Delivered at Casual Connect Asia 2016 The session will start with a short introduction of the Chinese mobile game market and then move to the main differences between Western and Chinese games. In this presentation, Gary will share how to make your games more popular in China.

1. How to make your games more
suitable for Chinese market
Gary Huang
NetEase

2. Content
• The Difficulties and
Challenges
• How to make your games
more suitable for Chinese
market
• Successful Example

3. The Difficulties and Challenges
PART ONE

4. Culture: Art & Story
Art: Cute (big head), Chinese
Story: Westward Journey
(Classical Chinese literature)
Art: Cartoon, Exaggerating,
Lively Story: no particular
storyline, virtual world
Art: Cute, leaning to
realism Story: Western
magical world

5. Technology

6. Competition: The Best Only
With fierce competition, only the innovative and
well polished games can win over the most of games

7. PART TWO
How to make your games more
suitable for Chinese market

8. How to make your games more
suitable for Chinese market?
Innovative
gameplay
CommunityMonetization

9. Innovative
gameplay
• Market is saturated with
copies
• Market trends move too
rapidly
• Famous IP + AAA quality no
longer enough to stand out

10. Games should make financial sense
Opportunity
for large
scale
expansion Big
potential
audience
Well-
integrated
monetization
Not competing
with
established
market leaders

11. Monetization
Free to play Premium
-Few are applying this mode, no premium
games on Android.
-Since Apple adjusted the minimum paying
unit to 1RMB, many games use the mode to
get on chart.
-Highly matured, Best way to gross
-Thousands of systems are developed to pay
while play.
-For china particularly, recharge via text
message is the best practice to increase
grossing on carrier’s app shop (Android)
-Half baked model, only a few genres (SLG,
casual games, social games)are applying.
-Large amount of games are applying,
especially hardcore/offline games.
China
West

12. Community
Growing System
• Grow rapidly in
the early stage
• The need leads
to interactive
and pay
Social System
• Friends system
• Marriage system
• Chat/Message
• Mentor
PVP
• Competition will
leads players to
have more
interaction and
pay
Guild System
• Good way to
arouse player’s
emotion change,
to get
connections
with other
players

13. PART THREE
Successful Example

14. World Soccer Collection S
NetEase first mobile game licensed from
a foreign developer (Konami)
• Top sports game since launch
• Top 11 on grossing chart
• Keep stable ranking position for the
past two years

15. Localization
Social
User
Interface
Daily
Task
Newbie
guide
Leader-
board

16. Full optimization of Newbie guide

17. Full optimization of Newbie guide

18. Ver. 1.2.0
World
Challenge
Match
Players challenging the top global teams can
become “+” players
New
commentators
Added commentary by famous commentators:
“funny style” and “passionate style”

19. Ver. 1.1.0
Leaderboard
(Match ranking)
Every month is one game season. Players can
challenge opponents any time and find
excitement from climbing up and down the
match rankings!
New
commentators
New commentary by famous commentators:
“sweet style”, “Shanghai style” and “Cantonese
style”

20. Ver. 3.1.0
Add Galaxy
match play
2 teams compete and according to both sides'
victory or defeat, they get corresponding points
reward.
Special Award
Randomly get some real teams' badges, uniform
vouchers and boundary breaking bonds.

21. Gary Huang
NetEase
gzgaryhuang@corp.netease.com