The world is changing rapidly. If before Microsoft, like most companies, was not particularly eager to go to China and the main attention was riveted to the West, now times have changed. Evidence of this fact should be the efforts of well-known companies to reach both large developers and startup teams trying to lure them into joining Game Pass. The gaming industry here is unprecedentedly developed, thanks to which it can compete with Western production and release interesting projects. The chief analyst at Niko Partners commented on the situation as follows:Chinese game developers are trying to standardize their development tools, create advanced manufacturing processes, invest in really big teams,Ahmad said. “Ultimately, this helps them provide a competitive edge to reach a wide audience both geographically and across platforms.“
According to Reuters, Microsoft even created a talent scouting team. He wants to make up for the fact that he started expanding in China a little later than Sony. While the owner of the PlayStation stable put down roots here back in 2017, the Xbox was slower. However, he had the opportunity to interfere in the development, such as when the company was in talks with the developers from miHoYo, who are behind Genshin Impact. But she missed her chance, according to two insiders. For her, this experience is what drives her to take a much greater interest in China and research on its development in recent years. Thanks to a more intense focus, she managed to get her hands on, for example, Naraka: Bladepoint on Game Pass, which managed to sell more than 10 million copies in total.
My last detailed review of the rivalry between Sony and Microsoft in China. Sony took Genshin Impact and Microsoft took Naraka: Bladepoint. Microsoft previously pulled out of a deal with Genshin and is now offering exclusive deals to Chinese studios. 1/https://t.co/oxQT36rYOC
— Josh Ye (@TheRealJoshYe) October 25, 2022
In the long term, it looks like China will be the cradle of these two giants who will want to dominate here. However, the priority for both is to find a new Genshin Impact, or at least for Microsoft, which clearly lacks such a generator of finance in the stable. In general, such a situation may be faced mainly by developers, who will be offered a wide range of opportunities within the framework of cooperation.
Source :Indian TV
