(Yicai Global) July 11 -- Shares in Chinese chicken supplier turned game developer Leyou Technologies Holdings rose by as much as the daily limit this morning after it revealed last night that it would design an online Lord of the Rings-based game in tandem with Amazon Game Studios.
Its stock price [HKG:1089] peaked 10 percent up at HKD2.35 (30 US cents) but was back down at HKD2.15 when the market broke for lunch, up 3.9 percent.
Partnering Amazon will allow Leyou to develop the game on a bigger scale, with greater complexity of characters and richer content available on a larger number of platforms, it said in a filing to the Hong Kong Stock Exchange, adding that Amazon can boost user acquisition and retention.
The deal grants Amazon the benefits Leyou's Athlon Games obtained it penned a long-term licensing deal with Middle-earth Enterprises in September, allowing it to produce free online games based on the renowned literary trilogy, which centers around a land called Middle-earth.
The as-yet-untitled game will be a massively multiplayer online role-player and Leyou, whose subsidiary Digital Extremes released Warframe in 2013, will distribute it on the Chinese mainland and in Hong Kong, Macao and Taiwan. Amazon will promote the game outside China.
Editor: James Boynton