GBA Series | “Wukong” unleashed: Gaming visionary Victor Shen (MScMKT 2014) discusses Shenzhen’s global gaming opportunities
Black Myth: Wukong made a spectacular debut, igniting a global wave of excitement in the gaming industry almost overnight, with Shenzhen at its epicentre. With extensive industry experience, Victor Shen (MScMKT 2014), senior operations manager of Tencent Games, is deeply confident in Shenzhen’s strategic strengths. He sees China’s gaming industry at a turning point, poised to seize opportunities to showcase Chinese culture and high-quality games on the global stage — establishing Chinese brands as formidable contenders in the international gaming arena.
Passion “level-up”: Bringing marketing skills into the gaming world
For many, pursuing a career in gaming is a childhood dream. “I joined the gaming industry after graduation largely because I am an ardent gamer myself,” Victor reflects. Transitioning from a player to an industry practitioner, he engages with games critically, dissecting their appeal and identifying areas for improvement. “Experiencing games first-hand is the most accurate and effective way to understand user needs, and having a precise grasp of market dynamics is essential for maintaining a competitive edge,” he explains.
Yet, a successful career in gaming demands far more than passion — it requires profound, comprehensive, and astute market insights. To prepare himself, Victor pursued an MSc in Marketing at CUHK Business School following his undergraduate studies in accounting. He credits the programme for significantly enhancing his market sensitivity and business logic, equipping him to thrive in the gaming sector.
Victor has since devised a systematic promotional framework. “The process encompasses multiple critical stages — deriving inspiration from user feedback, distilling the game’s unique selling points, and then strategising its launch and communication. These steps are crucial for boosting game sales and extending their market lifespan,” he explains.
Victor (third from left) joined team building activities with his classmates during his time at CUHK Business School.
The rising gaming landscape of the Greater Bay Area
Victor has spent much of his career in Shenzhen, and he regards with optimism and high aspirations for the future of gaming within the city and the Greater Bay Area (GBA) in general. “Shenzhen, Guangzhou, Shanghai, Beijing, and Hangzhou are China’s foremost hubs for gaming studios and leading enterprises,” he notes. “The GBA is a pivotal nexus and a fertile cradle of innovation for the nation’s gaming industry, with Shenzhen demonstrating particularly stellar performance”
As a hub of innovation and technology, Shenzhen has fostered a vibrant ecosystem of visionary studios while hosting industry giants like Tencent. This success owes much to the city’s robust support for innovation and cultural industries. Shenzhen provides an abundance of resources to fuel the gaming industry’s growth, including cutting-edge innovation infrastructure, forward-thinking government policies, dedicated funding initiatives, an inclusive business environment, and a steady talent pipeline from the GBA’s prestigious universities. These advantages have made Shenzhen a magnet for gaming start-ups, offering an ideal launchpad for their entrepreneurial journeys.
New horizons for Chinese games abroad
With nearly a decade of experience in the gaming industry, Victor has witnessed profound transformations, from the localisation of international games to the global expansion of Chinese-developed titles. For years, China’s gaming market was dominated by mobile games, driven by the country’s high smartphone penetration. Yet, the past decade has ushered in a significant shift, with the proliferation of larger-screen devices steering gaming trends toward PC and console platforms. This evolution has encouraged developers to pursue creations of greater sophistication and visual splendour. A shining exemplar of this shift is Black Myth: Wukong, which captivated audiences with its August release.
The global acclaim for Black Myth: Wukong can be attributed to its extraordinary artistry and unparalleled attention to detail. Victor views this phenomenon as a harbinger of new opportunities for Chinese games on the international stage. “As the domestic market approaches saturation, Chinese developers must harness their unique strengths to succeed globally,” he explains. “Games like Black Myth: Wukong and Genshin Impact distinguish themselves through their masterful integration of Chinese cultural heritage. Furthermore, Chinese companies excel in online game operations and player engagement, enabling them to create evergreen titles with enduring appeal and robust long-term operational capabilities.”
Victor has organised in-person events, bringing together gamers, media, and esports players to immerse themselves in gaming experiences.
With years of experience navigating international markets, Victor possesses a deep understanding of the challenges Chinese games face on the global stage. “The overseas market demands exceptional storytelling and sophisticated combat mechanics. If ‘Chinese games’ or ‘Chinese culture’ can establish a strong presence, it will create immense value for all Chinese gaming companies and players,” he explains. He also notes that the evolving global gaming landscape has raised the bar for the entire industry. “This sector is returning to an era of precision and craftsmanship. Consequently, we are moving away from the earlier focus on entertaining, fast-paced, and straightforward designs, towards more narrative-driven, immersive, and high-quality interactive experiences,” he adds.
Much like the arduous journey depicted in Journey to the West, the voyage for Chinese games venturing into global market is a weighted mission. Black Myth: Wukong has served as a powerful catalyst, elevating traditional Chinese culture on the global stage and inspiring a new wave of domestic gaming companies to strive for AAA-calibre, blockbuster productions. Via the narrative of Chinese gaming culture, Victor is also dedicated to charting a “gaming life” brimming with passion and fulfilment.
Gaming lingo 101 – What are “AAA” games?
Widely recognised in the gaming industry, “AAA” games (or Triple-A games) lack a universally agreed definition. However, they are most understood as productions developed with significant investments, involving “A lot of money”, “A lot of resources”, and “A lot of time.”
CUHK Business School alumni are everywhere, transcending geographical and industrial boundaries. To explore more inspiring alumni stories, please click HERE.