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Bridging the Divide : Western Development and Chinese Culture. Richard Tsao – Managing Director Jean-Francois Vallee – Technical Production Manager Ubisoft Chengdu March 2010. www.creatorsofemotion.com. …a future leader in the online game industry? . www.creatorsofemotion.com.

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bridging the divide western development and chinese culture
Bridging the Divide: Western Development and Chinese Culture

Richard Tsao – Managing Director

Jean-Francois Vallee – Technical Production Manager

  • Ubisoft Chengdu

March 2010

www.creatorsofemotion.com

slide3
CHINESE GAME INDUSTRY

Consoles, PC Games and Piracy

www.creatorsofemotion.com

slide4
A 10-YEAR OLD INDUSTRY

Tencent, The9 & Shanda went public

Shanda become No.1

FANTASY WESTWARD JOURNEY

Perfect World &

Giant went public

ZT ONLINE

2004

2007

2010

2005

2000

2009

WORLD OF WARCRAFT

Shandastarted F2P

DUNGEON FIGHTER ONLINE

Tencentbecame new No.1

NetEase took over WoW

KING OF KING

1st MMORPG was born

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slide5
CHINESE GAME INDUSTRY

PC Online Games

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slide6
CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • Official number of
  • Online game player population?

69 million (through 2009)

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slide7
CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

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slide8
CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • 361 existing online games (Open Beta)
  • MMORPG vs. MMOothers = 79%vs. 21%
  • Top 3 players combined take up 52.9% market shares

DUNGEON FIGHTER ONLINE

AION, LEGEND OF MIR 2

WOW, FANTASY WESTWARD JOURNEY

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slide9
TOP 10 GAMES OF CHINA FOR 2009

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slide10
TOP 10 GAMES OF CHINA FOR 2009

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slide11
TOP 10 GAMES OF CHINA FOR 2009

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slide12
TOP 10 GAMES OF CHINA FOR 2009

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china s past a sign of the future
China’s past: A sign of the future

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slide14
CHINA’S PAST: A SIGN OF THE FUTURE
  • Release Date: Nov. 2008
  • Release Date: June 2009

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slide15
CHINA’S PAST: A SIGN OF THE FUTURE
  • Developer: Five Minutes (Shanghai)
  • Number of players: 23 million DAU through 2009
  • Not on Facebook: Chinese version at Renren.com, later got a port on Tencent’s Q-zone
  • Release Date: Nov. 2008
  • Release Date: June 2009

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slide16
WHAT IS CHINA’S CASUAL MMO
  • Micro transactions
  • Double Dragon

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slide17
WHAT IS CHINA’S CASUAL MMO
  • Micro transactions
  • NBA Street

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slide18
WHAT IS CHINA’S CASUAL MMO
  • Micro transactions
  • Mario Kart

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slide19
DEVELOPERS IN CHINA
  • More Than 160 Developers Nationwide

50+ Developers

(Perfect World & Changyou)

40+ Developers

(Shanda, The9, EA, Ubisoft & THQ)

30+ Developers

(Tencent, NetEase & Kingsoft)

20+ Developers

(Branches of major developers)

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slide20
DEVELOPERS IN CHINA

A few foreign developers

Focused on Western Market

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slide21
HOW TO LEARN FROM CHINESE GAME INDUSTRY?

Learn here first, and export best practices.

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china s culture
China’s Culture

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slide23
CONFUCIANISM
  • Humanity
  • Rectification of names
  • Ritual
  • Perfect gentleman
  • Loyalty
  • Relationships
  • Filial Piety

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slide24
GUANXI - NETWORK
  • Connections
  • Balance
  • Favors

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slide25
MIANZI - FACE
  • Lose Face
  • Give Face
  • Save Face

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slide26
NEW INFLUENCES
  • One Child
  • New Influences
  • Catch up to West
  • Property Bubble
  • Consumerism

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guidelines
Guidelines

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slide28
LEARN THE CULTURE
  • Mianzi
  • Guanxi

CONFUCIANISM

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slide29
SELECT YOUR EXPATS

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slide30
HIRING IS KEY !

Training is a must

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slide31
STRATEGY vs. TACTICS

Breaking Large Strategic Goals in small tasks no longer than 1 month

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slide32
MASTER COMMUNICATION WITH CHINESE

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wrapping up
Wrapping Up...

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slide35
CASE STUDY – CHENGDU CITY

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slide36
CASE STUDY – UBISOFT CHENGDU
  • Work In Progress

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slide37
THANK YOU

谢谢

  • Q & A

[email protected]

[email protected]

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appendix
Appendix

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slide39
KEY SOURCES

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slide40
HISTORY – ANCIENT

2100 BC – 221 BC

Source: Wikipedia

  • First dynasty: Xia
  • Mostly warlords waging wars

2100 BC

2010

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slide41
HISTORY – IMPERIAL

221 BC – 1911

Source: Wikipedia

  • Qin Dynasty –Unified China
  • Han Dynasty – Unified language
  • Three Kingdoms
  • Imperial rule ended by 1912

2100 BC

2010

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slide42
HISTORY – MODERN

1912 – Today

Source: Wikipedia

  • 1912 – Republic of China
  • 1949 – People’s Republic of China under Mao – Ctrl-Alt-Del
  • 1978 – Deng Xiao Ping in power

2100 BC

2010

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slide43
“I don't care if it's a white cat or a black cat. It's a good cat so long as it catches mice.”

Source: Wikipedia

Deng Xiao Ping

(1904-1997)

  • Opening Up
  • Socialism with Chinese characteristics
  • One Country, Two Systems

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slide44
COUNTRYANDPOPULATION

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slide45
COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by size

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slide46
COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by population

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slide47
ECONOMY

Source: World Development Indicators database, September 2009

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slide48
ECONOMY

Source: World Development Indicators database, September 2009

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slide49
ECONOMY

Source: http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)

List of countries by GDP (nominal)

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