Entering China's massive gaming market is an attractive opportunity for developers worldwide, but understanding the ISBN licensing system is essential. This guide explains what the Chinese game ISBN is, how to obtain one, and your alternatives if getting a licence is not feasible.
Quick Summary: ISBN for Games in China
- •What: The ISBN (International Standard Book Number) in China is a mandatory license required for all video games legally published in mainland China.
- •Who Issues It: National Press and Publication Administration (NPPA), a government agency that controls media content.
- •Required For: All games sold through official channels in China, including PC, mobile, and console titles.
- •Timeline: 8-12+ months for foreign games; approval rates are limited with strict quotas.
- •Alternatives: Publishing on international platforms accessible in China (limited but viable option).
What is the ISBN License for Games in China?
In China, the ISBN (International Standard Book Number) system has been uniquely adapted for the gaming industry. While an ISBN traditionally refers to books, China uses this system to regulate and license video games as well. Every game legally distributed in mainland China must obtain an ISBN from the NPPA (National Press and Publication Administration), which serves as:
Legal Permission
An official government license that permits a game to be legally published, sold, and monetised within mainland China through approved distribution channels.
Content Approval
Confirmation that the game's content has passed Chinese censorship requirements and complies with cultural, political, and ethical standards set by Chinese authorities.
It's important to note that the Chinese ISBN for games differs from other countries' game rating systems (like ESRB or PEGI) because:
- It's not just an age rating but a mandatory license without which a game cannot be legally released
- The approval process involves thorough content review and potential censorship
- Foreign developers cannot apply directly and must partner with a Chinese publisher
- The government strictly limits the number of approvals, especially for foreign titles
"The ISBN licence is not merely a formality but the key that unlocks the door to China's official gaming market. Without it, you cannot distribute your game through the Apple App Store in China, major Android app stores like Tencent MyApp or Huawei AppGallery, or official console channels."
Why Games Need an ISBN in China
The Chinese government's regulation of video games through the ISBN system stems from several key objectives:
Primary Reasons for ISBN Requirement
Content Control
Allows authorities to review and censor content that contradicts Chinese values, political positions, or cultural sensitivities.
Youth Protection
Helps implement anti-addiction measures for minors and filters out content deemed inappropriate for younger players.
Market Regulation
Allows control over which games (domestic and foreign) can compete in the Chinese market, supporting domestic game development.
Data Governance
Ensures games comply with Chinese data protection laws regarding user information collection and processing.
For game developers, the ISBN requirement translates to significant considerations:
| Aspect | Impact on Developers |
|---|---|
| Market Access | Without an ISBN, you cannot publish on official Chinese app stores or distribute through authorized channels. |
| Content Modification | Games often require significant content changes to comply with regulations (removing blood, skeletons, certain symbols, etc.) |
| Partnership Requirement | Foreign developers must partner with a Chinese publisher who holds the proper publishing credentials to apply for ISBNs. |
| Business Arrangements | Revenue sharing with Chinese partners is necessary, typically yielding 30-50% of game revenue to the local publisher. |
| Timeline Considerations | Long approval processes affect launch schedules and marketing strategies for the Chinese market. |
The ISBN Application Process for Foreign Developers
For foreign game developers, the process of obtaining a Chinese ISBN is complex and requires multiple steps:
Find a Chinese Publishing Partner
Foreign companies cannot directly apply for an ISBN; you must partner with a licensed Chinese publisher. These publishers have the necessary relationships with government officials and understand the application process.
Tip: Look for publishers with experience in your game genre and with international titles. Major companies like Tencent, NetEase, and Perfect World frequently partner with foreign developers, but smaller specialised publishers may be more attentive to indie games.
Game Content Adaptation
Before submission, your Chinese partner will guide you through necessary content modifications to align with Chinese regulations.
Common requirements include:
- Removing or altering representations of blood (often changed to black, green, or blue)
- Modifying skeletons, skulls, and depictions of death
- Eliminating politically sensitive content or references to Taiwan, Tibet, etc.
