Korean game companies are re-establishing their long-term strategies for entering the Chinese market. Following the continued issuance of foreign game licenses this year, the genres targeting the Chinese market are diversifying, ranging from established intellectual properties (IPs) to new subculture titles.
According to the gaming industry on July 28, the National Press and Publication Administration (NPPA) of China recently announced its list of foreign game licenses issued in July, which includes NCSoft's 'Aion Classic' and Gravity's 'Ragnarok: Eternal Love 2'.
In February, Nexon’s 'Shaya: The Great Adventure' was the first to be licensed, followed by Nexon’s 'Arc Raiders' and Gravity’s 'Ragnarok Online: Battleground' in April, and Webzen’s 'MU: Miracle' in May. Last year, over ten games, including Line Games' 'Uncharted Waters Origin', received foreign game licenses.
After a near-total halt in foreign game license issuance following the 2017 ban on Korean content, the trend has recently reversed. From 2017 to 2019, there were no licenses issued, but the number has steadily increased from one in 2020 to two in 2021, eight in both 2022 and 2023, and eleven in 2024.
As China remains the largest export market for the Korean gaming industry, companies are actively pursuing these licenses. According to the '2025 Korea Game White Paper' by the Korea Creative Content Agency, China accounted for 29.7% of Korea's game exports in 2024, the highest share. Entering the Chinese market continues to be a key business objective for Korean game companies.
Games based on well-known IPs like NCSoft's 'Aion', Webzen's 'MU', and Gravity's 'Ragnarok' are actively entering the market. This strategy aims to reduce the burden of acquiring new users by leveraging familiar IPs among Chinese players, thereby increasing the likelihood of market success.
NCSoft has expanded its lineup in China by securing a foreign game license for the 'Aion' IP this year, following 'Lineage' and 'Blade & Soul'. Gravity has also expanded its presence in China, receiving licenses for four titles last year and one this year, all based on the 'Ragnarok' IP.
The genres of games entering China are also becoming more diverse. Unlike the past focus on massively multiplayer online role-playing games (MMORPGs), there is now a range of genres including subculture games, collectible RPGs, and shooting games securing foreign licenses. Examples include Epidemic Games' 'Trickster Revive', Smilegate's 'Chaos Zero Nightmare', Nexon's 'Dave the Diver', and Embark Studios' 'Arc Raiders'.
There is also a growing trend of developing games with the Chinese market in mind from the outset. Unlike in the past, when games would enter China after domestic success, companies are now including China in their initial global launch strategies. Collaborations with local Chinese game companies are expanding beyond license applications and distribution to include joint development.
By combining the IP and development capabilities of Korean companies with the local market understanding of Chinese partners, games are being designed to cater to Chinese users. NCSoft is jointly developing a mobile version of 'Aion' with Chinese company Shengqu Games, while Gravity is collaborating with Chinese firm Xindong Network.
However, industry insiders caution that securing a foreign game license does not guarantee success in the Chinese market. Recently, Chinese game companies have seen their own titles achieve significant success both domestically and globally, altering the competitive landscape.
An industry representative stated, "In the past, obtaining a license was the biggest challenge, but now having a license does not guarantee success. Localizing content to match Chinese user preferences and operational capabilities are key factors for success."
* This article has been translated by AI.
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