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Fruitful ChinaJoy for Apigate

Fruitful ChinaJoy for Apigate
Stella Cheang, Assistant Vice President at Apigate

Apigate had an amazing time at this year’s ChinaJoy Conference in Shanghai, China. It was a fruitful event where we met with exciting companies and people from China and Southeast Asian countries interested in our service.

We discussed new trends in the industry, challenges facing Chinese game publishers and possible solutions.

ChinaJoy 2019 in Numbers

ChinaJoy is the most influential event in the global digital entertainment industry. It is held annually in Shanghai and hosts the largest number of international game companies in China.

It brings together brands, products, technologies and investors from all over the world to push the gaming industry forward.

Over 340,000 visitors and 450 companies flocked to China’s largest gaming convention this year, including the likes of Tencent, Google, Huawei, and Facebook Gaming.

China’s Game Publishers Looking at Overseas Markets

China’s regulation on gaming was the focus of many discussions among the movers and shakers of the gaming industry. Under President Xi Jinping, China imposed strict regulations in hopes of achieving greater control of the gaming market.

The Chinese online gaming market has grown exponentially over the past several years to become the largest in the world with a value of over $30 billion annually. This has attracted attention from the Chinese government, which has expressed concern about the violent and gory content of some of the more popular games.

This resulted in a 9-month ban on releasing new games by Chinese regulatory bodies.

In December 2018, the government issued restrictions and requirements on the type of content that will be allowed in games. One of the most important restrictions on games relates to the depiction of corpses and blood; even if the blood is of another color.

On the other hand, the Chinese government has encouraged companies to develop games that promote core social values and traditional culture. 

While it may seem extremely difficult for game developers to follow these guidelines, Tencent was able to publish 2 games - Folding Fan and Wooden Connection, because they were classified as “functional games of an educational nature”. 

These types of games can be exported provided that necessary modifications are made so that Chinese traditional culture combines with local cultural elements and resonates well with foreign players.

In fact, many popular Chinese-developed games in Western markets take place in the Middle Ages or in a Western magical world.

The way forward for Chinese game developers will be to find a way to make games centered around Chinese traditional culture more accessible to foreign markets.

ChinaJoy Points to a Bright Future for Apigate

Apigate held over 40 extremely productive meetings with potential partners. We met with companies from China, Vietnam, South Korea, Japan… Most of the companies we talked with have their own games, but we met with gaming aggregators as well.

We are proud to say that Apigate successfully promoted the Southeast Asian market to other businesses and inspired them to seriously think about expanding their reach to this region.

This is especially true for many Chinese publishers who are looking to expand in light of new regulations. Maybe this is best illustrated by Tencent’s $13 billion interest in bidding for South Korea’s gaming company Nexon Co.

ChinaJoy was a great networking event that gave us an opportunity to showcase our products & services and expand Apigate’s reach. Can’t wait for next year!

To find out how to monetize in ASEAN - contact us now!

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