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Bridging the Divide : Western Development and Chinese Culture

Explore the rise and trends of the Chinese game industry, its historical roots, development milestones, key players, and cultural influences, offering insights on strategies and practices for successful integration with Western markets.

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Bridging the Divide : Western Development and Chinese Culture

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  1. Bridging the Divide: Western Development and Chinese Culture Richard Tsao – Managing Director Jean-Francois Vallee – Technical Production Manager • Ubisoft Chengdu March 2010 www.creatorsofemotion.com

  2. …a future leader in the online game industry? www.creatorsofemotion.com

  3. CHINESE GAME INDUSTRY Consoles, PC Games and Piracy www.creatorsofemotion.com

  4. A 10-YEAR OLD INDUSTRY Tencent, The9 & Shanda went public Shanda become No.1 FANTASY WESTWARD JOURNEY Perfect World & Giant went public ZT ONLINE 2004 2007 2010 2005 2000 2009 WORLD OF WARCRAFT Shandastarted F2P DUNGEON FIGHTER ONLINE Tencentbecame new No.1 NetEase took over WoW KING OF KING 1st MMORPG was born www.creatorsofemotion.com

  5. CHINESE GAME INDUSTRY PC Online Games www.creatorsofemotion.com

  6. CHINA, A BOOMING MARKET Source: China’s Ministry of Culture • Official number of • Online game player population? 69 million (through 2009) www.creatorsofemotion.com

  7. CHINA, A BOOMING MARKET Source: China’s Ministry of Culture www.creatorsofemotion.com

  8. CHINA, A BOOMING MARKET Source: China’s Ministry of Culture • 361 existing online games (Open Beta) • MMORPG vs. MMOothers = 79%vs. 21% • Top 3 players combined take up 52.9% market shares DUNGEON FIGHTER ONLINE AION, LEGEND OF MIR 2 WOW, FANTASY WESTWARD JOURNEY www.creatorsofemotion.com

  9. TOP 10 GAMES OF CHINA FOR 2009 www.creatorsofemotion.com

  10. TOP 10 GAMES OF CHINA FOR 2009 www.creatorsofemotion.com

  11. TOP 10 GAMES OF CHINA FOR 2009 www.creatorsofemotion.com

  12. TOP 10 GAMES OF CHINA FOR 2009 www.creatorsofemotion.com

  13. China’s past: A sign of the future www.creatorsofemotion.com

  14. CHINA’S PAST: A SIGN OF THE FUTURE • Release Date: Nov. 2008 • Release Date: June 2009 www.creatorsofemotion.com

  15. CHINA’S PAST: A SIGN OF THE FUTURE • Developer: Five Minutes (Shanghai) • Number of players: 23 million DAU through 2009 • Not on Facebook: Chinese version at Renren.com, later got a port on Tencent’s Q-zone • Release Date: Nov. 2008 • Release Date: June 2009 www.creatorsofemotion.com

  16. WHAT IS CHINA’S CASUAL MMO • Micro transactions • Double Dragon www.creatorsofemotion.com

  17. WHAT IS CHINA’S CASUAL MMO • Micro transactions • NBA Street www.creatorsofemotion.com

  18. WHAT IS CHINA’S CASUAL MMO • Micro transactions • Mario Kart www.creatorsofemotion.com

  19. DEVELOPERS IN CHINA • More Than 160 Developers Nationwide 50+ Developers (Perfect World & Changyou) 40+ Developers (Shanda, The9, EA, Ubisoft & THQ) 30+ Developers (Tencent, NetEase & Kingsoft) 20+ Developers (Branches of major developers) www.creatorsofemotion.com

  20. DEVELOPERS IN CHINA A few foreign developers Focused on Western Market www.creatorsofemotion.com

  21. HOW TO LEARN FROM CHINESE GAME INDUSTRY? Learn here first, and export best practices. www.creatorsofemotion.com

  22. China’s Culture www.creatorsofemotion.com

  23. CONFUCIANISM • Humanity • Rectification of names • Ritual • Perfect gentleman • Loyalty • Relationships • Filial Piety www.creatorsofemotion.com

  24. GUANXI - NETWORK • Connections • Balance • Favors www.creatorsofemotion.com

  25. MIANZI - FACE • Lose Face • Give Face • Save Face www.creatorsofemotion.com

  26. NEW INFLUENCES • One Child • New Influences • Catch up to West • Property Bubble • Consumerism www.creatorsofemotion.com

  27. Guidelines www.creatorsofemotion.com

  28. LEARN THE CULTURE • Mianzi • Guanxi CONFUCIANISM www.creatorsofemotion.com

  29. SELECT YOUR EXPATS www.creatorsofemotion.com

  30. HIRING IS KEY ! Training is a must www.creatorsofemotion.com

  31. STRATEGY vs. TACTICS Breaking Large Strategic Goals in small tasks no longer than 1 month www.creatorsofemotion.com

  32. MASTER COMMUNICATION WITH CHINESE www.creatorsofemotion.com

  33. Wrapping Up... www.creatorsofemotion.com

  34. ADVANTAGES The future leader in online games! www.creatorsofemotion.com

  35. CASE STUDY – CHENGDU CITY www.creatorsofemotion.com

  36. CASE STUDY – UBISOFT CHENGDU • Work In Progress www.creatorsofemotion.com

  37. THANK YOU 谢谢 • Q & A richard.tsao@ubisoft.com jean-francois.vallee@ubisoft.com www.creatorsofemotion.com

  38. Appendix www.creatorsofemotion.com

  39. KEY SOURCES • Internet and magazine articles • Books • Li Min “Hattie” – min.li2@ubisoft.com • Omar Bouali – omar.bouali@ubisoft.com www.creatorsofemotion.com

  40. HISTORY – ANCIENT 2100 BC – 221 BC Source: Wikipedia • First dynasty: Xia • Mostly warlords waging wars 2100 BC 2010 www.creatorsofemotion.com

  41. HISTORY – IMPERIAL 221 BC – 1911 Source: Wikipedia • Qin Dynasty –Unified China • Han Dynasty – Unified language • Three Kingdoms • Imperial rule ended by 1912 2100 BC 2010 www.creatorsofemotion.com

  42. HISTORY – MODERN 1912 – Today Source: Wikipedia • 1912 – Republic of China • 1949 – People’s Republic of China under Mao – Ctrl-Alt-Del • 1978 – Deng Xiao Ping in power 2100 BC 2010 www.creatorsofemotion.com

  43. “I don't care if it's a white cat or a black cat. It's a good cat so long as it catches mice.” Source: Wikipedia Deng Xiao Ping (1904-1997) • Opening Up • Socialism with Chinese characteristics • One Country, Two Systems www.creatorsofemotion.com

  44. COUNTRYANDPOPULATION www.creatorsofemotion.com

  45. COUNTRYANDPOPULATION Source: PopulationData.net, 2010 Ranked by size www.creatorsofemotion.com

  46. COUNTRYANDPOPULATION Source: PopulationData.net, 2010 Ranked by population www.creatorsofemotion.com

  47. ECONOMY Source: World Development Indicators database, September 2009 www.creatorsofemotion.com

  48. ECONOMY Source: World Development Indicators database, September 2009 www.creatorsofemotion.com

  49. ECONOMY Source: http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal) List of countries by GDP (nominal) www.creatorsofemotion.com

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