Game Publishing in China: Self-Publishing vs Co-Publishing on Steam Global
Introduction
Publishing a game in China requires a tailored approach due to the country's unique regulations, culture, and market dynamics. China is the world's largest gaming market with 674 million gamers generating $44.8 billion in revenue annually, making it an unparalleled opportunity for game developers. However, reaching Chinese players isn't as simple as releasing your game worldwide: the market operates under different rules. Developers typically pursue one of two paths to enter China: self-publishing (usually via Steam's global platform) or co-publishing on Steam Global with a Chinese partner. In this article, we'll compare self-publishing vs co-publishing in China, especially for PC game developers, and explore why working with a local co-publisher on Steam Global often yields the best results.
Self-Publishing in China (Steam Global) – Benefits and Challenges
When a developer self-publishes in China, they release the game on the global version of Steam without an official local publisher. This approach has some clear benefits:
Benefits of Self-Publishing
- Keep 100% of Revenue: You don't share earnings with a publishing partner. After Steam's platform cut (usually 30%), all remaining revenue is yours. This is a big draw for indie developers on tight budgets.
- Full Creative Control: There's no external publisher influencing your game's design, content, or monetisation. You make all decisions, retaining complete ownership of your IP.
- Faster Time to Market: Self-publishing on Steam Global is fast. You don't need to wait for lengthy license approvals or coordinate release schedules with a partner. As soon as the game is ready and your store page is set, you can launch to Chinese players (assuming Steam is accessible to them).
However, self-publishing in China also comes with significant challenges that can severely limit your game's success:
Challenges of Self-Publishing
- No Local Marketing or Investment: A self-published title relies on organic discovery or the developer's own marketing. Unless you already have a huge following, your game can easily get lost. Over 14,000 games were released on Steam in 2023 alone, so without marketing, the odds of a Chinese player stumbling on your game are slim. You won't have a Chinese team running promotions, ads, or events on your behalf.
- Limited Discoverability in China: Steam's store is crowded globally, and in China there's no official promotion for unlicensed games. Chinese gamers primarily discover new titles through local channels like Bilibili, Douyin (TikTok), or Weibo, not by browsing Steam's new releases. If you self-publish, you likely won't have a presence on those Chinese platforms, meaning many potential players simply won't hear about your game.
- No Access to Chinese Influencers or Media: In Western markets, indie devs might reach out to streamers or gaming press for coverage. In China, platforms such as Bilibili and Huya are key, and top influencers (KOLs) often only work via local contacts or agencies. Without a Chinese partner, it's very difficult to secure influential streamers to showcase your game. This is a huge disadvantage, since nearly 45% of Chinese PC gamers discover new games via short videos on platforms like Douyin (China's TikTok). Missing out on influencer buzz can mean missing out on the majority of Chinese players.
- Customer Support & Community Barriers: Once Chinese players start buying your game, who will support them? Chinese gamers may have questions or need help (account issues, payment methods, bug reports) in Mandarin, on local forums or social media. A solo Western developer can struggle to effectively support a Chinese community. Lack of support can lead to poor reviews and user frustration.
- Steam Global Uncertainty: Relying on Steam's global service in China is somewhat of a grey area. While Steam Global is widely used by Chinese gamers (79% of Chinese PC players use it over any official platform), it operates without formal approval. In late 2021, there were instances of China briefly blocking Steam's global website (though the Steam client still worked). There's always a risk that regulations could further restrict Steam Global's availability. Self-publishing developers have no contingency if Steam Global access is curtailed, whereas an experienced local partner would be monitoring the situation and exploring alternatives. In short, going it alone means shouldering all the risk in a volatile regulatory environment.
Bottom line: Self-publishing on Steam Global gives you speed, freedom, and full revenue share – but it also means going in blind in a complex market. Without significant effort and know-how in Chinese marketing, most self-published games remain virtually invisible in China. For developers without existing Chinese fan communities or marketing resources, the self-publishing route can be an uphill battle.
Co-Publishing on Steam Global – What Is It and Why Do It?
