Oasis Games: Marketing Chinese Games in non-English Speaking Countries


Xsolla had a great time at Gamescom 2014 talking with Chinese publishers and developers. Our company had a chance to talk with a number of companies from the region, who are looking for new opportunities and markets in the West. Our meeting with Elvina Cui from Oasis Games was especially interesting. We’ve discussed the peculiarities of game localization and game marketing in non-English speaking countries, touched on Steam and the popularity of mobile products.

Could you tell us a little about your company?

Oasis Games – is the Chinese company that does game publishing. Usually we try to get some good games licensed and then we try to publish them in other markets. We have markets in 70 countries where we try to distribute 35 games which have about 14 localized versions. It’s a lot of work. Basically we localize Chinese games for different markets. However we do not work with English-speaking regions.

How do you cope with all that translation and localization?


We have a specific operational team that does the localization. We also have a marketing team that works with different countries. There is a separate team for each market, which helps us to have a very detailed approach. We try to get as many contacts as possible with the local platforms so that they could help us do co-publishing our games. We localize not only the game itself (text, dialogue), but we’re also localizing different payment channels.

Is there a lot of demand for Chinese games in the world?

Western markets have great demand for Chinese games. We’ve got a lot of online games that bring really high revenue. There is much interest for hardcore games and fast-paced shooters. However we only bring to the western markets the games that have performed very well in China. Mostly free-to-play titles.

How do you market your games?

Our marketing begins very early, because we know that some particular game suits some particular market. Usually Oasis Games does marketing together with partners. We contact local game-platforms, big websites and distribute games through them.

Do you work with Steam?


Steam is very different. We tried to get some of our games on to Steam but it’s really hard. You see, Steam has mostly an English-speaking community and we have games localized in other languages. That’s why it’s difficult for our Portuguese localized game to get through Greenlight, for example. Steam’s users prefer English versions of the product. There’s no way for us to go over Greenlight.

With all that interest to mobile games, do you think there’s still some place for web-based computer games?

I think that web-games, browser-based games will exist for a very long time and they will continue to bring a lot of revenue. Mobile games are great, they perform very well and they are popular especially with the younger demographic. These games are so easy to download, it only takes 15 seconds. And you can play these games for free. I think that because the mobile game is so fast and easy to get, users can stop playing they equally fast. They can easily download another game. One can play 30 games a day! I think mobile games will be a tendency but they will never replace browser-based and client products.

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