Speakers

Tsz Wai Lam has spent over a decade in game publishing across China, working at the intersection of international titles and Chinese players. From 2020 to 2023, she was Publishing Producer at Pixmain, the indie publishing label under ByteDance, where she shipped titles including WitchSpring R, A Guidebook of Babel, Inked, and The Heroic Legend of Eagarlnia across PC and mobile. Before that, she held marketing and business development roles at YOOZOO Games and Happy Elements, covering both domestic and overseas markets. She is now Partner and Publishing Producer at Full Metal Bagel Games, a startup indie studio currently developing Hell Express, a co-op PvE PC and console game. Tsz Wai brings the developer side of this conversation. She has navigated the same platform and localization decisions from inside a studio, and watched how the same market information lands differently depending on whether you are sitting in Shanghai or in a Western indie team trying to read Chinese review sentiment from a distance. The practical know-how for China is not hard to act on once you know what to look for.

Presenting:

• Your Game Is Never Niche in China