Session: Bring Your Games To China—Unity China Publish Service - Wang Wei, Unity.

I'd like to welcome uh Wang Wei from Unity to the stage who will be talking about bringing your games to China and you'll be talking about Unity China's publish service. So uh please give a warm uh applause for Wang Way. Uh I'm one way from Unity China and I'm at the head of the our new business of the publishing business of Unity China. Uh this is my first time to give a talk in English. I'm sorry for my poor English. So uh but I'll try my best. Okay. So uh before uh before uh before my talk we

have listened to the sensor towers numbers you know what happened in the mobile game the uh the down the new game in the mobile game is declined and in Chinese market the downloading is declining about 20%. And the revenue is declined about 5%. So what happened in Chinese market is the player disappeared or the developer disappeared. So uh today we can find uh something what happened in China uh so so let's let's take a uh take a look in the uh total uh market you know uh China is huge but when you look at the number the act uh the actually st staggering in 2024 the global market which is about 1,87 billion Uh so uh about one quarter of the total

global market is the Chinese market. If you want your game to be a global success, you can simply you simply cannot ignore ignore China. But here it is the China isn't just a big version of the market you have used to. It's different. Today I'm going to show you how to navigate [clears throat] this landscape and how uni China can be a bridge to success. And this is what happened in China. Let's look at the where and who. China has a game based on nearly uh 700 millions of people. There's twice the population of the United States. And where are they playing? About 70% of the revenue comes from the mobile. And what let's say what happened in China in this two years. There's a new trend you need to pay attention to. It's the mini game which this uh which is a game can play

directly inside apps like WeChat or Tik Tok without needing a separate download. So that's why we can see the download from the uni uh from the Chinese market is decline about 20% 20 yeah 20%. uh in this sect alone reached about uh five billion in the 2024 and in the last year we can we uh the the total market is is expected to nearly double to 10 billions a year. So that's where where the growth is happening right now. Now uh sorry okay now why isn't every everyone already [clears throat] here already there because it's tough to get in first there is a platform distribution in the west you have Google play h but in China Google play doesn't exist instead you

have a fragment uh ecosystem of stores from like uh OPPO we Huawei Xiaomi and like something like tap tap 4399 and so on. On top of that, you have you have this new platform I just mentioned the WeChat, Tik Tok and even the Inca game [snorts] ecosystem. Second and the per uh perhaps more uh more difficult is compliance. You cannot just upload your game to the App Store or the to the Google Play. You need a local operation entity. You know, you need to go through a mountain of paperwork and the most important you need a SBN number which is applied from the government. Uh without it, you cannot legally monetization your game. Uh last year when we came to uh PGC, we haven't published a game in China. You

know, this is a new business for Unity China. And uh now we have published about 40 games. All the icon is the uh all this game have uh is published in the last year and uh many of the game has uh has get tops in WeChat and the uh Tik Tok mini game. This demonstrate our publishing capability and we focus on the three uh main things. The first of all is the compliance. We handle the ISBN application and all the regula regulation feelings and we cooperate with local publishing group which is hold by the government. So we have a faster road to get all these things. And [snorts] the second one is the tax service. This is uh this isn't just a basic porting. We do deep localization and crossplatform optim optimization and

we provide the unity online service in China uh for the China region and the second is the operation. Once the game is live, we help with user acquisition and marketing through deep partnership with local platform like tens ads or the better dance ads and and so many local ads network and our technical service are comprehensive. We provide the deep optimization for all the miniame uh and the localization support for imported game multiplatform porting to every scene from console to mobile and essentially adaption for Chinese operation system like uh uh maybe you know the open harmoning [snorts] and uh uh we covered with uh major miniame platforms uh you know uh We optimize, we cooperate with WeChat and

Tik Tok and Taptap and like some Xiaomi quite almost all the super app [snorts] in China cooperate with Unity to optimize our engine for their uh for their plat for their for their uh hosting. So we have uh depth uh depth cooperation with all the platform and [snorts] also the uh the ad network uh so we can plug your game directly to the most important channels and our car operation support is focused on efficiency efficiency user acquisition and AI powered monetization and the datadriven optimization across development development ment and the marketing again. Uh the critical compliance service uh yeah we managed the compl uh complianted complicated ISBN application and the regulation filling for you. All this is

free and uh since we cooperate with the local company. So we have many uh different channels to handle all this uh the all this paperwork and you know sometimes we need to modify the game to uh to meet the requirement from the government and all these things we can we can do for you. And uh this is uh uh our new engine uh the 20 engine. To make all this work, we develop develop the 20 engine, the Chinese version of Unity. It's already been downloaded about uh over 500,00 uh powered apps with millions of users. So why do we need it? Uh it's it is customized for uh ch China Chinese unic tech. It has a specific

tools for miniame development and support for the open harmony and even solution for the inca games. We know porting to miniame is hard. You have to deal with strict memory limit and performance constraints. 20 engines solve this with specialized assets, memories and performance. We reduce the package size and tune the engine at a base level so your game can run smoothly on the browser based platform. We know porting to miniame is hard. Uh I I I don't know if you have tried the mini game in uh in western market, you know. Uh it's it's hard to play it. Uh we maybe you need to download a Chinese version of WeChat or Tik Tok. Uh but when you want to deal with the uh strict memory limits uh something just one one

gigabyte on low-end device and the performance constraints 20 engine solve this with a specialized uh special uh specialized assets memory and the performance. Yeah. And uh we have some case to show. The first one is a game developed by a indie indie developer. This the total game is developed by one person and before we cooperate he just uploaded this game to the tap tab and to the uh app store in China. But uh almost zero revenue have get he has get. after uh we uh we cover it uh we optimize the monetization and to about uh 500,000 amounts. Uh this is uh this is not a big number but for an indie game I think uh

he think this is great for him [snorts] and the second one is the uh uh universal wilderness. Uh this is uh this is a a premier indie game. It was adapt using our um we have we we we adapt this game to uh we we modify this game to a uh hybrid game to comb combine both ads and inapp apps uh inapp purchase as a hybrid mini game. And this game has get about $1 million uh last year. And the third one is the snake crash. This game is from the subent uh it's a hyper caser game and we we have u optim optimized the totally uh game play and the monet monetization for the Chinese market and this titles has always reach

about uh reach top 10 free in Tik Tok mini game and I think the most popular video of this game has watched about uh uh about hundreds or millions of times. Okay, I'm sorry. This is a large scale AP game, a native game, you know, it's a it's a hardcore hardcore game. We create an excellent mini game version on the that handles the huge assets and pro providing a simplest user experience.
Yeah, it's hard to do to do this. It's uh it has about uh 2 GB uh uh size of the uh app and the last one is a puff up. It's this is game is is a hyper cast game from uh UDO. Yeah. Uh you know when the game first go

to Chinese market it was struggling uh with an ROI near nearly zero. So we localized and optimized into a stable and and as based game with excellent retention. Okay, that's all. Uh the Chinese market is massive and with the right partners uh I think the bar barriers to entry becomes bridges. Uh so uh we have a booth in the second floor. If you have interest in Chinese market, welcome to our booth. Thank you.
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