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.
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.
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.
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…
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.
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.