Daniel Herman is the product manager of ironSource’s Playworks Studio.

Mobile Gaming in China

Playworks is ironSource’s in-house creative studio made up of designers, animators, video producers, and programmers that tailor-make high-impact interactive advertisements. Recently, we have been receiving many questions about how to localize creatives for the Chinese market.

The Chinese mobile gaming landscape is its own ecosystem. Everything that you do - from the monetization strategy you employ to your design choices - must be localized for the Chinese market. If not, chances are you’ll fail.

While most advertisers translate their ads into Chinese, there is more you can do to increase your conversion rates. Here are some things to consider when designing your creatives for the Chinese market.

Mobile Game Localization

Everything you produce needs to be relevant to your audience.

Feature Chinese motifs as well as images and ideas that are culturally relevant (and appropriate) to the population. For example, when designing your creatives keep in mind events like the Chinese New Year and other holidays, and incorporate their motifs into your designs.

If you don’t have the resources to produce an entire campaign solely for the Chinese market, we recommend that you localize an intro to your ad rather than making an entirely new creative from scratch. Small adjustments and tweaks can go a long way when you’re looking to acquire new users.

The use of red

In China, red symbolizes good fortune and joy, and its found everywhere during the Chinese New Year and other holidays.

Consider making your CTAs red - chances are you’ll increase conversion.


The greater Chinese population has a low English proficiency score, therefore it is imperative that you translate all of your campaigns into Chinese.


Chinese audiences are culturally accustomed to text-heavy screens crowded with many call to actions. When Western games make their way to the Chinese market, publishers ask them to make everything much faster: battles, animations, and spins.

Always check which of your game’s characters and themes perform best in China, and then incorporate them into your creatives for China.

Wrapping up

Localizing for the Chinese market is crucial if you want to create successful creative UA campaigns. Be sure to keep these tips in mind when thinking about your creative strategy, and don’t hesitate to reach out to us!

Learn more about ‘Gaming Growth in China’ and other mobile gaming strategies from our Level Up podcast!

Download the one-pager here!Download the one-pager here!

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