Rokky Acquires ChinaPlay — Opening Direct Pathways to China’s 322

For years, breaking into China’s massive PC gaming scene has been a labyrinthine challenge for global developers. But with Rokky’s acquisition of ChinaPlay, those barriers could soon fall, offering publishers a smarter, more transparent route to one of the world’s largest gaming audiences.

Rokky and ChinaPlay: A Game-Changing Union for PC Game Distribution

• Rokky acquires ChinaPlay, strengthening access to China’s 322 million PC gamers
• Combined expertise offers localized marketing, regional pricing, and direct key distribution
• Move provides a transparent, publisher-approved alternative to existing distribution channels
• ChinaPlay’s annual 1 million users now benefit from broader game catalogs and improved loyalty initiatives

Game Info

Rokky, known for delivering publisher-approved game keys across global markets, announced on May 15, 2025, that it has acquired ChinaPlay-a store long recognized for connecting international studios to Chinese audiences. With over 322 million PC gamers in China (according to Statista) and 80% relying on the international version of Steam, the strategic value of this union cannot be overstated.

Since 2017, ChinaPlay has served as a bridge, helping around one million users annually discover titles from abroad-complete with localized marketing and region-specific pricing. Rokky, meanwhile, brings a robust track record with publishers like Team17, Nacon, and Offworld, fine-tuning distribution and pricing strategies for Chinese gamers. Now, ChinaPlay’s store will sell keys directly from Rokky’s publishing partners, reducing friction and ensuring authenticity.

Vadim Andreev, Rokky’s CEO, emphasized the unique hurdles of the Chinese market, from strict regulations to distribution complexity: “By acquiring ChinaPlay, we’re leveraging our local partnerships and expertise to open the door for developers worldwide; giving them a safe, direct route to China’s 322 million PC gamers.” It’s a bid not just for growth, but for real transparency and control-something many publishers crave amid the dominance of global platforms like Steam.

On the ChinaPlay side, Product Lead Denis Glukhov pointed to an even more player-focused future: expanding loyalty programs, forging deeper ties with local gaming communities, and growing the selection of publisher catalogs. For Chinese gamers, this means more choice and better value; for publishers, new ways to reach audiences once considered out of reach.

It’s important to note the broader industry implications. With over 200 partner stores worldwide, Rokky is positioning itself as a major alternative to Steam, promising not just broader distribution but protection from unauthorized resellers. Their recent Key Management System, launched in April 2025, lets studios track key status with a clarity rarely seen in the region.

Still, the real test will be in execution: Can Rokky and ChinaPlay navigate China’s tricky regulatory environment and the ever-present specter of piracy? Will their model scale for both indie and major studios? If they pull it off, this could set a new standard for international game distribution in the world’s most dynamic PC market.

TL;DR: Rokky’s acquisition of ChinaPlay could dramatically simplify how global game studios reach China’s 322 million PC gamers, offering direct, localized, and transparent key distribution. If successful, this move stands to reshape not only how games are sold in China, but possibly the global digital distribution landscape as well.

Source: Rokky via GamesPress