Cross-Border Publishing: Lessons From NetEase’s Once Human

In this episode, host Alexandra Takei, Director at Ruckus Games, sits down with Derek Qiu, Head of Overseas Operations at NetEase, to explore the cross-border distribution journey of Once Human, a supernatural survival game from Starry Studio.

They discuss the rapid evolution of China’s gaming market, how Chinese developers like NetEase are increasing their presence in the West, and how Once Human represents a new wave of globally ambitious titles. Derek shares why the team prioritized a PC-first launch, how they maintained cosmetic-only monetization despite market pressures, and how the game achieved a top spot in mobile downloads across 166 regions.

The conversation also covers the differences in publishing and live ops strategies between East and West, how self-publishing enabled NetEase to stay agile, and why strong internal infrastructure and cross-cultural research were critical to success. They close with insights on how China’s strengths in rapid iteration and operational efficiency are reshaping global competition – and why future growth will favor studios that focus on vertical audiences rather than mass-market appeal.

For anyone curious about China’s growing global influence in gaming, this is a must-listen.

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Sound design by Gavin Mc Cabe.

Source：Naavik