DeNA China partners with chip designers MediaTek to promote its social games
Japanese mobile-social gaming juggernaut DeNA has announced that its China subsidiary will partner with Taiwanese chip designer MediaTek, Inc. to promote its social games. This is the first partnership with an upstream mobile phone supplier for DeNA China. MediaTek’s chips are used in numerous mobile phones and the partnership will make it easier to distribute more of DeNA’s games to more people.
Through the partnership, DeNA will be able to provide its mobile gaming platform, Mobage, pre-installed on devices that use MediaTek chips. Mobage has nearly 50 million users in Japan which is more than a third of Japan’s total population. In China, Hong Kong, Macao and Taiwan, the platform has gained more than 20 million gamers. This is very similar to the Pokki, Zynga and Acer partnerships we covered last month.
Though it has yet to find as much of a reputation in the U.S., DeNA has a large following in Asia with numerous high profile titles such as the Transformers IP. Last year, it saw a 22 percent increase in revenue year-to-year with profit increasing three percent. This partnership will be helpful to the Mobage platform in China, where it has already experienced decent success. A similar partnership stateside could potentially interpose the platform to more widespread usage.