Unity’s Expansion in China: Key Insights from Unity China CEO
Unity’s Expansion in China: Key Insights from Unity China CEO Zhang Junbo 🇨🇳
Recently, Unity China CEO Zhang Junbo shared exciting news about Unity’s growing presence in the world’s largest gaming market. While many major Chinese gaming companies are facing challenges, including layoffs, Unity is thriving. In just two years since launching its joint venture in Shanghai, Unity China has doubled its team, from 200 to over 400 employees.
Zhang explained that China is a crucial market for Unity. Chinese mobile games like Honor of Kings and Genshin Impact dominate the global stage, with half of the top 10 mobile games worldwide coming from China. To support this booming market, Unity has introduced Tuanjie Engine, a localized version of its engine tailored for Chinese developers. It’s optimized for platforms like HarmonyOS and WeChat Mini Games, which are quickly growing in popularity. In fact, the mini-game market saw revenues of over ¥40 billion (approx. $5.5 billion) in 2023, with projections reaching ¥65 billion (approx. $8.9 billion) by 2024.
Unity is also helping games transition to platforms like WeChat more smoothly. The Tuanjie Engine improves game performance, making it easier for titles like Jade Dynasty to run seamlessly on WeChat, with faster loading times and optimized memory usage.
Beyond gaming, Unity is making strides in smart vehicles and industrial digitalization. Over 85% of Chinese electric vehicle manufacturers now use Unity’s real-time 3D technology for their smart cockpits, showing the broad potential of Unity’s tech.
In an exciting move, Unity China has also entered the game publishing space to support smaller developers. By offering them end-to-end solutions, Unity helps indie studios with the tools they need to succeed in a competitive market.
Zhang Junbo is optimistic about Unity’s future in China. By focusing on local trends like mini-games, mobile gaming, and smart vehicles, Unity is positioning itself as a key player in the global gaming industry.
💭 How important is it for global companies to adapt their strategies to local markets, especially in the gaming industry?
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