China's potential new gaming rules will hit smaller developers more, analyst says

"With a lower revenue for online games, the ad industry would be impacted too," he said. UBS estimates online games account for about 20% of the online ad industry's revenue."Big game developers or big DAU [daily active user] social games should fare better: This is because they have other means to boost gamers engagement, reach out to users and have stronger R&D capabilities to attract and retain gamers," Kenneth Fong, head of China internet research, UBS, said in a note.The comment period is open until Ja ...