#Germany #Huawei #Cologne #Gaming Salon #Chinese Games

Huawei's Future of Gaming Salon: A New Horizon for Chinese Gaming in Europe

On August 29, 2025, Huawei orchestrated the "Future of Gaming Salon – Germany Edition" in Cologne, a significant event aimed at bridging the vibrant gaming ecosystems of China and Europe. This salon was thoughtfully designed by Huawei's Game Center, assembling notable Chinese game developers, respected European gaming analysts, influential KOLs, and Huawei's global gaming leadership team. The salon served as a crucial platform for Chinese game developers to gain insights into the European market, access innovative resources, and forge strategic partnerships that are essential for sustainable growth in an increasingly competitive environment.

Emphasizing Localization

A key focus of the event was the art of localization, understanding that European players have distinct preferences that must be acknowledged. The atmosphere was relaxed yet purposeful, appealing greatly to attendees. Keynotes and panel discussions brought forth vital topics such as integrated traffic strategies, effective joint operations, opportunities within mini-games, and a compliance framework that supports game launches across various jurisdictions.

Rong Tao, President of Huawei's European Device Business, opened the event with an inspiring speech about the meteoric rise of Chinese games, now comprising 30% of Europe’s top 100 mobile games. However, challenges remain, including language differences, cultural nuances, and strict GDPR regulations. To mitigate these issues, Huawei has developed a sophisticated and highly localized support infrastructure. This includes its subsidiary Aspiegel in Ireland, specializing in game services and European compliance, a localization center in Madrid covering 90% of the region's relevant languages, and a dedicated compliance center in Dublin with over 100 experts in cybersecurity and legal adherence, providing end-to-end support.

Engaging Industry Leaders

The salon featured an impressive lineup of industry pioneers, drawing top Chinese gaming companies such as Tencent, eFun, NetEase Games, NEOCRAFT, and Nuverse. Shan Xuefeng, the Director of European Cloud Service Ecosystem Development and Sales, delivered a keynote on "Embracing Europe's Gaming Growth Opportunities," emphasizing the mature yet competitive landscape where strategy and RPG games flourish. Huawei's localization capabilities were particularly highlighted, demonstrating successful channels with high conversion rates in the HUAWEI AppGallery, partnerships with over 500 key opinion leaders (KOLs), and an active community of over 50,000 members that bolster its long-term commitments.

Moreover, beyond digital strategies, Huawei enhanced brand visibility through immersive experiences in flagship stores and dynamic e-sports events, engaging gamers on multiple levels.

Adapting to Regional Preferences

Partner-sharing sessions at the event spotlighted how crucial it is to adapt to regional preferences to achieve lasting success in Europe. Insights from NEOCRAFT, a pivotal partner aiding Chinese game companies in their overseas expansions, illuminated the unique tastes of European gamers, particularly their appreciation for individuality and preference for PVE-oriented experiences. This is a stark contrast to the high-density content often favored by the Chinese audience. European gaming giants like King, Gameloft, and Nexters also emphasized the necessity of personalized gameplay experiences, stronger community connections, and diverse direct engagement channels.

Why Europe is Key for Huawei's Gaming Growth

The European gaming market stands as a dynamic hub of innovation, characterized by its diverse player demographics and growing demand for quality mobile games. The HUAWEI Game Center leverages its extensive global outreach, operating in over 170 nations, to provide stellar gaming experiences to upwards of 260 million players worldwide.

Among the 30 leading Chinese gaming companies expanding abroad, 28 are now part of the HUAWEI Mobile Services ecosystem, together exploring new opportunities and shaping the future of the global gaming market. From Madrid’s localization center to Dublin’s compliance expertise, Huawei’s long-standing presence in Europe—bolstered by its leadership in wearables, tablets, and flagship devices—creates a vibrant ecosystem where developers can not only survive but thrive.

In conclusion, the Future of Gaming Salon successfully set the stage for a new era in which Chinese gaming developers can establish a strong foothold in the European market, driving exciting possibilities for innovation and collaboration within the gaming industry. Through strategic initiatives and comprehensive support, Huawei is committed to facilitating this growth and fostering a partnership-driven atmosphere conducive to shared success.