In this episode, host Alexandra Takei, Director at Ruckus Games, sits down with Derek Qiu, Head of Overseas Operations at NetEase, to explore the cross-border distribution journey of Once Human, a supernatural survival game from Starry Studio.

They discuss the rapid evolution of China's gaming market, how Chinese developers like NetEase are increasing their presence in the West, and how Once Human represents a new wave of globally ambitious titles. Derek shares why the team prioritized a PC-first launch, how they maintained a cosmetic-only monetization strategy despite mobile market pressures, and how the game achieved a top spot in mobile downloads across 166 regions.

The conversation also covers the key differences in publishing and LiveOps strategies between East and West, how self-publishing enabled NetEase to stay agile, and why strong internal infrastructure and cross-cultural research were critical to success. They close with insights on how China's strengths in rapid iteration and operational efficiency are reshaping global competition—and why future gaming growth will favor studios that focus on vertical audiences rather than mass-market appeal.

For anyone curious about China’s growing global influence in gaming, this is a must-listen.

We’d also like to thank Neon – a merchant of record with customizable webshops optimized for conversion – for making this episode possible! Neon is trusted by some of the biggest names in gaming and can help you sell direct without the typical overhead. To learn more, visit https://www.neonpay.com/?utm_source=naavik

If you like the episode, please help others find us by leaving a 5-star rating or review! And if you have any comments, requests, or feedback shoot us a note at podcast@naavik.co.

Watch the episode: YouTube Channel

For more episodes and details: Podcast Website

Free newsletter: Naavik Digest

Follow us: Twitter | LinkedIn | Website

Sound design by Gavin Mc Cabe.

Cross-Border Publishing: Lessons From Netease’s Once Human

Naavik Gaming Podcast

Cross-Border Publishing: Lessons From Netease’s Once Human