English is no longer the biggest language on Steam.
Simplified Chinese overtook it in 2024, and in February 2026, during Spring Festival, more than half of everyone on Steam was using Simplified Chinese.
Chinese PC game revenue grew almost 15% last year, to about ¥78 billion. Consoles nearly doubled.
And yet most Western studios still treat China as "a market we might enter one day, once we find a publisher".
Your Chinese players are already here. They are buying on global Steam, wishlisting on Heybox, and making videos about your game on Bilibili.
The question is not whether to enter China. It is whether you are making anything for the Chinese players you already have.
Sources: GamesRadar+ on Steam language share; the 2025 China Gaming Industry Report.
See how your own game is doing in China
The China Radar is free: Steam reviews by language, the price in yuan, Heybox and Bilibili, side by side. If your game is not on it, send me the Steam link and I will add it.
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