"Lord of the Rings" game producer to cooperate with China

Turbine Entertainment Software, the producer of the game "The Lord of the Rings," has decided to cooperate with two Chinese companies, said its President and CEO Jeffrey Anderson Thursday, July 29, in Dalian.

Anderson, who is in Dalian to attend the 2004 China Cartoon Industry Forum going on here from July 28 to 30, said he will announce the two companies' names in two weeks.

Anderson said China is a huge potential market, and it should certainly play a leading role in the game industry. Many leading US game companies are looking forward to entering the Chinese market, and consider Dalian as a gateway, he said.

China has nearly 80 million on-line users, and this number is increasing, he said, adding that this provides a good foundation for the development of on-line games.

Jessica Mulligan, executive producer of Turbine, said that in order to gain success in China, foreign game companies should carefully study the local market, the difference between eastern and western cultures, as well as characteristics of eastern game players. Choosing good local partners is also crucial for success.

Di Yaming, Turbine's art director and manager of Asian Localization, said with the rise of globalization, the competition in the game industry will rise across national boundaries.

To stand in international competition, he suggested Chinese game producers better their conception and artistic design and pay attention to innovation. In addition, they should set up a special English Website for their games and seek international distributors.

During the one-week forum, delegates of well-known Chinese and foreign software companies gather together to discuss operating experiences and future development of the gaming industry, and introduce their products.

Source: Xinhua