Why understanding Chinese games and gamers is crucial to global success

Asia’s leading entertainment and game expo ChinaJoy (August 1st to 4th) is quickly approaching, preceded by the global games industry conference Pocket Gamer Connects Summit Shanghai on July 30th. Ahead of the events, we’ve checked in with a selection of prominent industry professionals speaking at PG Connect’s one-day summit. 

Aiming to bridge the East-West gap, each speaker shares invaluable insight on how to approach the Chinese and Asia-Pacific (APAC) regions, and why this market is central to the global game sector. 

For Sun Chenyang, director of operations at Cocos Technologies - the company behind open-source game engine Cocos Creator - the Chinese market is of particular interest. He says: “50% of mini-games in China are built with Cocos. The Chinese mini-game market hit $7 billion in 2024 - that shows the potential of this model.” 

He adds that “its strong user adoption and solid monetisation can definitely be replicated globally".

“China's shown that lightweight, accessible games can create huge value, and we see Asia-Pacific as the bridge to bring these innovations worldwide," says Chenyang.

Networking opportunities

As for what impact ChinaJoy and b2b events such as Pocket Gamer Connects have, Chenyang comments: “ChinaJoy gives us the perfect opportunity to connect with international partners. Our goal is to take the mini-game success story global, not just the games themselves, but the entire ecosystem and platform model.” 

Chris Han, co-founder of game analytics platform ThinkingData, agrees.

“Events like Pocket Gamer Connects and ChinaJoy are perfect for meeting studios from outside the region who are curious about the Chinese market. At the same time, Chinese studios are more interested than ever in scaling globally.”

As well as aiming to bring its infrastructure to the global market, ThinkingData also looks to facilitate a “two-way exchange". 

“ThinkingData US was launched to bring those capabilities to developers in other regions, while also learning from the strengths of Western studios," says Han.

Looking at the impact of APAC, he says that “collectively, it represents around 50% or more of global game spending, depending on the segment".

Calling it central to the global landscape, he emphasises that grasping the APAC market “means understanding where a large share of growth, innovation, and opportunity is happening".

Looking ahead, Han thinks the East versus West division will blur. “It will be something new, more connected, more collaborative, and more global," says Han.

“The future of gaming isn’t Chinese, American, or European. It is global and it will almost certainly be enabled by tons of AI.

Bo Mei, Chair of the Board for IGDA Chinese in Games, also talks about the value of APAC, calling it “both the creative engine and growth engine of the global industry”. Especially significant for studios looking for international breakthroughs, Mei says it’s “producing influential IP and hosting over half of all global players".

“China’s global relevance is only growing, so it should be central to any long-term strategy."

A bridge for East and West

Despite China currently being the largest games market, crucial gaps remain both in terms of overseas games entering and for Chinese games looking to expand abroad. 

As the chair of IGDA Chinese in Games, one of the world’s largest Chinese developer communities, Mei aims to “bridge East‑West gaps with cross‑border production and publishing support, talent exchange and deep cultural insight on both sides".

In regards to attending Pocket Gamer Connects Summit Shanghai, he says the event “brings together many of my partners, clients, and long-time friends in one place, so it’s perfect for deal-making, scouting, and reconnecting".

For Chinese game studios looking for western market opportunities, complexities come in the form of language barriers, marketing and positioning.  

Nick Ellis, managing director at Theorycraft Marketing - helping top grossing mobile titles like Last War: Survival - is someone who thinks Chinese games have massive global potential. 

“With the right support, they can dominate far beyond Asia”.

Seeing APAC as a leader in terms of game innovation, “from mobile to monetisation” Ellis argues that “global success still requires localisation, positioning, and smart marketing".

At Pocket Gamer Connects Summit Shanghai, Ellis will be discussing how Asian game companies can expand successfully into Western markets through strategic collaborations.

"Chinese games are more than ready for global success," Ellis. "With the right approach, there’s no reason Chinese studios shouldn’t lead worldwide charts."

Tickets are now available for Pocket Gamer Connects Summit Shanghai on July 30th - book yours today. Each ticket grants an exclusive one-day entry pass to ChinaJoy (August 1st).