EMW Global brokered a partnership with leading Chinese gaming company Tanwan and Michael Owen, whose career saw him play for England, Liverpool FC, Manchester United and Real Madrid, winning the prestigious Balon d’ Or award along the way.
Michael was brought to become the image spokesperson of the game during its 3-month regional Asia campaign with the downloads as well as a large increase in national exposure.
The campaign involved Michael Owen posing with a machete which caused an internet storm in China. Plenty of Chinese game players exclaimed that no star can resist the temptation of the Dragon-Slaying Sword, including the former England captain Michael Owen.
Owen’s machete is the game’s most famous weapon, the Dragon-Slaying Sword. According to the official data of Tan Wan Lan Yue, the game, which hit the store in 2016, has invited more than 10 top Chinese stars to be spokespeople during the past three years, including famous movie star Louis Koo, Aaron Kwok and International Kung Fu superstar Donnie Yen.
According to the official introduction of Tan Wan Lan Yue, this game is not characterized by innovation, but its retro feel. It is a game specially made for men aged 30 to 50. In the game, any player can trace the sheer joy of playing the game as a young person, which is why this game is so popular. And that’s also why Owen is was the perfect match for this endorsement. Owen admits that this is the best flavor of the past.
