Naavik Gaming Podcast
Cross-Border Publishing: Lessons From Netease’s Once Human
Apr 29, 2025
Derek Qiu, Head of Overseas Operations at NetEase, sheds light on the global publishing landscape influenced by China's gaming boom. He discusses the strategic PC-first launch of the supernatural survival game Once Human and how cosmetic-only monetization sets them apart in a mobile-driven market. The conversation highlights cultural differences in publishing between East and West, the importance of local teams, and the advantages of hyperlocalization. Derek emphasizes that the future lies in studios that cater to niche audiences rather than chasing mass-market success.
54:17
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Quick takeaways
- NetEase's strategic PC-first launch for Once Human allowed for gameplay refinement, leading to impressive engagement before a mobile version rollout.
- The success of Once Human showcases the importance of localization and community feedback in adapting games to diverse cultural preferences.
Deep dives
The Rise of Chinese Gaming Companies
Chinese gaming companies have significantly increased their consumer market share both locally and globally, with Chinese developers capturing around 50% of the global gaming market. The discussion highlights how titles like 'Black Myth Wukong' illustrate the extensive reach and appeal of Chinese IPs beyond their domestic market. The emergence of successful games from Chinese developers in Western markets indicates a shift in industry dynamics, showcasing the globalization of gaming content. Moreover, the success of titles like 'Marvel Rivals' underlines the ability of Chinese companies to leverage popular Western IPs while still gaining traction in various regions.
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