PopCap opened its first Asia/Pacific office in Shanghai in 2008, drawn by the lure of the largest casual game market in the world, and armed with the motto “In Asia, for Asia”. Four years later, China has become one of PopCap’s fastest growing regions in the world, and PopCap’s office in Shanghai has become its second largest outside Seattle. But behind this rapid growth, what has PopCap learned? What did it do right, what did it do wrong, and what advice does it have for other game companies considering a move into China? And most importantly, what does the future hold for the second biggest game market outside of the US?
Delivered at Casual Connect Asia, May 2012.
James Gwertzman is the General Manager for PopCap Games in Asia/Pacific, a key region for PopCap as it expands its leadership role in producing legendary casual games to markets outside of North America. James moved to Shanghai in 2008 in order to set up PopCap’s flagship studio in Shanghai, which now has more than 100 employees focusing on free-to-play mobile, social, and online games. Unlike other western developers, PopCap’s primary focus in Asia is to build games in Asia for Asia. PopCap has since opened additional offices in Tokyo and Seoul as it expands across the region