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Published on February 20th, 2013 | by cinderboy


RIFT China – Publisher spends silly money on NBA spokesperson

While it is definitely none of my business caring about how much money is spent on marketing by MMO publishers, but I am still in awe of how Shanda Games, publisher of RIFT China, has reportedly spent an 8-figure sum (in USD) to hire NBA star Dwyane Wade as the spokesperson.


The deal will certainly garner eyeballs and raise the profile of RIFT in the world’s biggest online gaming market, but why a NBA star? Are they targeting just NBA fans? Does Dwyane Wade even have time to play MMORPGs?

RIFT China poster

Rivals such as Tencent Games are doing tie-ups with related movies, while ChangYou focus on local megastars who can actually sing and cosplay for the games. See the disparity in connecting with the general public?

RIFT China 1

I must admit, I am slightly disgusted by the way marketing dollars are spent. While RIFT China is confirmed as a P2P title, better ones such as Blade & Soul and Guild Wars2 are set for release this year. I am skeptical about RIFT’s chances of survival 12 months from launch, but of course, I will be happy to be proved wrong.

RIFT China 2Rift China 3

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About the Author

Your average online gamer who is bilingual in Chinese and English, although he does try to play Japanese and Korean games sometimes. Online gaming since 1999, and has worked in the online gaming and mobile gaming industry (Journalist, Game Master, Community Manager, Operations Manager) since 2008.

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February 20, 2013 9:38 PM

I imagine they are hiring him to do other things, and while he is there, he is pitching in on this game … a million dollars is a large chunk of the total revenue of even successful mmos, there is simply no possibility whatsoever that he came to this sum of money exclusively for work with Rift.

February 21, 2013 1:07 AM

china way to say “we lovree merica, we be merica to, america can play game to”

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