Nowhere is this better demonstrated than in Hong Kong, which remains the Lagrangian point between the two spheres of influence.
Indeed, this midpoint is proving particularly interesting as the ideal location for both western and Chinese developers to set up studios and experience the best of both worlds.
One such is Fei Hu Interactive.
Set up ex-Glu Mobile executive Robert Hayes and Simon Slee (previously of Schmoo, THQ, Atari, GT and Sega), the studio is preparing to release its debut game, Prisonhood - a cross-platform social game for Facebook, iOS and Android.
Pocket Gamer: Can you give us some background on Fei Hu?
Robert Hayes: I set up Fei Hu Interactive back in mid-2012 with a vision to create a China-based, global-focused cross-platform game company.
There is no doubt China is an export-driven country; however when it comes to brands and content, China is by-and-large an importer. Notwithstanding some exceptions, when you stop to think about it, you just do not see a lot of brands and content originating from China.
In my view, it does not need to be this way. China has the right ingredients to develop and market appealing brands and content for a global audience.
We developed Prisonhood, our inaugural franchise, to demonstrate this potential and show China can entertain the world.
Our games are intended to dramatise and exaggerate themes that you find in popular culture everywhere, such as prison, travel, gambling, etc.
But regardless of the exact theme, our games need to be approachable for the masses - and for this reason, we focus on developing social free-to-play casual and mid-core games.
The Chinese mobile market is growing very quickly so why are you also looking to release your games in the US and Europe?
We are global-focused. That's our positioning. And the global market for social free-to-play games vis-à-vis our cross-platform strategy is huge.
From our side, it is not about deploying our franchises in China versus US or Europe. Rather, it's all about deploying our franchises globally, in the key languages and on the key platforms.
Do you think there are any key differences between China and Western mobile gamers?
I have been in China developing and publishing mobile content for many years now. And sure enough, based on my observations, there are some distinct differences between mobile gamers in China and mobile gamers in places like US.
However, as the free-to-play model has become more widespread, I think the gap between mobile games in China and the West has narrowed.
Needless to say, there are still some noticeable differences. Here's an example: I believe many (male) active mobile gamers in China prefer fantasy role-playing games that make abstract references to cultural and historical folklore.
While there is indeed appeal for this style in the West, I believe many Western gamers prefer games that a) involve fewer fantasy elements; b) have stronger connections to the so-called real-world; and c) demonstrate simple, logical, and linear gameplay.
What was the inspiration for Prisonhood?
Actually, it was nothing specific. It just seemed logical. Given our global focus, the concept of prison seemed so obvious and universal. In our view, perceptions about prison are largely same everywhere.
Combine this assumption with the global fascination of the prison theme in popular culture, such as via television dramas, it seemed like a no-brainer. Plus, we believe the prison theme provides us with the flexibility and latitude vis-à-vis consumer perceptions to develop colourful characters; topical narrative; and endless twisted dramatisations.
Notwithstanding, we are not advocating criminality; rather we aim to entertain by exaggerating prison culture and stereotypes.
Humour is very culturally specific so how do you hope the game's tongue-in-cheek humour will appeal to a global audience?
Well, we actually do not know. But, we are well-schooled and travelled enough to make a calculated bet.
I personally wrote nearly every word in the game; and I guess the rule was that in those cases in which the game featured tongue-in-cheek humour, if made me laugh and seemed relatively appropriate, it should be understood and suitable for folks anywhere.
Likewise, given the prison theme, we simply presume folks would grant us some leeway. I hope we're right!
You're releasing on iOS, Android and Facebook. How hard is it to develop simultaneously on these platforms and what advantage do you get by releasing on all of them?
It's damn hard! But we carry-on and do our best. We will make mistakes. However, if we can deliver a near one-to-one experience across the multiple platforms, then it's a success.
From design and development point of view, we feel everything is under control. Likewise, we think we have a reasonable grip on cross-platform publishing. It's once we launch and the clock really starts ticking that keeps me up-at-night. I guess there will be more on that later.
In the longer-term, we seek day-and-date cross-platform launches. In the case of Prisonhood, we plan to stagger the platform launches with iOS at the end of March 2013; Facebook in mid-April 2013; and Android during the latter part of April 2013.
The advantage? Well, in our view, cross-platform publishing allows us to maximise discoverability, reach, and relevance, which we hope ultimately enables to monetise the franchise as efficiently and effectively as possible.
What are the biggest challenges being based in China?
Challenges are generally the same, regardless where you are. However, from my experience, there are some unique challenges facing developers in China, particularly those publishing content outside of China.
From a development point-of-view, user interface and user experience (suitable for a western audience) are probably biggest challenges facing developers in China. Likewise, you can't ignore the challenge of publishing content. Many developers, whether in China or elsewhere, simply do not understand how to develop product and channel marketing..
Aside from Prisonhood, what should we expect from Fei Hu in 2013?
There's indeed more to come! I expect you will see yet another adaptation of Prisonhood, which is intended to extend the awareness and value of the brand.
We also plan to introduce new casino- and travel-related franchises, which we feel have broad global appeal.
Thanks to Robert for his time.
You can see what Fei Hu gets up to via its website.
