The Rise of Anbernic: Navigating the Copying Culture in China’s Gaming Industry
The copying industry in China has blossomed into a robust parallel economy, unreservedly replicating successful designs, technology, and fashion from around the world. A shining example of this phenomenon is Anbernic , a tireless console manufacturer that has continued to astound video game enthusiasts with its innovative offerings. Recently, with the launch of the RG DS , Anbernic has once again catered to fans who crave nostalgia wrapped in modern technology.
Copying is an art form. In China, the perspective on copying diverges significantly from that of Europe or the West. Over the last fifteen years, the term shanzai has entered everyday vernacular, representing a uniquely Chinese view on replication. This cultural stance extends far beyond technology; it encapsulates everything from wine and skincare products to clothing, literature, films, and more.
Several theories have emerged to explain this culture of copying. Some argue that China has embarked on its modernization journey relatively recently compared to Western countries. Others suggest that China is strategically positioning itself within a new global economic framework. Additionally, some see echoes of Confucianism reflected in the modern practices of imitation and innovation. Despite these perspectives, the reality remains that copying has become an integral part of China’s economic landscape.
Inspired by the classics. The latest offering from Anbernic, the RG DS console, draws unmistakably from the aesthetics of the legendary Nintendo DS . Launched in 2004, the original DS revolutionized portable gaming, and Anbernic aims to capitalize on that nostalgia. Priced at under one hundred euros, the RG DS stands in direct competition with other notable Chinese brands, including Ayaneo and Ayn . While the RG DS visually resembles Ayn’s dual-screen models, it more profoundly mirrors the iconic Nintendo design by maintaining similarly sized screens and even adopting “DS” within its name.
This design decision isn’t merely superficial; it plays a significant role in allowing Anbernic to keep the RG DS’s price significantly lower than its competitors, which can exceed 400 euros.
The features. One aspect where Anbernic has improved upon its Nintendo predecessor is the inclusion of two control sticks, a feature the original DS lacked. However, while the RG DS proudly offers this two-stick setup, it falls short in display technology when compared to its rivals, which feature superior 165 Hz Full HD OLED or 120 Hz OLED screens. Moreover, the processors that drive these competitor consoles, like the Snapdragon G3x Gen 2 or Snapdragon 865 , far exceed the yet-to-be-disclosed processing capabilities of the RG DS.
Imitation vs. innovation. Anbernic has openly embraced the idea that its consoles are crafted to evoke nostalgia among gamers. Many of their designs are reminiscent of retro consoles, and some models are visually identical to beloved classics. For example, the RG35XX Plus echoes the original Game Boy , while the RG35XXSP mimics the much-acclaimed Game Boy Advance SP . There’s also the RG300X , a charming replica of the Game Boy Micro , perfectly evoke the colors and designs of their predecessors.
A thriving market. Although Anbernic’s products are unofficial, market behaviors indicate they are achieving sales figures that many established brands would envy. Platforms like Alibaba reveal significant order volumes for models like the RG40XX V, which has seen over 315 orders in medium sales cycles. The statistics from these platforms also show high reorder rates, suggesting that distributors are consistently replenishing stock.
Furthermore, online stores outside of China frequently mention that Anbernic models “sell out” shortly after becoming available internationally. This suggests an active fan base eager to embrace these nostalgic consoles, particularly in Europe, Latin America, and parts of Asia. Anbernic’s successes illustrate how imitation can blend seamlessly with innovation, creating a captivating mix that keeps gamers coming back for more. The RG DS and its siblings serve as testaments to how the art of copying can lead to rich and engaging gaming experiences.