In addition, charging customers in some remote rural towns in China may be difficult, so game companies typically link up with mobile companies to allow customers to pay through text messages, Pan said.

This is uniquely different from the West where mobile game payment is typically made by the mobile account linked to the user's credit card.

Pan said a big challenge for Rekoo working with game developers in the UK is assuring them about intellectual property protection in the Chinese market.

"This is one reason we wanted to have a physical presence in the UK - because we then can sign all our contracts in the UK, which are legally binding under UK law, so European companies can be assured that their IP will be protected," she said.

She said localization of practices is also important, hence the company has employed a European, Tony Hughes, as its European Union chief representative.

Rekoo's UK office is located in Tech City, an area in central and east London where many technology companies have gathered, including Cisco, Facebook, Google and Intel.

Since Tech City launched in 2010, the number of digital companies in east London has grown from 200 to more than 1,500, according to London government statistics.

Pan said the company chose to settle in Tech City because the area has a liberal atmosphere, which facilitates easy communication between different companies. Often new ideas can spark from these conversations.

Rekoo's UK investment was announced at a time when London Mayor Boris Johnson and the UK Chancellor of the Exchequer George Osborne are visiting China to attract inward Chinese investment.

Pan said the UK government has made her team feel very welcoming. She said the UK's inward investment agency UK Trade and Investment has facilitated a brief meeting for her with the British Prime Minister David Cameron, who has personally welcomed Rekoo's investment.

David Slater, director of international business development at London and Partners, the city's promotional agency, said he hopes Rekoo will be a role model for other Chinese creative and technology companies and encourage them to look to London as the place from which to build their global business.

"As an industry leader in mobile gaming, Rekoo recognizes the depth and breadth of talent available in London, which is a genuine leader in the game design and development field," Slater said.