Session: Bring Your Games to China With Unity – A Pathway for Games to Thrive in China - Junbo Zhang

[Music] without further Ado I would like to invite our next speaker to the stage uh junbo Jang uh from uh un China and he's going to be talking about bringing your games to China with unity a pathway for games to thrive in China I'm jimang from uni China so I'm glad to be here in PGC this is the first time and I'm excited to meet with uh ax so uh uh my speech is about uh bring your games to China and we all know China Market is very close and very unique and

uh it's very very challenging for the W the foreign developers to get their games in China but we do see there opportunity and we are here to come with a solution uh onetop solution to help us to bring more games into China all right uh let's start from some numbers we all know about this is about the grow the size of the China uh gaming market so you know outside of this 187 uh billion Global uh Gaming revenue chying to account for about one quar of it uh however we know all know majority of this Revenue the more the revenue come from actually was taken by the big players like tenson n is and we figure out how as other um uh small players how we can get into this market so secondly um in China Mark uh Mobile gaming is dominating is more than is roughly 75% of the total game market

and uh so uh again I say uh probably uh out of this uh 73% 73% of mobile market was taken by uh 80% of this were taken by the top three or four uh game Publishers in China however we do see there a nich and opportunity from instant game so instant game and I believe they almost double or at least increase by um by 60% year over year compared to 23 so this year the market will the estimate Market is about 5.6 billion uh 5.7 billion uh combine in China market and fortunately um in the Instant Game so the majority of the players not actually come from the top top Publishers if come from it open a door for many of many of the uh ex the the new CER the small Indies so we see a

flaing of the publish get into the Instant Game and because of of um because of um the nature of the Instant Game so it's not that heavy and it's schedu is so easy to uh to play so we do see this open up door for uh for more folks uh so to actually to see the opportunity uh in the China uh mobile uh games uh so Unity China we have a unique position so we EST establish a joal in China in uh back in 22 uh it's between uni Global and some of the big players in uh uh in China Market the goal is to uh have a local solution for to uh for the local platforms including uh all the the instant games and the local EOS system

like the new platform uh the operating system Etc so up to now we already have roughly 400 people in China to support the uh local market and we have more than um 70% of our Forks are Engineers supporting the uh the largest of the many many of the Chinese developers to help them to build games like a j impact on upkins or Call of Duty mobile and we also have more and more developers there uh uh meanwhile we know like G to uh is this okay okay right uh yeah we know uh getting to the China Market is quite difficult first of all uh in China there's no Google Play So in Android market so fragmented we have xiaomi opo we owner and of course Hua and other small channels and this Channel they have their custom made uh

Android and and they have a different stockes have a very different regulation and in addition uh uh there's a emerging uh emerging uh new platforms uh include in the Instant Game Market from uh stting from vat and then bance have the Tik Tik Tok or we call do inant games and we see more and more uh players with large audience including uh aday or uh all the hardware em uh as long as you have a large audience people are figuring out to bring the games to this audience so we'll see a big variety of of course t t is another one so we see a big AR variety of new platforms that for people to publish into the game so this create a very very challenging um task for many of the this Publishers secondly complain

is another big topic or big headache for publishing games in China uh you need to get the right copyright registration you need to BU in all kind of like ICP and more importantly you want to do uh uh the IP games uh you know you have to do the IBN numbers this is the most famous IP numbers in the regory they use the ISB numbers the pace to distribute an approv ISB number as a way to control the pace of the game market and this is particularly challenging for the overseas games so in 24 we see some kind of relax in the regulation so we saw uh close to, 1500 of the domestic games that got IP numbers approved and compared to last year is more than 50% uh increase and interestingly many of the games waiting for I been numbers didn't see the games before they die oh game Publishers and um you this uh yes

even challenge for the import games yeah there's roughly 100 import games uh get to get XP numbers however there some kind of flexibility that's opening up for the games that do not have uh IP so uh it's more flexible for I and it's also more flexible for the games when to get on the Instant Game space so this is the uh the opportunities we are seeing for the overseas these games um so uh to help the developers to uh get better move the games into China so we actually uh in China Market we actually create a local version of unity based on uh un uh 2022 LTS Al so the local version of uh TR engine is particularly uh teror for the Chinese market so you focus on U making uh games running on instant games

so you look at about three years ago so there's almost no uni games in vat because the run time was so big and the roading time was so slow so uh so the major three years ago the majority of the V games is all Coco SL and E Etc U but look at today uh uh after we have been the the China team have been working with uh the V for uh for almost three years to optimize the engine and optimized run time so as of now um uni games already account for roughly 50% of the Instant Game uh Revenue in vat and the number is growing up and the latest 20 um the among the top 20 100 games like 29 games are made with uh unity and 20 and uh with the Deep uh cooperation with uh which we we already see more than 500 new games that may with Str they running on uh on uh uh V already

