KongZhong

What KongZhong does

KongZhong (北京空中信使信息技术有限公司 / 战火互娱 WARFLAMES) is a Beijing-based privately held digital entertainment company founded in 1998 that has operated since 2009 as an integrated game publisher combining in-house product development, licensing, and live operations. Originally listed on NASDAQ as KONG before being delisted, the company rebranded to Zhanhuo Interactive Entertainment / WARFLAMES in April 2021 to reposition from a domestic legacy publisher into a globally focused game culture company.

The company's product portfolio consists of nine active titles concentrated in MMO RPG, vehicle combat (tanks, warships, aircraft), sandbox vehicle construction, and tactical FPS genres. Core products include Guild Wars 2 (license from ArenaNet, operated in China since 2014), Armored Warfare (My.com), World of Warships (Wargaming), Crossout and Crossout Mobile (Gaijin/Targem), Modern Warships, Battleship Hunter, From War, Armored Frontline, and Special Forces: Squad (1C Games). Underlying technology focuses on real-time multiplayer combat systems, physics-based naval and vehicle simulation, 1:1 warship/aircraft modeling, and multi-platform PC/mobile game operations with cross-platform data synchronization. Titles such as Modern Warships claim 50M+ global players and Crossout Mobile 10M+ overseas players.

The business model is consumer-facing free-to-play with multiple monetization layers: one-time DLC and expansion purchases, recurring battle/season passes, in-game virtual goods (gem stores, premium vehicles, skins, character customization), and licensed publishing margins. Distribution leverages proprietary game websites, the Tencent WeGame marketplace (strategic partnership since 2020), iOS/Android app stores, and Chinese internet cafe platforms (Shengtian Networks, Shunwang Technology). Customer segments split between PC and mobile gaming consumers in mainland China, with a secondary business-to-business segment serving overseas developers seeking Chinese market entry. Revenue is not publicly disclosed under the current private structure.

Name

KongZhong

Legal name

北京空中信使信息技术有限公司

Website

https://kongzhong.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

KongZhong (战火互娱 / WARFLAMES) is a Beijing-based private Chinese game publisher integrating R&D, licensing, and live operations across nine live titles in MMO RPG, vehicle combat, naval warfare, and tactical FPS, serving Chinese PC and mobile gamers via proprietary platforms, Tencent WeGame, and app stores.

Ownership category

akta.pro rank

Product category

Online Gaming

NAICS

Software Publishers (5132), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Strategy/4X/Management Game Studios (MPAFAAAK)

akta.pro secondary industry

PC Digital Game Stores & Launchers (MPAFACAA)

Keywords

• Online game publishing
• MMORPG operations
• Mobile gaming distribution
• Game localization services
• In-game monetization

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Game Publishing and Licensing: Revenue from publishing and licensing foreign games in China (Guild Wars 2, Armored Warfare, World of Warships, Crossout) and distributing domestic games internationally
2. Virtual Goods and In-Game Purchases: Revenue from in-game purchases including DLC expansions, character customization items, battle passes, premium tanks/ships, gems, and virtual currency
3. Premium Game Access: Revenue from game sales, expansion packs, and premium content access (e.g., Guild Wars 2 DLC purchases through item mall)
4. Battle Pass and Season Pass: Seasonal battle pass system offering exclusive rewards, skins, and progression bonuses for competitive and casual players

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

KongZhong, operating under the rebranded name Zhanhuo Entertainment (战火互娱 / WARFLAMES), is a Chinese internet company that publishes and operates online and mobile games. It integrates game product development, licensing (agency), and operations under a 'three-in-one' model, bringing overseas premium games into China while exporting Chinese original titles globally. Its portfolio spans MMORPGs, vehicle combat games, naval warfare titles, FPS tactical shooters, and sandbox vehicle-building games.

Product overview

KongZhong (空中网), rebranded as 战火互娱 (WARFLAMES), is a game publishing company integrating game product development, licensing, agency, and operations. The portfolio includes 9 major game products: Guild Wars 2 (激战2) as a premium Western fantasy MMORPG; Crossout (创世战车) and its mobile version as sandbox vehicle-building combat games; Armored Warfare (装甲战争) as a modern tank combat game; two naval warfare titles (Modern Warships 现代战舰 and Battleship Hunter 战舰猎手); two FPS/tactical shooters (从军 and 特种部队：集结); 装甲前线 as a mobile tank combat game; plus 空中音乐 as a music download service. The company positions itself as a 'game culture company with global vision', bringing overseas premium games to China while exporting Chinese games and culture globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Guild Wars 2 (激战2) A Western fantasy sandbox MMORPG developed by ArenaNet, set 250 years after the original Guild Wars on the Tyria continent. Features open-world exploration with 32,000+ discovery points, dynamic events, 9 professions with weapon-based skills, and World vs World PvP. Awarded 'Best Online Game of the Year' by TIME magazine and rated 9/10 by IGN.
• From War / Crossout: Rifle (从军) A war-themed squad commander FPS game developed by Gaijin Entertainment. Players command infantry squads, tanks, or fighter pilots in large-scale battles with hundreds of combat units.
• Crossout (创世战车) A sandbox vehicle-building battle game developed by Targem Games (Russia) with Gaijin Entertainment publishing overseas. Features vehicle customization, combat, and destruction gameplay.
• Crossout Mobile (创世战车移动版) An open sandbox vehicle combat mobile game with over 10 million global users. Players engineer custom battle vehicles to compete across varied terrain.
• Armored Warfare (装甲战争) A modern vehicle combat MMO developed by My.com featuring Cold War-era to present-day tanks. Introduces 'arms dealer' progression system instead of national tech trees, includes Chinese Type 96 and 99 tanks.
• Armored Frontline (装甲前线) A modern land warfare style large multiplayer online third-person vehicle combat mobile game featuring 3-minute intense battles, 5V5 competition, multiple game modes, and diverse tactical gameplay.
• Modern Warships (现代战舰) A fast-paced 5v5 modern naval warfare game with 1:1 realistic modeling, powerful physics, and graphics. Features 300+ global warships and aircraft across three platforms with seamless data sync.
• Battleship Hunter (战舰猎手) A WWII-themed 3D naval combat mobile game with 7v7 fast-paced battles. Features professional promotion system, trigger-based crew skills, submarine mode with realistic underwater perspective, and 300 ships including battleships and aircraft carriers.
• Special Forces: Squad (特种部队：集结) A global hardcore tactical shooter developed by 1C Games featuring 20 elite special forces units, 80 operators with 700 tactical equipment pieces. Offers PVE and PVP modes with FPS/TPS dual perspective.
• KongZhong Music (空中音乐) Online music download service providing tracks such as '阴天', '月光下', '心灵的伤害' under a paid download model.

