"There are certain cultural themes that just never seem to get old for that culture... but they won't find as big a market overseas," said Natkin. Users in the U.S. also may not take well to the cute, cartoon-like animation popular in some Chinese casual games, Natkin said.
Li of Shanda argued the U.S. online game market is at an early stage and has room for new titles to rise alongside leaders like World of Warcraft. When asked if Shanda would revise game content to fit the new market, Li said its U.S. plans involved games that would appeal to users anywhere.
Chinese authorities have promoted moves overseas by the country's online games. Online games exports from China drew revenue of more than US$100 million last year, a nearly 50 percent rise from the year before, according to the Ministry of Culture.
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