ZeroCreation Game
Currently supporting ZeroCreation Game with publishing strategy and team building, helping the studio establish its internal publishing function from the ground up.
China Publishing Support
Helping global game companies build and manage their publishing capabilities in China.
As large games become more expensive and risky, traditional agencies cannot always justify long-term revenue share through limited support alone. At the same time, AI and new tools are giving small teams the capacity to face the market independently, so working with a publishing agency is no longer the only option. Publishing support is therefore shifting from all-inclusive representation to on-demand engagement. My independent publishing advisory practice is built for that shift: helping teams strengthen essential capabilities, control cost, and gradually build their own publishing systems.
Professional background
Nearly ten years of PC and console publishing experience. Built a publishing team and the Lightning Games brand from the ground up, managed a specialist team of nearly 20, and led game evaluation, deal-making, budgeting and P&L responsibility, as well as publishing strategy and execution across Steam, Nintendo Switch, PlayStation and Xbox.
Who this is for
Developers preparing to enter China without a local team
Developers preparing to enter China without a local team
For developers preparing to enter China without a local team.
Publishers and IP owners that need China-market direction
Publishers and IP owners that need China-market direction
For publishers and IP owners that need China-market direction.
Companies planning a China office or publishing team
Companies planning a China office or publishing team
For companies planning a China office or publishing team.
Game teams approaching a critical China-market stage
Game teams approaching a critical China-market stage
For game teams approaching a critical China-market stage.
Areas of support
China market entry strategy
China market entry strategy
China-market positioning, entry pathways, launch priorities, budget planning and phased execution.
Chinese player and product-market evaluation
Chinese player and product-market evaluation
Evaluating audience, gameplay, systems, themes, selling points, competitors, commercial potential and China-market fit during product planning and development.
Chinese localization strategy and quality management
Chinese localization strategy and quality management
Localization strategy, Chinese naming, terminology, tone of voice, vendor management, LQA and quality supervision.
China publishing team building and office setup
China publishing team building and office setup
Function definition, organization design, hiring, training, workflows, budgets, approval mechanisms and review systems.
China marketing and operations capability building
China marketing and operations capability building
Channel and account positioning, content direction, team mechanisms, campaign planning, metrics, execution supervision and review.
China platform, partner and supplier coordination
China platform, partner and supplier coordination
Partner selection, communication, scheduling, quality control and coordination across China platforms and specialist suppliers.
Product review and validation
Product review and validation
Product reviews focused on Chinese player response, market readiness, compatibility risks and actionable improvement recommendations.
China game ISBN planning
China game ISBN planning
Regulatory approval is required for commercial release in Mainland China. Planning, materials preparation, product adjustment and specialist coordination. Approval and timing are not guaranteed.
Engagement and boundaries
I can take part directly in critical work, establish methods and lead the initial stages. The long-term goal is for the client’s internal team to operate independently, rather than rely on a permanently outsourced publishing function.
The work focuses on judgment, planning, capability building, and support at critical stages rather than replacing the client’s team in ongoing execution.
View working approach and boundaries
I can take part directly in critical work, establish methods and lead the initial stages. The long-term goal is for the client’s internal team to operate independently, rather than rely on a permanently outsourced publishing function.
Selected China-market game experience
More than half of the games under my leadership have sold over 300,000 copies.
Tale of Immortal
Over 4 million copies sold.
Led global publishing and market strategy.
View game details
Approximately 90% of sales came from Mainland China.
The best-selling Chinese indie game in history.
Devotion
Over 1 million copies sold.
Led the go-to-market strategy and China-market execution.
View game details
Mainland China accounted for the majority of its player base.
PC gaming community in China
Approximately 100,000 to 1.5 million users
Grew a PC gaming community in China.
View game details
Growth came through content strategy, community operations and long-term audience development.
All sales figures refer to PC and console platforms only and exclude mobile.
Engagement models
Short- and medium-term advisory
Short- and medium-term advisory
Advisory support for a short or medium term.
Project-based support
Project-based support
Support focused on a defined project-based assignment.
Hybrid advisory and project support
Hybrid advisory and project support
A combination of advisory and project support.
Short- or medium-term on-site support
Short- or medium-term on-site support
Short- or medium-term support delivered on site.
Travel expenses are quoted separately.