China represents one of the largest PC gaming audiences in the world, yet for many Western developers it remains a complex and often misunderstood market. In this session, we will walk through how indie and mid-sized studios can realistically approach the Chinese market—from understanding how Chinese players discover games, to the marketing and community dynamics that drive visibility on platforms like Steam, Bilibili, and other Chinese content ecosystems. Drawing from real publishing and marketing cases our team has worked on, we will highlight practical lessons, common pitfalls, and the key factors that often determine whether a game gains traction with Chinese players or gets overlooked. Attendees will leave with a clearer understanding of how the Chinese market actually works in practice, what opportunities it offers for Western developers, and how to make more informed decisions when considering China as part of their global strategy. The session will conclude with an open Q&A for developers interested in discussing their own projects and market considerations.