Quantifiable outcome

• Guild Wars 2 maintains 88%+ positive rating on WeGame platform
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Tencent WeGamecoreChannel Partner/ Reseller/ Distributor · 1 January 2020战火互娱 established strategic partnership with Tencent WeGame platform for game distribution. Guild Wars 2 and Armored Warfare were launched on WeGame in 2020, resulting in significantly improved performance metrics for both titles.
• ArenaNetcoreStrategic or Co-development PartnerArenaNet is the developer of Guild Wars 2. 战火互娱 operates the Chinese server of Guild Wars 2 since its launch in 2014, handling localization, operations, and marketing in China.
• Gaijin EntertainmentcoreStrategic or Co-development PartnerGaijin Entertainment developed Crossout (创世战车) and other vehicle combat games. 战火互娱 serves as the Chinese publisher for Gaijin's titles, with Crossout released in China in 2023.
• WargamingcoreStrategic or Co-development PartnerWargaming is the developer of World of Warships. 战火互娱 operated World of Warships China server since 2015 launch, offering naval combat gaming experience to Chinese players.
• My.comcoreStrategic or Co-development PartnerMy.com developed Armored Warfare. 战火互娱 launched Armored Warfare China server in 2017, featuring modern military vehicle combat with Chinese tanks including 96 series and 99 series.
• 盛天网络 (Shengtian Networks)minorChannel Partner/ Reseller/ DistributorInternet cafe and gaming platform partner for game distribution in China.
• 顺网科技 (Shunwang Technology)minorChannel Partner/ Reseller/ DistributorInternet cafe management software and gaming platform partner.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Perfect World Games: Perfect World is a major Chinese PC and mobile publisher operating licensed Western IP (e.g., CS:GO China, DOTA2 China via partnerships) plus self-developed MMORPGs. Directly comparable as a Chinese premium-game publisher aggregating Western and self-developed IP across PC and mobile.
• Wargaming: Wargaming developed World of Warships and is a Core strategic partner of KongZhong. Both operate vehicle-combat live-service titles and share economics on the China server. Highly comparable on product genre (military/vehicle combat) and live-ops model.
• Gaijin Entertainment: Gaijin develops Crossout, Crossout Mobile, and Enlisted (从军), and partners with KongZhong for China publishing. Highly comparable as a vehicle-combat and military shooter developer/publisher with shared revenue and shared launch calendar decisions.
• My.com (Mail.ru Games): Developer of Armored Warfare, which KongZhong operates in China. Both organizations focus on military-themed live-service games, share partnership economics, and rely on localized publishing partners for China distribution.
• Targem Games: Co-developer of Crossout with Gaijin, working with KongZhong as its China publisher. Comparable on the technical and creative build of vehicle-combat live-service games that share art, physics, and gameplay patterns with KongZhong's portfolio titles.

Broad incumbents

• NetEase Games: NetEase is one of China's largest game publishers with a diversified PC and mobile portfolio including licensed IPs (Diablo, Warcraft titles historically) and self-developed MMOs. Comparable as a broad incumbent with overlapping premium-PC and mobile publishing capabilities targeting Chinese players.
• Tencent Games / WeGame: Tencent is both partner (WeGame distribution) and a broader incumbent competitor. Its WeGame marketplace hosts KongZhong's titles but it also publishes competing premium and free-to-play PC/mobile games across genres. Highly relevant as a partner/competitor dynamics reference.
• miHoYo / HoYoverse: HoYoverse is a leading Chinese PC and mobile gacha publisher with globally successful titles. Comparable as a premium Chinese publisher that has scaled globally, relevant for benchmarking ARPU, live-ops cadence, and overseas expansion.

Regional players

• Changyou / Sohu Games: Changyou is a Chinese PC/MMORPG publisher with a deep catalog of premium and licensed games. Comparable as a peer Chinese publisher focused on premium PC titles with adjacent genre coverage to KongZhong's Guild Wars 2 / Crossout portfolio.

Emerging players

• Wuhu Interactive Entertainment: iDreamSky (创梦天地) is a Chinese publisher specializing in bringing overseas games into China. Directly comparable as a regional player executing a similar bring-foreign-IP-to-China strategy, especially in mobile and console-like PC games.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/kongiphone
• LinkedInlinkedin.com/company/kongzhong-corp.

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KongZhong