Cracking China, the world’s largest video games market, is an enticing challenge for overseas developers. But capturing a share of $24bn in annual revenues means surmounting censorship obstacles, such as objections to lead characters in standard shoot-’em-up roles being killers for hire.
“The main character should not be an assassin, we would suggest a law enforcement officer or military personnel being more appropriate,” said China’s top censorship body about one game recently, according to Henry Fong of Yodo1, a games “localising” company that converts overseas titles in China. The body also requested the censorship of locations in China and Taiwan, among other “very specific” requirements, Mr Fong said.
As with films, all games released in China require approval from the culture ministry and the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) — a requirement that has proved to be a barrier to market access and was extended to cover the fast-growing mobile sector last year.