What Ejoy Technology does

Ejoy Technology is a privately held Chinese internet gaming company founded in 2011 and headquartered in Guangzhou. The company develops and operates mobile games for Chinese-speaking consumer audiences, with its confirmed core product being "Romance of the Three Kingdoms: Strategic Edition" (三国志・战略版), a strategic mobile game built on the historically resonant Three Kingdoms (三国) narrative IP and hosted on its own platform at sgz.ejoy.com. The company is led by co-founder and CEO Zhonghui Zhan. Firmographic data lists 1-10 employees, though this figure is internally inconsistent with the operational requirements of a live mobile game and is likely a data artifact.

The company raised $16.2 million in an August 2013 funding round led by IDG Capital, providing early growth capital. The company also maintains a Korea-targeted web property (kr.ejoy.com), indicating some degree of cross-border distribution or marketing intent. The business model is consistent with the freemium mobile gaming model dominant in the Chinese market: the game is distributed free-to-play, with revenue generated through in-app purchases for progression, items, and competitive advantages within the strategy genre. The single-product focus on a deeply familiar Chinese historical IP represents both an asset (pre-existing audience affinity) and a concentration risk (dependence on one title).

Note on data quality: several data fields in the input source material (cloud-based CMS, PLC integration, AI-powered vending, automated retail market sizing) reference a cotton candy vending machine business, not Ejoy Technology. These have been excluded from this analysis as they appear to be contamination from a different company ("Chuanbo Technology"). Significant data gaps remain in funding history post-2013, headcount, revenue, partnerships, and management team composition beyond the CEO.

Name

Ejoy Technology

Website

https://kr.ejoy.com

Company type

Private

Founded year

2011

Headcount range

1–10 employees

Short description

Ejoy Technology is a privately held Chinese mobile game developer founded in 2011 in Guangzhou, whose core product is "Romance of the Three Kingdoms: Strategic Edition," a strategy mobile game serving Chinese-speaking consumer gaming audiences.

Ownership category

akta.pro rank

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Distribution channels1 record

Marketing channels1 record

Core offering

Ejoy Technology is a Chinese internet game developer focused on creating mobile entertainment products. Its core offering is the strategic mobile game "Romance of the Three Kingdoms: Strategic Edition" (三国志・战略版), a strategy game built on the classical Chinese Romance of the Three Kingdoms historical narrative, distributed via the Ejoy game platform.

Product overview

Ejoy Technology offers a single core product: the strategic mobile game "三国志・战略版" (Romance of the Three Kingdoms: Strategic Edition). This is a unified product offering focused on providing an entertainment gaming experience based on the Three Kingdoms historical theme.

Differentiator

Problem solved

Functional benefit

Products and services

• Romance of the Three Kingdoms: Strategic Edition (三国志・战略版)

Quantifiable outcome

• 30% growth in entertainment retail through AI-powered cotton candy machines

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• miHoYo (HoYoverse): Chinese developer/publisher of globally successful mobile games (Genshin Impact, Honkai). Comparable as a Chinese-origin mobile game publisher that has scaled IP-driven titles internationally — a relevant aspirational peer for Ejoy's Romance of the Three Kingdoms title.
• NetEase: Major Chinese game developer and publisher with a deep mobile strategy portfolio (e.g., Onmyoji series, various SLG titles). Operates at significantly larger scale than Ejoy and competes for the same Chinese mobile strategy player demographic.
• FunPlus: Chinese-founded mobile game publisher with strong overseas strategy-game portfolio (King of Avalon, State of Survival). Comparable as a PRC-origin mobile strategy publisher that has scaled internationally, providing a useful benchmark for Ejoy's cross-border ambitions.
• Lilith Games: Chinese mobile game developer/publisher of strategy and RPG titles (Rise of Kingdoms, AFK Arena). Comparable in genre focus (mobile strategy) and Chinese origin; benchmark for live-ops-driven mid-core mobile monetization.
• Activision Blizzard (King): Major Western mobile game publisher with strategy and live-ops titles (Clash of Clans via King, Call of Duty Mobile). Comparable as a benchmark for global mobile strategy live-ops economics rather than as a direct head-to-head competitor in China.
• Tencent Games: Dominant Chinese mobile game publisher (Honor of Kings, etc.) controlling WeChat/QQ user acquisition channels. While Ejoy does not directly compete with every Tencent title, Tencent sets the benchmark for mobile strategy monetization and UA efficiency in the PRC market.
• 37Games: Established Chinese mobile and browser-based game publisher with strong SLG/strategy lineup (e.g., King of Glory overseas variant, various 37互娱 titles). Direct overlap with Ejoy in mobile strategy genre and PRC user acquisition channels.

Regional players

• iDreamSky: Chinese mobile game publisher focused on both domestic and international (especially Western) markets. Comparable as a PRC mobile game publisher pursuing cross-border rollout strategies similar to what Ejoy's Korean site implies.
• Yostar: Mobile game publisher specializing in East Asian and global publishing of Japanese/Chinese titles (e.g., Azur Lane, Arknights). Comparable as a potential publishing/distribution partner or benchmark for Ejoy's Korea-targeted localization efforts via kr.ejoy.com.

Direct peers

• Koei Tecmo: Japanese publisher that owns the Romance of the Three Kingdoms IP and operates the long-running strategy game franchise of the same name. Directly comparable as both an IP holder and a developer/publisher of Three Kingdoms strategy titles that Ejoy's product competes against for the same player base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/ejoy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments1 record

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

Frequently asked questions about Ejoy Technology