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WeChat Begins Beta Testing Applet Game Advertising Functions

TechWeb, 4/26/18

The public platform arm of Tencent's (0700.HK) WeChat messaging app has issued a notice stating the company will begin beta testing new advertising functions for applet games, including banner ads and rewarded video ads.

Select developers are invited to set up such ads within their games to run branding campaigns and mobile app promotions, among other marketing content. Developers can customize the bonus content related to viewing ads and the specific in-game scenarios that trigger them. After users trigger the ad and achieve its bonus requirement, they can then receive associated rewards.

The launch function for such applet-based games will also be upgraded to support anti-addiction/fatigue functions. Developers can use this function to gauge whether the time the user has spent playing a game online has exceeded standard health recommendations, and then prompt users to take appropriate breaks.

Other additional upgraded features include a content security interface for developers to check if their game contains any infringing text or images, and a function for developers to access existing WeChat game circles and provide users with in-game exchanges, user interactions, feedback channels and other community management functions.

Keywords: mobile gaming mobile advertising wireless Tencent 0700.HK WeChat applet


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