With a population of 23 million, Taiwan district has the annual game output value of more than 10 billion yuan, and its game market ranks sixth in the world. At the same time, because of the player's good payment habits in-game, coupled with similar language and culture background between Taiwan district and the Chinese mainland，Taiwanese market is favored by Chinese mainland game companies, and it has become one of the preferred battlefields for Chinese mainland manufacturers to go overseas.



For board games, the developed economy and extremely high game payment rate indicate that Taiwanese board game market has a lot of room for development.





Market information for Taiwan district



Taiwan district owns total population of 23 million, of which gamers account for more than 60%, and there is a growing trend. Betting games are very popular with Taiwanese players, with more than 10 casino games in the top 100 best-selling ranking of Taiwan district. Simultaneously, Taiwanese players have a high acceptance of in-game purchases, the ARPU can generally reach 3 times that of Chinese mainland, contributing to the dominant revenue.



The localization characteristics of Taiwanese board games are very obvious. This area has its own characteristic gameplays, such as:16-Tiles Mahjong, Big Two, Thirteen Pokers, etc. To enter the Taiwanese market, board games manufacturers must conduct in-depth research on its local gameplays.



It is worth mentioning that exists a strong local awareness in Taiwan district, the mainland board game manufacturers to release games, need to package the product into a nearly native game with Chinese Traditional, so that Taiwanese players think that this is Taiwanese own game.





Taiwanese social media and promotion channels



Main social medias in Taiwan district are are Facebook, Instagram and Line. Taiwanese gamers prefer to complain in Line, of which operators not only can take advantage to carry out game operations, establishing contact and trust with players, but also to build reputation of product.



In terms of promotion channels, in addition to the global Facebook and Google's online advertising, offline advertising and event promotion have become characteristics of Taiwan district. Countless game companies have proved that the effect of offline promotion is outstanding, which is related to small geographical area and large population density of Taiwan district.





Regulatory policy for board games in Taiwan district



According to the current Regulations on Cross-Strait People's Exchanges in Taiwan district, Chinese mainland game companies are not allowed to publish and operate games directly in Taiwan district, while companies from other countries can. Mainland board game manufacturers entering the Taiwanese market need to cooperate with local game publishers, such as IWPLAY, GM99, Joybomb, etc.; Either establish a joint venture with a local to publish the game.



In terms of policy, Taiwan district also has restrictions on board games, which have been relatively relaxed in recent years, however, most of game companies still choose to make money silently. Mainland manufacturers in Taiwan district for offline launch, have to do a good job of game rating filing in advance, what's more, it must be in the name of Taiwanese local company, so mainland game operators need to carry out rating filing through the above two methods.



Many gameplays in Taiwan district are presented in the mode of entertainment city, and players are already familiar with this mode, to that should we pay more attention.





Payment methods for board games in Taiwan district



In term of payment methods, in addition to Google Pay and Apple Pay, third-party payment methods (called Jinliu in Taiwan district) are mainly point cards in Taiwanese games, which account for about 30% of the entire mobile game revenue, the most famous of which is MyCard owned by SOFT-WORLD.



However, because it is possible to bypass the official payment of the App Store and Google Play, the channel policy is somewhat ambiguous, but because third-party payment has existed for a long time, users have become accustomed to it, and it is difficult to prohibit it. What is needs to pay more attention is that transferring income earned in Taiwan district overseas, there is a 20% departure tax, according to the law of Taiwan district.





Epilogue



Although the language and culture of Taiwan district and the mainland are very similar, user preferences, third-party payment methods, and relevant regulations are different. Therefore, when board games go overseas in Taiwan district, they must be adapted to local conditions and matched with diversified marketing methods in order to make board games go overseas smoothly.



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Mrs Aileen

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