China offers massive potential for global mobile games, but sustainable growth starts long before the media budget is deployed. When global publishers look at China, the first thing that catches their eye is scale. But scale isn't the hard part - readiness is. “High-intent search terms in China lean on local genre slang, specific gameplay mechanics, abbreviations, IP references and competitor comparisons.” Kash IsmailHigh-intent search terms in China lean on local genre slang, specific gameplay mechanics, abbreviations, IP references and competitor comparisons.