For a growing number of young women in China, companionship is increasingly found not in traditional relationships but in virtual worlds. Digital boyfriends created within mobile games are filling emotional spaces once occupied by real-life romance, signalling a broader shift in how intimacy is experienced and expressed.
A 33-year-old Chinese civil servant, identified as Zhou, now finds companionship through Qi Yu, a fictional character in the mobile game Love and Deepspace.
The game, described as the world’s largest mobile dating title with about 80 million users according to research firm Sensor Tower, allows players to build relationships with one of five romantic interests. Zhou has been playing for six months and says the experience of getting to know her chosen character is deeply fulfilling.
Qi Yu, known as Rafayel in the English version, is portrayed as a sea god and the last member of an ancient race. In the game, Zhou’s avatar is created using her own face and voice but assigned a new identity, such as a huntress. Through the storyline, the character can hug, kiss, and hold her hand.
Zhou spends around an hour a day playing and has paid more than 10,000 yuan ($1,400) for limited-edition features that unlock additional storylines. Last month, she travelled from Guangzhou to Shanghai in a baby-pink sequined gown to attend an event organised by the game’s developer, Papergames, where models dressed as the characters.
A major revenue generator
Released in 2024, the game belongs to the “otome” genre of romance simulation games, which began in Japan in the 1990s and has since gained significant traction in China and the West.
Chinese state media reported that the game generated about $825 million globally as of last April, with some estimates placing total revenue to date at nearly $1 billion.
According to App Magic, China accounts for about 60 per cent of revenue, followed by the US at 19 per cent and Japan at 9 per cent. Papergames declined to comment on its earnings.
Tingting Liu, a specialist in China’s digital media at the University of Technology Sydney, said the popularity of otome games highlights the maturity of China’s gaming sector and its ability to turn digital intimacy into a commercial opportunity.
“Many women nowadays have the financial means and cultural confidence to invest in experiences that prioritize their emotional needs and desires,” she said.
Bridging emotional gaps
Evina Li, a 31-year-old technology worker in Shanghai, has spent around 8,000 yuan on the game despite having a boyfriend. She said she appreciates how it places women’s needs at the centre and compensates “for certain shortcomings in real-life interactions between men and women”.
Zhou said she has not ruled out finding a real-life partner and marrying, but no longer feels pressured to do so.
“If I make such a hasty decision, I’ll definitely regret it,” she said.
“But with a male lead in a game, when I need you, I open the game and see you; when I don’t, I close the game and do my own thing. I feel like I’ve gotten used to this kind of lifestyle more and more.”
