Unlike in other countries, publishing an iOS or Android mobile game in China is not as simple as uploading it to the Apple App Store or Google Play and checking a couple of boxes. Before your game can be published in China for profit, you will likely need a Chinese government-issued game license (ISBN) before you can distribute your app. But do YOU really need a game license? And how can game developers and publishers get one? This brief video from AppInChina will show you how.

1. Publishing your game in China - Rewards & Challenges

2. State of China’s Game Market 2021

3. China is the world’s largest global market.
Sources: Statista,
• 1.56 billion mobile phones
• 3.7 million mobile apps for download (2019)
• $36.5 billion mobile market

4. Android dominates in China.
Sources: StatCounter
iOS
20%
Android
78%
Android
iOS
Other

5. China’s Gaming Market
Sources: Statista, DCI , Berkshire Hathaway
• Mobile games are the largest sector
• Estimated to surpass $65 billion in 2022
• Double-digit annual growth over past few years

6. Half of China plays mobile games.

7. Sources: DCI

8. Major Players
• Tencent
• NetEase
• 37 Interactive
• Perfect World
Sources: Statista, DCI

9. Popular game styles
• 2D MMORPGs with turn-based core layer
Sources: Statista, DCI

10. Top Mobile Games in China
Sources: AppInChina Mobile Games Index

11. Publishing a game in China is different.

12. Your game may not function in China.
The Great Firewall blocks some
common cloud services & libraries:
• Amazon Web Services (AWS)
• Azure Cloud
• Firebase
• Google Maps
• and many others…

13. China’s Data Management Laws
• According to the China Internet Security Law, all Personally
Identifiable Information (PII) and locally-produced data must
remain localized (reside in servers on Chinese soil).
• Cross-border data transfer is restricted.

14. • AWS China
• Azure Cloud China
• Alibaba Cloud
• Tencent Cloud
• Huawei Cloud
Local hosting usually required.
Depending on the type of data you store on your backend
you will have to host in China using a local provider:

15. Source: https://www.appinchina.co/market/app-stores/
However, Google Play is blocked in China and in its place are a large number of third-party Chinese app stores.
Typical payment methods don’t work.
China
Worldwide
• for games, app store SDK required.

16. However, Google Play is blocked in China and in its place are a large number of third-party Chinese app stores.
Apple App Store is working in China
China
Worldwide
Easiest for publishing mobile apps/games in China
Apple App Store China *
Apple App Store
* restrictions apply

17. Tencent Huawei Oppo 360 Baidu
Xiaomi Vivo PP Assistant China Mobile Anzhi
Sogou Wandoujia HiMarket Meizu Coolpad
Source: https://www.appinchina.co/market/app-stores/
However, Google Play is blocked in China and in its place are a large number of third-party Chinese app stores.
Google Play is blocked in China.
China
Worldwide
In its place is a large ecosystem of Android app stores.

18. Top Mobile Game Stores in China
Sources: AppInChina Mobile Games Index

19. All games and apps require licenses.

20. • Software Copyright Certificate (SCC)
All apps require some licenses.

21. Software Copyright Certificate (SCC)
1. Basic information about your company – Including name,
address and business license number.
2. Operation manual – This is a document that shows how users
will use your app.
3. Source code sample – A document containing the first 2,000
lines and last 2,000 lines of your app’s source code.
~2-4 weeks to receive approval

22. • Software Copyright Certificate (SCC)
• Internet Content Publishing (ICP) License
All apps require some licenses.

23. 2 Types of ICP Permits
• ICP Beian (ICP备案): For sites that are purely
informational, or free games, usually only ICP required.
• ICP Commercial (ICP经营许可证): Authorizes its holder
to accept payments online. Applies to online stores that
sell services or physical goods, but usually needed for
games with IAP.

24. ICP Application Process
1. Gather required documentation.
2. Submit application to hosting company.
3. Hosting company reviews and submits application to Ministry
of Industry and Information Technology.
4. Rejected applicants contacted to submit additional
information.
~20 business days to receive approval

25. • Software Copyright Certificate (SCC)
• Internet Content Publishing (ICP)
• ICP Filing
• ICP Beian (aka ICP Commercial)
• Trademark
Duration: 1-3 months to set up
All apps require some licenses.

26. • Game Registration Number (GRN / ISBN)
• Software Copyright Certificate (SCC)
• Internet Content Publishing (ICP)
• Trademark
Duration: 8-12 months
Games also require a game license.

27. * In reality, so far only paid games and games
with In-App Purchases (IAP) cannot publish
without one.
Free games and ad-supported games (IAA) can
publish without one.
Law: ALL games need a game license *
This could change at any time.

28. How to get a Game License

29. Requirements for Game License
• Chinese corporation or business entity
• Real-name verification system
• Anti-addiction plan and measures
• Security Assessment Form
• PII storage and handling procedure
• Procedure for handling illegal content

30. • Basic info: Name, description, developer and publisher, etc.
• Application Form
• Publisher’s Business License
• ICP Certificate (if required)
Submitted Materials

31. • Printed Screenshots: At least 10 color pictures reflecting
core content and basic appearance
• All the text in the game: The full Chinese text detailing all
Chinese characters that appear in the game (system
prompts, NPC dialogues, mission story descriptions,
inventory item names, etc)
• Explanation of anti-addiction features
Submitted Materials

32. • Administrator accounts: Adult accounts divided into high,
medium, and low access levels to test the game’s anti-
addiction features and review content.
• Game Installation Package
Submitted Materials

33. • Game demo video: At least 10 minutes. Must show the
game health warning/advice screen, game title screen, main
interface and menu of the game, all character images, all
accessible scenes, and all systems that can be experienced.
Combat systems must be displayed, and the actual combat
demo must be at least 2 minutes long. If you have an anti-
addiction system, you must also show anti-addiction tips and
benefits at each key time point.
Submitted Materials

34. • No Poker or card games
• Games should promote China’s social and
cultural values
• Historical content can be sensitive
• No pornography, nudity, homosexuality,
polygamy, adultery, or sex in any form
• No corpses, skeletons, vampires, blood,
zombies or "scary images”….read more here
Game Content Review

35. Do I need a game license?

36. Does my game require a game license?
My game costs money.
My game is free but has IAP.
My game is free, with no IAP.
My game is free, with ads.
YES
NO

37. Key Monetization Methods
• In-app ads (IAA)
• Rewarded videos / ads
• In-app purchases (IAP)
• Paid apps
• Brand placements in-game

38. Sources: 42matters
How do Chinese mobile games monetize?

39. Sources: Game Refinery
Utilization of gameplay elements

40. Monetization challenges
• Most stores require games to use their own payments SDK
• Will need a separate APK for each Android store
• 50% profit share among highest in the world
• Ads should use Chinese-oriented ad systems for best ads

41. Our Company

42. About AppInChina
AppInChina streamlines access to the world's biggest
market of 1.5+ billion Chinese mobile users for app and
game publishers, big and small.
Our robust suite of services includes localization,
monetization, user acquisition, hosting, legal
compliance, game licensing, e-commerce, customer
service, social media marketing, and more.

43. Constant communication and expert guidance:
• phone
• email
• messaging
• client dashboard
About AppInChina
Our English-speaking, Beijing-based team makes a complicated process simple.

44. For further details, contact: info@appinchina.co
or visit appinchina.co