Nice interview on Joystiq with Hoyt Ma, The9’s Senior Marketing Manager for World of Warcraft. WoW has been a massive hit in China–Chinese gamers make up half of the game’s worldwide player base. And this despite technical [graphics and broadband requirements], financial, and visual [getting used to 3D vs. 2D Korean games] barriers for ordinary players. But The9 has also made it a bit more Chinese:
…we have offered customized wallpapers and updated our web site for the lunar new year, and have
also added in-game quests that allow customers to collect traditional Chinese outfits for their online characters. This
makes Chinese gamers feel more comfortable.