Youngsters in the West and Japan have enjoyed experiencing the evolution of computer games consoles from simple platforms into powerful machines capable of rivalling cinema in terms of digitizing reality.
Their Chinese counterparts have been left out. Consoles have been banned outright in mainland China since the year 2000.
So when the Chinese government recently lifted the ban as part of economic reforms being piloted in the Shanghai Free Trade Zone (FTZ), executives from Tokyo to Seattle jumped for joy. Finally, an opportunity to penetrate the world’s most populous nation at a time when console sales in existing markets are on the decline.
Unfortunately the hard work will only just begin, and there is no guarantee China will be the next big market for the industry.