Co-publishing means partnering with a Chinese publisher or agency who will co-launch and promote your game on the global Steam platform. Unlike traditional publishing deals, co-publishing for Steam Global doesn't require moving your game to a separate Chinese store or handing over IP rights. Instead, you and the co-publisher work together to release the same global version of the game (accessible to Chinese players), while the co-publisher focuses on marketing, localisation, and community in China. This model has become popular because it leverages Steam's reach in China while adding the muscle of a local partner.
Key advantages of co-publishing on Steam Global include:
Benefits of Co-Publishing
- No Chinese ISBN License Needed: One of the biggest hurdles to officially publish a game in China is obtaining an "ISBN" game licence from the government (a process explained later). Co-publishing on Steam Global sidesteps this entirely. Since you're technically publishing on the international platform, you don't need government approval or a local entity. Steam is one of the few foreign platforms where Chinese gamers can access games without a domestic license, so a co-publisher can help you launch quickly via Steam Global with no legal delay. This means no waiting 12+ months for approval – you can start selling to Chinese gamers as soon as your partner ramps up marketing.
- Expert Chinese Marketing & Promotion: A good Chinese co-publisher will handle marketing in China from start to finish. They will localise your Steam store page, run dedicated campaigns on Chinese social media (Weibo, WeChat, Douyin), post on gamer forums, and manage press releases in Chinese gaming media. They'll also leverage their network of influencers on Bilibili and other platforms to stream or review your game, creating buzz you simply couldn't generate alone. Local publishers know what messaging resonates with Chinese audiences and how to navigate platform algorithms. The result is greater visibility and hype for your game among millions of potential players. (For instance, collaborating with popular Bilibili content creators can dramatically grow your fanbase.)
- Localised Community Management: Co-publishers typically handle Chinese customer support, forums, and player community building. They can run official QQ/WeChat groups, answer questions in Chinese, and address player feedback promptly. Having this local community engagement boosts player satisfaction and reviews, which in turn drives more sales. It's a level of support and cultural understanding that a Western team would struggle to provide on their own.
- Smoother Localisation and Compliance: Most co-publishers assist with game localisation (or coordinate professional translators) to ensure your game's text, audio, and art are well-adapted for China. They'll advise on culturalization tweaks (for example, modifying or removing content that might be sensitive or not appealing to Chinese gamers). They also help ensure your game doesn't inadvertently violate any Chinese content regulations even on Steam, avoiding issues if regulations tighten. This guidance means you can release a version that feels tailor-made for Chinese players, leading to better reception.
- Faster Growth and Revenue (Even After Revenue Share): While co-publishing means sharing a portion of revenue with your partner, it often yields far greater sales overall. The co-publisher's investment in marketing and their local expertise can exponentially increase the number of units you sell in China – more than making up for the percentage you pay them. In many cases, developers find that China becomes one of their top-grossing regions once a co-publisher is involved. Additionally, a partner might front certain costs (marketing budget, localisation, etc.), reducing your financial risk. You're essentially gaining a full local publishing team without large up-front fees – instead, they get paid from the success they create, which aligns everyone's interests.
Considerations / Trade-offs:
Co-publishing on Steam Global isn't a silver bullet, and developers should go in with eyes open about a few things:
- •You will be entering a revenue-sharing agreement, meaning you won't keep 100% of the post-Steam revenue. Typical deals might have the developer retaining around 50–70% and the co-publisher taking 30–50%, depending on the services provided (some deals even include a small cut for a facilitator if one is involved). The exact split should reflect how much value the partner is adding – a strong partner may command a higher share, but will also drive a much bigger pie. It's important to negotiate a fair revenue share that still rewards your work adequately.
- •Co-publishing requires finding the right partner. Not all publishers are equal – an inexperienced or mismatched partner could fail to deliver results (or worse, cause issues). You'll need to spend time vetting potential co-publishers. Once you have a partner, there will be coordination involved: expect to have frequent meetings to sync on marketing plans, updates, and community feedback. In essence, you gain a team, but you also gain some new responsibilities communicating with that team.
