Over 670 Million Players: Microsoft Expands Xbox Presence in China with New Role to Deepen Market Engagement

September 16, modezone.com — China is one of the world’s largest gaming markets. According to data from App2Top, China’s gaming industry is expected to generate more than $50 billion in annual revenue by 2025. Caixin Global estimates that the country has between 670 million and 720 million players. For comparison, the Entertainment Software Association (ESA) reports around 200 million players in the U.S., where the market is projected to generate roughly $49 billion, according to Game World Observer.

/While the two markets are similar in revenue scale, China’s sheer number of players makes it a high-potential growth opportunity — one Microsoft is clearly eyeing. Industry watcher HazzadorGamin spotted that Xbox has recently posted a new China-focused job opening.

According to the listing on Microsoft Careers, the role is designed to work closely with local game studios and publishers in China, building trust and expanding Xbox’s influence in the region. It is a full-time position focused on acting as a bridge between Microsoft and its partners.

Responsibilities

• Supporting the ID@Xbox program, which helps small studios and indie developers publish their titles on Xbox platforms.
• Negotiating and securing publishing agreements to bring Chinese-developed games to Windows, Xbox consoles, and Xbox Game Pass.
• Coordinating internally at Microsoft to ensure effective execution of these agreements.
• Contributing to marketing, market forecasting, and strategic planning to make sure each partnership progresses smoothly from start to finish.

Implications for Players

For Xbox and Windows players, this move could mean a greater variety of Chinese-developed games making their way to Xbox platforms. China’s game development scene is rapidly maturing — a few years ago, a title like Black Myth: Wukong was relatively unknown, but it has since emerged as the country’s first truly international AAA success.

Rather than focusing solely on bringing Microsoft’s first-party games into China, Xbox is now working to integrate Chinese game talent into the Xbox ecosystem. This forward-looking strategy could not only help Microsoft strengthen its global footprint but also boost the presence of Chinese games worldwide.

The result? More Chinese titles joining Xbox Game Pass, more opportunities for small studios via ID@Xbox, and a richer, more diverse library of games for players around the globe.