John Nowacky
China’s National Press and Publication Administration (NPPA) has granted licenses for a record number of import games in 2024, with 15 games approved on August 2nd. This brings the total number of import game approvals for this year to 76, surpassing the previous records set in 2021, 2022, and 2023. These import games, developed or owned by non-China based entities, require a license (ISBN) from the NPPA to be officially operated in the country. However, some Chinese gamers still access non-approved games through loopholes.
A notable approval in the recent batch is the Rainbow Six franchise’s mobile and PC game. While Rainbow Six Siege was not officially approved and even banned from live streaming platforms, the approval of the franchise’s IP for the upcoming Rainbow Six Mobile game is a positive development for Ubisoft in China.
NetEase has also obtained licenses for two games based on Marvel IP, including Marvel Snap and Marvel Rivals. These games are part of NetEase’s partnership with Marvel to develop games and entertainment content. Marvel Snap has already received positive reviews overseas, while Marvel Rivals is currently undergoing testing.
Nintendo, in partnership with Tencent, has received licenses for Mario Golf: Super Rush and Paper Mario: The Origami King. These games will be distributed for the China version of the Nintendo Switch. The Nintendo Switch is currently the bestselling current-generation console in China.
Other notable approvals include mobile games based on Final Fantasy XIV and Dynasty Warriors 8. Tencent and Square Enix are developing the Final Fantasy XIV game, while Century Network, TCI Play, and Koei Tecmo are developing the Dynasty Warriors 8 game.
The increasing number of import game approvals in China highlights the lucrative potential of the Chinese market for international game developers. Games like Valorant and Dungeon & Fighter: Origins have found success in China after receiving licenses, with Valorant becoming a top PC esports game and Dungeon & Fighter: Origins surpassing $1 billion in player spending.
With four batches of approvals expected this year, the total number of import game approvals is projected to exceed 100, further solidifying China’s position as a prominent market for international game developers.
Here are some additional relevant facts about China’s record number of import game approvals in 2024:
1. Import game approvals in China are subject to strict regulations imposed by the NPPA, which oversees the content and distribution of games in the country. These regulations are aimed at maintaining social values and cultural standards, as well as protecting the Chinese gaming industry.
2. Despite the increasing number of import game approvals, China still maintains strict censorship policies, leading to some games being modified or censored before they are released in the country. This can sometimes result in a different gaming experience compared to the original version.
3. The Chinese gaming market is one of the largest and fastest-growing in the world, with millions of active gamers and a high demand for international games. This presents a significant opportunity for foreign game developers to tap into this lucrative market.
4. One of the key challenges for international game developers entering the Chinese market is the need to localize their games to suit Chinese players’ preferences and cultural nuances. This includes adapting gameplay mechanics, graphics, and storytelling to resonate with the target audience.
5. Controversies surrounding import games in China often revolve around issues of cultural sensitivity, political content, and violence. Games that depict sensitive historical events or contain politically sensitive themes may face difficulties in obtaining approval or may require significant modifications to comply with regulations.
6. Advantages of gaining import game approvals in China include access to a massive player base, increased revenue opportunities, and the potential for long-term success in a booming market.
7. Disadvantages of operating in the Chinese gaming market include strict regulations, the need for localization and censorship, and intense competition from domestic game developers.
Key questions:
1. How does the NPPA determine which import games are granted licenses?
Answer: The NPPA evaluates import games based on their content, adherence to regulations, and compatibility with Chinese cultural values.
2. What are the consequences for game developers if their games do not receive approvals?
Answer: Games that do not receive approvals may not be legally operated in China, resulting in limited access for Chinese gamers and potential revenue loss for developers.
3. How do Chinese gamers access non-approved games through loopholes?
Answer: Some Chinese gamers may use virtual private networks (VPNs) or other methods to bypass restrictions and access non-approved games from international servers.
Key challenges and controversies:
1. Cultural sensitivity: Games that touch on sensitive cultural topics, such as historical events or cultural traditions, may face scrutiny and may require modifications to align with Chinese cultural values.
2. Political content: Games that depict politically sensitive subjects or portray political figures in a certain light may face challenges in obtaining approvals, as the Chinese government closely monitors and regulates the portrayal of political content in media.
3. Violence and explicit content: Games with excessive violence or explicit content may undergo censorship and require modifications to comply with Chinese regulations, which emphasize the protection of minors and the avoidance of excessive violence.
Related links:
– National Press and Publication Administration (NPPA)
– NetEase Games
– Nintendo
– Ubisoft
– Square Enix
– Tencent
