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.
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Derek's Gaming Origin Story
- Derek Qiu grew up as a hardcore gamer starting at age seven, supported by his family despite difficulties acquiring computers.
- His passion led him to work on exporting Chinese games globally, including leading overseas operations for Once Human.
Once Human Game Essence
- Once Human combines survival gameplay with supernatural post-apocalyptic themes for an immersive open world.
- It accommodates both PvE and PvP playstyles, aiming to resonate worldwide with its evolving universe.
PC-First Launch Strategy
- The PC-first launch aimed to refine survival mechanics and offer high quality visuals tailored to PC hardware.
- Steam player engagement validated Once Human's appeal before committing to mobile development.