Chinese game manufacturers have made an outstanding achievement in the gaming industries overseas in recent years, among which Shanghai Lilith Technology Corporation received enormous success for its game AFK Arena in South Korea. In February this year the game had been downloaded more than 800,000 times and its turnover reached nearly 7 million dollars.

After Lilith Games had developed one of the best-selling mobile games in China, in 2016 the company switched its focus to overseas gaming markets. Two of its games have been on the top ten list of the most profitable Chinese games overseas. Rise of Kingdoms entered the Japanese market in December last year and immediately became one of the top three most populargames ontheIOS game list. Its estimated annual revenue has reached 458 million dollars.

The reason for these games’success lies in their concept of maintaining high quality all the time. Hu Rui, vice president of Lilith Games said that although mobile games seem to be quite easy and simple, every loop from development to management is carefully designed to adapt to the Otaku economy. The game settings aim to offer as much fun as possible to players in fragments of time. It tries to adapt to players’habits when they are playing and its style also suits the international common taste.

Besides the improvement in funding and technology, Chinese games’success overseas should also be attributed to their work on localization. As a marketing strategy, Lilith Games promotes its new games in South Korea using celebrity endorsements like movie stars and E-sports champions with satisfying results. “We should respect the uniqueness and independence of our targeted market when we try to expand business there. When games are about to be introduced into the globalized market, localization must be done based on different cultural backgrounds, values, social environments and conventions, languages and so on”, said Hu Rui.

However, in order to make further progress in the overseasgaming market, companies should keep innovating and improving the whole gaming experience to create a deeper emotional bondwith players. In 2017, Lilith Games developed the successful independent game Abi, which reflects on the relationship between environmental protection and the fate of humanity based on a robot’s story. In the following years Lilith Games has been launching high quality independent games designed for teenagers worldwide annually. According to Hu, independent games that emphasize on feelings and thoughts can contribute more to our society.

Statistics have shown that last year the profits of the gaming industry in Shanghai reached about 80 billion dollars or 200 million yuan, among which the profits made from online overseas games reached 10 billion dollars or 34 million yuan, an increase of nearly 26%. The development of information industries, Internet infrastructures and talent resources have made Shanghai a perfect place for game manufacturers in China.