CANADA ↔ ASIA: Finding Opportunity Across Markets at XP Game Connect Vancouver 2026

Canada Meets China:

What Game Studios Should Consider Before Entering a New Market

On October 2, Huqiao Games Managing Director John Kavvouras joined industry leaders from Kabam, Hyper Hippo Entertainment, and XP Gaming at XP Game Connect Vancouver for a panel titled Canada ↔ Asia: Finding Opportunity Across Markets.

Held at Kabam Studios in downtown Vancouver, the discussion focused on the opportunities and challenges facing game companies looking to expand between Canada and Asia.

Why China Deserves a Closer Look

Canada is home to 821 active game studios, including 146 in British Columbia, according to the Entertainment Software Association of Canada's 2024 report. Many Canadian developers already build games for international audiences, making overseas markets an important part of their business.

China stands out for more than its enormous player base.

According to Niko Partners, China's gaming market generated $51.8 billion in 2025, with revenue forecast to reach $58.1 billion in 2026.

For PC developers, the figures are particularly interesting. Newzoo reports that China accounted for 42% of global PC gaming revenue growth in 2025.

That's a significant share of growth coming from a single market. For Western studios, it's a good reason to explore whether Chinese players might be interested in their games.

But a growing market doesn't guarantee an audience for every title.

Canada ↔ Asia: Finding Opportunity Across Markets

What should Canadian studios consider before entering Asian markets? What are Asian companies looking for in Western partners? And where are the opportunities for collaboration?

These were the key questions at the heart of the panel, bringing together four industry professionals:

• John Kavvouras, Managing Director at Huqiao Games
• Morgan Hodkinson, Game Director at Kabam
• Sam Fisher, CEO of Hyper Hippo Entertainment
• Jason Lepine, Founder & CEO of XP Gaming

The conversation explored market entry, partnership expectations, and the opportunities for game companies working across the Pacific.

For developers and publishers, exploring a new market comes with some important decisions: where to invest, who to partner with, and how to understand local audiences before committing significant resources.

And China is one market that deserves a closer look.

Beyond the panel, John Kavvouras and Jie (G) Xiong also had the opportunity to connect with fellow gaming industry professionals at the event.

Where Western Studios Often Get It Wrong

One common mistake Western studios make is assuming that what works at home will work in China. Some treat localization as little more than translation, while others use the same marketing strategies without considering how Chinese players discover games.

Even a successful game can struggle in China if these differences are overlooked.

Test the Market Before Spending Big

Before committing to a large marketing budget, studios should look for signs of genuine interest.

Are Chinese players already discovering the game on Steam? Is there interest in its genre on Bilibili or Heybox? Does its store page appeal to Chinese audiences?

Looking at local communities, player feedback, and early engagement can help studios understand their potential audience and decide where to invest next.

The goal isn't to have every answer from day one. It's to make better decisions before committing to a full market-entry strategy.

Building Connections Between Canada and Asia

With Huqiao Games' new North American office in Burnaby, XP Game Connect Vancouver was a great opportunity for John Kavvouras and Jie (G) Xiong to connect with local developers and publishers.

And the conversations continue! Our team will also be at MIGS Montréal  on November 10–11, where Aleksander will share how Western game studios can reach Chinese players without a huge marketing budget in his talk, “How to Launch Your Game in China Without a Huge Marketing Budget.”

Curious about your game's potential in China?

Explore Your Game's Potential in China with our free China Market Test, or Book a Meeting with Our Vancouver Team to discuss your game.

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