The gaming industry in China received a fresh wave of approvals this February, with regulators giving 110 domestic and three imported video games a green light. The National Press and Publication Administration (NPPA), which is the country’s game regulatory body, is still in charge of keeping close check of the industry, allowing for the release of new titles on the market but only under strict guidelines.
- Regulatory Landscape and Game Approvals
China has one of the largest gaming markets in the world but enforces very strict rules concerning video game content and player involvement. The NPPA reviews games for announcement before their formal release. The agency approved 110 domestic games this time last year, tapping into the continuing check approval process that has characterized the past few months. Three imported titles also received the green light-this indicates a cautious yet still an existing openness of sorts to the inclusion of foreign gaming content.
While domestic game approvals flow at the same pace as before, citing an advantage of considerations, with very few examples of imported titles, these indicate the cautious approaches taken by China in approving foreign games. The government mantains strict policies to ensure that outside influences remain under the regulations and culture of the country.
- Impact on the Gaming Industry
Chinese game developers have small opportunities for growth in a rapidly expanding, high-profile market. For the larger gaming behemoths of China-Tencent and NetEase-there has been a steadier flow of fresh game licenses. The local gaming sector remains robust, where both the local audience and continued global expansion are equally served.
For foreign game publishers, there is a prohibitive challenge involved in getting foreign games approved. The low number of imported approvals indicates that the Chinese government is still selective in allowing foreign games into its market, judging only those which are consistent with cultural and regulatory specifications. But once that is gotten over with, access to a massive customer base is gone.