hina has the largest mobile gaming market in the world. It’s an exciting market not just for game-lovers, but also for those into marketing and advertising. One of the key drivers behind this online gaming environment is the fact that China is a mobile-first country. China’s average mobile user owns a relatively cheap but high-performance mobile phone, which enables them to play mobile games. As the quality of China’s smartphones keeps on rising, so are the possibilities and developments within China’s mobile gaming market. The Chinese gaming industry is flourishing, but also highly controlled. Online games are allowed to be imported, but have to pass the content censorship procedures and must be ‘ideologically compatible’ for the Chinese market. Many games, such as this year’s Resident Evil 2, are not allowed into mainland China.
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