Will Smith’s Endorsement Fails to Save Tencent’s Undawn from Flopping

Despite the endorsement of Hollywood star Will Smith and a budget of around $140 million, Tencent’s in-house developed zombie survival video game, Undawn, has flopped spectacularly. Launched in June, the game featured a digital recreation of Will Smith as Trey Jones, a guide for players navigating a post-apocalyptic world. However, the game only managed to bring in a revenue of $287,000 last month. This failure has led to a strategic shift at Tencent, with the company now focusing on casual party games and games like Genshin Impact, while moving away from mobile versions of Western IPs.

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