- •Long-term commitment: Most co-publishing deals will last for a set term (e.g. a few years) or for the lifecycle of the game in China. You should be comfortable with the partner representing your game and brand in China for that period. If the partnership is successful, this is a win-win. But it also means you can't easily "jump ship" to another publisher on a whim (often contracts will tie the co-publisher to any Chinese revenue for the duration). Choosing a partner you trust is thus critical.
Despite these considerations, co-publishing on Steam Global has emerged as the most effective strategy for the majority of Western developers entering China. It strikes a balance by avoiding China's hardest legal barriers while leveraging local expertise.
Why Avoid ISBN Licenses and Steam China? (Steam Global vs Steam China)
Some developers initially assume they should release their game on Steam China (蒸汽平台), the official Chinese version of Steam operated by Valve and Perfect World, to comply fully with regulations. However, this path entails obtaining an ISBN license (a government game approval) and comes with many drawbacks. In practice, nearly all indie and AA developers avoid Steam China and stick with Steam Global – even major studios often do the same.
Steam China's official platform (蒸汽平台) has a very limited catalog of approved games, so most Chinese PC gamers continue to use Steam's global version. Co-publishing leverages the global platform's reach without the hurdles of Steam China.
| Factor | Co-Publishing on Steam (Global) | Publishing via Steam China (Official) |
|---|---|---|
| Regulatory Approval (ISBN) | Not required. No Chinese government license needed, since the game is distributed on the international Steam store. This bypasses the NPPA approval process, allowing faster launch. | Mandatory. Must obtain a Chinese ISBN game license (13-digit approval) from the NPPA. This process takes on average 6–12+ months, often involves multiple resubmissions, and can even stretch to years for foreign games. No license = not allowed on Steam China. |
| Local Partner Requirement | Optional but recommended. Legally, you don't need a local entity for Steam Global. Practically, a co-publisher serves as your local partner to handle marketing/support, but they aren't the legal publisher of record. | Required by law. You must have a Chinese publishing partner/company to even apply for the ISBN and publish in mainland. That partner will be the official publisher in China and typically holds significant control. They will also take a large cut (often 50% of revenue) for handling compliance and distribution. |
| Speed to Market | Fast. You can launch as soon as your game is ready and localised. No need to wait for government reviews. Many co-published titles hit Steam Global in China simultaneously with their Western release. | Very slow. You cannot release until the ISBN is approved and Steam China onboards your title. This means waiting potentially a year or more after your Western release. Missing that launch window can kill hype and allow pirate versions to spread while you wait. |
| Market Reach | Broadest possible. Steam Global is accessible (mostly) in China and has 79% of Chinese PC gamers using it. Your game is alongside tens of thousands of others on the international store. With a co-publisher's marketing, you tap into the huge existing Chinese Steam user base immediately. | Very limited. Steam China has a tiny selection of games (only those with licenses). It's a separate client with a curated library – by 2024 it had just a few hundred titles. Its user base is much smaller; most Chinese gamers haven't fully migrated to it due to the lack of games. Even if you get on Steam China, you're reaching far fewer users than via Steam Global. (Ironically, Chinese players might still buy your game on Steam Global even if it's on Steam China, simply because that's where their library and friends are.) |
| Marketing & Promotion | Partner-driven. Your co-publisher will actively promote the game on Chinese social media, run influencer campaigns, and build buzz, since their success depends on your sales. No official store featuring, but strong marketing can make the game highly visible to the target Chinese audience outside the Steam storefront. | Minimal platform support. Being officially on Steam China might give a veneer of legitimacy, but it doesn't guarantee marketing. Valve/Perfect World provide the platform but do not market individual games. You rely on your Chinese publisher to do marketing – and if they've spent a year just getting your license, they may have less enthusiasm or budget left to push a smaller title. There's also no access to the vast community on global Steam (reviews, forums there won't carry over). |
In summary, co-publishing on Steam Global lets you tap the Chinese market quickly and with expert help, without getting bogged down by red tape, whereas pursuing Steam China means heavy bureaucracy, long delays, and a much smaller audience. For most developers, especially indie and mid-size studios, the Steam China route is simply not worth the effort or risk. It's usually far more effective to launch on the global Steam (to reach Chinese players immediately) and leverage a co-publisher to maximise that opportunity. Many studios figure that if their game explodes in popularity, they can always later attempt an official China release: but not until it's proven, because the cost and uncertainty are so high.
