China’s app market is rebounding after a crackdown on new mobile gaming apps, with an expected issuance of over 1,100 gaming licenses this year, according to industry experts. The National Press and Publication Administration (NPPA) has already approved 288 games in Q1 2023, indicating a positive recovery trend.
For app developers, this resurgence presents a significant opportunity to enter the Chinese market. However, it’s crucial to understand the localization process to effectively cater to the Chinese audience. In this article, we will provide you with essential information and recommendations to successfully localize your app/game in China.
Choosing Between iOS and Android for the Chinese Market
When entering the Chinese app market, it’s important to consider the notable differences between iOS and Android. While Apple has a smaller market share, it boasts a loyal user base that is easier to target. App Store Optimization (ASO) rules and ranking are consistent worldwide, simplifying the launch process for iOS apps in China.
On the other hand, Android dominates the Chinese market but poses challenges for non-Chinese developers due to the absence of Google and the presence of over 200 local app stores, each with its own regulations. Localizing an Android app for China may require negotiating with each app store individually, resulting in additional costs and time.
The most popular Android app stores in China include Huawei App Market Store, Oppo Software Store, VIVO App Store, Tencent My App Store, and MIUI App Store. When deciding between iOS and Android, it’s crucial to consider the target audience and their buying behavior. Apple users in China tend to be more loyal and spend more on apps than Android users, making iOS a suitable choice for apps with premium offerings.
Localizing Your App in China
Breaking into the Chinese market can be challenging, as Chinese mobile users have high standards. Adapting your app to the local culture is vital to create a seamless user experience. Here are key considerations for localizing your app/game in China:
- Title and Subtitle: Translate your app title to cater to the local audience, avoiding overly literal translations. Seek assistance from a local translator to ensure accuracy and avoid confusion. Consider highlighting core gameplay features in the title to appeal to Chinese users.
- Icon: Game icons in China often feature game characters, even in genres not typically associated with characters in the West. Chinese game icons tend to be more realistic and intricate. Incorporate brand logos or names into the app icon, condensing them to two or three characters, as commonly seen in Chinese branding.
- Language: Use a larger font for in-app/game text due to the complexity of Chinese characters. Choose between Simplified Chinese (zh-CN) and Traditional Chinese Taiwan (zh-TW) based on the target region. Offering the option to switch between the two may enhance outreach and retention.
- QR Codes: Integrate QR codes into your app/game to link to promotions or display interesting features. QR codes are widely used in China’s mobile app market and can enhance user engagement.
- Sensitivity: Avoid sensitive topics such as blood, skeletons, drugs, sexual content, drinking, gambling, and defaming the Chinese government. Frequent updates are recommended to stay relevant in the fast-paced market and drive positive reviews from users.
Successfully Navigating China’s App Market
Seizing industry opportunities in China’s app market requires a deep understanding of its unique characteristics. By effectively localizing your app/game for the Chinese market, you can tap into its immense potential. Stay informed, adapt to local preferences, and leverage ASO strategies to stand out in this dynamic market.