China publishes new rules on gambling approvals

SHANGHAI (Reuters) – The Chinese regulator of press and publications has published new rules on online game publishing applications in China, signaling a possible acceleration of the distribution of formal approvals.

China stopped granting licenses to monetize online gaming in March 2018, hurting the industry and developers such as Tencent Holdings Ltd and NetEase Inc. In December, approvals were again approved .

The public administration of the press, publications, radio, film and television published the new rules late Friday.

According to the guidelines, games will be subject to a content check and the number of games allowed on the market will be controlled.

Niko Partners, a research and marketing consultancy, Niko Partners, said the administration had explained the new rules to insiders in the industry earlier in the month, saying it was reducing the number of requests for pending submission last year.

Chinese game publishers have been encouraged to create titles that take into account China's "fundamental social values," including games promoting traditional culture, Niko said.

Niko said the administration would take the new bids from Monday, April 22 as part of the new bid process.

"With the upcoming establishment of a new, more transparent approval process, we have a positive outlook for the Chinese digital games market in 2019," he said.

(The story recalls the name of the consultant at Niko Partners in paragraph 5.)