Zhu was giving me a demo of a forthcoming smartphone game with the working title Rainbow Town. As both its title and heavy use of near-naked men suggested, it looks set to be the gayest game ever released in China.
This is wholly intentional: Rainbow Town is the result of Zhu’s gaming company Star-G Technologies spotting a gap in the enormous Chinese mobile gaming market. Right now China is having its own ‘pink dollar’ moment, with an increasing amount of companies realising there’s money to be made marketing to LGBT customers. Small tech firms such as Star-G are leading the way. [...]
There are no actions more lewd than gentle stroking for red heart ‘likes’ in Rainbow Town; Zhu has been careful not to incite the censor scissors. “We understand that gays like muscular guys, so we made the characters as nakedly appreciable as possible without them being completely naked. The government does have control over gay issues but the regulations for TV, films and the internet are more strict.”
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