China Business News calls it the first mobile game tailored for consumer products in China.

During this Spring Festival, some of those who bought snacks from Taiwan-based Want Want Group outlets found a free download code for a mobile game tailored for the group's candy product Wangzai QQ Candy, made by Greatelsoft Co Ltd, a Shanghai-based game provider.

"About 50 percent of Want Want's consumers are our consumers too. The young generation in China pays the same attention to entertainment as food," says Lu Jiannan, vice-president of Greatelsoft. Hence the marketing partnership.