A cultural opportunity

Peter Vesterbacka, chief marketing officer of Rovio, the Finland-based game studio known for its game Angry Birds, says the free trade zone is "a very good step in the right direction". Provided to China Daily

Overseas entertainment agent companies are no longer new to China. But Cheng says overseas agencies have not done as well as expected because of an inadequate understanding of the local market and not enough attention devoted to the exploitation of the market.

"It does not matter much if the entertainment agency is based in China or overseas nowadays. If we would like to invite overseas stars or actors to come over for performances, the application procedure is not that complicated," she says.

In terms of the possibility of Chinese actors and singers signing contracts with foreign companies based in the FTZ, Cheng says it would not be the wisest move for the artists.

"Even though the singer or the actor is known in almost every household in China, the overseas agency will not take him or her seriously," she says.

The biggest change will be the convenience rendered in terms of overseas actors giving performances in China and vice versa, bridging the gaps between different cultures, Cheng says.

The sector that has really opened to foreign investment, according to the Ministry of Culture, is gaming devices. This may signal that gaming devices, such as Microsoft's XBOX and Nintendo, which have been banned in China for about a decade, will soon be given a green light.

Receiving registration number 001 in the FTZ is the joint venture between Microsoft and BesTV that produces online games.

Ralph Haupter, chairman and CEO of Microsoft Greater China, says the company is excited about the opportunity that the FTZ provides for the joint venture, saying it is "happy to see opportunities for innovation based on financial services and the service industry".

Haupter says the FTZ will bring a lot of changes to the mobile-games market, creating opportunities in the Chinese market for both foreign and domestic developers.

"We are also expecting many international companies to come to China and localize their solutions and products for the Chinese market," he says.

Peter Vesterbacka, chief marketing officer of Rovio, the Finland-based game studio known for its multimillion-selling game Angry Birds, says the FTZ is "a very good step in the right direction".

Rovio is still studying the detailed regulations in the FTZ. But the company hopes to establish a strong presence in the Chinese market and wants to have the same opportunities as Chinese companies.

Selcuk Ergin, a board member of the Turkey Game Association, is working on a report for the Economic Ministry of Turkey in regards to the Turkish gaming sector. He says the policies in the FTZ could also benefit other technology enterprises.

"I am also looking for small software companies with small investments opportunities," he says.

He says he hopes a fair go is given to overseas companies in the FTZ, which he says will be mutually beneficial to the Chinese businesses.