Peter Molyneux’s The Trail heads to China as 22Cans seals NetEase publishing deal

UK studio returns to China with new deal

Date Type Companies involved Size
May 24th, 2017 partnership 22Cans
Not disclosed
Peter Molyneux’s The Trail heads to China as 22Cans seals NetEase publishing deal

22Cans has partnered with Chinese publisher NetEase to bring Peter Molyneux’s mobile game The Trail to China.

The deal was officially announced during NetEase’s annual 520 event, where it was revealed the title would be launched in China during the second half of 2017.

It marks the second publishing deal by 22Cans to bring one of its games to China, having previously partnered with LongTu Games to release Godus in the country.

The trail to China

“We have had a great relationship with NetEase for some time, so it’s with huge honour that we can announce our partnership with them for The Trail,” said 22Cans CEO Simon Phillips.

“They share our passion for innovation and great games. I’m confident that with their vast experience and professional ability we will see The Trail also become successful in China.”

NetEase Marketing Manager Dewei Zheng added: “We at NetEase Games are paying great attention to the indie game sector, which continues to rapidly grow in both China and overseas. Last week we were delighted to have guests from 22Cans, including the legendary game designer Peter Molyneux, announce our partnership to release The Trail in China at our famous annual ‘520’ event.

“We plan to publish the game on both iOS and Android in Q3 2017. The Trail has performed outstandingly in overseas markets, and we're confident that this fascinating, beautiful game will be attractive to Chinese audiences and bring them an utterly unique gaming experience.”

It's not the only publishing deal NetEase has announced. It’s also signed deals to bring Zynga’s Dawn of Titans and Cygames’ Shadowverse to China, too.

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Craig Chapple is a freelance analyst, consultant and writer with specialist knowledge of the games industry. He has previously served as Senior Editor at, as well as holding roles at Sensor Tower, Nintendo and Develop.