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

On August 29, 2025, Huawei successfully hosted the Future of Gaming Salon - Germany Edition, marking a significant milestone in connecting the vibrant gaming ecosystems of China and Europe. This strategic initiative brought together notable Chinese game developers, respected industry analysts from Europe, influential opinion leaders, and Huawei's global gaming leadership team. The event aimed to offer a vital platform for Chinese game developers, providing them with valuable insights, innovative resources, and strategic partnerships to enhance their sustainable growth in the competitive European market.

Pathways to Success in Europe

The salon heavily focused on the art of localization and creating a relaxed atmosphere tailored to European gamers. Key topics discussed included integrated traffic management strategies, deepening collaboration, opportunities in mini-games, and compliance frameworks throughout the production chain to support game publishing. Rong Tao, President of Huawei's European Device Market, opened the event by highlighting the rapid growth of the Chinese gaming industry, noting that Chinese games now represent 30% of the top mobile titles in Europe despite challenges like language barriers, cultural nuances, and stringent GDPR regulations.

To help game producers overcome these obstacles, Huawei has built a sophisticated and highly localized support infrastructure, which includes its subsidiary Aspiegel in Ireland, dedicated to providing gaming service support and compliance with European regulations. Additionally, Huawei has operational localization centers in Madrid covering 90% of the region's major languages and a comprehensive compliance hub in Dublin with over 100 specialists offering thorough guidance on cybersecurity, privacy protection, and compliance issues. With these expanded localization services that encompass distribution channel development and content adaptation, Huawei is committed to supporting its gaming industry partners in seizing new opportunities and achieving sustainable growth in the lively European market.

Highlights of the Salon

The event showcased visionary leaders and pioneers from firms such as Tencent, eFun, NetEase Games, NEOCRAFT, and Nuverse. Shan Xuefeng, Director of Cloud Service Europe Ecosystem Development at Huawei, delivered a speech emphasizing the growth prospects within the European gaming industry, pointing out how well strategic games and RPGs thrive in this mature yet fiercely competitive market. Throughout the salon, Huawei's localization capabilities were spotlighted, notably the high conversion channels in the HUAWEI AppGallery, partnerships with over 500 influential opinion leaders, and a vibrant community of over 50,000 engaged gamers that reinforce long-term commitment.

Beyond the digital realm, Huawei enhanced its brand visibility through immersive activities in its flagship stores and dynamic e-sports events, further solidifying its presence in the gaming landscape.

Understanding Regional Preferences for Sustainable Success

Collaborative sessions with partners illuminated crucial strategies for adapting to regional tastes and achieving enduring success in the European market. NEOCRAFT, a key partner for Chinese gaming companies entering foreign markets, shared valuable insights into European gamers' preferences, highlighting that this audience typically values individuality and PVE (Player vs. Environment) experiences—contrasting with the high-density content favored by Chinese audiences. Other top European game industry firms like King, Gameloft, and Nexters also emphasized the importance of personalized gameplay, vibrant community engagements, and exploring various direct-to-consumer channels.

Why Europe Chooses Huawei for Gaming Market Support

The European gaming industry is a vibrant hub of innovation, characterized by a diverse array of players, where demand for high-quality mobile games is ever-increasing. Leveraging its far-reaching global influence, Huawei's Game Center operates in over 170 countries and regions, delivering exceptional gaming experiences to over 260 million players worldwide. Out of the 30 largest Chinese gaming companies that are venturing into international markets, 28 have joined the Huawei Mobile Services gaming ecosystem, collaborating to open new opportunities and shape the future of the global gaming market.

From the localization center in Madrid to the compliance hub in Dublin, Huawei's years of presence in Europe—bolstered by its leadership in the wearable, tablet, and flagship device markets—have led to the creation of a dynamic ecosystem where game developers thrive.