Tencent, Lego look to pull China’s games market out of the doldrums with new offering

Celia Chenin Shenzhen
Internet giant Tencent Holdings on September 12 published a series of advertisements on the official Weibo account of its Tencent Games unit for a new video game that it plans to launch on September 19. The undisclosed game was co-developed with Danish toy company The Lego Group. Photo: Handout

Internet giant Tencent Holdings has teamed up with The Lego Group to launch a new video game next week, which could provide a spark to China’s US$38 billion games market months after a regulatory restructuring halted the approval of new licences and led to the industry’s slowest first-half growth in at least a decade.

Tencent, which operates the world’s largest video game business by revenue, on Wednesday ran three advertisements about the new game co-developed with Danish toymaker Lego on the official account of its Tencent Games unit in Chinese microblog Weibo. No details were provided.

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