government rhetoric. In fact, the new regulations released by the National Press and Publication Administration (NPPA) last December 2023 directly tackle the overspending of gamers under 18 years of age.
Introducing stricter spending caps for players caught local gamers off-guard and created a buzz in China’s gaming industry. While the regulation has since been deleted from the NPPA website, the proposed policy includes capping monthly in-game spending to 400 yuan (about $60).
Additionally, mobile game standard practices, such as daily log-in rewards and bonuses for consecutive purchases, are said to be prohibited. These rules are part of a broader attempt to curb unhealthy spending habits and reduce the financial pressure on players, especially younger people.
Error Page after NPPA removed the post about new regulations (Source: National Press and Publication Administration)
After the backlash from analysts, gamers, and Chinese gaming firms, the National Press and Publication Administration announced that these regulations are labeled “negotiable” and will undergo further deliberations.
It may seem like good news for gaming companies. However, given how the Chinese government handled previous crackdowns, some of these recommended regulations will likely take a different form if not retained.
Nevertheless, the existing regulations on gaming time limits still apply to young players under the age of 18. They can only play online games for one hour per day, between 8 PM and 9 PM on Fridays, weekends, and public holidays.
Marketing Restrictions Based on China Gaming Laws
When marketing mobile games in China, you must be ready to operate within a highly regulated framework, particularly around content, playtime, and data usage. If you notice, even top Chinese gaming companies carefully navigate these restrictions to avoid penalties and repercussions.
Here are some marketing restrictions based on China Gaming Laws that you should incorporate into your campaigns:
● Promoting Politically Sensitive Game Elements
The government is highly stringent about the content they allow in the local gaming industry. Violent, politically sensitive, or morally questionable themes are often censored or banned outright.
This means if a game touches on topics like Chinese history in a way that is considered inaccurate or controversial, promotes violence, or contains any themes contrary to socialist values, it may be censored or even banned outright.
A character in Honor of Kings inspired by a historical figure but depicted differently in the game (Source: Sixth Tone)
For example, certain war-themed games and titles with supernatural elements have been rejected and faced with issues in the past. Honor of Kings, one of the popular online games in China, faced backlash from state media for depicting historical figures like Tang Dynasty poet Li Bai as an assassin.
This raised concerns online, with locals worrying that such portrayals could mislead young people about Chinese history.
When marketing mobile games of the same genre, developers should avoid promoting content that can be interpreted as politically or historically insensitive. Violating these guidelines can lead to content being censored or games getting banned altogether.
● Data Privacy and User Protection
China’s Personal Information Protection Law (PIPL) and Cybersecurity Law mandate strict regulations on how companies collect, store, and use data. This is especially relevant for mobile game marketers who rely on targeted ads and analytics.
A well-known case is Didi Chuxing, a ride-hailing app removed from app stores for non-compliance with data protection rules. Gaming companies can face similar penalties if they fail to comply.
A crucial step for game publishing is having a compliant privacy policy and terms of service, which are checked by the Ministry of Industry and Information Technology (MIIT). These documents must clearly explain data collection and be easily accessible to users.
● Advertisements Targeting Younger Players
Beyond the mobile gaming industry, the general digital advertising laws are particular regarding ads shown to young people. On local social media platforms, any content depicting playing online games extensively as a way to get more rewards is likely to be removed.
In 2021, PUBG Mobile faced issues when China’s National Press and Publication Administration (NPPA) imposed restrictions due to concerns over violent content and its appeal to younger audiences.
Young Chinese people playing Honor of Kings (Source: SMCP)
As a result, mobile games marketed to minors must now incorporate systems like real-name verification and parental controls to enforce these restrictions. Even top Chinese developers and publishers like Tencent are integrating these technologies in their games to comply with new regulations.
Remember to tread carefully when creating campaigns targeting younger audiences in China. Your ads should focus on promoting responsible gaming, and features like limited gameplay time should be highlighted to show compliance with these laws.
● Gambling Depiction of Loot Boxes
The local government has been monitoring loot boxes and in-game currency options for quite some time, specifically in the interest of protecting Chinese citizens from the influence of gambling.
Marketers must be cautious in how they advertise these elements, especially mobile games with aggressive pay-to-win strategies. It may face backlash from regulators and players, as China has strict rules requiring transparency in loot box odds.
Loot Boxes on Overwatch (Source: Fenix Bazaar)
An example of this crackdown on such practices is Overwatch. Since the game encourages users to spend money on virtual rewards, it was required to publicly disclose loot box odds in China following the introduction of regulations in 2017.
Nowadays, with China’s new gaming laws, failure to comply with these rules could have resulted in higher fines or removal from the market.
If your game heavily depends on in-app purchases, you must ensure that these mechanics comply with regulations before emphasizing them in marketing efforts. Transparency, moderation, and balancing gameplay not to exploit players are vital areas to avoid potential penalties.
Other Important Regulations For Mobile Games in China
● Welcome Screen Reminders
One key regulatory requirement for mobile games in China is the mandatory inclusion of specific reminders and notices on the game’s welcome screen.
