At Gamescom 2025, Tencent invited Game Developer to meet with Yong-yi Zhu, the company’s VP of business operations. This meeting came on the heels of a lawsuit from Sony, which accused Tencent of cloning its popular Horizon franchise. Despite this controversy, Tencent was eager to discuss its strategy for creating original franchises with global appeal.

Tencent has made significant investments in major studios, including Riot Games, Supercell, Ubisoft, and Epic Games. Now, the company is focused on developing more widely recognized titles in-house. At Gamescom, Tencent showcased several original projects, such as:

• Delta Force
• Fate Trigger
• Honor of Kings: World
• Project Spectrum

The goal is to build a diverse catalog that allows internal teams to pursue their passions while catering to various player communities worldwide.

While this approach sounds promising, the question remains: how is Tencent turning this vision into reality, especially in light of Sony’s lawsuit? Zhu emphasizes that Tencent’s internal studios are not interested in creating “derivative” titles. He states, “We focus on matching developers with projects they are passionate about.”

For instance, Zhu highlights Sharkmob and its game Exoborne, noting that the studio’s ambition aligns with its capabilities and market potential. Passion is a vital resource in the gaming industry, but transforming that passion into sustainable products is a significant challenge.

To mitigate risks associated with game development in 2025, Tencent employs a data-driven approach. Zhu explains, “We support our teams with data from various sources, including the video game data platform Newzoo. Our data scientists conduct predictive modeling to understand market trends and player expectations.”

However, Zhu warns that engaging with audiences too early can be risky, particularly when studios aim to innovate. He notes that while feedback can be valuable, it may not always align with a studio’s vision for something new.

When asked how Tencent differentiates between inspiration and imitation, Zhu asserts that the developers they work with are confident in their abilities and focused on creating original content. “They are always looking to create something new and different,” he says.

Financial risk is another consideration. Although Tencent has substantial resources, Zhu explains that the company carefully moderates its investment levels to ensure sustainability. “We control our investment level when there are big challenges and unknowns,” he adds.

Different genres carry varying levels of risk. For example, developing an open-world game requires a much larger investment compared to a PvP shooter, which allows for quicker iterations. Consequently, the number of games Tencent greenlights in certain genres correlates with their risk levels.

For projects that do make it through Tencent’s rigorous vetting process, the expectation is clear: they must deliver. Zhu emphasizes the importance of “evergreen” growth, citing successful titles like League of Legends and PUBG Mobile as examples of long-lasting products that continue to thrive in the ecosystem.

As for projects that fall short, Zhu assures that cancellations result from a thorough evaluation process rather than impulsive decisions. “We take our time when making those calls,” he explains, allowing teams to test and refine their ideas based on player feedback.

Ultimately, Tencent is committed to fostering a creative environment where teams can pursue ambitious projects, ensuring that the company remains a significant player in the gaming industry.

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