Mochi Wants To Translate Your Game For The Chinese Market
As a result of our recent acquisition by Shanda Games (one of China’s largest gaming companies), Mochi Media is offering developers the opportunity to localize and translate your game for the China market. With the help of our parent company we are offering this service at NO COST to the developer community.
Some background on the flash games market in China
The Chinese flash game portal space is dominated by sites such as 4399.com, 7k7k, and 2144.com. Unfortunately, it is common practice in the Chinese market today to completely block all outbound links in games. This includes the ability to click through on an ad, the “more games” link, and any other links you may have embedded in your game. This is clearly a bad situation for flash game developers.
What We’re Doing
Mochi is offering developers free game translation services for the China market. We see a significant opportunity in the Chinese market. As you may see from your own Mochi analytics, your games generate lots of plays from Chinese sites, but these sites are largely blocking ads and all outbound links – so there is little, if any value being generated for developers today. We want to change that by creating localized versions of these games and ensuring that they are not tampered or changed — and ultimately start making money for you as well as establishing your developer brand in China. Our China team is actively negotiating deals with the large portals. We have recently completed agreements with 4399.com and 2144.com which will ONLY allow games coming from Mochi to retain their ads and outbound links.


Mochi’s Goal
We want your games to function in the same way in China as they do in the United States, and we are leveraging Shanda Games to help make sure this happens. We want to legitimize the flash games space in China, offering games that have been localized and translated while protecting our developers’ IP and outbound links. We see a great future in this market for flash games, and we want our developers to have the chance to start getting their games and their brands out there as soon as possible!
What You Get
You will get a FREE translated version of your game that will be distributed on the protected sites that Mochi has agreements with. Your game will function correctly. Your links and your ads will function in the same manner that they would for a game played in the U.S. Your games and your brand will get exposure to the Chinese market at a critical time…in Chinese!


What Mochi Is Asking In Return
In order to enforce YOUR rights as an intellectual property owner, we are asking developers to grant Mochi exclusive publishing rights to your translated game solely for the China market. This gives Mochi the legal standing in China to go after sites and parties who seek to rip off, decompile or block links or ads within your game. Mochi will enable advertising in your games and you will receive revenue share.
So What’s The Process?
We are expecting a large volume of game submissions for this program, so therefore ask that you please be patient as translation is a manual process. That said, here is what you can expect in the simplest of terms:
- You email us with a link to your game stating that you are interested in our translation services.
- Once we get to your game (as we go through the “queue”), and deem it fit for translation, we will send you a letter of agreement to the terms and conditions of this free service.
- You respond to the letter saying “Yes, I agree” and include a text file in either .txt or .xls formats with all the text from your game. Include any images that may have embedded text, etc.
- Once translation has been completed, we send you a file with the Chinese text that corresponds with the English version you originally sent (we will follow whatever logic system you create so that you know where the text is to be placed in your game).
- You create a new version of your game, inserting the Chinese text instead of Enlgish.
- You upload your new game in your developer account, and send us the link so that we can make sure everything looks okay. Do NOT mark your game for distribution until we tell you to do so.
- Mochi publishes your game!
It’s THAT simple!
In Summary
We are offering to localize / translate your game for the China market at NO COST to you. You will receive ads revenue and traffic back to your site via your embedded links for the effort. All we ask in return is that you grant the Mochi China team the exclusive China-specific publishing rights for your game so that we can protect YOUR rights as an intellectual property owner. You will still retain complete ownership of your game and the publishing rights are for China ONLY. We are asking for these exclusive publishing rights as it helps us enforce the “allow ads and links” policies with sites who are currently blocking those links.
Ready to submit!?
If you would like to submit your game for translation, please send it to: translation [at] mochimedia.com


