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ChinaJoy 2026 Highlights This year’s ChinaJoy was the most international edition we have seen in recent years. The B2B area brought together 500+ exhibitors, with 46.6% of companies being foreign-funded, including international studios and service providers. From our perspective as a cross-border company, ChinaJoy is no longer only a China gaming exhibition - it is becoming a truly global industry platform connecting companies, technologies, and markets. For Meridian Play, one of the highlights was our ChinaJoy Networking Evening in Shanghai. We brought together developers, publishers, investors, partners, and friends from across APAC and Western markets. We were happy to see a truly cross-border community come together in one place. A big thank you to iDreamsky Technology for supporting the event and making this evening possible. Thank you as well to every company that joined us: MY.GAMES, Thermite Games, Ocean Entertainment Group (OEG), Beep Japan Inc., VNG, Gaijin Entertainment, HeyBox,Tencent, Kingsoft, KongZhong Corp., Alice Games FZE, Nekki, OPPO, IGN Entertainment Japan, Rokky, Orbit Ventures, G.Round, Koffeecup, QooApp Limited, AppQuantum, 2P Games, T-Accelerate Capital, XD Inc., PATHEA GAMES重庆帕斯亚科技有限公司, Keywords Studios, MOONTON GAMES, Bonfire Gathering, Game Hollywood, Agate, GAMEPOCH | 上海星游纪信息技术有限公司, Goldpact Goblins, JINKE, 101XP, SEASUN, Xsolla, FRVR, The Raine Group, GLASSiRiS, FROMtheRED and others who joined the dinner. Beyond the exhibition floor, the most valuable part of ChinaJoy remains the conversations. This year, companies were actively discussing: · Global expansion and publishing opportunities · PC and Steam market growth · WeChat Mini Games · AI applications in gaming · IP cooperation and licensing · Investment and M&A opportunities · Stronger connections between East and West One thing was clear: the future of gaming will be built through stronger international cooperation. The industry is becoming more connected, but relationships and trust remain at the center of every successful partnership. Thank you to everyone who joined our meetings, discussions, and events during ChinaJoy. Looking forward to the next ChinaJoy - more connections and more opportunities to connect East and West. Photos: https://drive.google.com/drive/folders/18a-3oyuU3J2x28W3fb7l5vZnjNcJoEb8?usp=sharing https://m.alltuu.com/album/6be9494c35873e73602bb37c206587d9/?from=appmessage&menu=live

2026 China Gaming Industry H1 Report China Digital Entertainment Conference (CDEC) took place during ChinaJoy, where officials released the 2026 H1 report on China's gaming industry. 📌 Key Points: - China's domestic gaming market generated ¥188.45 billion (~$26.3 billion) in H1 revenue, up 12.17% YoY. User base hit 684 million, up just 0.82% YoY. - Self-developed games earned ¥163.36 billion (~$22.8 billion) domestically and $12.37 billion overseas. - Overseas mobile revenue was led by the US (32.31%), Japan (14.05%), and South Korea (7.48%). - Mobile games earned ¥135.21 billion (~$18.9 billion), up 7.9% YoY. Among the top 100 titles, shooting games led at 26.23%, followed by MOBA (18.96%) and RPG (14.35%). - PC games earned ¥45.29 billion (~$6.3 billion), up 27.92% YoY. Mini-program games earned ¥31.66 billion (~$4.4 billion), up 36.01% YoY. Web games earned ¥2.02 billion (~$282 million), down 8.47% YoY, extending a decline since 2024. - Console games earned ¥961 million (~$134 million), down 7.06% YoY. Anime-style mobile games earned ¥13.27 billion (~$1.85 billion), down 8.97% YoY. 📈 Why It Matters: H1 growth was driven mainly by a stable mobile base, strong PC performance, and continued momentum in overseas self-developed games, with cross-platform integration adding a boost. Web games, console games, and anime-style mobile games declined, mainly as long-running titles lost steam and new releases failed to fill the gap. The gap between user growth (0.82%) and revenue growth (12.17%) suggests the market has largely shifted into a stage of competing over existing users rather than acquiring new ones. Companies entering China should not count on user growth to drive results. A more realistic approach is to focus on winning a larger share of existing players' time and spending. 🔗 https://mp.weixin.qq.com/s?__biz=MzI0OTQyMTk3Ng==&mid=2247497562&idx=2&sn=f40e00009c0002d4f5339ab064d71fe0&chksm=e8b6d16222803e6120506830c09c6013d94f461b59082f28ce791f9e4ba98c1b1cdee2ae2a3b&scene=27

