PUBG to enter Chinese market through Tencent

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‍Chinese tech giant Tencent has struck an exclusive deal to operate popular online game PlayerUnknown’s Battleground (PUBG) in China, according to a Weibo post from the company on Wednesday.

The game by PUBG Corporation, a subsidiary of South Korean publisher Bluehole, faced a ban in China last month after the State Administration of Press, Publication, Radio, Film, and Television (SAPPRFT) said it was too violent and would be “harmful to young consumers.”

Niko Partners analyst Daniel Ahmad however predicted a ban would not happen since 40 percent of all active players of the game are in China, while Tencent owns a five percent stake in Bluehole.

Online game PlayerUnknown’s Battleground faced a ban in China for being "too violent" and "harmful to young ‍consumers." /PUBG

Tencent’s senior vice president Ma Xiaoyi said that the company will provide the game with the best localized operational support and will improve the gamer experience.

Meanwhile, Tencent will help Bluehole navigate policy and legal resistance in the market.

But first, an official launch of the game will require some changes to be made.

"If PUBG was to launch officially, Bluehole would need to partner with a Chinese publisher and submit the game to the SAPPRFT for a license," Ahmad wrote in a blog post.

The official launch of PlayerUnknown’s Battleground in China will require some changes to be made. /PUBG

"If PUBG was to go down this route, we believe that it would be harder for them to get approval without making changes to the game as per SAPPRFT content regulations."

Changes may include toning down violent elements and change the color of blood, a move Counter-Strike: Global Offensive adopted in order to enter the Chinese market earlier this year.

The partnership also includes a Chinese server and assistance in banning cheats from the Chinese market.

It is also likely to begin a closer relationship between Tencent and Bluehole as the possibility of raising the share stakes has reportedly also been discussed.