A lot of talk in the games industry right now centres around China’s global success and how Western developers can compete. But what about the opportunities for international studios looking to break into China - the world’s largest games market? Pan said developers that have a strong hit might think they should go big and just take on China’s potentially highly lucrative games market. That’s where, he said, having a publishing partner can fill in the gaps and help studios know what works and what doesn’t. Key adviceAsked for key advice on operating in China, Pan said it’s important for publishers to start early.