In a significant move for the gaming industry, China’s National Press and Publication Administration (NPPA) has recently approved 15 import games on August 2, 2024. This latest approval brings the total number of import game licenses granted in 2024 to 76, positioning the year on track to exceed previous years’ totals. Notably, this figure is set to surpass the 76 titles approved in 2021 and the 44 approved in 2022, with a strong possibility of exceeding the 98 approvals from 2023.
Import games refer to video games that are either developed or owned by entities outside of China. In China, all video games must obtain a license, known as an ISBN, from the NPPA before they can be officially released and operated within the country. However, there are often loopholes that allow Chinese gamers to access non-approved titles, a topic explored in detail in various industry reports.
The August 2nd batch of approvals includes several notable titles that highlight the growing acceptance of foreign games within the Chinese market. Among the most anticipated is a mobile and PC game from the Rainbow Six franchise. This is particularly significant given the history of the franchise in China; Rainbow Six Siege was never officially approved and faced a ban from being streamed on gaming platforms. The current approval is believed to pertain to the upcoming Rainbow Six Mobile game, which is set to be operated by Tencent, marking a positive development for Ubisoft’s presence in China.
Additionally, gaming giant NetEase has secured licenses for two games based on Marvel intellectual property. These include Marvel Snap, developed by Second Dinner, and Marvel Rivals, which is self-developed by NetEase. This partnership between NetEase and Marvel, established in 2019, aims to create a variety of games and entertainment content centered around Marvel’s extensive IP portfolio. Marvel Snap has already seen a successful release overseas, while Marvel Rivals is currently in the testing phase.
In a further boost for Nintendo, the company has received licenses for two popular titles: Mario Golf: Super Rush and Paper Mario: The Origami King. These games will be distributed by Tencent, which has been instrumental in the launch of the Nintendo Switch in China since December 2019. According to recent market insights, the Nintendo Switch has become the best-selling current-generation console in the Chinese market.
Moreover, the latest approvals also include two prominent Japanese intellectual properties: Final Fantasy and Dynasty Warriors. Tencent, in collaboration with Square Enix, is developing a mobile game based on Final Fantasy XIV, which has now received the necessary approval. Similarly, a mobile game inspired by Dynasty Warriors 8, developed by Century Network, TCI Play, and Koei Tecmo, has also been granted a license.
Analyzing the trends in import game approvals this year, it is noteworthy that there have been four batches of approvals thus far: February, April, June, and August. Given the pattern of approvals occurring approximately every two months, industry experts anticipate that an additional 30 or more games could be approved by the end of the year. This would bring the total number of import game approvals to over 100, surpassing the total from 2023.
Mobile gaming, which dominates the gaming landscape in China, continues to account for the majority of import game approvals. The increasing number of licensed titles reflects a growing acceptance of international gaming content, which could significantly impact the gaming ecosystem in China.
As the landscape of gaming in China evolves, the implications of these approvals are profound. They not only signify a shift towards greater openness in the Chinese gaming market but also highlight the potential for foreign developers to tap into one of the largest gaming audiences in the world. With the demand for diverse gaming experiences on the rise, the future looks promising for both local and international game developers aiming to enter or expand their presence in the Chinese market.
