A new video game title launched on Tuesday by a Tencent-backed startup has quickly become the most-played game on a major online platform, highlighting growing interest in Chinese-developed titles.

“Black Myth: Wukong,” based on the Chinese mythological figure and classic novel “Journey to the West,” topped Steam’s most-played games chart with 1.4 million concurrent players hours after its release.

Game Science, the developer behind “Black Myth: Wukong,” was founded in 2014 by former Tencent employee Feng Ji. The company has secured backing from several investors, including Chinese tech giant Tencent and mobile game publisher Hero Entertainment.

First teased in 2020, the game has attracted global attention as a high-budget title from China. Pre-orders opened on June 8, with the game topping Steam’s China sales chart for the week of Aug. 6-13.

The Tuesday launch also made waves domestically, with “Black Myth: Wukong” trending on social media. The hashtag ranked second on Weibo, China’s popular microblogging platform, accumulating 1.7 billion views.

Several major brands have leveraged the game’s popularity in their marketing efforts. Lenovo Group, Luckin Coffee, and Didi are among those incorporating elements inspired by “Black Myth: Wukong” into their promotional campaigns.