Q: What does the Mochi China team need to translate my game(s)?
A: All we need is a text file from you (.txt or .xls preferably), organized in a such a way that when you receive the translated text you will know where to implement the new text into your new version of your game. How this is logically organized is completely up to you.
Q: What happens after I send Mochi my game text file?
A: After you provide us the txt/xls file of all the text in your game, we will send it to the translation team in China. They will provide all of the Chinese equivalents of your text in a new file. You will then replace existing text in your game with the translated text, leaving you the ability to customize and make sure everything fits the way you want it to.
Q: Will the Mochi China team just translate my game and keep my original design and style? They won’t do any changes inside game engine and ads showing engine (number of ads, liveupdate, preloader ad), right?
A: No design changes, JUST text.
Q: WiIl I have any control on this translated version in my Dashboard (for example ‘Chinese translation’ as new active game in my Dashboard panel)? What if they will do something wrong (for example broken link to my website)?
A: You will have FULL control over this version. No links will break because we will only be supplying you text. You can still publish your live updates no problem.
Q: How long would it take them to translate my game and publish it?
A: We can’t give you a guaranteed timeline. We ask that you submit your game and you will be placed in the queue for translation. We’ll contact you if we require any other details or provide new information for you.
Q: I see big traffic numbers from Chinese sites in my dashboard reports, but it generates very little ad revenue compared to the number of ad requests (for example United Kingdom has less ad requests, but generates more than 10 times more money). Does it mean that people in China see ads in my game, but they are not able to click it?
A: Yes, Chinese CPM is generally lower than the English-speaking countries. But, we estimate it to be 6x better than one year ago which is a good trend. And, yes Chinese users would be able to see the ads for the games Mochi translates and publishes. Some sites that take games “illegally” block all outbound links so clicking (this includes ads and links to the developer’s site) won’t work.
We also now have a China-based team who is much more prepared to source local advertisers than we are here from the US. Over the medium to long term, you should expect eCPMs to increase.
Q: What kind of protection would Mochi China team use to protect my game against decompilers?
A: Unfortunately, Flash games will not be able to stop a very dedicated and committed hacker from decompliling your game. Using services like Mochi Live Updates and SecureSWF will definitely assist in deterring commonplace hackers.
Since you are giving the exclusive publishing rights for your game to Mochi China, they will use their influence in China to get your game removed from sites illegally distributing your game. They will then supply the legal version, with new text and working links for example, to those sites.
Q: Is this initiative available to all game developers who use ads from Mochi?
A: While we would love to offer this service to any developer who wants to get their game translated and into the Chinese market, it is still a manual process and is not something we can offer everyone. It is recommended that you submit your game anyway and you will be placed in the queue for translation. We’ll contact you if we require any other details or provide new information for you.
Q: Are there any examples of games that have already been translated by Mochi China team?
A: No examples yet, we are just starting this program. Be one of the first!
Q: What font should I use after it is translated?
A: MSYH.TTF
Q: My web hosting company blocks most users from China as they say China is a security risk. So I wouldn’t see a great deal of profit from the outbound links anyway – unless I change my hosting company. This seems to be quite a common issue from what I’ve heard. It’s not just the great firewall of China, it’s also many western hosting companies pretty much blocking all Chinese users.
A: We are sure some will get through no matter what but I would think you could work with your host once the new version of the game is live in China. The Flash game space is an up and coming market in China, so putting your signature/mark is very important. While the traffic to your site may or may not be “important” at this time, having proper copies of your game distributed in China will bring value to your development team name.
Everyone has seen that Chinese sites like 4399 and 7k7k generate huge amounts of gameplays. The potential is there and that is why Mochi is scaling its China presence. Additionally, working with legitimate parties like the Mochi China team may help deter flash pirates in China from literally stealing major elements of your game and recompiling it as a new game. The Mochi China team plans to move aggressively against this kind of behavior for the games it helps translate.
Q: What if the text is embedded in images?
A: Send along .jpeg’s or .gif’s of these and we will handle it (along with the text transcript)
Q: Do you mean that the ecpm in China can increase?
A: The eCPM for China itself should, theoretically, increase (though the overall eCPM will lower). The bigger picture, and this is up to you if you want to share, is that potentially more games that get spread legally (having links in, ads, etc.) can increase the likelihood that advertisers see the value having their advertisements in games, which could ultimately increase the eCPM for China more so.
Q: How many games can I get translated?
A: As many as you want!
Q: Do I have the right to sell non-exclusive versions of the English versions of the games to any other chinese portals?
A: If you are being paid an UPFRONT amount for that site license, then you should do it. If it’s just another free deal, then we would advise against it as it would dilute Mochi China’s ability to enforce the IP of the developer.
Q: There are some elements in may game that may be difficult to translate, with numerous levels, etc. How much can Mochi translate?
A: We will handle these on a case-by-case basis. Don’t worry if your game seems complicated to translate, we will work with you to find a method of translation that will work.
© Colin Cupp for MochiLand, 2010. |
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