China’s biggest game company is cutting ads because the country isn’t approving new games
Tencent hasn’t made any money from PUBG Mobile players in China… because it’s not allowed to
Tencent’s gaming unit has seen better days.
The measures reflect the difficulties faced by China’s biggest gaming company, after authorities blocked all official approval channels for new games. A recent Tencent internal memo asks marketing executives to tighten their budget to “endure the hard times together”, reports Bloomberg.
According to the report, underperforming games, as well as titles that haven’t received the green light from regulators, will need to return any unused marketing budget.
The halt in licensing, which began in around March, is believed to have stemmed from a government shakeup. The head of the State Administration of Press and Publication, in charge of game approvals, left in August for a promotion -- leaving the post vacant since.