#Germany #Huawei #Europe #Gaming #Cologne

Huawei's Strategic Initiative in Germany

On August 28, 2025, in the vibrant city of Cologne, Germany, Huawei hosted the inaugural Future of Gaming Salon – Germany Edition. This strategic event aimed to bridge the gaming ecosystems of China and Europe, thereby paving the way for a new era for Chinese games within the European market. The salon, organized by Huawei's Game Center, attracted a stellar lineup of Chinese game developers, seasoned European gaming analysts, influential Key Opinion Leaders (KOLs), and Huawei's global gaming leadership team.

Cultivating Connections and Insights

The salon served as an influential platform for Chinese gaming developers, providing them with tailored insights, innovative resources, and opportunities for strategic partnerships crucial for sustainable growth in the competitive European landscape. During opening remarks, Rong Tao, President of Huawei's European Device Business, emphasized the notable success of Chinese games, which now constitute 30% of the top 100 mobile titles in Europe. Despite these successes, challenges persist, including varying languages, cultural nuances, and strict GDPR regulations that necessitate careful navigation.

In response to these challenges, Huawei has developed a robust support infrastructure tailored specifically to European needs. This includes the Aspiegel subsidiary in Ireland, aimed at assisting game services while ensuring compliance with European regulations. Moreover, Huawei established a localization operational center in Madrid, which efficiently handles 90% of the major languages across the region. Additionally, a comprehensive compliance hub in Dublin, staffed by over 100 professionals, focuses on supporting developers with cybersecurity, privacy protection, and regulatory adherence.

Keynote Insights and Collaborative Discussions

Keynotes and panel discussions throughout the salon deeply explored localization strategies and the importance of a friendly and engaging atmosphere tailored to resonate with European players. Discussions encompassed integrated traffic strategies, cooperative ventures in mini-games, and the establishment of a full-chain compliance framework necessary for game publishing.

One of the highlights was a session led by Shan Xuefeng, Management Director of Consumer Cloud Service Europe Ecosystem Development at Huawei. His talk centered on the evolving landscape of the European gaming market, emphasizing how strategy and RPG genres are becoming increasingly popular.

Emphasizing Localization and Community Engagement

Huawei's robust localization capabilities were showcased during the event. This included insights into high-conversion channels on the HUAWEI AppGallery, partnerships with over 500 KOLs, and a thriving player community of more than 50,000 active members ensuring long-term engagement. Beyond virtual strategies, Huawei is also enhancing its hardware presence through interactive activations at flagship stores and engaging esports events that amplify brand visibility.

During the salon, partner sharing sessions provided additional insights into regional preferences, essential for achieving long-term success in Europe. Collaborating partners such as NEOCRAFT shared analytics on European gaming audiences, noting their tendencies towards individuality and preference for Player versus Environment (PVE) gameplay, which shows divergence from the preferences of their Chinese counterparts who favor densely packed content.

Additionally, European gaming giants like King, Gameloft, and Nexters underscored the importance of personalized experiences, reinforcing community bonds, and exploring various direct-to-consumer engagement channels in a bid to improve market presence.

The Future of Gaming with Huawei

Europe’s gaming sector is witnessing a period of vibrant innovation, characterized by a diverse player base and an increasing appetite for high-quality mobile gaming experiences. With a vast global reach, the Huawei Game Center operates across more than 170 countries and regions, offering exceptional gaming adventures to over 260 million players worldwide.

Among the top 30 Chinese gaming companies expanding their horizons internationally, 28 are part of the Huawei Mobile Services overseas gaming ecosystem, collaborating to unlock new avenues and shape the global gaming market's future. With initiatives like Madrid’s localization hub and Dublin’s compliance expertise, Huawei’s years of operation in Europe, complemented by its leadership in various technology sectors, fosters a dynamic ecosystem where developers can flourish.

In summary, the Future of Gaming Salon hosted by Huawei stands as a testament to the brand's unwavering commitment to enhancing Chinese game developers' success in the European market, while also establishing a foundation for sustainable growth and collaboration across continents.