The Chinese games market is often baffling for outsiders.
And aside from obvious cultural issues, the country's abstract company-naming convention doesn't help matters either.
That's why many developers operate under funky trading names. But as Chukong Technologies has discovered this too can have its own issues.
That's why it's now folded its US-focused CocoaChina and Punchbox labels back under its main name.
The move comes as Chukong is gearing up for international expansion with expectations that it will IPO, possibly in early 2014.
As the company's CEO Haozhi Chen told us recently, Chukong is riding the growth of the Chinese mobile games market, with its monthly turnover now around $15 million.
To-date, the company has raised $33.2 million in three rounds of VC funding, including from Northern Light Venture Capital, Steamboat Ventures and Sequoia Capital
In addition to the rebranding, Chukong is also formalising its relationship with the Cocos2D-x cross-platform game engine.
Previously Chukong was known as its 'sponsor', but now Cocos2D-x will sit firmly within Chukong's corporate structure.
In conjunction with this, one of the original creators of the engine, Ricardo Quesada, has left Zynga to manage the technology's future direction.
It will now be known as Coco Studio, with Quesada tasked with the goal of making it a more 'comprehensive toolset'.