Up until now, Aying (pseudonym), a college student, has spent approximately RMB 1,500 (USD 210) on character outfits and card-drawing items in the otome game Love and Deepspace. Additionally, she has purchased every collaboration product tied to the game, increasing her total spend by another RMB 300–400 (USD 42–56).
Aying’s experience is not unique. Media reports and social media posts indicate that it’s not uncommon to find players who have spent nearly RMB 10,000 (USD 1,400) on the game.
Otome games, or otoge, are typically romance-themed games designed for women. Papergames’ latest release, Love and Deepspace, has recently become a major hit in the gaming world.
Data from Qimai shows that Love and Deepspace topped the iPhone game bestseller chart in mainland China on September 23, surpassing Tencent’s Honor of Kings and Dungeon & Fighter, even outperforming TikTok. As of September 27, the game still ranks fourth on the sales charts.
Sensor Tower’s data reveals that, as of August 11, Love and Deepspace had generated approximately USD 200 million globally.
This success didn’t come easily. Since the release of Mr Love: Queen’s Choice, competition in China’s otome game market has been intense.
Papergames first launched Mr Love: Queen’s Choice in December 2017. Within a month, it had attracted over 4 million daily active users and generated more than RMB 100 million (USD 14 million) in revenue, confirming the potential of the otome game market. Over the next few years, major developers like Tencent, NetEase, and Mihoyo entered the space, creating games like Light and Night, For All Time, and Tears of Themis. These titles, along with Mr Love: Queen’s Choice, became known as the “four great national otome games.”
In such a competitive landscape, how did Love and Deepspace stand out?
Aying recalls a memorable moment in the game: “I play as a deep space hunter, and I told one of the male leads, Li Shen, that my performance had been overshadowed and I might not have enough money to eat next month. I asked him if he could cover my meals for a month, and he replied, ‘Sure!’ That really moved me.”
Aying smiled while talking about Li Shen, noting that, as a foodie herself, she appreciated the character’s willingness to share meals with her and cover her food expenses—especially since Li Shen is also a fan of desserts.
This kind of relatable dialogue is just one of Love and Deepspace‘s many strengths. For Aying, the appeal also lies in its 3D modeling and battle scenes.
The 3D models enhance the characters with detailed textures, making the visuals more immersive. The addition of battle mechanics gives Love and Deepspace a competitive edge, distinguishing it from other otome games and meeting the evolving demands of players.
“It’s 2024. You can say women’s games need great narratives, but you can’t say they don’t need solid technology. It’s time to give us something new,” one user pointed out, according to 36Kr. Aying, who also plays other anime-themed games, also admitted that the battle mechanics in Love and Deepspace still lack polish and technical depth.
Papergames excels at blending different gameplay styles and cultivating niche sub-genres. A Papergames employee told 36Kr that it’s difficult for smaller studios to compete with major developers on the same level, so the company’s strategy is to avoid competing directly with the industry giants while continuing to carve out its own niche.
Despite its success, Love and Deepspace has faced challenges. With its growing popularity, controversy has followed. Most notably, a conflict arose between hip hop fans and otome game fans.
On August 26, Chinese rapper Pact released a music video featuring footage from Love and Deepspace. His lyrics described the game as “borderline sleazy” and an “adult game played by minors,” sparking outrage.
That evening, Papergames issued a statement demanding an apology from Pact for his inappropriate remarks and announced that the company was considering legal action.
During this period, fans flooded Pact’s Weibo comments in protest. Although Pact has since deleted the content, discussions continue in the comment section.
This type of response is rare in other gaming genres, reflecting the deep emotional investment many otome game fans have.
On one hand, the game’s narrative, 3D character models, and vertical screen format help reduce the “alienation effect,” which creates emotional distance between audiences and what they are watching. As Aying put it, some players don’t want to share their experiences because they genuinely view the male leads in the game as their boyfriends.
The breakdown of this emotional barrier has led players to invest more energy in the game.
On the other hand, as Love and Deepspace and other otome games grow in influence, they attract a broader audience, including many from fan-based communities, contributing to the current situation.
Fandom culture can drive massive profits through its fan-driven economy. But it can also lead to uncontrollable public discourse. For Papergames, the challenge now lies in maintaining control over its newly carved-out niche.
As a player or observer, how do you feel about the connection between fandom culture and otome games?
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Lan Jie for 36Kr.