Bridge the world's biggest gaming markets
China has 700+ million gamers and generates $45+ billion annually. But entering this market—or helping Chinese games go global—requires more than translation. It requires a partner who understands both sides.
Why the China opportunity matters
The numbers speak for themselves
| Metric | Value |
|---|---|
| Gamers in China | 700+ million |
| Market value | $45+ billion annually |
| Steam users with Chinese as primary language | 24% |
| Mobile gaming revenue (2023) | $30+ billion |
| Players with in-game spending habits | ~75% |
China isn't just a big market—it's the market. And it's growing.
But it's not easy
The Chinese gaming ecosystem is fundamentally different:
- No Google Play — 50+ Android app stores, each with different requirements
- Unique social platforms — Bilibili, Xiaohongshu, Douyin, Weibo, Heybox (not YouTube, Twitter, TikTok)
- Complex regulations — ISBN requirements, content restrictions, anti-addiction systems
- Cultural nuances — What resonates in the West often falls flat in China
- Payment systems — WeChat Pay, Alipay dominate; Western payment rails don't work
Going it alone means months of trial and error. We've already made those mistakes—so you don't have to.
How we help
We offer two distinct services depending on your direction:
Western Studios → China
Help your game reach Chinese players through the right channels, with the right messaging, in the right way.
What we do:
- Market assessment — Analyze your game's potential in China (wishlist %, existing Chinese engagement, genre fit)
- Platform strategy — Determine the right mix of Steam, App Store, TapTap, and distribution channels
- Localization oversight — Not just translation, but cultural adaptation that resonates
- Social media marketing — Native campaigns on Bilibili, Xiaohongshu, Douyin, Weibo, Heybox
- Influencer partnerships — Connect with Chinese creators who play your genre
- Community engagement — Monitor and respond to Chinese player feedback
- Launch timing — Align with Chinese holidays and peak gaming seasons
Best for:
- Steam games with 15%+ Chinese wishlists
- Games seeing organic Chinese engagement (comments, videos, discussions)
- Studios ready to invest in proper localization
- Titles that don't require ISBN (ad-monetized or global Steam)
Chinese Studios → Global
Help Chinese games break through in Western markets with authentic, effective marketing.
What we do:
- Western market positioning — Adapt your messaging for US, EU, and global audiences
- Platform optimization — Steam, Epic, App Store, Google Play store page optimization
- PR & media outreach — Connect with Western gaming press and content creators
- Influencer campaigns — Partner with YouTube, Twitch, and TikTok creators
- Community building — Discord, Reddit, Twitter/X strategy and management
- Localization QA — Ensure English and other localizations feel native, not translated
- Launch coordination — Time releases for maximum Western visibility
Best for:
- Chinese studios with proven domestic success
- Games with global appeal and quality production values
- Teams ready to invest in Western marketing
- Publishers looking to expand their international portfolio
Our China marketing playbook
For Western studios entering China
Assess your opportunity
Before spending a yuan, we help you answer:
- What % of your wishlists come from China? (15%+ = strong signal)
- Are Chinese players already discussing your game on Bilibili, Heybox, or Steam?
- Does your genre perform well in China?
- What's your monetization model? (Ad-based is simpler; IAP requires ISBN)
Choose your platforms
Not all platforms are equal—or accessible:
| Platform | Accessibility | Best For |
|---|---|---|
| Steam | Direct access (with VPN workarounds for players) | PC games, core gamers |
| App Store | Direct access via Apple developer console | iOS mobile games |
| TapTap | Requires Chinese entity or partner | High-quality mobile games |
| WeGame | Requires Chinese entity | PC games, Tencent ecosystem |
| Android stores (50+) | Requires Chinese partner | Mass-market mobile |
For most Western studios, Steam + App Store + strategic TapTap presence covers the highest-value Chinese players.
Localize properly
The most common negative comment from Chinese players: "没有中文" (No Chinese).
Localization levels:
| Level | What it includes | When to use |
|---|---|---|
| Minimum | Store page + menus | Testing the waters |
| Passable | Machine translation of all text | Budget constraints |
| Good | Human translation by Chinese speakers | Most games |
| Excellent | Native speakers + cultural adaptation | Story-driven games |
| Perfect | All above + Chinese voice acting | Premium titles |
We help you hit the right level for your game and budget.
Build presence on Chinese platforms
Chinese gamers don't use YouTube, Twitter, or TikTok. They use:
| Platform | What it is | Best for |
|---|---|---|
| Bilibili | "Chinese YouTube" — gaming & anime focused | Dev vlogs, gameplay videos, trailers |
| Xiaohongshu | "Little Red Book" — lifestyle & discovery | Games with cute art, female audience |
| Douyin | Chinese TikTok | Short-form viral content |
| Chinese Twitter | Announcements, influencer partnerships | |
| Heybox | Gaming community + Steam wishlist integration | Engaged core gamers |
We create and manage native content on these platforms—or coach your team to do it authentically.
