Last Updated on August 30, 2024
The Chinese market currently has over 674 million online game players. With this massive user base, foreign gaming companies are understandably eager to enter China’s thriving gaming market.
However, before dreaming of a successful launch, game developers and companies must understand what the Chinese localization process entails. From the text translations and theme adjustments to cultural references, considering specific elements will help them get closer to their target audience.
In this post, let’s explore the ins and outs of mobile game localization in China. We’ll also share some tips to help marketers better navigate the Chinese gaming market.
Why is Mobile Game Localization So Important in Mainland China?
Mobile game localization is crucial in Mainland China because it bridges the cultural, linguistic, and regulatory gaps between Western game developers and Chinese gamers. With its unique heritage and language, the country requires careful content adaptation to ensure relevance and acceptance.
A successful Chinese game localization goes beyond translation. It’s an extensive process that involves modifying storylines, characters, and cultural references to align with domestic culture and norms.
This lucrative market is also closely regulated by the Chinese government. Undergoing the proper Chinese localization process means your game complies with the country’s strict censorship policies.
Some game publishing guidelines may require you to remove or alter content that might be deemed inappropriate, such as politically sensitive marketing materials or excessive violence. Failure to meet these requirements can result in your titles being banned from China’s game market, severely limiting their potential global reach.
7 Things To Consider for Mobile Game Localization in China
1. Simplified Chinese vs Traditional Chinese Language
Translating in-game text to Chinese characters is a crucial part of localizing a game for Mainland China. It’s a no-brainer that local gamers are more likely to download a game if the content is in their natural-spoken language.
The general Chinese audience speaks different dialects and uses multiple writing systems. Because of this, you’ll need to choose which language variations your target market prefers:
- Simplified Chinese (used in most of the Chinese market)
- Traditional Chinese Taiwan (preferred by Chinese players residing in Hong Kong, Macau, and Taiwan)
- Traditional Chinese Hong Kong (also preferred by Chinese players residing in Hong Kong, Macau, and Taiwan)
The Chinese version of Elden Ring (Source: DLC FUN)
Another factor to consider is if you’re localizing a game with character voice-overs. Since it doesn’t require written texts, this decision goes beyond traditional and Simplified Chinese formats.
When it comes to spoken translations, your choices range between Cantonese and Mandarin. However, the latter variation is more commonly used in Mainland China, and the former is generally spoken by Chinese gamers from Hong Kong.
Should you translate your game title into Chinese text? It depends. Some popular games, like Clash of Clans, are known in the local market by their initials, “COC.” The same applies to the globally-renowned title, League of Legends, or “LOL.”
However, it’s important to note that these games are remarkably optimized. When local users search for them on domestic search engines and social media channels, the game’s official content will appear, regardless of whether it’s written in traditional or simplified Chinese.
2. User Acquisition Channels
Localizing games also meant marketing your product in China’s distinct digital ecosystem. Remember, the local market is dominated by digital platforms that are often unfamiliar to Western game developers.
Instead of Facebook and Instagram, WeChat is the country’s most widely used messaging and social media app. It offers features beyond simple communication, including mini-programs, in-app games, and payment solutions.
For game developers, WeChat is an invaluable tool for building a community, engaging directly with players, and providing updates and customer service.
In addition to these social media platforms, another effective user acquisition strategy in the Chinese online gaming market is collaborating with influencers. They have immense sway over their followers, often numbering in the millions, and their endorsements can drive significant traffic to your game.
Video and live-streaming platforms like Douyu, Youku, Douyin, and Bilibili are also vital for Western titles trying to connect with local audiences. These apps are not only popular for entertainment but also serve as influential channels where consumers discover and learn about new games.
League of Legends Official Bilibili Profile
Take League of Legends as an example. The developers knew that live streaming was a crucial element of Chinese gaming culture. In light of this trend, they actively promoted gaming events, tips, and other promotional content on Bilibili. As a result, they garnered 2.9 million fans on this channel alone.
Beyond viral video marketing strategies, localized content can also help you acquire users for your game. We recommend exploring online forums, where gaming enthusiasts often exchange comments and ideas about gameplay, tactics, tips, or random in-game facts.
Marketers can engage and attract more gamers in these channels by answering queries related to their games or posting questions that will stir the interest of their existing user base. Either way, local internet users view these interactions as credible and genuine.
Topics About Honkai Impact 3 on Zhihu
3. Local Publishers and App Stores
One of the most critical considerations when localizing mobile games for the Chinese market is partnering with local publishers and leveraging local app stores. The gaming landscape in China is shaped by stringent regulations, particularly concerning content and distribution.
