Among Us continues to grow in popularity worldwide, now surpassing 217m installs on mobile.
It's not easy to play the game in China though, as it does not have a Simplified Chinese localisation / local servers.
So what can Chinese gamers do? 1/
venturebeat.com/2020/11/09/sen…
It's not easy to play the game in China though, as it does not have a Simplified Chinese localisation / local servers.
So what can Chinese gamers do? 1/
venturebeat.com/2020/11/09/sen…
2/ It's worth noting that the game does not have an official license to operate in China. China is a complicated market where video games are regulated heavily.
Achieving an official release requires working with a Chinese publisher and gaining approval from regulators.
Achieving an official release requires working with a Chinese publisher and gaining approval from regulators.
3/ China is a country of 685 million gamers that spent over $33 billion on games last year. Players have diverse tastes and actively seek out new and fun experiences.
Whether a game has an official release or no localisation at all, Chinese gamers will discover and play them.
Whether a game has an official release or no localisation at all, Chinese gamers will discover and play them.
4/ Of course the best and most complete option is to apply for a license and officially launch the game in China.
It's a long process but can yield great results. We have a paid report that covers the regulatory and approval process for games in China:
nikopartners.com/niko-partners-…
It's a long process but can yield great results. We have a paid report that covers the regulatory and approval process for games in China:
nikopartners.com/niko-partners-…
5/ However, there are always ways to reach Chinese gamers outside of the official process and one of the ways to do that is to launch the game on the international version of Steam, which is currently accessible to everyone in China (without a VPN for now).
6/ There are plenty of examples of games succeeding on Steam in China. PUBG for example did not have a license to operate in China, but it still launched a localised version + engaged in marketing efforts in the country and has sold over 20m paid copies of the game via Steam.
7/ Innersloth has put Among Us on Steam. While the game is accessible to players in China, it is also inaccessible due to its lack of localisation and lack of local servers.
The simple fact is that more people would be playing it if these issues were solved.
The simple fact is that more people would be playing it if these issues were solved.
8/ That being said, the global popularity of the game has not gone unnoticed in China.
Streamers have played it, there are guides that translate the English menu into Chinese etc...
It turns out that even with many barriers, Chinese gamers want to play these hit games.
Streamers have played it, there are guides that translate the English menu into Chinese etc...
It turns out that even with many barriers, Chinese gamers want to play these hit games.
9/ Many Chinese players are turning to game accelerators such as NetEase's UU Game Booster to access and play these games.
UU is a network solution tool that lets Chinese players enjoy global games with a lag free and stable connection.
Thus solving the local server issue.
UU is a network solution tool that lets Chinese players enjoy global games with a lag free and stable connection.
Thus solving the local server issue.
10/ In this case, UU also offers an unofficial Chinese patch for Among Us.
UU is a paid service that costs around RMB 280 ($40) and is aimed at gamers who want to access global games.
It has become more popular as Chinese gamers look to find new gaming experiences.
UU is a paid service that costs around RMB 280 ($40) and is aimed at gamers who want to access global games.
It has become more popular as Chinese gamers look to find new gaming experiences.
In summary.
Chinese gamers are eager to try new games and will seek them out as best as they can
Removing barriers to these players is key from day 1
From localising the game, to setting up local servers, to releasing the game officially, each step increases potential reach
Chinese gamers are eager to try new games and will seek them out as best as they can
Removing barriers to these players is key from day 1
From localising the game, to setting up local servers, to releasing the game officially, each step increases potential reach
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