Breaking Into China: How Local Knowledge and Strategic Partnerships Can Deliver Success For A Freemium Game In The Worlds Biggest Mobile Market
This lengthily titled session was taken by Papaya Mobiles general manager for Europe, Chris Hanage, and looked at the social gaming network for Android with regard to the Chinese marketplace. Hanage explained that China has overtaken the USA in terms of mobile gaming activations, though remained in 4th in terms of revenue, though projects that this will increase in the near future. He talked about barriers, be they cultural, behavioural or otherwise, when it comes to cracking the Chinese market. Compared to the West, China has a fragmentation not only of devices but app stores, with Hanage going as far as to say theres even been stories of counterfeit Apple stores where even the employees believe to be working for Apple. Theres was a huge emphasis on the importance of SMS billing and side-loading, as Wi-Fi doesnt have the same popularity there, meaning that its important for apps not to be too big. Promotion of games in China exists in a similar way to the West, with games like Fishing Joy and Temple Run doing great business, that even niche games should reach 250,000-500,000 downloads. The Chinese gaming market does suffer from piracy, with Hanage estimating that a Western game will find its way to the Chinese market in around 4-5 weeks after release, and that combating it was possible, but more of an exercise in putting out fires.