China Gaming: Shanda's Back in the Action

The online-game producer is in the black again as its free-entry model, and sale of avatar accessories, clicks with young Chinese gamers

Back in late 2005, Chinese online game purveyor Shanda Interactive (SNDA) made a huge strategic gamble when it made several of its most hugely popular, subscription-based, online role-playing games free. Shanda's founder and billionaire chairman Tianqiao Chen analyzed China's vast universe of youthful gamers and decided this crowd wanted more—much more—from its gaming experience.

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