and uh we see the numbers continue to grow uh as we can to push the limit now so uh if we look at wi games right now it's not a Super H games anymore so we have the games that require memory size more than one gig we manage to make it down to 600 make it runable and we also address help uh developers to address the heating problem the threading problem to make many many of the midle core games that's runable on wi if you look at the top one uh wipe out survival uh uh WIP out survival is uh it's amazing it's a May with unity and it's not a casual game oh we see more and more uh serious games higher quality games that with with un and with go which pleas and of course we uh uh you know in China we have the new uh eost status uh uh ecosystem that based on open source

uh the operating system open Harmony that's moving into uh into the market uh uh we are uh the 20 engine also have the natural support to support open Harmony so that and games want to uh open uh to find a new uh new audience to get on uh the next uh next new Fon then we can help you to get there and last last thing is you know in China in the last couple years we see the EV cars that have more and more powerful uh chip sets that capable of running games uh running games and with a better screen better song and we see a great growing interest in bring some of these games into the car and uh we see the numbers of the new cars that capable Run games is at a range of one 10 million or more and the number is growing so I do uh like to get uh into contact with those developers if

you build good Steam games or console games talk to us we let's figure a way to bring these games into the car because it's like it's definitely a bruy and nobody is there and people are looking for games uh so and the next is uh so to get the games into China we always face the challenges so outside China we use play we use uh unit ugs how do we when we go to China how do we our game connect to network so we have uh a complete whole set of uh cloud services that from uh authentication to Cloud save to uh to friends to readable and to multiply anything anything you need we build a full set set of service we help you to uh and to integrate and also um uh in addition we also offer the uh uh operating service we do the

uh heavier to do the user acquisition of course we are not uh the expert compared to some of the uh leading Publishers we are new in the market we uh but uh we do believe that with the more and more games we publish and the experience we build the more data we can help uh help develop our Publishers to get more uh uh value from the user and we will be responsible for the funding of the user requisition for the games publishing through us and and then the next thing is we do uh help us with all the paper to do the regulation so we will give you a full step or uh the full package of uh service um after we step we started this service in uh last July and uh in the last six months we actually already bring uh over I think 40 games online so

we know the how difficult is how the tedious it is to go through the process not only to to the ice number filing it's for every step including to uh work with each Channel they have a different way of approval they have different way of look so we have uh experience all of this and we want to have you guys to sell uh to save the effort to go through this again so we will do the pro add a common service for you and help you to so you just just focus on building games not worry about all this so I spoke so this are the full set of the service we have uh uh whole set of the CL service we have almost everything can think of to build a game and these are the Closs uh uh we have deploy in China and more importantly we also have a service who uh do the automatic packaging to uh for any SD case like from the channels we

support virtually all the channels we have so we don't need to uh worry about like have to open up your code to do the all the uh all the integration and do the end to testing oh we will take of this Oh and next one oh we know uh when a CP handle a game to a publisher what's the what the people how safe is our code how safe is a project we worry that uh what on our IP is in the hand of other folks so uh we fully understand this and we have many experience because we work with many many of the big titles so we know how to the the need and so we develop a secure environment and uh and a Control process for you so that uh your project will be tightly control by

of course by our it we can always find a way to turn around to control by your it and we only expose the piece of the code that need to including the SDK the group uh the group code for SDK or anything that's needed for all uh for uh modification to make the game runable in particular Pro program so we don't want to uh expose any additional n un necessary code to the developers who are making a the pting or the localization so this is our goal is to protect uh create a safe environment to make sure that your IP is in your hands and um sometimes we spoke to um overse developers uh some of the ask this the CP uh CP want to control the code including all the modification but we think out that the majority of the time

is too painful it's too painful for us to come back with every change request for you and have you to make the change and give to us and then we have so it's better to together we have a trusty environment to have the develop and the the the people making the change have the freedom to make the change but do not touch the code or the assets that they they do not need to touch okay so uh next so this a small showcase that we work with wudoo and you know we are just beginning so this is a boom up and 28 oh we haven't um because these two games um they need to make further modification uh to make it adjustable for the China market so we uh we are still in the test testing phase uh running it on uh Android but we are going to do it in the uh make it runable on uh um bring it

bring this two games to uh weat and to Tik Tok and make it available to more and more developers and that's all and we are here to in the outside there outside we have boo we free to talk to us and we very eager to work with you uh you guys to bring more interesting games into China market for the chin audience and thank you all for