Meridian Play Weekly Digest (Jul 31st - Aug 6th) 🌟 Tencent Reworks Grand Theft Auto-Style AAA Project Tencent has reportedly scaled back its years-long effort to build a Grand Theft Auto-style blockbuster after development setbacks at Lightspeed LA. The project's restructuring led to layoffs and reflects the growing challenges of producing large-scale AAA games despite significant investment. 🔗 https://tinyurl.com/dme5yh4s 🌟 SEGA Sets Up Shanghai Subsidiary to Accelerate China Strategy SEGA has officially established a new subsidiary in Shanghai to reinforce its business operations in China. The office will oversee IP promotion, marketing initiatives, and partnership development, reflecting the company's long-term commitment to the Chinese market. 🔗 https://www.sega.co.jp/release/260803_1.html 🌟 Rokky Partners with Revolution Software to Bring Broken Sword to China Rokky has partnered with Revolution Software to launch the Broken Sword franchise in China. The deal covers localization, publishing, marketing, and community operations, marking another step in Rokky's publishing expansion. 🔗 https://www.gamesindustry.biz/rokky-teams-up-with-revolution-software-to-bring-broken-sword-franchise-to-china 🌟 Razer Acquires StreamElements Assets Razer has acquired the assets of StreamElements to strengthen its creator ecosystem. The streaming platform will continue operating independently, while Razer plans deeper integration across its hardware, software, and creator services. 🔗 https://www.gamesindustry.biz/razer-acquires-streamelements-assets 🌟 Korean Game Companies Renew Focus on China Market Korean game companies are increasing their efforts to expand in China as more titles receive approvals. Recent launches and partnerships highlight renewed interest in the world’s largest gaming market. 🔗 https://www.chosun.com/english/industry-en/2026/08/03/Z2RAVX36AVGTZCNLRXMC7FYMEY/ Subscribe to our Substack for more updates📢 https://meridianplay.substack.com/

NCSoft and Shengqu Games Renew Partnership at ChinaJoy 2026 NCSoft announced on July 31 a partnership with Shengqu Games to launch Aion 2 in China. The two companies held a signing ceremony in Shanghai the day before, discussing publishing and service strategy for the Chinese market. The deal extends a 17-year publishing relationship. 📌 Key Points: - NCSoft CEO and Shengqu Games CEO signed the deal in Shanghai the day before ChinaJoy opened, discussing publishing and service strategy for the Chinese market. - Shengqu Games has serviced NCSoft's Aion franchise in China since 2009, making this one of the longest continuously active Korea-China publishing relationships in the industry. - The partnership builds on an existing deal for Aion Mobile, which received its China license on July 22, 2026, positioning the mobile title as a market re-entry step ahead of the flagship MMORPG. - During ChinaJoy, both Aion 2 and Aion Classic appeared together at the booth, marking the mobile version's first major offline public event since receiving its China license, with visitors able to try the latest build firsthand at the venue. 📈 Why It Matters: Aion Mobile received its China license on July 22, the Aion 2 partnership was signed just one day before ChinaJoy opened on July 30, and by July 31 both titles were already playable on the show floor. Fitting a license approval, a signing ceremony, and a public demo into nine days gave the rollout perfect timing to build promotion from online to offline. This also shows B2B and B2C working together, not as two separate steps. The signing built the quiet, formal foundation, while the booth turned it into something players could see and try within 24 hours, backed by real foot traffic and hands-on play. A strong B2B deal only pays off fully once it reaches the market fast enough for people to still be paying attention. 🔗 https://www.inven.co.kr/webzine/news/?news=319030

China’s July 2026 Game License Approvals On July 23, China's National Press and Publication Administration (NPPA) approved 197 game licenses, including 193 domestic titles and 4 imported titles. 📌 Key Points: - This month, mobile games accounted for 127 titles, mobile casual/puzzle games made up 51, and 15 titles covered both mobile and PC. Another 4 titles cover consoles (PS5) and other platforms. - Well-known companies with approvals this month include NetEase, 37 Interactive, Raster Entertainment, Kingnet Network, and S-Game. - S-Game's Wuchang: Fallen Feathers (影之刃零) was the only PC-and-console title this month. It's a domestic AAA game launching October 29 and has already drawn heavy attention. - Imported titles include Ragnarok M: Eternal Love 2 (仙境传说：守护永恒的爱2) by XD Network, AION Classic (永恒之塔：经典) by Shengqu Games, Core Keeper (护核纪元) by Bilibili, and Chants of Sennaar (高塔旅人). 197 titles were approved this month, the highest so far this year. Monthly approval numbers have kept climbing since 2025, giving the industry more confidence. 🔗 https://www.nppa.gov.cn/bsfw/jggs/yxspjg/gcwlyxspxx/

