LONDON, UNITED KINGDOM - 15 MAY 2025 - Rokky, the PC game distribution platform delivering publisher-approved keys to global markets, has today announced the acquisition of ChinaPlay, a PC game store connecting global games studios with Chinese audiences.
According to data from Statista, there are 322 million PC gamers in China. While 80% of PC gamers in China use the international version of Steam to play titles, players rely on game stores to purchase Steam keys and play games.
Since 2017, the ChinaPlay game store has connected global games studios with Chinese audiences. Its storefront which has around one million users annually, provides localised marketing and regional pricing tailored to Chinese gamers.
Rokky has a proven track record of helping studios such as Team17, Nacon, and Offworld reach Chinese audiences through Steam key distribution, pricing strategy, and marketing consultancy. With Rokky’s acquisition of ChinaPlay, the store will apply Rokky’s long-standing expertise in alternative game distribution and sell game keys directly from Rokky’s publishing partners.
Vadim Andreev, Co-Founder and CEO of Rokky, commented:
“China’s gaming market can be challenging to navigate, with strict regulations and unique challenges that make it difficult for global publishers to reach players directly. By acquiring ChinaPlay, we’re leveraging our local partnerships and expertise to open the door for developers worldwide; giving them a safe, direct route to China’s 322 million PC gamers. Our mission has always been to make global distribution accessible and transparent, and this acquisition is a major step forward in connecting publishers with one of the world’s largest gaming audiences.”
Denis Glukhov, Product Lead of ChinaPlay, commented:
“Acquiring ChinaPlay is a strategic move that will significantly enhance our presence in the Chinese market. Our focus is clear: to become a more effective bridge between global publishers and Chinese gamers. We’re committed to expanding our presence on local forums, improving our loyalty program to offer better value to players, and increasing the variety of publisher catalogs available on our platform. This acquisition is about creating meaningful connections - giving players more choices while helping publishers navigate and succeed in one of the world’s most dynamic gaming markets.”
In April 2025, Rokky released its Key Management System, providing a dashboard for game studios to monitor the status of game keys.
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About Rokky
Rokky is a PC game distribution platform delivering publisher-approved keys to global markets. The company partners with over 200 stores around the world to help publishers take full control of their distribution beyond Steam. Rokky enables developers and publishers to enter the alternative distribution space safely — expanding their reach and protecting their games from unauthorized resellers. Publishers like Nacon, Team17, and Offworld choose Rokky not just for streamlined distribution, but for real, data-backed growth — tapping into new revenue streams and reducing reliance on large platform monopolies.
To learn more, visit https://rokky.com.