Western game developers target China market expansion by 2028

A new independent study commissioned by the PC game distribution platform Rokky reveals that 80% of Western game developers intend to launch titles in China by 2028. The research, which surveyed 300 senior developers in the US and UK, highlights China as a massive growth opportunity due to its 722 million gamers and over $50 billion in player spending.

Despite this interest, significant barriers to entry remain. Approximately 43% of developers expressed hesitation due to China’s dense legal and regulatory environment, specifically regarding the ISBN—a government-issued license required for distribution on local platforms like WeGame and Zhengqi Pingtai.

Additionally, the study found a lack of local operational knowledge among developers. Only 44% of respondents could accurately identify the major local PC platform WeGame, and 24% incorrectly cited Google Ads—a platform blocked in the region—as a primary marketing tool for Chinese players.