Marina Vilchinskaia

marinavilchinskaia@gmail.com

TWO decades ago, the global entertainment industry began a transformation that would redefine how people consume media. As CDs and DVDs disappeared from store shelves, music, films and games moved online — opening the door to entirely new digital industries.

For Ilya Gutov, then a student fascinated by the rise of digital industries, that shift revealed something bigger: the future would be shaped by sectors such as hardware, e-commerce, and gaming. “Gaming stood out because it combined technology, content, and global business,” Gutov said. “And it had always been a personal passion of mine.”

Today, Gutov is the CEO and founder of Meridian Play, a gaming advisory and accelerator focused on building cross-border partnerships between Asia and Western markets.

Breaking the myths about gaming

Despite the rapid growth of the gaming industry, public discussions about video games often focus on concerns such as addiction or excessive screen time.

Gutov sees the issue differently. “Gaming is a form of art and entertainment, much like film or music,” he explained. “It combines visual, creative, and narrative elements. When enjoyed in moderation, it offers relaxation, emotional engagement, and social connection. The real issues come from imbalance, not from games themselves.”

Today, gaming audiences are also far more diverse than commonly assumed. “It is now widely accepted that a significant share of core consumers are in the 30–45+ age group, making today’s gaming audience broader, more diverse, and more mature than ever before, both in China and globally,” Gutov noted.

A business built on cross-border partnerships

Gaming is a massive and highly competitive global industry. “The core task for gaming companies is, first, to find new forms of entertainment that audiences may find interesting, and second, to attract that audience from other projects,” Gutov explained.

For gaming studios seeking to reach international audiences, the challenge goes far beyond simply creating a great game. Developers must also navigate cultural expectations, partnership structures, licensing regulations, and distinct business strategies across continents.

The core expertise of Meridian Play lies in helping Western gaming projects enter Asian markets, although in some cases Asian companies also seek expansion into Western markets, according to Gutov.

“To enter a foreign market usually requires strong local partners,” Gutov emphasized. “In some regions, operating independently can be legally or operationally difficult, while in others it may mean missing key opportunities without local expertise.”

China’s unique gaming ecosystem

China has become one of the most influential gaming markets globally, shaping monetization models, mobile gaming trends, and platform ecosystems. “China’s domestic gaming market generated 350.79 billion yuan (US$50.1 billion) in actual revenue in 2025,” said Gutov.

Today, many Chinese companies rank among global leaders in gaming across multiple genres, platforms, and business models. At the same time, Western gaming studios remain eager to enter Asian markets.

However, the Chinese gaming market operates under conditions that differ significantly from those in Western countries — both in terms of regulation and cultural expectations.

According to Gutov, one of the most common misunderstandings among Western studios considering an entry into China is the belief that they can operate independently. “In reality, they need a local partner,” he explained.

Among the key reasons why promising Western gaming studios fail in China, Gutov highlights several factors: long licensing approval processes, unrealistic expectations, insufficient market research, poorly chosen partnerships on both sides, and poor timing of game launches.

When it comes to building scalable global gaming intellectual property (IP), Gutov said the biggest challenges are: over-ambition, a lack of market knowledge, insufficient resources, and poorly chosen IP.

“China is a unique market for games. It has its own audience, its own culture, and its own gaming culture as well,” Gutov explained.

More than a decade working in APAC

According to Gutov, platforms like APEC are important for aligning views on digital trade, connectivity, and collaboration across very different economies.

“For industries such as gaming and digital content, this kind of dialogue plays a constructive role in supporting long-term cooperation and the creation of globally competitive digital products originating from the region,” he said.

With more than a decade of experience in the APAC gaming industry, Gutov highlights the complexity of doing business across the region.

“Based on my experience, the key feature of doing business in APAC is that there is no single ‘Asia market.’ Each country has its own digital ecosystem, cultural context, audience behavior, and business practices,” he explained.

“Success in the region depends on understanding local platforms, regulations, payment habits, and content preferences, as well as building long-term relationships and trust. Companies that treat APAC as a group of distinct markets, rather than one unified region, are the ones that succeed.”

Shenzhen: Not only about technology

“My interest in Shenzhen came from both study and experience. I had already spent time in China before, but Shenzhen stood out in a very practical way,” Gutov recalled.

“When I first came to Shenzhen for business and met local gaming and tech companies, it felt like a place where things moved quickly and decisions were made fast. For someone working in technology and gaming, that mattered. I love Shenzhen. It’s a place where ideas move quickly and things get done.”

For Gutov, Shenzhen is one of the most dynamic cities not only in terms of technology, but also in lifestyle and sports. “I run regularly — about three to four times a week — and the Shenzhen Nanshan Half Marathon in 2025 was my first running race in the city. It made the experience special and pushed me to take structured race training more seriously, with another half marathon coming up in April.”

A frequent speaker at industry events across Asia— including in markets like South Korea and Vietnam — Gutov has also delivered two TEDx talks in Shenzhen on the gaming industry. He recalled that these talks felt very different from business conferences — more personal and abstract.

As gaming continues to evolve into a global digital industry combining technology, entertainment and social interaction, Gutov feels cross-border collaboration is likely to become even more important for studios seeking international audiences.