Feng has in recent years represented the Chinese government at events to discuss authorities’ efforts to regulate the industry, including game approvals and real-name verification requirements for gamers.

Beijing cracked down heavily on its video gaming sector in 2021, setting strict playtime limits for under 18s and suspending approvals of new video games for about eight months, citing gaming addiction concerns.

The crackdown was part of a wider regulatory tightening across several sectors, including technology and property.

The NPPA’s proposed measures, which seek to curb spending and the use of rewards that encourage the playing of video games, triggered fears that authorities were once again cracking down heavily on the sector and wiped nearly $80 billion off the market value of China’s two biggest gaming companies.

Five days after the rules were announced, the NPPA struck a more conciliatory tone, saying it would improve them by “earnestly studying” public views.