Meridian Play Weekly Digest Jul 24th - Jul 30th 🌟 NC and Shengqu Games Partner to Bring Aion 2 to China NC has signed a deal with China's Shengqu Games to publish Aion 2 in China, unveiling the local title Eternal Tower 2. The partners have collaborated since 2009 on the original Aion, with launch timing still unannounced. 🔗 https://www.koreatimes.co.kr/business/companies/20260731/nc-shengqu-games-sign-deal-to-bring-aion-2-to-china 🌟 Koei Tecmo Adjusts Strategy to Reduce Dependence on High-Cost AAA Titles Seeking to mitigate the financial risks associated with rising AAA development costs, Japanese publisher Koei Tecmo plans to maintain a balanced release pipeline by regularly launching mid-size titles alongside major releases through fiscal year 2027. 🔗 https://automaton-media.com/en/news/koei-tecmo-wants-to-avoid-overreliance-on-aaa-games-with-steady-output-of-mid-size-games/ 🌟 Vietnam Proposes Strictly Regulating Games for Under-16s Vietnam has proposed requiring social platforms to restrict users under 16. Beyond social media restrictions, Vietnam’s draft decree targets the gaming industry, requiring publishers to verify minors' ages and restrict gameplay under 16 to 60 minutes daily. 🔗 https://www.reuters.com/legal/litigation/vietnam-proposes-banning-under-16s-posting-social-media-2026-07-24/ 🌟 Pearl Abyss’s Crimson Desert Tops 2026 New IP Revenue on Steam Generating over $190 million since launch, Pearl Abyss’s open-world adventure Crimson Desert became Steam’s top-earning new IP of 2026, ranking third among all new releases. 🔗 https://www.invenglobal.com/articles/24160/pearl-abyss-crimson-desert-ranks-no-1-in-steam-revenue-among-2026-new-ips 🌟 Slowing Growth Prompts Calls for Tax Credits in Korean Gaming Industry Facing rising production costs and sluggish export growth, South Korean industry experts urge expanded government support, including tax credits, to sustain the gaming sector's global competitiveness. 🔗 https://www.digitaltoday.co.kr/en/view/85444/warning-signs-as-game-industry-growth-slows-calls-for-tax-credits-for-production-costs Subscribe to our Substack for more updates! https://meridianplay.substack.com/

Bilibili’s Evolution into a Broader Gaming Ecosystem Bilibili World 2026, held in July, highlighted Bilibili’s growing ecosystem around games, animation and online communities. Compared with previous editions, this year’s event showed Bilibili’s continued expansion beyond its original ACG (anime, comics, and games) roots, welcoming more overseas visitors and featuring a record number of indie game developers. The event reflects Bilibili’s broader ambition to build a gaming ecosystem that connects audiences, creators, and game developers. 📌 Key Points: - Founded in 2009 as an ACG-focused danmaku video platform (featuring real-time comments displayed directly on videos), Bilibili built its early growth around anime, comics, games, and one of the most engaged online communities in China. - In 2014, Bilibili entered the gaming business through publishing and distribution, starting with titles such as Fate/Grand Order and later becoming a major publisher for anime-style mobile games. - In 2018, Bilibili expanded further into IP and entertainment by launching its comics platform, strengthening its position beyond video content. - Over the years, Bilibili’s audience expanded beyond traditional ACG fans, attracting users interested in a wider range of content. - In recent years, Bilibili has shifted its gaming strategy from mainly publishing third-party titles toward discovering new projects, supporting indie developers, and building closer partnerships with game creators. - At BW2026, Bilibili showcased more than 80 indie games and expanded its “BW First Look” program, highlighting its growing focus on discovering new projects and supporting developers. 📈 Why It Matters: Bilibili’s biggest advantage in gaming is the community it has built over more than a decade. The platform has become a place where players discover and discuss games, helping new titles build awareness and connect with potential audiences. Unlike Tencent and NetEase, which rely on large-scale game development and publishing capabilities, Bilibili is exploring a different path by using its content ecosystem to support game discovery and distribution. Its focus on indie games is not only about finding promising projects, but also about helping developers gain visibility and build communities around their games. However, a strong community does not automatically guarantee successful game publishing. Bilibili still needs more breakout titles and stronger execution to compete in an increasingly competitive gaming market. BW2026 shows that Bilibili is moving beyond its role as a content platform. The company is building a closer connection between its community and the gaming industry, with the goal of becoming a more influential player in game discovery and publishing. 🔗 https://www.sh.chinanews.com.cn/yule/2026-07-12/147652.shtml