Before players even start their gaming experience, a screen displaying the “Healthy Gaming Advice” must appear. This is designed to encourage users to develop responsible gaming habits and is part of China’s effort to reduce gaming addiction among younger players.
The text usually includes suggestions such as limiting playtime, encouraging breaks, and warning about the potential risks of excessive gaming. This message isn’t just a formality but is taken very seriously by regulators.
After this health advisory, the app must display legal details, including the game’s NPPA license number. This number is basically the ISBN or GRN (Game Registration Number), along with information about the copyright owner and publisher.
● Communication Systems within the Game
Social engagement is one of the many reasons why the Chinese gaming industry thrives in today’s digital market.
Games with chat functions, multiplayer modes, or other player-to-player communication systems are highly appealing to local gamers because they foster community and collaboration. However, developers must remember that the communication features within gaming apps are heavily regulated.
China’s government is extremely cautious about the potential misuse of in-game communication systems to spread content that could “disrupt public order” or be used for illegal activities.
In-game messages in Animal Crossing that are deemed disruptive (Source: SCMP)
For example, Animal Crossing: New Horizons was pulled from Chinese e-commerce platforms in 2020 after the game was used to stage virtual pro-democracy protests related to Hong Kong.
Although Animal Crossing isn’t inherently political, the game’s social and creative features allow players to share and display messages that are viewed as politically sensitive.
This incident led to heightened awareness of the role of communication features in games, prompting even stricter enforcement of content moderation.
Source: Cyberspace Administration of China
To avoid some of these conflicts, developers must file a Security Assessment Form with the appropriate government agency. The form details how they will monitor and manage communication systems in their games.
This form outlines the protocols for filtering content, handling violations, and managing data securely. In-game chat logs and communication data must be stored in compliance with China’s Cybersecurity Law.
When marketing a game with social features in China, it’s important to highlight how your game fosters safe and responsible player interactions. Emphasizing the systems in place to protect users and maintain a positive gaming environment can help build trust with both regulators and gamers.
● Specific In-Game Content Restrictions
As you can see, the Chinese government is highly vigilant about the types of content allowed in games. It aims to ensure that all media aligns with the country’s cultural values, national security, and political integrity. This affects everything from storyline and character design to maps, music, and in-game items.
The regulations are strict and far-reaching, covering various content categories. Here’s a brief list of what not to include in the game or its marketing campaigns:
- Avoid any slander or criticism of the military, government, or socialist principles.
- Games that misrepresent or mischaracterize sensitive areas like Taiwan, Hong Kong, and the South China Sea are particularly vulnerable to bans.
- Depictions of historical events and figures must be aligned with the Chinese government’s interpretations.
- Content related to religious activities, cults, or supernatural entities, such as ghosts, zombies, and vampires, is banned.
- Games cannot include sexual content, nudity, or even references to topics like polygamy or adultery.
- The game’s theme should never promote “vulgar” lifestyles, insult Chinese culture, or glorify corrupt practices.
Types of Mobile Apps That Can’t Be Published in China
Gambling-Related Games
Any mobile app encouraging gambling, including virtual casinos or betting games, is prohibited. The government has long been concerned about the negative societal impacts of gambling, and even games that feature elements like poker or mahjong are highly scrutinized.
For example, in 2019, authorities implemented a crackdown that removed thousands of poker and mahjong games from app stores. The ban extended to even simulated gambling apps that were seen as encouraging these behaviors.
Example of Mahjong Games in Apple App Store (Source: 麻将单机版2023)
However, it’s worth noting that not all games in this theme are removed from local app stores. Just as long as the games are for pure entertainment and do not involve actual money betting or depict gambling in a positive light, they usually won’t be affected by the restrictions.
Video Gaming Guides
Apps that offer unauthorized video game guides or cheats are also restricted in China. The government views these types of apps as potentially harmful to the gaming ecosystem and disruptive to the gaming experience.
If they provide information to bypass restrictions or gain unfair advantages, the apps are seen as promoting behavior that violates fair play, which is against the core values promoted by Chinese authorities.
In the past, certain apps providing unauthorized content on Honor of Kings were taken down due to violating these guidelines. Developers should ensure that any companion apps or guides are fully authorized and do not contain hacking or exploitative content that could lead to app bans.
Unofficial Gaming Community and Store Apps
Unofficial gaming community apps or third-party game stores are another category that faces restrictions in China. This is partly due to the government’s tight control over online discourse and the need to regulate the distribution of games.
For example, TapTap, a popular third-party game store app, has had issues with government regulators. Although gamers widely use it to access otherwise unavailable games in China, it has come under fire for allowing unapproved games to be downloaded, circumventing the official NPPA approval process.
Taptap on Apple App Store China
Your Trusted Game Marketing Partner in the Chinese Market!
As you may have already noticed, many Chinese gaming laws directly address the well-being of young people. Since this audience segment covers the majority of your target market, it’s always wise to abide by these rules to avoid potential mishaps or penalties.
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References:
Content Restrictions and Requirements For Publishing Games In China