On 20 April 2015, a new giant promotional video hit the big screens of New York Times Square.
Reflecting the varied crowd passing below, the advertisement from the China-based game company NetEase Games showed people from all walks of life - but from the commentators in headsets to the herders in the Mongolian yurt, they were sharing the fun and excitement of online gaming.
With the slogan, "Passionate Gaming Enthusiasts", NetEase launched their brand-new publicity campaign, and staked a fresh claim in the international gaming industry.
NetEase Games has previously utilized the big displays of New York Times Square.
In March 2014, the company announced their arrival in America in simple terms with their "Hello U.S.A." advertising campaign.
The repeated choice of New York as the location for the latest publicity campaign is fueling speculation about the next step in the strategic plans of the Chinese gaming giant.
With 15 years of experience in the development, operation and publishing of online games, NetEase Games is well-known as one of China's most well-respected and established online gaming companies.
While long enjoying great success with their blockbuster PC games, the veteran game developer and publisher has recently made huge advances in the competitive arena of mobile games.
Last year, NetEase Games' innovative ARPG mobile game Battle to the West and 3D action adventure mobile game The World HD performed outstandingly, topping the China mobile game rankings.
Their recent release, Fantasy Westward Journey Mobile, has become a genuine phenomenon, boasting 1.6 million concurrent players at peak times, and has been hogging the number one spot on the iPhone and iPad top grossing apps charts since launch.
NetEase Games is well-known as one of China's most well-respected and established online gaming companies.
NetEase Games is moreover the licensing partner in China for many famous international game developers, including Blizzard Entertainment and Codemasters. The company launched the fifth expansion set Warlords of Draenor for the hit Blizzard Entertainment game World of Warcraft in China just last November.
The success of both self-developed and licensed games has driven NetEase's strong business performance, with revenues from online gaming increasing year-on-year by 35.7% to reach US$461.5 million in the fourth quarter of 2014.
The rapid expansion of their mobile gaming business and the opportunity to pursue well-known intellectual property is leading NetEase to expand their game development team and also seek partnerships in the international gaming world.
NetEase's video advertisement in Time Square suggests that NetEase is looking to reach out to the U.S. entertainment industry, presenting an opportunity for players entering the massive Chinese gaming market, estimated by IDC to total 517 million users in 2014.
NetEase itself is bringing its own games to the West, too. Last month the company announced the establishment of their North American headquarters in California, with a strong focus on localizing NetEase's existing mobile games.
With the coming offerings providing innovative new genres and themes, NetEase games are sure to improve and diversify the online gaming landscape on a global level. Look out for more "Passionate Gaming Enthusiasts" all over the world.
This is sponsored article from NetEase Games.