Perspectives on Game Localization for the Emerging Chinese Console Game Market
By Michelle Zhao, LAI’s Managing Director for Greater China and Rory Schussler, Special Correspondent
Earlier this January, China lifted a 13 year ban on the sale and manufacture of gaming consoles. This has generated great excitement about the future of the video game industry in China, but it is still too early to know how successful the big console players will be in taking advantage of this opportunity. (Nintendo has said they have no plans so far for entering the Chinese market; Sony is making ambitious plans to sell 5 million PS4s by March, 2014.)
We’re still waiting on more details from the government on how the change in regulation is going to work. Restrictions on content are an issue for game designers. Piracy and the grey market are major concerns. The biggest challenge is how to adapt to the differences of the Chinese market.