The Brief Guide for indie games to enter the Chinese gaming market

Published by GameinShell · Steam edition · WIP · more platforms coming

How to use this guide

This is a quick-reference tour for English-speaking indie developers who want to bring their game to Chinese players. It is published by GameinShell, based on what we have learned working with Chinese players, media, and platforms.

What this guide covers

The focus is Steam. The international Steam store is generally accessible in mainland China, and selling there does not require a Chinese game license (版号).
Domestic platforms, Steam China (蒸汽平台), WeGame, and TapTap, are out of scope here. They require a 版号 (an ISBN-style publication license) and are covered in separate articles.

What this guide does not do

It is not legal advice. Chinese regulations change, so always confirm current requirements with official sources such as the National Press and Publication Administration (NPPA).
It is not a marketing plan. Think of it as a map: where the players are, what the basics cost, and who to talk to.

How to read it Start with At a glance below for a one-screen summary, then jump to any section you need.

At a glance

Question	Short answer
Do I need a game license to sell on Steam?	No. International Steam needs no Chinese license.
Which store should I target first?	Steam (international). It works in mainland China.
What language do I need?	Simplified Chinese — strongly recommended, often expected.
How do Chinese players pay?	Alipay and WeChat Pay, both supported through Steam.
Should I set a China price?	Yes. Set a CNY price via Steam regional pricing; China is a low-price region, so check comparable titles and ask any Chinese partner.
Which media should I know?	Gamersky (游民星空), ATK (游戏动力), 3DM — see Game media.
Where do players hang out?	Xiaohongshu, HeyBox, Bilibili, Weibo — see Communities.
Want WeGame, TapTap, or Steam China?	Those need a license. Covered in later articles.

2. Selling on Steam in China

International Steam is generally accessible in mainland China, and selling your game there does not require a Chinese game license (版号). For most indie developers, this is the simplest and fastest way in.

Create a Steamworks account and ship like you would anywhere.
Chinese players browse, wishlist, and buy on the same international store.
No local company, no license, and no special submission — just a normal global release.