If You Don"t Adapt Your Game For China

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Interview

Hero Entertainment on bringing its FPS eSports hit Crisis kích hoạt to the west

Crisis kích hoạt has 10 million DAUs in greater China, looking west for more


eSports are massive on PC, but can this success be replicated on mobile?

Vainglory developer Super Evil Megacorp"s recent $26 million investment, along with the news of its tactical partnerships with China’s Giant Interactive và Korea’s OnGamesNet, has boosted belief in mobile eSports - và particularly highlighted the potential in Asia.

But while Super Evil makes the push from west lớn east, Chinese developer hero Entertainment is looking khổng lồ head in the opposite direction with its Counter Strike-inspired Crisis Action, which it"s looking lớn localise and culturalise for North America and Europe.

Developed in Unity 3D, Crisis Action is an online multiplayer first-person shooter that"s currently available in China, Taiwan, Hong Kong, và Macau.

Crisis action - a điện thoại FPS

With the trò chơi currently boasting 10 million daily active users, $20 million in monthly revenue, and offering eSports prizes for Taiwan totalling more than $1.5 million, what are the plans for the western launch?

And how difficult is the east-west localisation process?

Pastures new

We got in cảm ứng with Kolia Zhou, nhân vật Entertainment"s marketing Director, to lớn get an idea of what a large undertaking localisation can be.


Crisis kích hoạt boasts 10 million DAUs & $20 million in monthly revenue.

We also discussed differing regional attitudes to mobile gaming, the future of eSports, and the challenges his team has faced so far.

Zhou begins by describing Crisis Action as “a real multiplayer eSports FPS trò chơi on điện thoại devices,” và hopes that it can vì for sản phẩm điện thoại gamers what classic shooters Counter Strike and Cross Fire did for PC gamers.

It may seem like it"s aiming for a hardcore niche, at least in smartphone terms, but Zhou maintains that a significant market for hardcore games is emerging out of the crowded di động marketplace.

“The fierce competition makes the di động game market more mature,” he says.

“People want more and more different và hardcore thiết bị di động games. Smartphones allow developers to create more beautiful and hard games, & gamers are also changing because of this.”

How Crisis Action looks in the Chinese tiện ích Store

The figures certainly back this point up, too: “our users have stayed active since its launch in đài loan trung quốc two years ago và we still maintain a high DAU and pay ratio,” says Zhou.

However, such are the differing attitudes of western gamers, Zhou argues that success in china has almost no bearing on performance in western territories.


In the east, gamers will accept western cultures easily.Kolia Zhou

“I believe that the biggest difference between western và eastern marketplace is the acceptance of culture,” he says.

“If we bring a 100 percent Eastern trò chơi to west, most people will ignore it without doing any deep research or even trying it.”

“But in the east, gamers will accept western cultures easily, so it makes it much easier for western trò chơi companies to lớn conquer eastern markets.”

All change

This is where localisation becomes really important, và the struggles start coming in: different aesthetic values, different approaches lớn community management, different attitudes to lớn monetisation.

“90 percent of gamers will decide to lớn play a game or not based on first sight,” he says.

“Our graphics perform well in the greater đài loan trung quốc region, but after some investigation of western games, we decided lớn redesign the characters.”

“It takes great courage for a popular game to bởi vì this, because it already succeeded in many areas.”

Zhou also talks of redefining its customer tư vấn team khổng lồ meet western standards: “This team not only aims to answer users" questions or bug reports, but also aims to build a community where gamers could create their own teams & share their experiences .”

Crisis Action"s western look is different

As for monetisation differences, nhân vật Entertainment is opting to find out firsthand.

“We will publish a closed beta in North America first, và then decide how lớn change the monetisation techniques,” says Zhou.

“We hope we can have enough daily active users in western markets, then we could analyze the statistics và decide what khổng lồ change step by step,” he goes on.

“We will concentrate more on the user experience than income in the first period. All-in-all, it is a complete change for us,” he concludes.

However, for all these differences, it"s interesting khổng lồ hear that Zhou believes there"s something more universal about western and eastern gamers" attitudes lớn eSports & hardcore experiences on mobile.

“I think there is no difference ,” he tells us. “The key point is mobile game developers should try everything to lớn meet gamers" needs and make them excited.”

The age of eSports

With this is mind, then, it"s no surprise that Zhou is incredibly enthusiastic about the potential of mobile eSports, & their ability lớn succeed all over the world.

“It has great potential, but many challenges still exist. For example, thiết bị di động gamers would lượt thích to spend less time than on PC, so we have lớn control the PVP time và reduce some fun trò chơi features,” he says.

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“And there are so many điện thoại devices in the market, it’s very hard lớn satisfy each one of them. But I vì chưng believe that the sản phẩm điện thoại eSports age is coming, & we are trying khổng lồ be one of the best.”

Zhou says we can anticipate a North American launch “in the next three months,” so we"ll soon see whether Crisis Action can live up to nhân vật Entertainment"s global eSports ambition.