Finding the Right Co-Publishing Partner in China
Choosing a co-publisher is arguably the most important decision you'll make for your China strategy. A great partner can send your game's sales soaring, while a bad one can lead to disappointment or worse. Here are some guidelines to identify a reliable Chinese co-publisher: and red flags to watch out for:
Key Criteria for a Reliable Co-Publisher
- Proven Track Record: Look for partners who have success stories with games similar to yours. Have they co-published other Western games in China? What were the results? Ask for data or case studies. For example, if a publisher claims they can boost sales, they should be able to cite past titles where Chinese sales grew significantly under their watch. A history of successful launches demonstrates they know what they're doing. Conversely, be cautious if a company is very new or cannot show concrete examples of past work. Reputation matters; check developer forums or ask around the industry for feedback on that publisher.
- Marketing and Network Strength: A top reason to have a co-publisher is marketing muscle, so your partner should be strong in this area. Do they have established channels on Weibo/WeChat, Bilibili, Douyin, etc., with lots of followers? Do they have connections to popular streamers or gaming influencers (KOLs)? A good co-publisher can get your game in front of thousands of eager players through their network.
- Fair Revenue-Sharing Model: The deal terms should be fair and align incentives. Expect to share a portion of revenue, but reliable partners won't ask for exorbitant cuts or huge upfront fees. Many co-publishers operate on a revenue split where they earn maybe 30-40% of the Steam revenue (after Valve's cut), in return for covering marketing, localisation, and on-ground operations.
- Transparency and Communication: Gauge how the partner communicates during initial talks. Are they responsive, clear, and willing to share information? Good co-publishers will be eager to understand your game and will communicate in English (or have staff who can) to keep you in the loop.
- Understanding of Your Genre: Different game genres have different audience profiles in China. A partner who has mainly published mobile RPGs may not be the best fit for a PC strategy game, for example. Look for a co-publisher who understands the genre and has reach into that player community.
Red Flags and What to Avoid
- Guarantees of "Instant Success": Be cautious of any publisher that promises extremely high sales or "guaranteed" results. No one can truly guarantee how the market will respond.
- Large Upfront Fees: While some service providers charge consulting fees, most co-publishers earn through revenue share. If a publisher is asking for a big upfront payment from you, be very careful.
- Requests for Source Code/IP Ownership: Never hand over your source code to a publisher unless there is a very specific, trusted reason. Some dishonest entities might ask for your full code "to speed up localisation" or other excuses, then potentially use it without your control.
- Lack of Contract Clarity: The publishing agreement should spell out each party's responsibilities, the revenue split, payment schedule, term duration, and exit conditions. If a prospective partner provides a contract that is overly vague or one-sided, do not sign until it's clarified.
Case Studies: Co-Publishing Success Stories
To better illustrate how co-publishing can transform a game's fortunes in China, let's look at a few examples of successful partnerships facilitated by EightSix Games:
Case Study 1: Payday 3 – A AAA Co-Op Shooter Breaks Out in China
When the co-op heist shooter Payday 3 was gearing up for release, the developers knew the Chinese PC audience loved cooperative shooters (the Payday 2 community in China was already large). With EightSix's facilitation, they partnered with a Chinese co-publisher who executed an aggressive marketing campaign on Bilibili and Douyin leading up to launch. Influencers streamed the game in early access, and localised content (like Chinese subtitled trailers and heist tip videos) circulated widely on Weibo. The result was tremendous Day-1 buzz in China. Payday 3 quickly climbed the global top-seller list largely thanks to Chinese player purchases. In fact, China became the game's #1 sales region on Steam for launch, surpassing even the US. This was achieved without an official Chinese release – it was all done via Steam Global co-publishing.
