Wojciech Jaworski 严立行

In short

• What I do: tell game studios what can be tweaked in their game to appeal more to Chinese players (characters, skins, festival events, quests, DLC), and check how anything Chinese is portrayed before it ships.
• Where the experience comes from: Huqiao Games, the China marketing team I founded in 2021. It has worked on more than 90 Western games in China, with a team of 15 in Hong Kong and Warsaw.
• China: working with the country and the language since 2012. A year at a Chinese university, the Chinese Bridge competition on CCTV-4, the Bank of China, interpreting for government delegations and esports tournaments.
• Languages: English, Chinese, Polish.
• Based in: Cyprus and Hong Kong, with regular trips to China.

Topics I work on and talk about

• How Western PC games reach Chinese players through Steam, and what a licence is and is not needed for
• Culturalization: in-game additions for Chinese players, and how China and Chinese history are portrayed
• Where Chinese players and creators are: Bilibili, Douyin, HeyBox, WeChat
• Pricing and Steam reviews in China, with data from the China Radar
• Chinese game developers and companies going global (出海)

Games Huqiao has worked on

Public case studies include It Works (Games Incubator, PlayWay group), Soulstone Survivors (Game Smithing), Timberborn (Mechanistry), the X4 series (Egosoft), Factorio (Wube Software) and nine titles for Toplitz Productions, among them Medieval Dynasty. These are marketing results by Huqiao Games for its clients, not YLX projects. All of them are at huqiaogames.com.

Talks and press

• On stage: Digital Dragons, GIC, GDCY, CGDC at ChinaJoy, DevGAMM
• GamesIndustry.biz: What is Huqiao Games?
• YouTube, weekly: China, game development and cross-border business
• Free tool: China Radar, a weekly snapshot of Western games in China and Chinese games heading West
• Articles: Insights

Questions studios ask me

Do I need a Chinese licence to sell my PC game to Chinese players?

No. If your game is on Steam's global store, players in China can already buy it. A licence (版号) is needed for an official release inside China, for example on Steam China or on mobile stores. Most Western PC games reach Chinese players through global Steam.

What should a Western studio do first for China?

Add Simplified Chinese, and give the game a proper Chinese name and store description. Simplified Chinese is the biggest language on Steam. After that, be reachable where Chinese creators are: they use WeChat, not Discord.

Where do Chinese players find PC games?

Mostly on Bilibili and Douyin, then HeyBox (小黑盒), Huya and TapTap. Steam's own Spring Festival event is free exposure that many studios miss.

How should I price my game in China?

In my experience most games that sell well to Chinese players sit between ¥20 and ¥70. On the China Radar, the China price of the games tracked runs from 38% to 90% of the US price, with a median of 58% (snapshot, October 2026).

Do Chinese players rate Western games lower on Steam?

Usually not. Of 124 games on the China Radar with 100+ reviews in both English and Simplified Chinese, 70 were within 5 points (October 2026 snapshot). The gap shows up mostly in the first weeks after launch and in online games.

What is the difference between YLX and Huqiao Games?

YLX works on what goes into the game: characters, skins, festival events, quests and DLC that Chinese players recognise as made for them, plus portrayal checks. Huqiao Games is the China marketing team: creators, community and Chinese social platforms.

How do I get in touch?

Email business@yanlixing.com or use the form on en.yanlixing.com. I answer in English, Chinese or Polish.

Elsewhere

LinkedIn · YouTube · 中文网站 · Huqiao Games