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

In a bold move to bridge the gaming worlds of China and Europe, Huawei successfully hosted the 'Future of Gaming Salon - Germany Edition' in Cologne. This strategic initiative aimed to create synergies between the fast-growing gaming ecosystems of both regions, bringing together renowned Chinese game developers, top European gaming analysts, influential Key Opinion Leaders (KOLs), and Huawei's global gaming management team.

The salon served as a pivotal platform for Chinese developers, offering tailored insights, innovative resources, and strategic partnerships to achieve sustainable growth in Europe's competitive gaming market.

A Focus on Localization and Market Understanding

One of the key discussions at the salon revolved around the intricate art of localization. With a relaxed atmosphere that resonated with European gamers, the event featured keynote speeches and panel discussions that tackled significant topics. These included integrated transportation strategies, deep joint operations, mini-game opportunities, and a compliance framework that would assist in the game release process.

The event commenced with a welcoming address from Rong Tao, Huawei’s President for European Devices. He underscored the meteoric rise of Chinese gaming within the last few years, which now accounts for 30% of the top 100 mobile titles in Europe. However, he also addressed the challenges that developers face, such as language diversity, cultural nuances, and stringent GDPR regulations, which necessitate a meticulous approach.

To support developers in overcoming these challenges, Huawei has established a sophisticated and deeply localized support infrastructure. This includes its subsidiary Aspiegel in Ireland focused on gaming service support and compliance with European regulations, as well as a localization operations center in Madrid that covers 90% of the region's primary languages. Furthermore, Huawei has set up a comprehensive compliance center in Dublin, staffed by over 100 professionals dedicated to providing extensive support in cybersecurity, privacy, and regulatory compliance. Through advanced localization services involving channel expansion, content adaptation, and compliance assurance, Huawei is committed to empowering its gaming partners to leverage new opportunities and achieve sustainable growth in the dynamic European market.

Highlights of the Salon: A Convergence of Visionaries

The salon attracted a significant array of industry leaders and creative pioneers, culminating in a gathering of influential Chinese game developers such as Tencent, eFun, NetEase Games, NEOCRAFT, and Nuverse. Shan Xuefeng, Huawei's Director for Cloud Service Ecosystem Development in Europe, delivered a keynote speech entitled 'Harnessing Growth Opportunities for Games in Europe', where he pointed out the advanced yet highly competitive nature of the regional market, which favors strategic and RPG games.

Huawei’s localization capabilities were prominently showcased, emphasizing high-conversion channels on the HUAWEI AppGallery and partnerships with over 500 influential KOLs. Furthermore, an active community of gamers, comprising more than 50,000 members, enhances long-term engagement. Beyond its digital efforts, Huawei has increased brand visibility through engaging activations at its flagship stores and dynamic esports events.

Partner Insights: Navigating Regional Preferences for Evergreen Success

During partner meetings, crucial strategies were clarified to adapt to regional tastes and achieve lasting victory in the European market. NEOCRAFT, a key partner for Chinese game companies expanding abroad, provided valuable insights into European players' preferences, revealing that the audience values individuality and favors Player versus Environment (PVE) experiences, contrasting with the high-density content that appeals to Chinese audiences. Prominent European gaming companies such as King, Gameloft, and Nexters highlighted the importance of personalized gaming experiences, strengthening community connections, and exploring various direct consumer engagement channels.

Why Europe Chooses Huawei for Gaming Industry Growth

The European gaming industry emerges as a vibrant hub of innovation with a diverse player base and an increasing demand for high-quality mobile games. Huawei Game Center operates in over 170 countries and regions, delivering exceptional gaming experiences to more than 260 million players worldwide. Among the 30 largest Chinese gaming companies expanding internationally, 28 have joined the Huawei Mobile Services gaming ecosystem, collaborating to unlock new opportunities and shape the future of the global gaming market. From its localization center in Madrid to its regulatory expertise in Dublin, Huawei's longstanding presence in Europe, backed by its leadership in wearables, tablets, and flagship devices, creates a dynamic ecosystem where developers can thrive.