Why Publish In China?

China is world’s largest mobile games market

2015 Stats













Over the past three years, China has transitioned from a strong emerging market into one that is a top priority of many game studios. Oniix has been publishing in this market since the company’s establishment in 2013. For developers to maximize their impact and return, they need an international strategy for an international industry, expanding into fresh markets with a localized approach. With more mobile gamers than the U.S. has people, China’s mobile game market generated more than $6 billion in 2015. This market can’t be ignored.

Why Tackling this Market Alone Won’t Work

Convinced that China is a lucrative market you should be in? Great! But how do you get started? You might think of going into China without a partner. Below, we’ve outlined the problems developers face when they try this approach.

If your game relies heavily on dialogue and instructions in English, then the average Chinese user will not comprehend it, so translating is a good place to start.

If you’re thinking Google Translate, stop right there! A weak translation is very apparent to native speakers and Chinese is too complicated for bots. For example, Google translates the Chinese phrase for “mobile games” as “hand travel”.

Every app developer knows that it’s not reasonable to expect an app to do well without a marketing plan; hits like Flappy Bird are one in a million. Without knowledge of or connection to Chinese promotional connections, this is one of the more difficult obstacles to tackle.

There are well over a million applications available for download on each of the top app stores in China. How do you stand out?

Chinese gamers prefer to pay within games in wholly different ways. Microtransactions, carefully placed item bundles, and pay-to-win mechanics are much more important than in Western games.

With every game we publish, Oniix revamps the entire monetization structure. Contact us for a free evaluation of your game!

Your app might already be on Google Play, but a few days later, you notice that it isn’t generating any iAPs! That’s because Google and China don’t get along too well and Google Play cannot collect revenue in China. There are dozens of local Android app stores and each needs to be integrated with specific SDKs and APIs. Oh the agony…

When Clash of Clans first launched in China in late 2013, Supercell generated no revenue despite more than 600,000 downloads because they had not installed the proper billing system.

After several weeks of learning how to integrate these payment APIs, you’re finally ready to collect some extra cash for that vacation you wanted to take six months ago. But, there are already pirated versions or clones of your game with millions of downloads all over Chinese app stores. These games are so popular that no one even want to play your version.

Top apps are often pirated, with cracked versions released within a week of publication. How do you fend them off?

Not all Western cultural references are understood in China, some content can even be seen as culturally irrelevant or offensive. It’s possible that your content could also be censored by the Chinese government! Plus, removing unsuitable Western content is only the first step – users want an app that has the look and feel of a Chinese-made game.

You guessed right: Chinese users do not know who Pizza Rat is.

Publish with ONIIX in China!


We at Oniix are dedicated to perfecting our process.

  • Translate

    Translate and modify all app content into culturally-appealing Chinese.

  • Localize

    Localize features to make the game appear as though it was made specifically for a Chinese audience.

  • Integrate

    Integrate with specific payment, advertising, analytical, and social media SDKs.

  • Publish

    Publish strategically to key app stores and top distribution channels, replacing pirated versions.

  • Promote

    Promote to millions of users, both online and offline, through popular promotional channels.

Frequently Asked Questions

1. What can you do for me?

Quite simply, we can handle all of your applications business in China. We offer full-service publication in China: localizing the game, securing top placement in stores, promoting, and, of course, maximizing revenue.

2. Your website says you're US-based. So, how do you know about China?

Our senior executives have decades of experience establishing companies in both China and abroad, with backgrounds in effectively coordinating international offices. From our Boston, MA headquarters we coordinate with the Shanghai office and our Chinese partner network.

3. How will you protect my intellectual property in China?

As a US company, we pride ourselves on IP protection. Using our connections with the top Chinese app stores, we can remove pirated apps and replace them with the official version. Often times, we can directly take over the pirated user base.

4. How can I track payment and performance?

We strive to be as transparent as possible, sharing analytics reports or direct access if possible. Whatever we know, you know. Payments come typically every month.

5. What other services do you offer?

Okay, maybe you still want to try out China on your own. We offer in-depth consulting on the market, providing you with a strategy on how to achieve the highest level of success.

6. What operating systems do you work with?

We work with both Android and iOS, often as a comprehensive launch in China. For Android, we prefer working with the major engines, but can work on a wide variety.


US Headquarters

460 Totten Pond Road
Waltham, MA 02451

Phone:  +1-617-326-5301

Email:  contact@oniixmobile.com

China Office

Suite 6-913, Green Fashion Plaza
5000 New Gonghe Road, Baoshan District
Shanghai, China 200433

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