Designed in Unity 3D, Crisis Action is a web-based multiplayer first-person shooting that’s presently accessible in China, Taiwan, Hong Kong, and Macau. In the east, gamers will accept western cultures easily, so it makes it much easier for western game companies to conquer eastern markets.
This is where localisation becomes really important, and the struggles start coming in: different aesthetic values, different approaches to community management, different attitudes to monetisation.
” 90 percent of gamers will decide to play a game or not based on first sight,” he says.
” Our graphics perform well in the greater China region, but after some investigation of western games, we decided to redesign the characters.”
” It takes great courage for a popular game to do this, because it already succeeded in many areas.”
Zhou also talks of redefining its customer support team to meet western standards: “This team not only aims to answer users’ questions or bug reports, but also aims to build a community where gamers could create their own teams and share their experiences [using YouTube and Twitch]”.
As for monetisation differences, Hero Entertainment is opting to find out firsthand.
” We will publish a closed beta in North America first, and then decide how to change the monetisation techniques,” says Zhou.
” We hope we can have enough daily active users in western markets, then we could analyze the statistics and decide what to change step by step,” he goes on.
” We will concentrate more on the user experience than income in the first period. All-in-all, it is a complete change for us,” he concludes.
For all these differences, it’s interesting to hear that Zhou believes there’s something more universal about western and eastern gamers’ attitudes to eSports and hardcore experiences on mobile.
” I think there is no difference [between east and west],” he tells us. “The key point is mobile Crisis Action Hack developers should try everything to meet gamers’ needs and make them excited.”.
The age of eSports.
With this is mind, then, it’s no surprise that Zhou is incredibly enthusiastic about the potential of mobile eSports, and their ability to succeed all over the world.
” It has great potential, but many challenges still exist. Mobile gamers would like to spend less time than on PC, so we have to control the PVP time and reduce some fun game features,” he says.
” And there are so many mobile devices in the market, it’s very hard to satisfy each one of them. I do believe that the mobile eSports age is coming, and we are trying to be one of the best.”.
Zhou says we can anticipate a North American launch “in the next three months,” so we’ll soon see whether Crisis Action can live up to Hero Entertainment’s global eSports ambition.