Protecting IPR in China is not a game. Or is it?

22 May 2014 

The China IPR SME Helpdesk released an innovative serious game, providing European SMEs with a virtual experience of doing business in China without having to leave their office.

Developed in partnership with leading technology provider, Serious Games International, the serious game builds on the core competencies of protecting intellectual property rights (IPR) for small and medium-sized enterprises (SMEs) in China. The game focuses on using decision branching so that each and every action has a realistic reaction or repercussion. Using these key game mechanics means users such as SME CEOs, HR and senior managers will learn from their actions in a safe and fun environment.

The game allows users an initial budget of €300k, which is used to create products, attract clients, establish partnerships with Chinese companies to manufacture and distribute products, protect their businesses by registering IP, and much more. Users can increase their revenue through raising the star ratings of their products, optimising their partnerships, battling infringements and making product improvements through research and development (R&D). Players are prepared for potential business challenges in China such as having their product copied or their trade secrets given away. In the game, as in real-life, by taking informed decisions they can reduce the risk of IP infringements occurring.

The China IPR SME Helpdesk supports European Union (EU) SMEs to both protect and enforce their IPR in or relating to China, through the provision of free information and services. This includes free confidential advice, training, materials and online resources. The Helpdesk employs innovative solutions for disseminating information and communicating the key message ‘know before you go’. The China IPR SME Helpdesk is co-funded by the European Commission and has been in operation since 2008.

Naomi Saunders, Project Manager, China IPR SME Helpdesk said:

“An increasing number of SMEs are considering internationalising their business to China but lack information and experience in the market. The serious game provides a platform for SMEs to gain useful knowledge in a low-risk and stimulating environment. Working with Serious Games International has allowed us to create a game that incorporates proven pedagogical methodology, valuable content with an attractive user experience. We are delighted with the game and challenge SMEs to download it from our website.”

Tim Luft, CEO, Serious Games International said:  

“I am delighted that our technology is enabling SMEs to acquire the essential skills and knowledge in protecting their IPR in China. Our partnership with the China IPR SME Helpdesk has been invaluable in showcasing how the innovative technology we create in serious games, simulations and games-based learning is effective and demonstrates return on investment. I am looking forward to our continued relationship with the Helpdesk and supporting the success of European businesses in China”. 

The China IPR SME Helpdesk serious game is available to download from the website

For further information: Naomi Saunders, Project Manager, China IPR SME Helpdesk, email

Picture Caption: Screen shot of IPR Serious Game

Follow Chamber International on Twitter @ChamberInt.