ironSource blog

Mobile Gaming in China & How to Localize your Creative Ads for the Chinese Market

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!

ironSource Blog

The Source

Predicting Trends for Mobile World Congress 2019

Mobile World Congress 2019 (aka MWC’19) is fast approaching. Here is everything you need to know. Let's take a peak at the big reveals, innovations, and industry predictions you can expect. What is MWC? MWC is the biggest and most..


How to Monetize and Advertise Word Games

In this episode of LevelUp, Andrew Stone, President at Random Logic Games gives the lowdown on word games including best practices for monetization, user acquisition, and design. Read on for edited highlights from Stone’s podcast: Who is playing mobile word games? “While women 25-40 are the target audience, word games have mass appeal and viral..


Best Conferences for Mobile App Developers in 2019

With 2019 off to an excellent start, we thought it would be great to give you a little heads-up at some of the developer conferences for mobile apps and games happening this year. Mobile App conferences are a great opportunity for developers to learn, network, create, and play your part in the app and mobile..


설날 트랜드 리포트 2019

2019: 기해년 여름 트랜드 리포트와 겨울 트랜드 리포트를 따라, 설날을 맞이하는 시기에 맞춰 개발자들은 어떠한 일들을 예상해야 할지에 대한 리포트를 발표하였습니다. 설날은 전세계에서 가장 주목받는 명절 중 하나로, 전체 인구중 거의 20%정도가 기념 합니다. 음력으로 치는 명절이기 때문에 매년 날짜가 달라지기도 하지요. 이번 설날은 2월 5일이며, 년은 기해년 입니다. 설날을 맞이하며 한국의 인구는 휴식을 취할수..


What app developers should expect during the Chinese New Year

Nitsan Regev is a BI analyst at ironSource. 2019: The year of the pig Following our end of summer trends report and our winter holiday report, we decided to take a look at what developers should expect during the Chinese New Year. The Chinese (or Lunar) New Year is one of the world’s most observed..

Ad Monetization and User Acquisition: Q&A with Tapps Games

Ad monetization and user acquisition are two sides of the same coin. For example, UA teams are dedicated to realizing true app growth, whereas ad monetization teams are driven to generate revenue. Taking this into account, it’s almost logical that gaming companies will have these teams separated. Each team has different goals that at face..


What’s the Hype with Hyper-Casual Games? Part 3: Marketing

In our final chapter of LevelUp’s hyper-casual series, Ryan Davies, Digital Marketing Manager at Kwalee, shares his thoughts on running successful user acquisition campaigns for hyper-casual games. Read on for edited highlights from Davies’ podcast: Failing “Failing is critical, especially for hyper-casual games because you’re dealing with such a fast rate of content. You have..

Nordeus Talks Ad Monetization, Brands, and App Industry Trends

Nordeus, a Serbian mobile game studio, is far from being the new kid on the block. Their hit title Top Eleven has been live for nearly a decade and has 200 million registered users, across Facebook, iOS, and Android. While Nordeus’ games are more IAP focussed, in-game ads still provide a significant source of revenue..


The Future of Programmatic Mediation

In this episode of LevelUp, Pieter Kooyman, Chief Advertising Officer at Miniclip, sets the record straight on ‘programmatic mediation’. He defines the term and predicts what the mobile industry can expect to see in the new year. Read on for edited highlights from Kooyman’s podcast: Many names “Let’s start by listing all the names surrounding..


2018’s Most Popular Level Up Podcasts

2018 was quite the year for ironSource’s LevelUp Podcast. We launched the LevelUp podcast, produced 13 episodes (and 2 seasons!), generated thousands of listens, and made some awesome friends along the way. With the new year upon on us, we thought to curate a list of our most listened to LevelUp podcast episodes with some..

Interested in becoming an ironSource partner?

We’d love to hear from you.