Foreign companies, especially those with limited experience in the Chinese market, often need help navigating these regulatory hurdles and effectively introducing their games to Chinese players.
These Chinese publishers often have extensive market experience and a deep understanding of the regulatory environment. Their domestic advantage makes them invaluable business partners for foreign game developers.
They are not only well-versed in securing the necessary approvals from bodies like the National Press and Publication Administration (NPPA) but also possess the market knowledge to tailor games to local preferences and cultural nuances.
For the mobile game localization process, it’s important to note that the Google Play Store is not accessible in China. Because of this, you must establish distribution networks through major Chinese app stores such as Apple App Store, Tencent’s MyApp, Huawei’s AppGallery, and Xiaomi’s Mi App Store.
These platforms dominate the mobile gaming sector in China, and having a presence on them is essential for reaching a broad local audience.
4. Local Payment Systems for In-App Purchases
Mobile payments are prevalent in China, especially for online gaming applications. Unlike many other markets, where global payment platforms like PayPal dominate, China’s gaming ecosystem is more integrated with local e-wallet solutions such as Alipay and WeChat Pay.
Chinese gamers are mainly accustomed to using QR codes and fingerprint recognition for payments. It’s a notable departure from traditional methods like entering credit or debit card information.
Ignoring these localized payment preferences can create a major barrier to entry, potentially alienating a significant portion of the Chinese gaming market.
By incorporating local payment options, developers can remove friction in the purchasing process, thereby enhancing the user experience and increasing the likelihood of in-app purchases.
5. Design and User Interface
Another critical element of localizing a game for the Chinese market is how local audiences expect the gaming interface to look and operate. In some local games, you’ll notice that developers try their best to make icons, buttons, and other visual elements more colorful.
DNF Mobile Game (Source: Dungeon Fighter Mobile Game Zone)
Going for direct translation from English to Chinese can also be complex, mainly because it’s such a concise language. Since Chinese often have fewer characters than English, many developers use bigger fonts for in-game texts for a more readable and aesthetically pleasing interface.
However, since the translated text has a larger font, it’ll need more vertical space. While this factor may seem insignificant, it dramatically affects the game development aspects of the game.
6. Game Culturalization
A successful game culturalization ensures that the game doesn’t just fit linguistically but also aligns with the local cultural nuances, historical references, and societal norms that are familiar and meaningful to Chinese players.
Many top online games in China are infused with elements that deeply connect with Chinese culture, often drawing from traditional stories, folklore, or national history.
Typically, games incorporating themes from popular Chinese novels like The Three Kingdoms and elements from classical fairy tales tend to perform exceptionally well in the local market.
Source: Three Kingdoms of China on Steam
Developers also face a common challenge in determining the right balance between “foreignizing” and “domesticating” their games during localization. It often involves deciding how much of the original content should be preserved versus how much should be adapted or completely rewritten.
One strategy foreign companies may consider is incorporating elements that are uniquely Chinese, such as traditional holidays, historical figures, or popular contemporary references.
7. Game Content Regulations
Game localization isn’t just about adding culturally relevant content. It also involves removing or altering elements that could be problematic in the Chinese market. Political sensitivity is a major concern, as local authorities are vigilant about content that could be seen as disrespectful or controversial.
Games that depict China’s history or politics in a negative light are often at risk of being banned. Thus, developers must carefully review and, if necessary, rewrite parts of the game to avoid offending locals.
In addition to political content, developers must also be cautious about other types of material that may be deemed inappropriate by Chinese regulators. This includes depictions of blood, drugs, skulls, skeletons, gambling, and sexual themes.
China also requires an International Standard Book Number (ISBN) before a game can be legally distributed. This approval process is lengthy and requires coordination with multiple government agencies, such as the Ministry of Industry and Information Technology (MIIT) and the Copyright Protection Center of China (CPCC).
Ready to Localize Your Game for Chinese Consumers? Get in Touch with us Today!
From translating text to publishing on local app stores, the mobile game localization process in China requires a keen insight into how the Chinese digital ecosystem works. With such knowledge, developers can adjust their content to appeal to Chinese gamers.
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At Sekkei Digital Group, we understand the changing preferences and trends in the Chinese gaming market. With our extensive industry experience and digital marketing expertise, we can help your game reach the right audience.
Whether you want to promote the game on local social media channels or you need help translating content, we have all the digital solutions you need. Contact us today, and let’s get this collaboration started!
References:
Tips for Localizing Your Game for China
The Ultimate Guide to Chinese Game Localization
Chinese Game Localization 2024: Translate Games With This 4R Technique In Mind