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China social gaming industry and the easily ignored factor to success

China social gaming industry and the easily ignored factor to success Data from a resently released report by market research firm Analysys International show that the social gaming market in China will reach 2.85 billion yuan and 130 million users by 2013. Back in 2008,regarded as breakthrough year of social gaming market in China, SNS user reached 190 million by the first six months,. Chinese social game users are expected to reach 85 million by 2010. Business Analyst suggests that social gaming industry of China,with the help of the rapid development of social networking and Web 2.0.Social gaming industry of China had experienced rapid growth mode and the user's blowout,now has switch into the rational competition stage. Business analyst predicts the next three years of its social gaming market, the parallel competition of social gaming channels and social gaming products,we can expect some breakthrough from the from the form to the business model China’s social gaming industry. By 2012, the social gaming market will reach 1.63 billion users ,scale up to 1.3 million and around 17 million active paying users. The accumulation of social gaming users had been completed in 2009, but in 2009 ,there were very few active users,. The next few years, the main driver of market growth is the growth in users’ willing to pay. China has a very good social network user base,and it’s growing strongly, especially with the integration of telecommunications networks, cable tv networks and the internet,we can expecte a second round growth of the SNS users in 2012-2013. All the data above predict that the Chinese social gaming market will be one of the biggeat market in the next few years. Payment, convergence products and competition will be the main barrier the development of social gaming industry in China.But there three factors are not the first carrier that game companies will confront when they start developing into China market. The first barrier of foreign game companies will confront is localization. As we all know that the user velocity is very important to a game,it’s all about users,just like fish cannot live without water.How to win users? It’s about the user experience,whether the users like the story of your game,game UI etc is very important, If you game offer a beyter experience to the users,then you win the users.However,that is not enough if you want to seccess,how do you diliver your story and your ideas to the users precisely and bring them happyness is vital to your game.Localization is only way that can assure you that your ideas are delivered clearly to the users. Some foreign game companies will choose over-seas Chinese to localised their games,some even choose freelancerd to make a cost down and meet their timeline.In this way,the quality can only assure you that your players will know what you are trying to say,but that is not enouth if you want to impress them.Localization,is more about culture,not just make it local.Some companies think that localization is translating into the garget languages by followinng the local language custom.They ignore the cultural aspect behind the languages.For example:idoms.For some idoms ,there are totally different way to express the same idea of a idom in different languages.So if the translators translate the original text into the target languages just by following the languages custom of the target languages,in this way,it cannot assure that the idea will be delivered precisely to the game players.The cultrual aspect is very important in localization. If game is a body,then locaization woks is the cloth that make the people look more attractive. CCJK knows better about Chinese! Please feel free to drop me a line should you have any questions. David.chen@ccjk.com

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