Many hesitate to commit that headcount, preferring to focus on Western markets - a decision she says often costs multiples of the revenue they're trying to protect. "With probably just three or four extra team members, you can make 10-times or a hundred-times the money," she says. Part of the problem is that China remains a black box for most developers outside the country. Policy shifts regularly, platforms and payment systems work differently and there's no Google Play to lean on as a default. Having delivered a version of the talk to a Canadian audience unfamiliar with China, Yang expects a different reception in Shanghai, where many attendees already work with Chinese studios.