China is the world's largest PC gaming market, and Steam is a key platform for reaching Chinese players. However, there are two different versions of Steam available in China: Steam Global and Steam China. Understanding the differences between these platforms is crucial for developers looking to publish their games in China.
1. Steam Global vs Steam China: The Fundamental Difference
Steam Global (International Steam)
- The global version of Steam is available worldwide and is accessible in China (for now).
- No government approval or ISBN licence is required to publish a game.
- Chinese players can purchase and play games on Steam Global using local payment methods (WeChat Pay, Alipay, UnionPay).
- The full range of games is available, including those that do not comply with Chinese regulations.
- Operates in a grey area in China: while not officially approved, it is widely used by millions of Chinese gamers.
Steam China (Official Mainland Steam)
- Launched in 2021 as a government-approved version of Steam in partnership with Perfect World.
- Requires an ISBN licence from China's National Press and Publication Administration (NPPA).
- Only games that pass government approval can be sold on Steam China.
- Content is strictly regulated (e.g., restrictions on violence, political themes, and sensitive topics).
- Fewer games available (hundreds vs. tens of thousands on Steam Global).
- Supports local payment systems but requires real-name registration and time restrictions for underage players.
2. Key Differences Between Steam Global and Steam China
| Feature | Steam Global | Steam China |
|---|---|---|
| Government Approval | Not required | Required (ISBN from NPPA) |
| Censorship/Content Restrictions | None (except Steam's global policies) | Strict (violence, politics, gambling restrictions) |
| Number of Games Available | ~50,000+ | ~300-500 (only NPPA-approved games) |
| User Base | Over 30 million Chinese players | Smaller but growing (official users only) |
| Payment Methods | WeChat Pay, Alipay, UnionPay | WeChat Pay, Alipay, bank transfers |
| Legal Status in China | Operates in a grey area (could be restricted) | Fully legal and government-approved |
| Marketing & Distribution | Cannot run official ads in China | Full access to Chinese game marketing channels |
| Revenue Share | Standard 70/30 Steam split | Revenue shared with Steam, publisher, and government taxes |
3. Regulatory Compliance: ISBN Licensing and Government Approval
Steam Global: No ISBN Required
If you publish your game on Steam Global, you do not need a Chinese ISBN or a local publisher. This makes Steam Global the easiest way to enter the Chinese market. However, because it operates in a legal grey area, it could be restricted or blocked in China in the future.
Steam China: ISBN Required
To release a game on Steam China, developers must obtain an ISBN (game licence) from China's NPPA. This requires:
- Partnering with a Chinese publisher (foreign developers cannot apply for an ISBN directly).
- Submitting the game for content review (to ensure compliance with censorship laws).
- Waiting for approval (this process can take 9-18 months, with no guarantee of approval).
If approved, your game is officially sanctioned in China, meaning you can market it freely on local platforms (Weibo, Bilibili, etc.). However, the process is slow, competitive, and restrictive.
4. Content Restrictions: Censorship and Compliance
Steam Global: Uncensored Content
- Any game approved by Valve can be sold on Steam Global.
- No modifications are required for Chinese regulations.
- Some games banned in China (Plague Inc., Devotion) are still available via Steam Global.
Steam China: Strict Content Regulations
- No excessive violence, skeletons, blood, or politically sensitive themes.
- Many games require censorship changes before approval.
- Developers must comply with China's anti-addiction laws (e.g., playtime limits for minors).
If your game contains content that might be flagged (e.g., horror, historical themes, religious elements), publishing on Steam Global may be a safer option.
5. Monetisation & Distribution: Reaching Chinese Gamers
Steam Global: Broad Distribution, No Advertising
- Steam Global allows you to sell to Chinese players immediately, but you cannot officially market your game in China.
- Your game might gain popularity organically through word-of-mouth, influencers, and Chinese gaming forums.
- You receive 100% of your 70% Steam revenue share (no local publisher cut).
Steam China: Official Visibility, But Revenue Sharing
- With an ISBN, your game can be promoted through Chinese game media, events, and paid advertising.
- You may be able to secure higher player engagement and visibility in the long term.
- However, revenue is typically shared with a Chinese publisher, reducing your profit margin.
If you're a smaller studio, Steam Global is often the most profitable route initially.
6. Which Route is Best for Indie Developers?
For most indie developers, publishing on Steam Global is the best first step. Here's why:
- Instant market access: You can start selling in China immediately.
- No ISBN or government approval required: You avoid a lengthy approval process.
- Retain creative freedom: No content censorship needed.
- Lower costs and better revenue share: You don't need to split earnings with a Chinese publisher.
However, if your game gains traction in China and you want long-term security and official recognition, you may consider applying for an ISBN and transitioning to Steam China.
7. How EightSix Can Help You Publish in China
Navigating the Chinese market can be complex, but EightSix simplifies the process. Here's how we help developers:
For Steam Global Publishers:
- Optimising your game for Chinese players (localisation, cultural adaptation, UI tweaks).
- Connecting with Chinese gaming influencers to promote your game on Weibo, Bilibili, and other platforms.
- Advising on monetisation strategies (pricing, regional promotions, payment integrations).
For Steam China Publishers:
- Finding a trusted Chinese publisher to sponsor your ISBN application.
- Ensuring your game passes content regulations before submission.
- Helping with marketing and distribution through legal advertising channels.
If you're unsure which path to take, EightSix can assess your game and recommend the best approach.
Conclusion: Steam Global or Steam China?
- If you want fast, easy access to Chinese players with no government restrictions, Steam Global is the best option.
- If you want long-term market presence, legal recognition, and official promotion, Steam China is worth considering, but it requires ISBN approval and a local publisher.
Whatever your strategy, EightSix can help you maximise your success in China. Contact us today to discuss how we can guide your publishing journey!
Need help navigating Steam in China?
EightSix Games offers specialised consulting for developers considering Steam Global or Steam China. Our team can help you make strategic decisions based on your game type and business goals.
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