WPP Media reports that, as of June 2025, China represents one-fifth of the global ad industry. Interestingly, it’s more than the country’s contribution to the global economic output. However, although the APAC region, including the Chinese market, might seem like a goldmine for mobile app developers, the path to successful monetization can be challenging. This is especially true for those outside the region, who must face strict regulations, limited access to major distribution channels, or cultural differences. The question remains: how can developers successfully capitalize on mobile ads in China despite these challenges?
Publishing challenges in China
The strict restrictions imposed by Chinese authorities pose a significant barrier for the tech sector. The Great Firewall of China blocks many foreign services and websites; as a result, many leading technology companies, such as Google, Facebook, and Twitter, are not available in that region. The go-to monetization app for millions of developers, AdMob, is also affected, resulting in ad delivery issues and reduced ad fill rates within the country. Another problem is a fragmented app distribution landscape, as globally, mobile apps are primarily distributed through Apple’s App Store and Google Play. The absence of Google Play in China forces developers to work with multiple third-party Android app stores.
Most popular ad networks for China-based monetization
- Tencent Ads (Youlianghui) is a Chinese mobile advertising ecosystem operated by Tencent, one of the largest Chinese tech companies and the creator of WeChat and QQ. Tencent ad network offers powerful monetization opportunities, and the company also owns an app store called YingYongBao, which caters to Android users. In fact, it plays a major role in Android app distribution in mainland China;
- Pangle (Chuanshanjia), owned by ByteDance, which is best known for being the company behind TikTok (the local version is Douyin), is one of the most popular mobile ad platforms in China. Their website highlights various ad formats available for developers, including Rewarded Video, Interstitial, Native, App Open Ads (Beta), and Banner ads. Notably, this ad network is particularly recognized for its widespread use of Rewarded Video ads.
Adapting your app to China
- Before developing or modifying the existing app for the Chinese market, it is essential to gain a deeper understanding of local market conditions. For instance, one thing to know is that QR codes are deeply embedded in daily life in China, allowing users and brands to access a wide range of services. Additionally, due to the difficulty of typing Chinese characters on a keyboard, many consumers favor voice recording for quick communication. Another popular trend is gamification and the fact that there are many all-in-one platforms, such as WeChat, that combine various functions. What’s more, all app users must undergo real-name verification, meaning their true identity must be registered in the system, even if they use a nickname publicly. Knowing all this will help you adapt or create key app features, app content, and design to cater to the local market;
- It’s essential to also remember the huge differences in User Experience design. Among others, users in China expect interfaces rich in information, which Americans might consider cluttered;
- Mobile app publishers should also include local customer support in their strategy. By providing support in Mandarin, it will be easier to build trust and improve user satisfaction;
- What’s more, your strategy should include investing in professional localization services, whose primary aim is to adapt a product to local languages and cultural contexts. In other words, it means translating an app’s content into Mandarin or local languages with the help of specialists;
- Several companies specialize in helping app publishers localize and launch apps successfully in China, including AppInChina and 21YunBox. There are many reasons why their aid is essential. To begin with, to list an app on Chinese app stores, you have to comply with the country’s laws. Often, it’s mandatory or advisable to obtain licenses, such as an ISBN (for content apps) or a GRN (for games), and register for copyright and trademark protection. Crucially, foreign companies cannot simply obtain these licenses independently. To legally publish a mobile app or game in China, you either need to establish a Wholly Foreign-Owned Enterprise (WFOE) or partner with a licensed local entity. Only having an office in China is not enough; your company must be officially registered under Chinese law. The game licensing process (for GRN or ISBN) can take six to twelve months and involves in-depth content reviews, code inspection, and requires the publisher’s official submission and endorsement. Unfortunately, since apps must be submitted individually to each app store, and each store interprets Chinese regulations independently, it’s not uncommon for the same game to pass review in one store but be rejected in another;
- Chinese publishers, besides helping to comply with local laws, might also test an app to check for compatibility issues, speed, and the correct display of User Interface elements. Additionally, they can offer solutions that help Firebase work in the country or suggest an alternative, such as Parse Server. Another issue developers stumble upon when entering the Chinese app market is API integration and compliance. Chinese publishers can also assist with this and help maintain the current tech stack;
- Due to the lack of a centralized app store, publishing an app in China can be a complex process. Specialized partners may guide you through the entire process, handle submissions to multiple stores, ensure compliance with each platform’s standards, and even monitor those stores for cloned or hacked versions of your app;
- Finally, you can think of implementing ads into your app. Keep in mind that to work with a Chinese ad network, you will also need to have proper local representation, either by setting up a China-registered company or partnering with a licensed local agency. Once such a partnership is in place, it’s important to decide which ad formats you want to use. Apart from the most popular ad formats, such as Interstitials and Rewarded ads, Splash ads are a popular choice. They are rarely used in the European Economic Area (EEA) and the United States, but are more common in markets like China. They appear at the launch of an app. Interestingly, in China’s most widely used app, WeChat, Splash ads are deliberately avoided. The company is committed to an ad-free launch.
Summary
The Chinese app market holds incredible potential, but success demands strategic preparation. It depends on securing a local distribution partner, leveraging local ad platforms such as Pangle and Youlianghui, and tailoring the app specifically for Chinese users.
