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Decades later the U.S. with Japan dominating the theater, China's influence is growing as its technical giants snatch sports studios around the world.                                                                                                                                                                                                                                                                                                                                                                                                                                      
Questions are being asked about whether Chinese owners of U.S. studios and in Europe will they try to influence the games they make, or use it to promote Chinese standards. It remains to be seen but hidden changes may occur in the coming years, according to some experts 

"Some of these values ​​may be different from what many expect," British-Chinese correspondent Lu-Hai Liang told CNBC. "For example, Chinese female athletes are a huge market (500 million) and there have been a lot of women-focused games and exciting sports studios in the industry."

Thomas David, a semiconductor engineer in the U.S., told CNBC he thought the players might start to see more titles when the “good” Chinese and the “bad” came from the West, for example.

China's sports market is highly regulated. It does not allow games containing certain political ideas, gambling, arrogance, nudity, and many other things to be released and sold in its home market. The movie industry is just as strong, and U.S. films are a staple. must be changed before it can be exported to China.

Exporting Chinese culture

"This place - how China can use the games to deliver its culture - is very important and very missed," Abishur Prakash, founder of the Center for Innovating the Future, told CNBC.

"China has a few ways to take its goals to the world through sport, and build a new kind of world power," Prakash said. "One way is to prevent certain topics, such as Taiwan or human rights, from being discussed," he said.

China could also establish "new in-game institutions that help demonstrate China's power," or use the games to build its financial and commercial power, he said. "The next Chinese games may only allow users to purchase items in digital Yuan," Prakash said. "Or, Chinese games may have Chinese forums, such as TikTok, attached to it."

Some are skeptical that Chinese owners of Western theaters will try to change the games sold in the West.

"I would be very skeptical about something like this happening," Louise Shorthouse, a senior sports commentator at Ampere Analysis, told CNBC.

Steven Bailey, a senior analyst at Omida, told CNBC that "Chinese companies have been involved in various Western sports and content companies for a long time, and they understand that making Western games successful will not be based on this change."

He added: “On the other hand, anyone who throws a game in China will have to get used to it in that market.

Tencent's investment

Tencent and NetEase have been taking over the reins of gaming companies outside of China for years with little opposition.

"Tencent has been buying the # 1 game in all of North America and Europe," tech-savvy investor Rodolfo Rosini tweeted in February. “This is important because sports have a cultural impact. And the control of the present tense and the way the realities are presented are extremely powerful. ”

"If Tencent were to buy a stack of all the newspapers and leading television companies people would fight, there would be political forums etc," he added. "Instead they play a long game and buy the next generation media without competition."

For many years, Hollywood spread American values ​​around the world and fought for the country's military might. Now may be China's opportunity to try to do the same, but with video games. However, while Hollywood often criticizes the US and the actions of Washington D.C., Chinese tyrants will not be able to say a bad word against Beijing, which has so much control over all its domestic businesses.

China has more gaming players than any other country, making it a lucrative market for those who can enter. One of the reasons why US and European gaming firms are investing in Chinese companies is that they are legally obliged to work with a Chinese company. before their game was released in South Africa.

UK-based Sumo became the latest gaming company to sell Chinese tech smoker on Monday, announcing a $ 1.26 billion deal with Tencent, the world's largest video game publisher.

No company responded immediately when CNBC asked how, or indeed, Tencent would influence the games Sumo worked on.

But Tencent has traditionally taken steps to invest and acquire it, according to Daniel Ahmad, senior analyst at Niko Partners.

"The company could also be an important partner for Tencent as it looks to be entering the AAA arena with its projects," Ahmad said.

"The agreement will also enable Sumo to utilize Tencent's technology for game development and publishing in China," he added.

"Chinese game studios are focused on overseas growth and organic growth is one way, purchasing allows these companies to build a faster and more local presence," Ahmad said.

Tencent also invested $ 150 million in Reddit in 2019, angered some Reddit users in the process who were concerned that the forum might face further testing. However, this does not seem to be the case in any significant way.