The Hong Kong Game Enhancement & Promotion Scheme has significantly fostered the local video game industry, providing crucial support to startups in a highly competitive global market. As the gaming industry continues to evolve, developers rely not only on technological innovation but also on effective marketing to achieve commercial success. The scheme, which offers financial assistance and strategic business guidance, has enabled several companies to expand their reach, improve their offerings, and generate significant revenue.
One of the notable beneficiaries of the scheme is a mobile game developer who created a unique rhythm-based game that incorporates motion-based mechanics. Unlike conventional rhythm games that require players to tap the screen in time with the music, this game introduces an innovative control system where users spin their mobile devices in the air to match the beat.
This interactive element enhances the gaming experience, making it more immersive and physically engaging. The game gained unexpected popularity when a promotional video was uploaded to a Mainland video platform, where it quickly amassed 500,000 views within a week. Encouraged by this rapid success, the developer decided to pursue game development as a full-time career.
Despite having limited business experience, the developer secured a grant of HK$ 550,000 from the scheme, using it primarily for marketing initiatives. The funding enabled collaborations with music labels, allowing for the integration of a diverse range of soundtracks, which significantly enhanced the game’s appeal.
The strategic use of resources contributed to the game’s rapid growth, leading to over one million downloads and revenue surpassing $10 million. The scheme not only provided financial backing but also offered valuable insights into marketing strategies, equipping the developer with the necessary tools to navigate the competitive gaming landscape.
Beyond mobile gaming, the scheme has also supported the development of other innovative game genres. Another recipient of the programme is working on a comedy-adventure game that draws inspiration from Hong Kong’s culture and pop influences. This game incorporates a variety of gameplay mechanics and narrative techniques designed to provide an engaging and humorous experience. The developer received assistance through the scheme in obtaining feedback from testers, which helped refine the game’s mechanics and optimise the overall user experience.
Additionally, the funding facilitated collaborations with digital influencers and key opinion leaders, resulting in an extensive promotional campaign across multiple online platforms. Offline promotions at gaming exhibitions further boosted the game’s visibility, attracting the attention of both players and potential investors.
The recent awards ceremony for the 4th Hong Kong Game Enhancement & Promotion Scheme highlighted the programme’s continued success. Sponsored by the Cultural & Creative Industries Development Agency and organised by the Hong Kong Digital Entertainment Association, the scheme awarded reimbursement grants ranging from HK$450,000 to HK$550,000 to 12 local startup game companies.
Over the years, the programme has consistently delivered strong results, with approximately one-third of participating companies achieving profitability. On average, at least one company per year surpasses $10 million in revenue, often with download figures between 500,000 and one million.
Hong Kong’s gaming industry benefits from its ability to cater to diverse international markets, leveraging cultural adaptability to engage players across different regions. The scheme plays a crucial role in providing developers with the necessary tools to overcome industry challenges, from marketing strategies to investor engagement.
As the gaming sector in China and other global markets continues to expand, Hong Kong-based developers are positioning themselves to seize emerging opportunities, strengthening the city’s presence in the broader digital entertainment landscape. By fostering innovation and supporting startups, the Hong Kong Game Enhancement & Promotion Scheme contributes to the city’s growing reputation as a hub for game development, enabling local talent to compete on the global stage.
