#Germany #Huawei #Gaming Industry #Cologne #Chinese Games

Huawei's Future of Gaming Salon in Germany

On August 29, 2025, Huawei successfully hosted the "Future of Gaming Salon – Germany Edition" in Cologne. This event was a strategic initiative aimed at bridging the vibrant gaming ecosystems of China and Europe, showcasing the growing collaboration between these regions. The salon, organized by Huawei Game Center, brought together prominent Chinese game developers, renowned European gaming analysts, influential opinion leaders, and key members of Huawei's global gaming team.

The salon served as an essential platform for Chinese game developers to gather tailored insights, innovative resources, and strategic partnerships that will aid their sustainable growth in the highly competitive European market. The opening remarks delivered by Zhung Tchao, the President of Huawei's European device division, underscored the remarkable rise of Chinese gaming in recent years. Currently, 30% of the top 100 mobile titles in Europe come from Chinese companies, illustrating the profound impact of this market.

Navigating Success in Europe

The event delved into localization and how to embrace a relaxed atmosphere that resonates with European gamers. Keynote speeches and panel discussions addressed critical topics such as integrated operational strategies, joint operations, mini-game opportunities, and compliance frameworks across the entire chain to support game publishing. To assist developers in overcoming challenges such as language diversity, cultural nuances, and stringent GDPR regulations, Huawei has developed a sophisticated and deeply localized support infrastructure. This includes its subsidiary Aspiegel in Ireland, which focuses on supporting gaming services and addressing European regulatory compliance demands, a localization operation center in Madrid covering 90% of the region's major languages, and a comprehensive compliance center in Dublin staffed with over 100 experts in cybersecurity, privacy, and regulatory adherence.

Through enhanced localization services, including channel expansion, content customization, and regulatory compliance, Huawei is committed to helping its gaming partners seize new opportunities in Europe's dynamic market.

Engaging Industry Leaders and Innovators

The salon attracted notable figures from the industry and creative pioneers, including leading Chinese game developers such as Tencent, eFun, NetEase Games, NEOCRAFT, and Nuverse. Shan Xuefeng, Director of European Cloud Service Ecosystem Development and Sales, delivered an opening speech focusing on seizing growth opportunities within the European gaming industry. He emphasized the advanced yet highly competitive nature of the market, where strategic and RPG games, involving players as fictional characters, thrive. Huawei's localization capabilities, particularly high conversion channels in the HUAWEI AppGallery and partnerships with over 500 influential opinion leaders, were prominently showcased, along with an active community of more than 50,000 gamers that strengthens long-term engagement.

In addition to digital activities, Huawei has increased brand visibility through captivating activations in its flagship stores and dynamic esports events, forging a deeper connection with players.

Insights on Regional Preferences and Sustainable Success

Insights shared by partners also illuminated key strategies for adapting to regional tastes and achieving lasting success in the European market. NEOCRAFT, a key partner among Chinese gaming companies expanding overseas, provided valuable insights into European player preferences. They noted that European audiences tend to value individuality and prefer PVE (Player vs. Environment)-oriented experiences, contrasting with the high content density acceptable to Chinese audiences. Other leading European gaming companies, such as King, Gameloft, and Nexters, highlighted the importance of personalized gaming experiences, fostering community ties, and exploring diverse direct-to-consumer outreach channels.

Why Huawei is Chosen for Growth in the Gaming Industry

The European gaming industry is a vibrant center of innovation with a diverse player base and increasing demand for high-quality mobile games. Huawei Game Center capitalizes on its extensive global reach, operating in over 170 countries and regions, providing exceptional gaming experiences to over 260 million players worldwide. Out of the 30 top Chinese gaming firms expanding abroad, 28 have joined Huawei Mobile Services' international gaming ecosystem, collaborating to open new opportunities and shape the future of the global gaming market. From the localization center in Madrid to compliance expertise in Dublin, Huawei's long-standing presence in Europe, supported by its leadership in wearable devices, tablets, and flagship products, creates a dynamic ecosystem where developers can thrive.