According to reports from game developers, the Chinese Ministry of Culture has been cracking down on erotic content on decency grounds.

Over a dozen Android app distribution channels including the likes of Wandoujia and the Baidu-owned 91 Wireless are reported as being impacted, as well as some online game companies.

The result is some of these channels are taking the view they will remove any suspect content rather than risk facing administrative penalties, fines or being blacklisted.

Chasing their tail

One game to be caught out is Ciao! Bikini, but it seems that the move is much wider than banning specific games.

According to the GameGrapes website, three particular areas are being highlighted.

• Only a character's face and hands can appear naked. Swimming suits such as bikinis are forbidden.
• Female and male characters cannot have bodily interactions.
• Sensitive phrases such as 'Aoyi Sora' or 'jerk off 'should be eliminated.

One reason for the crackdown is the widespread use of erotic content - mainly mild but some of which is borderline pornographic - in some Chinese games, apps and especially websites to attract the male gaming audience.

The Ministry of Culture has said that the reaction by the mobile game industry to its initiative has been "positive".

However, some developers are saying the move is won't change anything in the longterm as companies will merely upgrade their games with the now banned content once the situation calms down.