One Store Introduces WeChat Mini Games to Korea One Store officially launched One Play, an instant-play gaming service, on July 20. The first title, Pook City's Yuedong Xiaozi (悦动小子, Korean title: 검투사 키우기）, marks the first step in One Store and Tencent's plan to bring Chinese WeChat Mini Games to Korea. 📌 Key Points: - In April, One Store partnered with Tencent WeChat to introduce proven Chinese Mini Games to Korea through One Play, with Yuedong Xiaozi becoming the first launched title in July. - In June 2026, Nexus acquired an 89.03% stake in One Store, aiming to transform Korea's local app marketplace into a broader gaming platform. - Yuedong Xiaozi is a top-performing WeChat Mini Game in China, serving as the first test of whether China's mature Mini Game model can succeed in Korea. - One Play enables instant gaming without downloads, while integrating One Store's account, payment, and in-game purchase systems. More Chinese Mini Games are expected to follow. - One Store is also expanding beyond app distribution with initiatives such as One Web Shop and community features to strengthen its gaming ecosystem. - 📈 Why It Matters: One Store has long competed with Google Play and Apple’s App Store through lower platform fees, but reducing commissions alone has not been enough. The company is now looking for stronger reasons for users and publishers to choose its ecosystem. The launch of One Play represents One Store’s attempt to evolve from an app marketplace into a more game-focused platform by securing new content sources and building additional gaming services. WeChat Mini Games could become a key differentiator for One Store in Korea’s competitive mobile gaming market. For Chinese Mini Game developers, One Play could open a new path into Korea by providing local distribution and platform support. Beyond Korea itself, this partnership will be closely watched as another important test of whether the Mini Game model, which has already become a major part of China’s mobile gaming ecosystem - can be successfully adapted for overseas markets. Global platforms are already exploring lightweight, instant-play gaming experiences, but the overseas expansion of the Chinese Mini Game ecosystem remains an open question. If the Korean market responds positively, it could encourage more Chinese Mini Game developers and platforms to pursue international opportunities and accelerate the global growth of the format. 🔗 https://mp.weixin.qq.com/s/wp-Ud6UZ76AvBM20pbmv0A?scene=1

Meridian Play Weekly Digest Jul 17th - Jul 23rd 🌟 Final List of Upcoming ChinaJoy 2026 Events Recently updated for the upcoming week. The final event list is now available. 🔗 https://docs.google.com/spreadsheets/d/13ys_1QLv_uBlzoaJIoK02W_0Qp9cgxE_fWurd5yNtSE/edit?usp=sharing 🌟 Final Fantasy 14 Mobile Global Release Cancelled Tencent’s LightSpeed Studios and Square Enix have cancelled the global launch of Final Fantasy XIV Mobile, following the shutdown of its Chinese version scheduled for September 2026. 🔗 https://www.videogameschronicle.com/news/final-fantasy-14-mobiles-global-launch-has-been-cancelled/ 🌟 Indonesia Steps Up Efforts to Develop Its Domestic Game Industry On July 19, Indonesia’s Ministry of Creative Economy is supporting the ASIED program to strengthen game industry talent development and expand career opportunities for young people across the gaming and esports ecosystem. 🔗 https://en.antaranews.com/news/423211/ministry-promotes-esports-talent-development-through-asied 🌟 Tencent Reportedly in Talks to Acquire SuperPlay Tencent is reportedly in talks to acquire Playtika's SuperPlay for up to $1.5 billion. The deal would expand Tencent's mobile gaming portfolio while reducing Playtika's growing liabilities. 🔗 https://www.calcalistech.com/ctechnews/article/hkvfmqsvme 🌟 Gameloft Dissolves Japanese Subsidiary According to a dissolution notice published in Japan's Official Gazette on July 21, Gameloft G.K. was dissolved on June 30 with the unanimous consent of its members. 🔗 https://gamebiz.jp/news/429689 🌟 South Korea Launches K-Culture Fund South Korea launched the K-Culture Value-Up Fund initiative on July 22. A 150 billion won (~ $109 million) initiative to support AI-powered content creation and IP-based businesses, including games, video, music, and other content sectors. 🔗 https://www.asiae.co.kr/en/article/2026072206375114532 Subscribe to our Substack for more news ➡️ https://meridianplay.substack.com/

