(Yicai Global) Dec. 6 -- Chinese entertainment firm Sunriver Holding Group Co. [SHA:600576] plans to invest CNY10 million (USD1.51 million) to set up an online reading unit that will join its animation and games businesses.

The new company will have three sections covering psychology, education and internet stories and will provide readers with more personalized service and improve user retention by segmenting content, Sunriver said yesterday.

The Zhejiang-based enterprise said it will leverage its development channels and years of experience in the mobile internet field to bring readers quality content and promote meaningful literary works.

Sunriver has partnered with several publishers and introduced its Sunriver Reading app. The group owns digital copyrights to well-known titles such as Twilight, The Maze Runner and Mission Survival.