For the past five years, Zhang Yang has sold Xboxes, Wiis and PlayStations at his Beijing shop, but the Chinese merchant is a thorn in the side of video game console makers now allowed into the world's third biggest market.
The consoles that Zhang sells are smuggled into China because they are illegal, although that may change after the government lifted a 14-year-old ban on the devices this week.
(Read more: Game on! China lifts ban on foreign consoles)
But most have been modified, or "cracked", to play pirated games which can go for less than 10 yuan ($1.65) compared with $60 for the latest licensed titles.
The proliferation of these bootlegged games, along with China's reputation for weak intellectual property rights, means console makers Microsoft, Sony and Nintendo will lose out on lucrative royalties from software sales.