Features of the gaming market in China - part 1
China is incredibly similar to Russia - we concluded with Allen Fu, the head of the Unity Technologies division in China, after a long conversation. It turns out for 18 months of the work of the Chinese office of Unity, Allen met with the same cultural, historical, national peculiarities of doing business with which the Unity team meets in Russia.
“Russia in the heart of the Chinese is part of a common history. I think our countries should communicate a lot more, ”reflects Xin Zhang, who is responsible for technical support for Unity users in China. He is very surprised why Unity has not yet opened an office in Russia and does not provide technical support for users in Russian ...
However, the priorities in the games in Russia and China are very different.
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“A new amazing world that does not add up to my Western way of thinking,” I wondered over and over again, looking at popular games, discussing trends, hobbies of young people, modern and classic heroes. “No, no, no, the Chinese are not interested,” I received a reply showing the popular Western games on iOS and Android.
CSR Racing - Chinese are not interested in expensive cars. And in general, racing is bad and not interesting to anyone. The Room - there you have to think a lot, and in general you go to the subway and shake you, so everything with an accelerometer is bad. Antique heroes, cultural values ​​of Europe, Western fashion trends, TV shows - everything is bad. Hidden object is bad too! Chinese HOBs are when non-intersecting objects are scattered against the background with a uniform fill, and there is an indication like "it can fly", your task is to guess that this is a ghost, an airplane ... (in the Russian version the same would be a hedgehog and a kiwi bird ).
During these five days, with our publishing direction in Shanghai, the image of a successful game I had something like the following:
Unity Games China works directly with local content providers (there is no Google Play here) - hence the knowledge and understanding of the market. We give apk with the game (in China they only believe in Android) to the partner (telecom operator or platform holder), and he returns wishes for localization _and_ adaptation of the game.
Features of the gaming market in China - part 2
Features of the gaming market in China - part 3
My blog is in English (including about China and ChinaJoy)
“Russia in the heart of the Chinese is part of a common history. I think our countries should communicate a lot more, ”reflects Xin Zhang, who is responsible for technical support for Unity users in China. He is very surprised why Unity has not yet opened an office in Russia and does not provide technical support for users in Russian ...
However, the priorities in the games in Russia and China are very different.
')
“A new amazing world that does not add up to my Western way of thinking,” I wondered over and over again, looking at popular games, discussing trends, hobbies of young people, modern and classic heroes. “No, no, no, the Chinese are not interested,” I received a reply showing the popular Western games on iOS and Android.
CSR Racing - Chinese are not interested in expensive cars. And in general, racing is bad and not interesting to anyone. The Room - there you have to think a lot, and in general you go to the subway and shake you, so everything with an accelerometer is bad. Antique heroes, cultural values ​​of Europe, Western fashion trends, TV shows - everything is bad. Hidden object is bad too! Chinese HOBs are when non-intersecting objects are scattered against the background with a uniform fill, and there is an indication like "it can fly", your task is to guess that this is a ghost, an airplane ... (in the Russian version the same would be a hedgehog and a kiwi bird ).
But in this game you need to buy weapons and kill fish, which do not really run away from you. The meaning of the game is to kill more fish, for this you need to buy the best weapons for real yuan. Curiosity Moulinier reminded me ...
During these five days, with our publishing direction in Shanghai, the image of a successful game I had something like the following:
- Runner
- Puzzle piece
- Fighting
- Card game
- Arcade platformer
- Tower defense
- Simple mechanics with minimal entry barrier
- About cute animals
- About Chinese culture
- Free game with very brutal monetization
- High contrast, bright colors, minimum details
- It should look good at 800x480 with 65K colors
Unity Games China works directly with local content providers (there is no Google Play here) - hence the knowledge and understanding of the market. We give apk with the game (in China they only believe in Android) to the partner (telecom operator or platform holder), and he returns wishes for localization _and_ adaptation of the game.
Features of the gaming market in China - part 2
Features of the gaming market in China - part 3
My blog is in English (including about China and ChinaJoy)
Source: https://habr.com/ru/post/188472/
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