UK marketers should be seizing new opportunities to help Chinese brands crack the UK, according to Richard Downey from The Specialist Works media agency. With brands from China looking to grow into Western markets, Downey says that “Western companies can help Chinese brands with their new business, user acquisition and experience”. He also added that companies from the country would be looking to “establish key strategic partnerships” in target markets, something that UK agencies could take advantage of. The Chinese game developer Rafotech is currently using the UK as a testbed for new games targeted at Western markets, with project director Yin Long saying that the country is ideal for forging local partnerships. Long added that, like other Chinese brands, he felt it to be important to “work with good people to grow our reputation” in different territories.