Perfect World First Half 2026 Financial Report Perfect World recently forecast a H1 2026 net loss of RMB 80–120 million (~ $12–18 million), with the gaming business alone losing RMB 50–90 million (~ $7–13 million). Yet its new title Neverness to Everness (异环), launched in late April, delivered standout results in sharp contrast. 📌 Key Points: - Neverness to Everness (NTV) launched its open beta across all platforms in China on April 23, 2026, developed by Hotta Studio, a supernatural urban open-world action RPG. As of June 30, Neverness to Everness had surpassed RMB 1.4 billion (~ $207 million) in cumulative global revenue. - NTV launched overseas at the same time. It hit iOS top-five bestseller rankings in major regions worldwide, and topped Japan's PS charts and iOS bestseller charts multiple times. The overseas PC version also launched on Steam and Epic Games Store in July. - The game spent heavily on marketing during its early open beta. Accounting rules require those costs to be expensed immediately, while player revenue is recognized gradually over time, causing a near-term mismatch. The company expects earnings to show up starting Q3. - Several existing games continued content updates and marketing in H1, but revenue naturally declined year-over-year due to product lifecycle and operating rhythm, dragging down overall performance. - For H2, Perfect World still sees Neverness to Everness as its core growth driver, while also advancing new titles across MMO, SLG, anime cards, simulation, and casual genres. - As DOTA2's China partner, Perfect World will also host TI2026 in August, further building out its gaming and esports ecosystem. 📈 Why It Matter Old games were declining just as New games launched in April, with no buffer in between, which created collapsing profits on paper. Companies should avoid letting a new launch and an old game's decline overlap in the same reporting period. After performing well in China, Neverness to Everness quickly moved to launch international servers. Relying too heavily on one market is itself a concentration risk. Planning overseas expansion early is a good way to counter that risk. Having seven games in the pipeline across different genres looks safe, but it also means spreading the team too thin. The company itself said it's only making small bets for now to test what works. It's worth remembering that how many games a company keeps in reserve should depend on how many it can actually manage well, not just having more quantity. 🔗 https://www.pwrd.com/cn/news/press/p2026/20260716/89007.shtm

China Expands Fast-Track Game Approval Pilot to New Province China's game content regulator has approved Hunan province to join a fast-track review program for domestically made online games. Under the program, games whose publisher and operator are both based in Hunan will get an extra layer of initial review from the provincial regulator before national approval, resulting in a faster process. 📌 Key Points - The fast-track program isn't new. Shanghai became the first pilot city back in January 2014, and approval times there dropped by half in the first year. Other cities and provinces, including Beijing, Guangdong, and Jiangsu, joined over the following years. - In April 2025, China's Ministry of Commerce identified the expansion of overseas game businesses, covering areas such as IP creation, game development, publishing, and overseas operations, as an official task under a broader plan to further open up the services sector. - In May 2025, the government released its annual list of "key cultural export companies and projects." Nearly 100 game companies made the list, including Tencent, NetEase, miHoYo, and Hypergryph. - In March 2026, video games were included in China's national five-year plan for the first time, placed alongside web literature and online video as one of the country's three main pillars for exporting culture abroad. 📈 Why It Matters As the game industry generates more revenue, Chinese regulators seem to be supporting it more, not just controlling it. Approvals are getting faster and more standardized, but that doesn't mean the rules are looser. Companies still need to meet strict requirements, like ICP registration and data storage rules. What's changing is the speed and volume of approvals, not the standards themselves. It's also worth remembering that regulation in this region can shift quickly. The Philippines recently tightened game content review following a shooting incident, and Vietnam's new game classification rules took effect in July. Both are reminders that local rules can change fast. Something companies need to watch closely when publishing games abroad. Given that unpredictability, having the right paperwork and a response plan ready matters. This applies to live games as well, as how quickly a company can fix issues and reassure players often determines the extent of damage caused by a sudden review or takedown. 🔗 http://www.nadianshi.com/2026/06/413682

