Developer's Guide to the Chinese Market

1. 01
   The Chinese gaming market reached 668 million players by June 2023, constituting roughly half of the Chinese population. Sales revenue for the first half of 2023 was 144.263 billion Chinese yuan ($20.23 billion), showing a 22.2% increase QoQ, indicating market recovery.See it on page 7
2. 02
   PC/console games should prioritize global distribution with local PR, while mobile games require local distribution due to Google Play's unavailability and the App Store's ISBN requirement in Mainland China.See it on page 14
3. 03
   Localization is crucial and involves translating into Simplified Chinese (ZHCN), localizing the game's title, and adapting game features by removing inaccessible foreign services (e.g., Facebook, Instagram, Google services) and adding local payment methods.See it on page 18
4. 04
   The Chinese console gaming market had 16.7 million gamers by the end of 2022, generating $2.3 billion in hardware and software, with Niko Partners projecting growth to 23 million gamers by 2027.See it on page 9
5. 05
   Hiring a Chinese native-speaker with game promotion experience is recommended once annual revenue from the Chinese market reaches around $180,000, with average salaries ranging from 20,000 to 30,000 CNY ($2,800 to $4,200) per month.See it on page 19
6. 06
   Chinese players prefer 'cute' and 'adorable' games with exaggerated characters (e.g., 'chibi' style) and anime aesthetics, while generally disliking aesthetics reminiscent of Western TV shows like Futurama or Family Guy.See it on page 11
7. 07
   The e-sports market in China has varied estimates, with the 2021 CGIGC report valuing it at $20 billion with over 480 million users, while Statista estimates a 2023 market value of $445.2 million and 253.5 million users projected by 2028.See it on page 9

Rewarded UA Handbook: 2026

Almedia · 2026