Loekalization Blog

Japanese/Chinese/Korean/English/Dutch game localization

How Split Fiction’s $27 Strategy Is Winning Over China’s Gamers

The glorious announcement of Split Fiction—Hazelight Studios’ latest gift to the gaming world—has sent ripples of joy and a flood of fiery debate through the internet. And rightly so. Not only does the game flaunt its shiny new Chinese dub, but it also boasts a global rock-bottom price of 198 RMB (about $27 or €25) on Steam’s Chinese storefront. It’s like someone handed out red envelopes early this year, except they’re filled with digital adventure goodness. Gamers across the country have chimed in with comments, ranging from heartfelt praise to the inevitable internet-style nitpicking.

First up, props to Hazelight for the “Chinese-friendly” price tag. This move has clearly struck a chord with players who are now fiercely debating whether Josef Fares, the studio’s game director, has a secret stash of jianbing hidden in his Swedish kitchen. One enthusiastic comment sums it up perfectly: 就算没人一起玩也得买一个支持下了! Translation: “Even if I have no one to play with, I’ll buy it just to show my love.” That’s some dedication right there, the kind that screams, “Shut up and take my money!”

Of course, not everyone’s singing kumbaya around the Hazelight campfire. Enter the nitpickers. One vocal critic grumbled about the overly dramatic Chinese dub. Apparently, we’ve traded in natural dialogue for something ripped straight out of an overacted soap opera. While some gamers are here for the melodrama, others are clutching their keyboards, muttering, “What is this, The Untamed: DLC Edition?”

And then, there’s the chorus of lonely players lamenting the co-op nature of the game. The cries of 自由匹配功能呢? (translation: “Where’s the matchmaking option?”) are echoing louder than the shouts of a League of Legends team after a failed Baron steal. Hazelight, are you hearing this? Not everyone has a built-in Player 2. Give the single souls a chance to pair up with strangers who’ll likely ghost them mid-level!

When you both chose ‘split screen’ but forgot to split your responsibilities.

Meanwhile, Josef Fares’ friendly greetings to Chinese fans in the promotional material sparked some cheeky wordplay in the comments. The article mentions his 问候 (wènhòu, “greeting”), but online users couldn’t resist joking about its slang meaning, which can euphemistically imply “to curse.” One commenter quipped, “Oh, it’s a greeting? I thought it was a ‘greeting.’” Classic Chinese internet humor—turning harmless phrases into punchlines just for the fun of it.

And let’s not forget the hot takes about pricing strategy. Some see this move as proof of the growing clout of Chinese gamers. The massive sales figures from It Takes Two have evidently lit a neon sign for foreign developers: “Chinese wallets are open for business—if you respect the market.” Who knew that Hazelight’s brilliant storytelling was also writing a new chapter in international game pricing strategy?

In conclusion, Split Fiction is shaping up to be more than just a game; it’s a cultural event. Whether you’re here for the cooperative gameplay, the heartwarming price tag, or just to witness the fireworks in the comment section, this title is already a winner in the court of public opinion. Now, if Hazelight can just add that matchmaking feature and tone down the soap opera vibes, they might even get an honorary Chinese New Year parade float in their honor.

Until then, dear gamers, start prepping your best shuaijiao skills for March 6th. And remember: whether you play with a friend or yell at a stranger online, 游戏人生才有趣.

Source: https://www.3dmgame.com/news/202501/3913018.html

Leave a Reply

Your email address will not be published. Required fields are marked *

Want to Loekalize instead of Localize?

Ready to skyrocket your turnover in foreign markets? Contact us to learn how we can help you double—or even triple—your results!