Microsoft is expanding its search for video game content in China

According to sources, Microsoft is gathering information for Chinese video games to replicate Sony Group Corp's success with "Genshin Impact".

Analysts say the West's growing interest in Chinese games reflects the strengthening of China's game development industry. Daniel Ahmad, a senior analyst at Niko Partners, a research firm, believes Chinese games are currently catching up with high-budget Western games in terms of popularity.

He says Chinese game designers have been trying to improve the standardization of their development tools, adopt sophisticated production methods, and invest in highly skilled personnel. All of this ultimately gives them a competitive advantage to reach a wide range of audiences, both in terms of their geography and in terms of the platforms they use.

According to two industry sources, Microsoft is forming a team to find Chinese games. They said the company, which produces the Xbox, has mostly filled its subscription catalog with games from major brands, but now it is even attracting independent studios by offering them big bucks.

At the same time, Microsoft is now expanding its subscription service to personal computers and mobile devices, increasing demand for Chinese developers such as miHoYo, which has gained notoriety for multiplayer, multiplatform compatibility, of which "Genshin Impact" is a notable example.