[Industry News] 80% of Western game developers plan to launch title in China

This is a press release posted alongside our usual editorial content.

New independent research commissioned by Rokky, the PC game distribution platform delivering publisher-approved keys to global markets, reveals that 80% of Western game developers are targeting a China release by 2028. However, regulatory concerns and limited knowledge of local publishing methods remain major roadblocks, according to the independent study conducted among 300 senior game developers across the US and the UK.

With 722 million gamers and over $50 billion in player spending, China’s position as the world’s largest video games market has long been recognised by the games industry. However, its unique marketing and distribution landscape has historically made entering the region feasible only for major publishers. Now, as studios of all sizes look for pockets of growth, 70% of the 300 developers surveyed say that increased unit sales from China are the biggest market opportunity.

Despite this aspiration, confusion remains about how best to engage the region:

• Fewer than half (44%) of respondents can accurately identify ‘WeGame’, a major local platform for PC games
• Nearly a quarter of developers (24%) cite Google Ads – a platform blocked in the region – as the best way to market to Chinese players.
• 43% of developers are most hesitant about distributing titles in China because of the country’s dense legal and regulatory environment.

One of China’s best-known gaming regulations involves the ISBN: a government-issued licence required to distribute titles on primary local platforms such as WeGame and Zhengqi Pingtai (Steam China). The study reveals that the vast majority (89%) of developers understand the role ISBN plays within the Chinese market. Consequently, this heightened awareness of complex regulations in the region shows why legislation – and a need to enter the market ‘By the Book’ – remains a key barrier for Western studios targeting the region.

While the majority of developers (59%) believe games are mostly purchased as ISBN-approved titles directly through major local platforms, the report also explores the role of additional distribution where players purchase global game keys from e-stores and redeem titles on the international version of Steam using VPNs and Speed Boosters. A third (31%) of developers believe the market is led by players using VPNs to purchase from the international version of Steam, and just 6% believe titles are bought from e-stores as Steam keys.

Vadim Andreev, CEO and Co-Founder of Rokky, said:

“I regularly speak with studio executives who look at China with a mix of desire and confusion. Navigating China requires an intricate understanding of local regulation, distribution routes (with and without ISBN approval), marketing channels and more. We commissioned this report to measure the sentiment, strategies, and friction points Western development teams have towards the region, and explore the best approaches to reach PC gaming’s biggest market.”

To navigate this specialised distribution landscape, many developers are turning to local partners: 45% of respondents believe a local Chinese partner is mandatory for distribution, and another 42% view securing a local partner as helpful, though not mandatory. The findings highlight a Western games industry eager to capitalize on China’s market potential, yet acutely aware of their own knowledge gaps, turning to local partnerships to bridge the gap.

This report follows Rokky’s recent whitepaper, The State of PC Distribution, which sparked conversation across the games industry about Valve’s perceived monopoly. The ‘By The Book? Western Developer Perceptions of China’s PC Games Market whitepaper is available to download here.