bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sections {
    value {
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      name
      id
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersCheckIsPostiesArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sections {
    value {
      name
      id
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sections {
    value {
      relatedNewsletters {
        ...helpersMassageToNewsletterItemNewsletter
        id
      }
      id
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on Section {
  name
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sections {
    value {
      entityId
      id
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
  ...helpersCheckIsPostiesArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesPage on Page {
  urlAlias
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_image_posties_article", "og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sections {
    value {
      name
      id
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
  ...helpersCheckIsPostiesArticle
}

fragment hooksTrackPageViewArticle on Article {
  entityId
  publishedDate
  headline
  sections {
    value {
      name
      id
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


sections

types

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

entityUuid

Josh Ye

With the recent launch of a new casual gaming platform and independent games publisher, TikTok maker ByteDance is continuing a push into an entertainment segment in China long dominated by competitors Tencent Holdings and NetEase.
In October, ByteDance launched a new mobile-only game store called Danjuan Games, which is currently full of casual titles like puzzle games and simple side-scrollers. Then just this month, the company unveiled a new publishing arm called Pixmain at the WePlay Game Expo in Shanghai. It currently has five independently developed (indie) games in the pipeline, all of which will be available on mobile. Three will also be released for PC and one, Grimvalor, will get a version for Nintendo Switch.
ByteDance has been rapidly expanding its gaming operations in recent years as it seeks new ways of monetising the attention of its users. The company appears to be following a path similar to that of Tencent, which paired social media and video games in China with very lucrative results, according to analysts.
“ByteDance also has an advantage with Douyin and TikTok as it is able to acquire users in a similar way to how Tencent does with WeChat and QQ,” said Zeng Xiaofeng, vice-president of game consultancy Niko Partners.
Danjuan and Pixmain join the three game studios that ByteDance has already launched: Nuverse, PixDance and Ohayoo.
While Ohayoo is also focused on casual games – usually free, easy-to-play mobile games like Candy Crush – Nuverse and PixDance focus on mid-core and hardcore games of varying complexity. Mid-core games require more effort than casual ones while hardcore games are often big, competitive titles. It is the difference between Supercell’s ﻿Clash of Clans and Tencent’s Honour of Kings.
ByteDance brushes off early failures with new attack on gaming king Tencent
“ByteDance is heavily investing in each part of the video game industry value chain to solidify its presence as a major player in the games market,” Zeng said. He added that this includes self-developed games, acquiring studios, licensing third-party content and building a community through its own distribution platforms.
To help take on China’s current gaming giants, ByteDance has been going on a hiring spree this year. Most recently, the company put up job listings in September for 700 business-related positions and 200 technical positions in gaming.
However, attempts to make headway in gaming have proven challenging for the social app giant. ByteDance’s mid-core games Art of War: Infinity Evolution and JJ Street Basket have struggled to live up to expectations. The growing pains suggest the company has a ways to go before it gets a hit competitive title like Tencent’s Honour of Kings or NetEase’s Onmyoji.
Chundi Zhang, a video games analyst at Ampere Analysis, said the increased focus on casual and indie games could suggest ByteDance is finding it harder to compete with its more experienced rivals than it initially thought.
“After experiencing setbacks in publishing mid-core and hardcore games, proving that it may be difficult to [follow] the same path as Tencent or NetEase, ByteDance is carving out a path of its own in the areas of casual and hyper-casual games,” Zhang said.
How ByteDance is copying Tencent’s playbook to conquer gaming
So far, casual games have been a bright spot for ByteDance. Ohayoo, known for casual titles such as the mobile game Virus War, has become one of the fastest-growing studios in China.
Over 18 months, Ohayoo has published nine casual games that have brought in at least 100 million yuan (US$15.2 million) in revenue each, Ohayoo general manager Xu Peixiang told Chinese media outlet Youxiputao. One of those games brought in more than 600 million yuan.
“The launch of Danjuan Games is a consolidation of their business in casual and hyper-casual games, aiming to create a Steam-like platform that integrates game publishing and user community,” Zhang said. This will be key to competing with Tencent’s WeChat mini game platform, he added.
Zeng said that short videos could be another key to success for Danjuan Games, because the app promotes casual games through “TikTok-style videos”. It also drives engagement by allowing users to play games within its other apps and “earn virtual currency that can be spent across its library of titles”, he said.
ByteDance is also moving into indie games at a critical time. Recent popular titles like Fall Guys and Among Us have proven that indie games can be big business. And snatching up top indie games is a strategy that has worked for Tencent for years.
“The overwhelming success of Fall Guys in China proves that there is a growing recognition of indie games in the Chinese market, and social media has played a strategic catalytic role in this process﻿,” Zhang said.


TikTok maker ByteDance launches a new casual game store and indie publisher to take on Tencent and NetEase

ByteDance’s efforts to level-up in gaming have been met with challenges, but casual gaming remains a bright spot for the company. Photo: AFP

Tech

Big Tech


The mobile game store Danjuan Games and indie publisher Pixmain represent a renewed focus on less complex games for ByteDance
The social app giant has struggled with mid-core games Art of War: Infinity Evolution and JJ Street Basket in its effort to take on its Chinese rivals



ByteDance launches mobile game store Danjuan Games and indie publisher Pixmain as it focuses less on mid-core gaming following setbacks in challenges to Tencent and NetEase.


TikTok maker ByteDance launches a new casual game store and indie publisher to take on Tencent and NetEase

The mobile game store Danjuan Games and indie publisher Pixmain represent a renewed focus on less complex games for ByteDance The social app giant has struggled with mid-core games Art of War: Infinity Evolution and JJ Street Basket in its effort to take on its Chinese rivals

The mobile game store Danjuan Games and indie publisher Pixmain represent a renewed focus on less complex games for ByteDance

The social app giant has struggled with mid-core games Art of War: Infinity Evolution and JJ Street Basket in its effort to take on its Chinese rivals