Recently, Huawei’s "Pioneer the Future" Game Industry Salon (Germany Session) was successfully held. Hosted by Huawei Game Center, this event brought together leading Chinese game developers, well-known European game industry analysts, prominent opinion leaders, and Huawei’s global game business team. It aims to provide Chinese game developers with accurate insights, innovative resources, and strategic cooperation opportunities, helping Chinese games achieve sustainable growth in the European market.
Focused on the relaxed atmosphere of game localization strategies and European players’ preferences, the salon featured keynote speeches and roundtable discussions around topics such as traffic integration, in-depth co-operation, new opportunities for mini-games, and compliance frameworks supporting the full link of game distribution. In his opening speech, Rong Tao, President of Huawei Europe Terminal Business, pointed out that Chinese game companies have achieved rapid growth in Europe in recent years—among the TOP 100 mobile games, Chinese game companies account for 30%. However, when facing complex language environments, cultural differences, and privacy protection regulations such as GDPR, implementing precise operations remains a key challenge to be addressed. To help developers tackle these challenges, Huawei has built an in-depth localized support system, including: Aspiegel (a subsidiary based in Ireland focusing on game business and compliance support); a localized operation center covering 90% of Europe’s top major languages; and a Dublin-based compliance center with a 100-person team, providing partners going global with comprehensive support ranging from cybersecurity and privacy protection to compliance review. Through all-round localized services such as channel expansion, content adaptation, and compliance assurance, Huawei continues to help game partners seize new opportunities in the European market.
Well-known Chinese game enterprise partners including Tencent, eFun, NetEase Games, NEOCRAFT, and Nuverse participated in the event. In his keynote speech "Moving Forward Hand in Hand, Embracing New Growth Opportunities in the European Game Market", Shan Xuefeng, Director of Ecosystem Development and Sales Department, Huawei Europe Terminal Cloud Services, noted that the European game market is mature and highly competitive, with strategy and RPG games demonstrating strong monetization capabilities. He further emphasized Huawei’s localized capabilities, including high-conversion resources on Huawei AppGallery, a cooperation system with over 500 KOLs, and a long-term operation community aggregating more than 50,000 highly active European players. Beyond online operations, Huawei also enhances brand exposure and user reach through offline channels such as flagship store venues and esports events.
In the partner sharing session, participants conducted in-depth discussions on key strategies such as how to adapt to regional players’ preferences and achieve sustainable success in the European market. As an important partner supporting Chinese game companies’ overseas expansion, NEOCRAFT shared its profound insights into European players’ preferences, pointing out that European players pay more attention to self-expression and pursue game experiences centered on player-vs-player (PvP) environments—a sharp contrast to Chinese players who are more receptive to high-density content. In addition, the sharing from other European game developers such as King, Gameloft, and Nexters also attracted much attention. They emphasized the importance of creating personalized game experiences, advocated strengthening community connectivity, and actively explored diversified, direct-to-consumer promotion channels.
The European game market features active innovation and a diverse player base, with growing demand for high-quality mobile games. Leveraging its extensive global layout, Huawei Game Center operates in over 170 countries and regions, serving more than 260 million game players. Among the TOP 30 Chinese game developers in the overseas market, 28 have joined Huawei Mobile Services (HMS) overseas game ecosystem, working together to explore new horizons in the global game market. From the Madrid Localized Operation Center to the Dublin Compliance Center, Huawei, with years of experience in deeply cultivating the European market and advantages in ecological hardware such as wearables, tablets, and flagship devices, builds a healthy and prosperous game growth ecosystem for developers.
(Reprinted from China Grid https://news.eccn.com)