In a strategic move that could reshape its international gaming dynamics, Tencent Holdings, the global gaming behemoth, has successfully acquired the rights to develop and release the mobile version of Bandai Namco Holdings’ critically-acclaimed game, Blue Protocol. Sources, who preferred anonymity, revealed that Tencent has already initiated the development process with a dedicated team and possesses the global distribution rights for this venture.
This partnership signifies Tencent’s ongoing strategy to extend its mobile content creation prowess. The company previously showcased its capability by adapting massive franchises like Call of Duty and PUBG for the mobile platform. While it remains uncertain when the gaming community will see the mobile edition of Blue Protocol, insiders speculate that it could be a lengthy development process, potentially stretching over a year.
Launched in June for the PC in Japan, Blue Protocol quickly became a sensation. The game adopts the freemium model, where players can immerse themselves in the gaming experience for free, with in-game purchases serving as the primary revenue driver. This approach has previously been lucrative for titles such as League of Legends, under the umbrella of Tencent-owned Riot Games Inc.
Blue Protocol’s storyline revolves around a multiplayer fantasy world inhabited by anime characters who harness the powers of both sword and sorcery. It’s the creative brainchild of the adept team responsible for Bandai Namco’s esteemed Tales series. The game’s launch statistics were nothing short of phenomenal, garnering 600,000 players within its debut week. This surge included a staggering 200,000 simultaneous connections during its peak hours, setting a new benchmark for Bandai Namco’s domestic PC online games. As the game’s global demand escalates, Amazon.com’s gaming division has plans to introduce it to Western audiences next year, catering to platforms such as PC, PlayStation, and Xbox.
Tencent’s collaboration with Bandai Namco is in line with its recent endeavors in Japan. Over the years, the Shenzhen-based titan has carved a niche for itself in Japan’s tightly-knit entertainment sector, securing partnerships with major studios responsible for hits like Elden Ring and Nier: Automata. Tencent’s foray into mobile gaming has also seen them create games inspired by iconic brands like Pokémon and Naruto, targeting both the Chinese and international markets.
Japan’s ACG (anime, comic book, and gaming) franchises have found considerable favor in Tencent’s home turf. This cultural genre has also left an indelible mark on Chinese game developers, evident from masterpieces like Genshin Impact.
2022 saw an unforeseen contraction in China’s gaming market, valued at a whopping US$40 billion and recognized as the largest globally. This decline, a culmination of regulatory constraints and economic flux, stagnated Tencent’s revenue growth, pitting them against formidable domestic adversaries.
Addressing these domestic challenges, Tencent is proactively diversifying its gaming assets, eyeing regions like Europe, Japan, and South Korea. The company envisions transforming these investments into multimedia powerhouses, aiming to both entrench Chinese users within its digital ecosystem and bolster its international footprint.
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