Meridian Play Weekly Digest Jul 10th - Jul 16th 🌟 ChinaJoy 2026 Event Guide ChinaJoy week is always packed with side events, networking opportunities, and industry gatherings. To help everyone navigate the busy schedule, we've put together an updated community-driven list of events happening around ChinaJoy. The list is refreshed weekly as new events are announced and details change. A quick update: our event with iDreamSky has officially reached capacity and is currently overbooked. For those who missed out, we'll be opening a limited number of raincheck slots next Wednesday if additional availability becomes possible. 🔗 https://docs.google.com/spreadsheets/d/13ys_1QLv_uBlzoaJIoK02W_0Qp9cgxE_fWurd5yNtSE/edit?usp=sharing 🌟 Court Dismisses NCSoft's Copyright Suit Against Kakao The Seoul Central District Court dismissed NCSoft's copyright infringement and unfair competition claims against Kakao Games and RedLab Games, ruling that ROM did not unlawfully copy Lineage W. 🔗 https://www.invenglobal.com/articles/23644/court-dismisses-ncs-copyright-infringement-lawsuit-against-kakao-games 🌟 Square Enix Extreme Edges Ends Operations After 15 Years Square Enix announced that it would be shutting down SQUARE ENIX EXTREME EDGES. This label started back in 2010 as an effort to bring overseas game titles to Japan. The announcement said that overseas games have become wildly accepted in Japan right now. 🔗 https://automaton-media.com/en/news/square-enix-shuts-down-its-15-year-old-western-game-publishing-label-saying-overseas-titles-no-longer-need-exotic-treatment-in-japan/ 🌟 Vietnam Mobile Games Lastest Data and Regulator A report from Gamota shows the latest data about the Vietnamese mobile gaming industry. This report includes download and revenue trends. It also introduces new regulations. 🔗 https://store-new.gamota.com/index.php/s/NwQYg5jL6i3Wr9i 🌟 Games Done Quick Cancels SNK Partnership Games Done Quick cancelled its sponsored stream with SNK after community concerns over the Saudi-owned studio’s links and said it would not accept sponsorship funds or work with the company again. 🔗 https://www.gamedeveloper.com/business/games-done-quick-apologizes-for-partnering-with-saudi-owned-studio-snk Subscribe to our Substack for more updates➡️https://meridianplay.substack.com/

NetEase Enters the Chinese Horror Extraction Shooter Market On July 8, NetEase Leihuo Studio officially revealed its Chinese-style horror extraction shooter 诡影藏锋 (no official English name). The game opened Steam pre-registration page at the same time, the first PC test scheduled for August 7. Within just one day, its reveal trailer reached 6 million views. 📌 Key Highlights: - Chinese-style horror theme: The game combines Chinese folklore elements with a light horror atmosphere, using traditional settings, monsters, and fragmented storytelling to create a differentiated experience. - Melee Extraction Gameplay: Unlike traditional shooter-based extraction games, 诡影藏锋 builds its combat experience around melee weapons, spell-based abilities, and team coordination. - PvPvE and RPG Progression System: The game combines boss battles, gear progression, an affix system, and build customization to deepen in-match strategy and long-term character growth. - Emphasis on Teamwork and Social Experience: Distinct character roles, skill combinations, and multiplayer coordination work together to lower the barrier to entry and enhance the group play experience. - Focus on Atmospheric Horror: Rather than relying on traditional jump scares, the game builds a sustained sense of dread through mission narratives, detailed environments, art and music design. 📈 Why it matters The game's real test will come after launch, but it has already drawn strong attention early on, for these main reasons: Good reputation: Building on the success of Where Winds Meet, NetEase has earned player trust in its ability to deliver Eastern-themed, Wuxia, and large-scale titles. Differentiated positioning: Combining extraction gameplay, melee combat, and Chinese-style horror — while none of these is new on its own, the mix stands out. Perfect timing: The testing at major events like Bilibili World and ChinaJoy in July to August will help sustain and grow player attention. In short, 诡影藏锋 shows how to differentiate within a familiar genre through theme, art, and gameplay mix — But whether that early buzz turns into lasting success will depend on the game itself. 🔗 https://mp.weixin.qq.com/s/VCoRpiKQfn6Me8cTopujDw