Press release

Top hyper-casual publishers Ketchapp, BoomBit and Gismart partner with JoyPac to reach Chinese mobile gamers

China market specialist JoyPac has teamed up with three of Europe’s leading hyper-casual game publishers to help them capture a slice of the growing audience for hyper-casual games amongst Chinese mobile gamers

Copenhagen, July 21 2021 -- Games publisher JoyPac has announced a series of partnerships with some of the top names in hyper-casual games - Ketchapp, BoomBit and Gismart -  to help them market games including Samurai Slash, Shoe Race and Pencil Rush to Chinese mobile gamers. 

The three companies partnering with JoyPac have already published many hugely successful hyper-casual games between them with hundreds of millions of installs. However, finding success in the US and European market is no guarantee of similar success in China - which is where JoyPac’s expertise and experience come in. 

As a specialist in localising and launching Western hyper-casual games into China, JoyPac has built up a reputation for successfully navigating the complexities of the Chinese mobile games market. Not only do games need to meet different legal requirements, but the marketing landscape for games is completely different in China, thanks to the dominance of social media platforms such as DouYin, Kuaishou, WeiBo and the ubiquitous WeChat.

After reaching #1 in US iOS with Shoe Race it was crucial for us to find the perfect partner to conquer China’s Top Charts as well. With JoyPac we were able to do it pretty quickly and effortlessly. Thanks to the JoyPac team Shoe Race is now a truly worldwide phenomenon!” said Gonçalo Martins, Head of Marketing at BoomBit.

"JoyPac has been extremely helpful in boosting our games’ potential on the Chinese market via smooth and effective localization and transparent communication,"  added Maxime Jagu, Publishing Manager at Ketchapp.

China continues to be one of, if not the, biggest markets for mobile games. According to Chinese market experts Niko Partners, local mobile gaming revenue grew 31% year-on-year to $29.2 billion in 2020 - the highest growth rate since 2017. The latest data from games industry analysts NewZoo estimates mobile games will account for 52% of the $90.7Bn the global games industry will generate this year.

It’s great to have the opportunity to work with titles from such well-known publishers, and we look forward to helping them make a splash with Chinese mobile gamers,” said Vivian Dong, Head of Publishing at JoyPac. “Although the Chinese market has become much more competitive in recent years, the hyper-casual genre is becoming more popular with about 25% of the games currently in the top 20 download charts coming from Western developers. Now is a good time for Western developers to enter this market with hyper-casual titles.”

For any hyper-casual developers and publishers looking to expand into China, or who feel their existing China strategy could be improved, JoyPac will be at ChinaJoy, the largest show in Asia dedicated to the games industry. ChinaJoy is taking place in Shanghai between the 29th and 31st July.

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About JoyPac
JoyPac is a mobile game publisher established to help developers bridge the inherent gap between West and East, and create global smash hits. With a team of industry veterans located in Copenhagen, Amsterdam, Japan and Beijing, we’re focused on making it as easy as possible for developers of hyper-casual to casual games to find success in new territories, increase their yield, and reach more players than ever. We strive to bring joyful mobile game experiences to millions of players worldwide. 

Press Kit: Media Kit

Media contact:
Charlie Eaton