📱 37 Interactive Entertainment (三七互娱)
Quick Summary
37 Interactive Entertainment is a major Chinese mobile game publisher known internationally for aggressively exported titles like Hero Wars and Puzzles & Survival. The company is particularly notable for its “misleading ads” marketing strategy — showing gameplay that often bears little resemblance to the actual game.
Basic Information
| Founded | 2011 |
| Headquarters | Guangzhou, China |
| Listed | Shenzhen Stock Exchange (A-share) |
| Fields | Mobile game development and publishing, global export |
The “Misleading Ads” Controversy
37 Interactive popularized a mobile advertising approach where promotional videos show completely fabricated, highly exaggerated gameplay sequences — typically depicting simple puzzle or action scenarios — that don’t represent the actual idle or strategy game being advertised.
This tactic proved enormously effective at generating installs (CPI efficiency) but has been widely criticized by regulators and player advocacy groups.
Key Titles
- Hero Wars — Idle RPG; known for its deceptive “puzzle” advertising
- Puzzles & Survival — Strategy survival game with extensive advertising budget