- Ensuring maps conform to China's territorial claims
- Removing religious symbols or references
- Implementing anti-addiction systems for minor players
Documentation Preparation
Your publisher will compile an extensive application package including:
- Detailed game description and content overview
- Screenshots of all game levels or major content
- Video gameplay footage
- Complete script/dialogue translations
- Business credentials of both the foreign developer and Chinese publisher
- Intellectual property documentation
- Server architecture details (for online games)
- Implementation plans for anti-addiction measures
Submission and Review
The Chinese publisher submits your application to the NPPA. The review process typically involves:
- Initial screening for completeness
- Content evaluation by multiple departments
- Technical assessment of online features and security
- Potential requests for additional information or modifications
Note: This phase typically takes 6-9 months but can extend to over a year. The government periodically freezes new approvals, creating backlogs.
Post-Approval Compliance
If approved, your game receives an ISBN, but responsibilities continue:
- Regular content updates must also receive approval
- Ongoing compliance with evolving regulations
- Maintaining anti-addiction systems and age verification
- Local data storage requirements for user information
- Regular reporting to authorities about game operations
Recent Changes in China's ISBN Policy
China's approach to gaming regulation continues to evolve, with significant recent developments affecting ISBN issuance:
Major Recent Developments
Approval Freeze: China implemented a 9-month halt on all new game approvals, creating a massive backlog.
Minor Protection: Strengthened regulations limiting playtime for users under 18 to just 3 hours weekly (Fri-Sun only), affecting game design requirements.
Foreign Game Quotas: Further reduced the monthly approval rate for foreign titles, with only 45-60 foreign games approved annually.
Content Scrutiny: Increased emphasis on "healthy content" with additional restrictions on in-game purchases and gacha mechanics.
Proposed Changes: Ongoing regulatory reviews may further alter the approval system, with indications of potentially streamlining some aspects while tightening content standards.
These changes reflect China's continuing effort to balance its massive gaming industry with concerns about gaming addiction, cultural values, and content control. The approval rate for foreign games has seen significant fluctuation, making the process increasingly competitive.
Alternatives to Getting an ISBN
Given the challenges of the ISBN application process, many developers explore alternative routes to reach Chinese players:
1. Steam Global
The international version of Steam remains accessible in mainland China without requiring an ISBN, creating a significant "grey market" opportunity.
- No ISBN required
- No content changes needed
- Direct access to Chinese PC gamers
- Full revenue share (minus Steam's cut)
- Uncertain future (could be restricted)
- No official marketing allowed
- Limited to PC platform only
2. Epic Games Store
Like Steam Global, Epic's store remains accessible in China without ISBN requirements.
- Higher revenue share than Steam
- Growing Chinese user base
- No ISBN required
- Smaller market than Steam
- Same regulatory uncertainty
- Limited localisation support
3. Hong Kong/Taiwan Publishing
Release your game in these Chinese-speaking regions without mainland regulations.
- No ISBN needed
- Simplified Chinese localisation works
- Easier compliance requirements
- Much smaller markets
- No mainland China access
- Different payment ecosystems
4. Publishing Via WeGame X
Tencent's international version of its WeGame platform.
- Backed by China's largest game company
- Growing international presence
- No ISBN required for global version
- Still smaller than Steam
- More complex integration
- Less transparent processes
The "Grey Market" Strategy
Many developers opt for a "grey market" strategy by publishing on global platforms like Steam while adding Chinese language support and payment options. This lets Chinese players find and play your game while avoiding the ISBN process entirely. While this approach works for now, be aware that China's regulations can change, potentially affecting access to these platforms in the future.
How EightSix Can Help Navigate China's Game Market
Whether you're pursuing an ISBN or exploring alternative routes to the Chinese market, EightSix offers specialised services to help developers navigate this complex landscape:
ISBN Application Support
We connect you with reliable Chinese publishers, assist with documentation preparation, and guide you through content adaptation requirements.
Alternative Strategy Implementation
We help optimise your presence on Steam Global and other platforms, implement Chinese language support, and navigate payment solutions.
Market Analysis & Strategy
We assess your game's potential in China, help you determine which approach best aligns with your resources and goals, and develop a customised entry strategy.
Ready to Explore the Chinese Market?
Whether you're considering applying for an ISBN or exploring alternative strategies, EightSix can help navigate China's complex gaming landscape. Contact us today for a consultation on your China market entry options.
