Tencent Bets on ‘Delta Force‘ Success to Reshape Gaming Strategy
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Tencent Holdings is doubling down on PC and shooter games,fueled by the unexpected success of “Delta Force” and a shifting preference among Chinese gamers.
For over a decade, leo Yao, a developer at tencent Holdings, quietly honed his skills crafting shooting games. That changed in 2024 with the release of “Delta Force,” which has rapidly become one of China’s most popular video games, attracting a staggering 30 million daily players. Now, the 43-year-old Yao has been entrusted with a pivotal role in steering a major strategic shift at China’s most valuable company.
A Shift in Gamer Preferences
Executives at Tencent have observed a notable change in the gaming habits of domestic consumers. Traditionally, chinese gamers have been largely associated with mobile gaming. However, ther’s a growing embrace of personal computers and the shooter genre, prompting Tencent to increase investment in these areas.This move is particularly notable given that shooting titles, historically dominated by Western developers, represent approximately 9% of the global $189 billion gaming market, according to research from Newzoo.
Yao’s team, Timi J3 Studio, leveraged their experience adapting the fast-paced PC action of “Call of Duty” into a mobile-friendly format. They successfully combined multiple genres and play styles in “Delta Force,” resulting in its immediate popularity within China. Expanding beyond the domestic market is now the company’s primary objective.
“The senior leaders will ask questions like, ‘Do you need a bigger budget for marketing?'”, Yao stated in a rare interview from his studio in Shenzhen, adding that the company is also focused on user acquisition in international markets. “In our foreign markets,we’re seeing gradual progress.”
Riding the Momentum of ‘Delta Force’
Breaking into the highly competitive shooting game landscape presents a considerable challenge. Though, confidence within Tencent is high, largely due to the performance of “Delta Force,” which exceeded internal projections. This success has earned Yao the “complete trust” of senior management, positioning his team as a reliable asset in the company’s evolving strategy.
The unexpected hit has provided Tencent with a valuable blueprint for future development and expansion. The company is clearly signaling a willingness to invest heavily in the shooter genre, betting that yao and his team can replicate the success of “Delta Force” on a global scale.
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The future direction of Tencent’s gaming division hinges on the continued success of titles like “Delta Force” and the ability to capitalize on the changing preferences of gamers both within China and abroad.
Why, Who, What, and How did it end?
Why: Tencent is shifting its gaming strategy to focus more on PC and shooter games due to a change in preferences among Chinese gamers, who are increasingly embracing PC gaming and the shooter genre.
Who: The key figure is Leo Yao, a Tencent developer who led the creation of “Delta Force.” His team,Timi J3 Studio,is also central to this shift.Tencent Holdings as a company is making the strategic change. Newzoo provided market research data.
What: Tencent is increasing investment in PC and shooter games, particularly following the unexpected success of “Delta Force,” which has attracted 30 million daily players in China. The company is aiming
