Bridging global games and the Chinese market - An interview with Monte Singman

• Monte Singman discusses the challenges of taking Western games into China
• Find a trusted partner
• An HTML5 version of a game can help reduce UA costs.
• Asia offers a complex landscape of regulatory requirements

Monte Singman, the managing partner of Radiance Strategic Solutions talks to PocketGamer.biz about his experience bringing global games to China.

From business basics to the biggest hits, Singman outlines exactly what developers and publishers need to know before they consider a move into one of the world's most challenging games markets.

Pocketgamer.biz: You've recently helped bring EverMerge to China through a partnership with Big Fish Games and Aidian Network. What’s the most exciting aspect of this project?

Monte Singman: It's a privilege to help introduce a game that's already enchanted millions globally to players in China, Hong Kong, Macau, and Taiwan. What excites me most is the opportunity to blend a beloved Western IP with the unique tastes of Chinese gamers. This fusion of cultures is a fascinating journey, and having worked on similar licensing projects before, I know how rewarding it is to see a title resonate with a new audience and create a win-win for both the developer and local partners.

You have a long track record of successfully licensing games into the sometimes challenging Chinese market. What positions you to bring East and West together so well?

My advantage stems from a deep, hands-on understanding of both Western and Chinese gaming ecosystems, developed over nearly four decades. I've worked across every facet of the business, from developing global titles at EA, Capcom, and Atari/Accolade, to founding studios and leading business development. This experience enables me to anticipate the needs of both parties and establish partnerships that truly work.

Being fluent in both Mandarin and English helps me bridge not just the language barrier, but also the cultural and regulatory complexities that can make or break a deal. Over the years, I've licensed more than 50 titles to China, including hits like Monument Valley, Toy Blast, GardenScapes, and Sonic Dash, as well as major Hollywood IP such as Gordon Ramsay and Bruce Lee. Each project has deepened my understanding of how to tailor global content for Chinese audiences and build trust between international partners.

What are some of the most significant licensing deals you've worked on?

One that truly stands out is licensing Toy Blast from Peak in Istanbul. I actually stayed in Istanbul for two weeks and made it clear I wouldn't leave without a signed agreement. The team at Peak was the most professional group I've encountered in my career—exceptionally skilled, especially in data analysis. Working with them was almost a religious experience; their dedication and expertise left a lasting impression on me.

What's the biggest misconception studios have about launching games in China?

Many studios assume that a straightforward translation will suffice, but the Chinese market is far more complex. The ecosystem is unique, and competition is extremely fierce. If you wait to think about China until after your global launch, copycats may have already established themselves.

To avoid this, it's best to apply for government approval before your commercial launch elsewhere, aiming to align your China release as closely as possible with your global one. This enables your local partner to act as your copyright enforcer and protect your brand.

Another important point is marketing effectiveness. Your Chinese partners will likely need an HTML5 version of your game to lower user acquisition costs. Being unwilling to collaborate on this can significantly limit your success.

There's also the critical issue of piracy. Without a local partner actively advocating for your interests, piracy often goes completely unnoticed. A trusted local partner serves as your eyes and ears, protecting your IP and ensuring you capture the revenue that's rightfully yours. Deep collaboration and comprehensive localisation are key to thriving in China.

What advice would you give to studios hoping to license their games in China?

Start by finding a partner who truly understands the market - someone who can navigate the regulatory landscape, anticipate cultural nuances, and build trust with local platforms and players. I always emphasise transparency and integrity in negotiations and encourage studios to think long-term about their brand in China, rather than focusing solely on short-term gains.

How do you keep up with the rapidly evolving Chinese games market?

Living in Shenzhen gives me a front-row seat to the heart of China's tech and gaming scene. I regularly travel to Shanghai, Beijing, and other cities to meet with the leaders of game companies, which helps me stay attuned to their needs and the latest industry developments. I also give lectures to share my personal journey, which keeps me engaged with both established professionals and emerging talent.

With South Korea's new regulations requiring foreign game companies to appoint local representatives, how can you help studios succeed in that market?

South Korea is introducing significant changes to its Game Industry Promotion Act starting October 23rd, 2025. Foreign companies that reach specific thresholds will be required to appoint a domestic representative for legal compliance, particularly regarding the disclosure of odds for chance-based mechanics like loot boxes.

Having managed licensing and compliance for games across Asia, I'm well-versed in navigating these complex regulatory landscapes. I can assist in identifying reliable local representatives, advise on adapting game content to align with Korean regulations, and help studios avoid costly compliance pitfalls. Just as I've helped global games succeed in China, I'm ready to guide developers through the evolving Korean market.

For our readers interested in licensing their games for China or Korea, can they connect with you?

I always enjoy connecting with passionate developers and publishers who are eager to explore the Asian markets. The best way to reach me directly is via email. I'm happy to share insights, answer questions, or discuss how we can work together.