The Chinese gaming market is largely dominated by Tencent and NetEase, two giants whose combined influence creates towering barriers for small indie developers. Tencent alone rakes in billions through its expansive portfolio, including Honor of Kings and PUBG Mobile, while both companies flex their deep understanding of cultural nuances, regulatory labyrinths, and player preferences like they’re boss-level NPCs in a game designed to crush indie dreams. They control key distribution channels—like Tencent’s WeGame—and wield marketing budgets so massive that even their interns probably have ad campaigns named after them. For indie developers, breaking in can feel less like designing a game and more like trying to sneak into an exclusive nightclub with flip-flops and a coupon for free nachos.
Yet, breaking in isn’t impossible. Steam provides an alternative path, bypassing many of the regulatory hurdles that would otherwise block indie games from entering China. Lazy Bear Games’ Graveyard Keeper is proof that, with the right strategy, even a small studio can make waves in a market where the skeletons in your cemetery could metaphorically—or literally—bury your chances.
Selling an estimated 41,589 copies on Steam in China, Graveyard Keeper brought in €81,000 in revenue from that platform alone. With localization costs of €13,451 (Simplified Chinese only), this left a profit of €67,548 from Chinese Steam sales—a sum so satisfying it probably deserves its own Technology Tree branch. And this was for a game that revolves around graveyards, skeletons, and church management—topics that in China are about as risky as showing up to a formal dinner with a karaoke machine and zero chill.
So, how did this quirky cemetery sim manage to thrive? For starters, the sales estimate reflects a methodical approach. The game garnered 3,061 Simplified Chinese reviews on Steam, and using the time-honored industry metric that roughly 5% of players leave reviews, we arrive at the 41,589 sales figure. Yes, it’s a bit like divining sales figures with a crystal ball, but hey, it works—and it underscores strong player engagement, even with themes that could’ve sent the game straight to the cultural timeout corner.
The secret to its success was how Graveyard Keeper transcended its thematic risks by focusing on gameplay depth. Its intricate crafting systems, extensive Technology Tree, and quirky humor (featuring a communist donkey who cheerfully addresses everyone as “comrade”) provided an experience so engaging that players didn’t care they were metaphorically digging their own graves. Think of it as Stardew Valley’s goth cousin who grows turnips by day and debates the ethics of corpse recycling by night. Add in a Technology Tree requiring three types of experience points—Red, Blue, and Green—and you’ve got a game with enough strategy to make even the most casual gamer feel like they’re playing 4D chess in a crypt.
In addition to its success on Steam, Graveyard Keeper found new audiences with its releases on other platforms. The game initially launched for Windows and Xbox One in August 2018, followed by Nintendo Switch and PlayStation 4 versions on June 27, 2019. It was later released in Japan on February 6, 2020. While we don’t have specific sales or review numbers for these platforms, it’s safe to say the game’s appeal wasn’t limited to just one market. Let’s be honest—when your game’s tagline could be “Farm, Craft, and Question Your Morals,” it’s bound to turn heads globally.
The Chinese market may be a fortress dominated by Tencent and NetEase, but Graveyard Keeper proves that indies can find a way in. With a strong localization team (seriously, when Tencent themselves say your work is untouchable, it’s basically the gaming industry’s version of being knighted), a platform like Steam, and a commitment to delivering compelling, culturally resonant gameplay, indie studios can succeed—even in a landscape ruled by giants.
The skeletons in your game don’t have to stay in the closet. If Graveyard Keeper can thrive, so can your game—with the right approach. The question is, are you ready to dig deep and take the risk? Or are you going to sit on the sidelines, letting Tencent and NetEase continue their reign while you cradle your unlaunched masterpiece like a haunted Tamagotchi?
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