Eutechnyx's Auto Club Revolution was on display at KongZhong's booth at ChinaJoy.
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Eutechnyx bets that Chinese gamers are hungry for free-to-play racing games

  • Posted byby Dean Takahashi
  • Updated
  • 6 min

Disclosure: The organizers of ChinaJoy paid my way to Shanghai. Our coverage remains objective.

SHANGHAI — The vast wealth of the Chinese upper class — and the thirst everyone else has for cool gear — was evident when I strolled through this city during the ChinaJoy Expo last week. Fancy cars lined the streets, and people were staring at them longingly. Darren Jobling, the chief executive of game publisher Eutechnyx, figures that Chinese gamers are full of lust for cars that they can’t afford to drive. That’s why he’s launching Auto Club Revolution 2.0 in the Chinese market soon.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.