Case Study 2: Indie Strategy RPG Grows 30x in China
A small European studio had a turn-based strategy RPG on Steam. The game received critical praise in the West but initially saw minimal traction in China (only a few dozen Chinese reviews, mostly from users who found it by chance). After engaging EightSix, the developers struck a co-publishing deal with a niche Chinese publisher specializing in strategy titles. The publisher localised the game to Simplified Chinese and ran a targeted campaign on Tieba forums and strategy game communities, positioning the game as "XCOM meets Wuxia" to appeal to local tastes. They also arranged a few sponsored livestreams with strategy enthusiasts. Over the next six months, the game's sales in China exploded – going from essentially zero to accounting for over 30% of the game's total worldwide sales.
How EightSix Games Supports Developers in Co-Publishing
As highlighted above, EightSix Games has played a key role in facilitating many successful co-Chinese publisherships. But what exactly does EightSix do, and how can they help developers navigate China? In short, EightSix Games acts as a bridge between Western developers and the Chinese market, offering end-to-end guidance and support. Here are the specific ways EightSix assists developers:
- Co-Publishing Deal Facilitation: EightSix leverages its network of trusted Chinese publishers to find the right fit for your game. The team will evaluate your game's genre, style, and target audience to identify potential co-Chinese publishers in China that have relevant experience.
- Marketing and Launch Strategy: Once a co-publisher is on board, EightSix stays involved as an advisor and coordinator. They help manage marketing campaigns with the publisher from start to finish, ensuring that the agreed plans are executed effectively.
- Localisation and Culturalization Guidance: While the co-publisher will typically handle the actual localisation, EightSix provides strategic localisation advice and cultural adaptation guidance. They act as a second pair of eyes to ensure the translation is high quality and that cultural nuances are addressed.
- Regulatory Navigation: EightSix provides clear guidance on Chinese regulations. In most cases, as we've discussed, the strategy is to avoid needing an ISBN by using Steam Global. EightSix keeps an eye on the regulatory climate and can help you navigate any changes.
- Ongoing Partnership Management: A co-publishing relationship is not a one-and-done deal; it's ongoing. EightSix stays involved post-launch to manage the partnership dynamics. They serve as a liaison between you and the co-publisher if any issues arise.
In essence, EightSix Games offers a comprehensive support system for co-publishing: from matchmaking you with a trustworthy Chinese publisher, to shaping the marketing strategy, to ensuring the execution is top-notch and compliant. This kind of partnership service is especially valuable for studios that have never tackled the Chinese market before.
Conclusion
Entering the Chinese gaming market as a Western developer can be daunting – but as we've seen, you have options and a clear strategy can make all the difference. Let's recap the two approaches:
- Self-Publishing in China (via Steam Global) gives you full control and keeps all revenue in your pocket, but it leaves you isolated. Without local marketing, community support, and knowledge of the market, it's extremely difficult to gain traction. Self-publishing can work if your game goes viral organically or appeals to a niche Chinese audience that finds it on their own, but for most developers, it means flying under the radar in the world's biggest market.
- Co-Publishing on Steam Global with a Chinese partner involves sharing a slice of revenue, yet it dramatically amplifies your game's visibility and appeal in China. With the right co-publisher, your game gets a full local launch campaign – expert promotion, storefront optimisation, influencer coverage, and on-the-ground support – all without needing an official government license. It's a way to hit the ground running in China, legally and effectively.
Comparing the two, it's clear that for the vast majority of developers, co-publishing on Steam Global is the far more effective strategy to succeed in China. It mitigates the biggest risks and challenges (no marketing, no awareness, regulatory holdups) and leverages the market's full potential. Self-publishing is only advisable if you have exceptional circumstances like a zero-budget hobby project or you already have a significant fanbase in China waiting for your game. Otherwise, teaming up with a partner will yield a much greater ROI and overall player reach.
For developers eyeing China, the message is clear: you don't have to go it alone, and you don't have to wait years for permission – by partnering up, you can launch now on Steam Global, connect with Chinese gamers on day one, and build a thriving community and business in this lucrative market. With the right co-publishing strategy (and allies like EightSix Games to support you), conquering the Chinese games market becomes a very achievable reality.