Even though its massive success in countries like the United States and Japan, Dungeons & Dragons (D&D) has been unable to gain a foothold in China. So why is it so difficult for D&D to penetrate the Chinese market?
Since its creation in 1974, Dungeons & Dragons (D&D) has captivated millions of players around the world. It is arguably the most popular tabletop role-playing game on the planet. But while it has made deep inroads into many western countries, the same can’t be said for China.
Current State of Gaming in China
The gaming industry in China is one of the most vibrant markets in the world. It has grown exponentially in the past few years, driven by increasing internet penetration, a robust digital infrastructure, and a thriving mobile gaming culture. With an estimated 545 million gamers, China boasts an impressive 54 percent of the global gaming population. With this large number of players and game makers come great opportunities and challenges regarding regulations and content censorship.
Revenue streams in The Chinese Gaming Industry
The revenue streams from the Chinese gaming industry are incredibly varied and diverse. These include revenue from the console, PC, and online games, virtual item sales and micro-transactions purchases within games, advertising revenues, cloud gaming services, and subscription fees on social networking platforms like WeChat that host online gaming capabilities such as two-player video game consoles. Revenue has steadily grown yearly, with total revenues approaching almost $17 billion for 2019.
Censorship & Regulations
China’s government takes censorship seriously in every sector, especially in its digital realm. Game developers must adhere to strict policies regarding content covering topics such as politics or gambling, which are both heavily guarded by Chinese authorities. Or risk being shut down indefinitely or having their IPV4 address blocked for potential distribution purposes.
Verification procedures must also be completed before any new games can be released. This includes audits from appointed bodies that review content regularly to ensure all requirements have been fulfilled according to policy standards imposed by China’s CAC (Cyberspace Administration of China).
Mobile Gaming Explosion
In addition to the challenges posed by censorship and regulations, there is fierce competition from mobile gaming. Mobile games have become incredibly popular in China over the last few years as technological advances have enabled developers to create more sophisticated content for smartphones and tablets. This has resulted in a surge of interest in mobile gaming, as players can easily access these titles anytime and anywhere with just their device.
The state of gaming in China is highly competitive and constantly evolving. Online gaming and mobile games have rapidly grown in popularity, with millions of players spending billions of dollars annually on these platforms. This has made it difficult for other gaming forms, such as tabletop role-playing games like Dungeons & Dragons, to make a dent in the market.
Furthermore, many Chinese gamers prefer multiplayer games that are easy to learn and have an immediate payoff, which D&D lacks.
Differs from the West: Cultural and Social Factors
Cultural and social factors have also influenced why D&D has not gained traction in China. The Chinese gaming industry heavily focuses on fantasy-based MMORPGs, which tap into the country’s rich mythology and folklore. This makes it difficult for D&D, a more strategy-based game, to compete effectively with these popular titles.
Additionally, the traditional Chinese education system is not particularly conducive to the open-ended and imaginative thinking that D&D encourages, which makes it harder for Chinese players to appreciate the game.
There are a number of factors that have contributed to why D&D has been unable to gain a foothold in China. The competitive gaming landscape, cultural and social factors, and the traditional Chinese education system have all played a role in why D&D has yet to impact the country.
Factors preventing D&D from catching on in China
One of the major factors is the Lack of public awareness
While games such as Magic: The Gathering, Yu-Gi-Oh!, and World of Warcraft have all become household names in many countries, most Chinese people are still unfamiliar with D&D. This lack of knowledge means fewer players are willing to take a chance on what could be a complicated game.
Also, mobile games and computer-based titles like League of Legends and World of Tanks dominate the Chinese gaming market. These games require less learning time and are much easier to pick up than tabletop role-playing games such as D&D.
Another factor is the cultural divide
In the West, fantasy has been a popular genre since the days of J.R.R Tolkien’s The Lord of the Rings. This has allowed D&D to draw on a rich pool of existing material and references that many players are familiar with.
By contrast, Chinese culture has traditionally been more focused on its mythology, with fantasy being a less popular comparison. Many potential players may be unfamiliar with the setting and struggle to connect with it.
Finally, the language barrier
The language barrier is another major obstacle that D&D faces in China. While there are some translated versions of the game, they tend to be incomplete or inaccurate. This can make it difficult for players to understand complex rules or even the game’s storyline.
How D&D can Adapt to The Chinese Market
Fortunately, there are some steps that D & D can take to gain a foothold in the Chinese market. Here are a few ideas:
1. Create tailored content
Creating content specifically designed for the Chinese market can pique the interest of potential players. This could include creating characters and storylines based on Chinese mythology or taking advantage of existing popular franchises such as Journey to the West.
2. Promote the game at conventions
Attending conventions such as ChinaJoy and running demos or tournaments can help spread the word about D&D to potential players. It also provides a great opportunity for existing players to meet and share their experiences.
3. Localize the game
Translating core rules and materials into Chinese is essential if D&D wants to break into the market. This can be done through official products or fan translations.
4. Provide support
Providing support such as localized forums, rule clarifications, and other resources can help potential players understand the game better and make it easier to get started.
5. Engaging with the local gaming community
This could involve partnering with Chinese streamers, YouTubers, and other influencers to spread awareness about the game.
6. Organizing events
Such tournaments or game days can also help bring more attention to D&D and encourage local players to try it.
7. Offering incentives
Exclusive items or discounts can help attract more players.
Conclusion
Dungeons & Dragons are one of the world’s most popular tabletop role-playing games but have failed to make any real inroads into the Chinese market. The key to success in this market lies in creating content tailored for the Chinese audience, promoting the game at conventions, localizing the game, and providing support resources. With these measures in place, D&D may finally have a chance of taking root in China and reaching another huge potential market.