Core Viewpoint - ByteDance officially denied rumors regarding the closure of its gaming studio, Chao Xi Guang Nian, in Shanghai and the alleged layoffs of approximately 300 employees, clarifying that the studio remains operational and there is no project named Project: Babel [2][2][2] Group 1: Company Response - ByteDance stated that the rumors about the Shanghai studio's closure and layoffs are "false" [2] - The company confirmed that the Shanghai studio has not been shut down and that there is no project called Project: Babel [2][2] Group 2: Background Information - Chao Xi Guang Nian was launched by ByteDance in 2021 as a global gaming brand, with titles such as "Jing He," "One Piece: Bloodline," and "Planet: Reboot" under its portfolio [2] - Since the end of 2023, the gaming segment has undergone multiple rounds of contraction, with several unreleased projects being terminated and existing projects seeking to be divested or operated independently [2][2]

Core Insights - The game "Crystal of Atlan," developed by ByteDance's Oasis Studio, is a significant product in the company's gaming portfolio, especially during a period of strategic shifts in its gaming business [1][3] - The game has shown long-term operational capabilities, with its iOS monthly revenue remaining above 10 million for 19 months after its launch in China, contrasting with other titles that saw revenue drop below this threshold much sooner [3][20] Group 1: Game Launch and Performance - "Crystal of Atlan" was officially launched on May 28, 2025, across over 140 countries and regions, including mobile, PS5, and PC platforms, achieving top rankings in various regional iOS game charts on its first day [7][9] - The game accumulated approximately 6.5 million downloads within 24 days of its launch, with Indonesia, Brazil, and the United States being the top three markets by download share [12][17] - The estimated total revenue for "Crystal of Atlan" reached 42.3 million within the first 24 days, with Japan, the United States, and South Korea contributing the highest revenue shares [17][20] Group 2: Marketing and Localization Strategies - The marketing strategy for "Crystal of Atlan" included extensive localization efforts, such as engaging well-known voice actors for the Japanese market and hosting community events in various regions [14][26] - The game saw a significant increase in advertising material leading up to its launch, with over 3,000 creative ads deployed, indicating a robust marketing push [13][14] Group 3: Future Outlook and Company Strategy - ByteDance's gaming strategy has shifted to a more cautious and steady approach, with nearly 30 new games in development across various genres, suggesting a potential for future growth in the global market [26] - The company aims to maintain a balanced performance for "Crystal of Atlan" in the coming year, with expectations that sustaining current revenue levels would fulfill its product mission [23][26]