China has temporarily lifted a 14-year-old ban on selling video game consoles, paving the way for Sony, Microsoft and Nintendo to enter the world’s third-largest video game market in terms of revenue. China saw video game revenues grow by more than a third from 2012 to nearly USD14 billion last year, but console makers are likely to face an uphill battle for market share in a country where a whole generation has grown up without a PlayStation, Xbox or Wii and where free PC and mobile games dominate. The absence of consoles has left PC games with almost two-thirds of the market, according to data released at the annual China games industry conference in December. Browser gaming accounted for just over 15% and mobile gaming was nearly 14%. China banned games consoles in 2000, citing their adverse effect on the mental health of its youth. The suspension of the ban permits “foreign-invested enterprises” to make game consoles within Shanghai’s free trade zone (FTZ) and sell them in China after inspection by cultural departments. For console makers seeking growth in China, price may be an issue. Over 70% of Chinese gamers earn under CNY4,000 a month, said Hong Kong-based brokerage CLSA. The new Xbox One sells for nearly USD500 in the United States, while Sony’s PlayStation 4 goes for just under USD400.