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Alibaba Launches First Batch of Mobile Games

Beijing Morning Post, 1/27/14

Chinese e-commerce conglomerate Alibaba Group released the company's first three mobile gaming products on January 26 through a new "Game Center" on the mobile client of the company's C2C e-commerce site Taobao and through Alibaba's Laiwang mobile instant messaging app. The new Game Center, located within the "My Taobao" channel on the Taobao mobile app, features mobile puzzle game Fengkuang De Wanju, developed by Shanghai Ezjoy, while Laiwang now hosts causal game Bo Bo Bo and memory game Pa Pa Pa, both developed by Zhejiang Zhile Network.

Fengkuang De Wanju is a tile-matching puzzle game similar to Tencent's (0700.HK) Craz3 Match (Tiantian Ai Xiaochu). The game allows users to log in with Taobao accounts to share scores with friends and win prizes, or play as a guest without the option to win Taoabo-related prizes. Bo Bo Bo is a casual bubble shooting game and comes pre-installed in the new v4.5 of Laiwang. Pa Pa Pa is a downloadable memorization game. Bo Bo Bo and Pa Pa Pa are both operated by mobile game developer and operator Zhejiang Zhile Network.

Editor's Note: For more background on this topic, please see "Rumor: Alibaba's Laiwang to Launch Game Center" MD 1/16/14 issue and "Alibaba Takes Aim at Tencent with Mobile Gaming Platform" MD 1/08/14 issue.

Keywords: Fengkuang De Wanju Zhile Ezjoy mobile gaming e-commerce Taobao wireless C2C mobile IM Alibaba Group Laiwang Bo Bo Bo Pa Pa Pa

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