By: Jovi Chi and Kelly Gillilan, AMD
Ever heard of ChinaJoy? This yearly event held in Shanghai is the largest consumer gaming show in Asia. It provides vital insight to the status of gaming in the world’s second largest and, possibly, fastest growing gaming market—China. Each July, thousands of gaming industry leaders, software developers, and over 400,000 gamers from all over the country gather at ChinaJoy to demonstrate and discover the latest technologies, products, and trends, and – most importantly – to have fun!
It’s important to note the changing attitude of the Chinese government toward gaming. Console gaming systems were banned in China starting in the year 2000. And this ban was only recently lifted earlier this year. During this gaming “prohibition” period, systems were readily available on the black market and piracy was rampant. As the county shifts to open the market back to legitimacy, local companies began to develop console systems specifically targeting a China audience. This was evident at the recent ChinaJoy event where gaming company “eedoo” launched their HomeOne system. The system, which is powered by an AMD Embedded G-Series SOC, drew a lot of media attention and invoked copious forum discussions in the region not only for its technology, but also for its approach to the local market.
We think what makes the new eedoo system so appealing is the opportunity gamers have to enjoy games that are localized for them. And by “localized”, we mean more than just games that are translated into Chinese – games that capture and employ the cultural references and styles accustom to a Chinese audience. During the aforementioned prohibition period, gamers were stuck playing contraband console games designed for Japanese or Western audiences. Sure, there might have been a game here and there translated into Chinese, but the cultural aspects of those games were typically for an outside audience.
As this market opens and develops, we believe we’re going to see a lot of emphasis by gaming companies, both domestic and international, to cater to this renewed generation of Chinese gamers.
Jovi Chi is Director of Marketing in Greater China for AMD. Kelly Gillilan is a Strategic Marketing Manager for Embedded Gaming at AMD. Their postings are their own opinions and may not represent AMD’s positions, strategies or opinions. Links to third-party sites and references to third-party trademarks are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links and no third party endorsement of AMD or any of its products is implied.