Time your campaigns
Chinese gaming peaks around:
- Chinese New Year (January/February)
- Labor Day (May 1)
- Summer vacation (July-August)
- Mid-Autumn Festival (September)
- National Day (October 1-7)
- Winter vacation (December-February)
We align launches, sales, and campaigns with these windows for maximum impact.
Engage authentically
Chinese players love interactive developers. Simple posts like:
"Chinese friends, can you help us think of a Chinese name for our game?"
"Hello! We're a development team from [country], nice to meet everyone!"
...generate massive engagement when done in Chinese on the right platforms.
Understanding Chinese regulations
The reality for Western studios
Good news: You don't always need an ISBN or Chinese publisher.
| Scenario | ISBN Required? | Publisher Required? |
|---|---|---|
| Steam (global) | No | No |
| App Store (iOS) | Usually no (Apple doesn't verify) | No |
| Ad-monetized mobile games | No | No |
| Games with IAP on Chinese Android stores | Yes | Yes |
| Console games | Gray area | Depends |
For most Western indie and AA studios, Steam + App Store covers the opportunity without regulatory complexity.
If you need full China market access
For games requiring ISBN (in-app purchases on Chinese Android stores), the process involves:
- Game Software Copyright Certificate (NCAC)
- ICP Certificate (requires Chinese partner)
- Internet Publishing License (requires Chinese partner)
- Anti-addiction system implementation
- NPPA content review
- ISBN issuance (6-12+ months)
This path requires a Chinese publishing partner and significant investment. We can connect you with vetted partners if this is the right path for your game.
Content considerations
Games submitted for Chinese approval must avoid:
- Political content or references to modern Chinese history
- Content perceived as threatening national unity
- Excessive violence, blood, gore, bones
- Sexual content or nudity
- Gambling or gambling-adjacent mechanics
- Religious content or "superstition"
Even for Steam releases, being mindful of these sensitivities helps your game resonate with Chinese players.
Case studies
Western → China: [Game Title]
Challenge: Indie RPG with strong Western following, minimal Chinese presence
What we did:
- Identified 18% Chinese wishlist base on Steam
- Coordinated professional Simplified Chinese localization
- Launched Bilibili channel with dev diary content
- Partnered with 12 mid-tier Chinese gaming creators
- Timed launch discount around Chinese New Year
Results:
- 340% increase in Chinese sales within 3 months
- 4.8/5 rating from Chinese players on Steam
- Organic coverage from major Chinese gaming outlets
China → Global: [Game Title]
Challenge: Successful Chinese mobile game seeking Western expansion
What we did:
- Repositioned messaging for Western audience expectations
- Overhauled English localization for natural feel
- Built Discord community from scratch
- Coordinated influencer campaign with 25 Western creators
- Managed Western PR and media outreach
Results:
- Top 50 in US App Store within launch week
- 2.1M downloads in first month (Western markets)
- Featured by Apple in 12 countries
Why Git Gud Games for China?
We understand both sides
Our team includes native Chinese speakers who are also experienced Western marketers. We don't just translate—we bridge cultures.
We focus on what works
We won't push you toward complex ISBN processes if Steam + App Store covers your opportunity. We recommend the path that makes sense for your game, budget, and goals.
We have boots on the ground
Relationships with Chinese platforms, influencers, and partners that take years to build. You get access from day one.
We've done this before
We've helped [X] studios enter China and [Y] Chinese studios go global. We know what works—and what wastes money.
Frequently asked questions
Do I need a Chinese publisher to sell my game in China?
Not necessarily. If your game is on Steam (global) or the iOS App Store, Chinese players can already access it. You don't need a publisher or ISBN for these channels. A publisher is only required if you want to distribute through Chinese Android app stores with in-app purchases.
How do I know if my game has potential in China?
Check your Steam analytics for Chinese wishlist percentage. If it's above 15%, there's existing demand. Also search Bilibili and Heybox for videos or discussions of your game—organic Chinese interest is a strong signal.
How much does Chinese localization cost?
It varies widely based on word count and quality level. Basic translation might cost $0.05-0.10/word; professional game localization with cultural adaptation runs $0.10-0.20/word. A typical indie game (50,000 words) might cost $2,500-$10,000 for quality localization.
How long does it take to enter the Chinese market?
For Steam/App Store approach: 2-4 months for localization, platform setup, and initial marketing. For full Chinese market access with ISBN: 6-18+ months depending on approval timelines.
What if my game has content that might not pass Chinese censorship?
For Steam releases, you have flexibility—Chinese players access global Steam via VPN and accept content differences. For official Chinese releases, you'd need to create a modified version. We can advise on what changes would be required.
Can you help Chinese studios market to Western audiences?
Yes. We offer full Western market entry services including localization QA, PR, influencer campaigns, community building, and platform optimization. Learn more →
What platforms should I prioritize?
For most Western studios: Steam first (largest concentration of engaged Chinese PC gamers), App Store second (if you have an iOS version), TapTap third (if you can work with a Chinese partner). Skip the fragmented Android store ecosystem unless you have significant resources.
Ready to bridge the gap?
Whether you're a Western studio eyeing China's massive player base or a Chinese studio ready to go global, we can help you navigate the journey.