"Can't Give Up on China"... K-Mobile Games Gear Up as Barriers Start to Fall

Nexon Returns to Chinese Market After Two Years
NCSoft Co-develops Local Mobile Version of 'Aion'
"Expanding in China... Focusing on Mobile and Casual Genres"

As expectations for the lifting of China's gaming import ban have been growing since the beginning of the year, domestic game companies are ramping up efforts to target the local market.

'Dave the Dive'. Provided by Nexon

According to the gaming industry on January 30, Nexon will launch "Dave the Diver," a hybrid marine adventure game developed by its subsidiary Mintrocket, in China on February 6. The local service name will be "Diver Dave," and XD Network will handle publishing. This marks Nexon's first entry into the Chinese market in about two years, since the release of "Dungeon & Fighter" Mobile in May 2024.

"Dave the Diver" is a single-package game officially released in 2023. With its unique gameplay that combines ocean exploration and sushi restaurant management, as well as its mass appeal, it has achieved cumulative global sales of 7 million copies. The mobile version will be introduced in China for the first time. A Nexon representative stated, "This level of sales performance is rare for a single-package game. We expect it to be a hit in China as well." They added, "For the PC version, we will first launch on the TapTap platform and then expand to Steam China, WeGame, and others. For the mobile version, we plan to expand service areas to Korea and the global market in the future."

NCSoft is also jointly developing the mobile version of "Aion" with local company Shengqu Games for release in China this year. Launched in 2008, "Aion" is one of NCSoft's flagship intellectual properties (IP), and it drew attention at the time by introducing flying content for the first time among domestic games. In November last year, NCSoft launched "Aion 2," which continues the legacy of the original, using it as an opportunity for a performance rebound and receiving positive reviews. As China's technological and planning capabilities have rapidly advanced, development is reportedly progressing quickly as well.

Smilegate, which previously enjoyed success in China with "Crossfire," is developing "Lost Ark" Mobile and "Crossfire 2," among others, with plans to target the Chinese market. Currently, "Lost Ark" Mobile is undergoing additional development following a closed beta test (CBT), with a goal of launching this year.

Mobile and Casual Games Are Popular in China

In particular, since mobile and casual games are popular in China, domestic game companies are approaching the market with these platforms and genres.

According to the Korea Creative Content Agency, social and casual games accounted for an overwhelming 84.0% of the Chinese game market in 2024. While Korean game exports to China decreased from 30.1% in 2022 to 25.5% in 2023, the level remains high compared to other regions. China not only has the largest game market in the world, but is also expected to grow at an annual rate of 5 to 6%.

A representative from a game company stated, "It was difficult to obtain new foreign game licenses due to the import ban, but games that were already being serviced, such as 'Battlegrounds,' have continued to be popular, and revenues from China have persisted." They added, "We continue to knock on the door of the Chinese market, which accounts for a large portion of Korean game exports, and we expect to achieve results."