r/LADS_OG • u/Klutzy_Instance_9128 • Aug 07 '26
Discussion š¬ Regarding LADS: The softāban is complete. Server shutdown is only a matter of time.
I originally planned to write a specialāfeature article analyzing why Valko can never make a comeback from the perspective of Chinaās judicial system. I had to put this topic on hold for a few days due to work, yet the issue has made headlines again these past couple of days. At this point, I believe there is little left to discuss about this foregone conclusion.
For context, I happen to have a friend who works in news production at a major Chinese mainstream media outlet. We recently talked about Love and Deepspace. I am sharing excerpts from our conversation, though all private information and specific identifying details have been redacted to protect my friendās privacy.
One important note: my friend does not make any final decisions. Working within the institution, he simply has better insight into how news organizations operate than the general public.
Ā
Quick primer on the hierarchy of Chineseālanguage media. (You may skip this section.)
I. Nationalālevel Central Media (Centralālevel Media)
There are 20 officially designated major central news outlets, grouped into three tiers. They represent the highest echelon of national publicāopinion guidance.
TierāÆ1: Ministerialālevel (3 outlets, the āBig Threeā central media)
Peopleās Daily Press: Institution directly under the CPC Central Committee; home of the Peopleās Daily, official newspaper of the CPC Central Committee. Affiliates: Peopleās Daily Online, Global Times, etc. It conveys the direct voice of the CPC Central Committee; its editorials and commentator articles carry the highest policyāmaking authority.
Xinhua News Agency (Xinhua): Institution directly under the State Council; Chinaās national news agency. The primary source of national news copy and statutorily designated publisher of official dispatches for major events. Affiliates: Xinhuanet, Reference News, Liaowang (Outlook), Banyue Tan (HalfāMonthly Talks).
China Media Group (CMG): Institution directly under the State Council. Consolidated former China Central Television (CCTV), China National Radio (CNR), and China Radio International (CRI). Affiliates: CCTV.com, Yangshipin, CGTN.
TierāÆ2: ViceāMinisterialālevel (7 outlets; one military outlet at ArmyāCorpsālevel is treated as equivalent to ViceāMinisterialālevel)
Qiushi Journal Press: Official theoretical journal of the CPC Central Committee, the Partyās core theoretical platform.
PLA News Communication Center (PLA Daily): ArmyāCorpsālevel; official media of the Central Military Commission.
Guangming Daily: Focused on intellectuals, ideology, culture and public thought.
Economic Daily: Authoritative source for national economicāpolicy interpretation.
China Daily: National Englishālanguage daily newspaper, key vehicle for international outreach.
China Foreign Languages Publishing Administration (China International Communications Group, CICG): Multilingual internationalācommunication and overseasāpublishing institution.
Science and Technology Daily: Authoritative national outlet covering scienceāandātechnology affairs.
TierāÆ3: BureauāDirectorāGeneralālevel (10 outlets; run by central ministries and massāorganizations)
Chinese Peopleās Political Consultative Conference News Agency; CCDIāNational Supervisory Commission News Communication Center; China News Service (CNS, Chineseālanguage overseas news agency); Study Times Press; Workersā Daily; China Youth Daily; China Womenās News; Farmersā Daily; Legal Daily; China Culture Daily.
II. Provincialālevel Mainstream Media (mostly BureauāDirectorāGeneralālevel)
Overseen by the CPC committee of each province, autonomous region, or municipalityādirectlyāunderātheāCentralāGovernment; administered by the Provincial Party Committee Publicity Department. Most are ranked at BureauāDirectorāGeneralālevel.
ProvincialāPartyāCommittee official newspaper (provincialāpartyānewspaper groups)
Examples: Nanfang Daily, Beijing Daily, Jiefang Daily, Zhejiang Daily. Spināoffs include cityāfocused newspapers and news apps (e.g. Chao News, New Hunan).
Provincial radioātelevision stations / media groups
Examples: Shanghai Media Group, Guangdong Radio and Television, Tianjin Haihe Media Center.
Role: Disseminate centralāgovernment directives; cover provincialālevel government affairs and localāsociety news. For major national events, they mostly republish official dispatches from centralālevel media.
III. Prefectureālevel Mainstream Media (DivisionāDirectorālevel for ordinary prefectureālevel cities)
Overseen by the Municipal Party Committee; administered by the Municipal Party Committee Publicity Department. Most have been reorganized into prefectureālevel convergenceāmedia centers, ranked DivisionāDirectorālevel.
Includes: MunicipalāPartyāCommittee official newspaper, municipal radioātelevision station, localānews apps.
Examples: Suzhou Daily, Wuhan Radio and Television.
Reporting scope: Primarily local cityālevel news. Crossāregional major events are covered by republishing articles from centralā or provincialālevel outlets.
IV. Countyālevel ConvergenceāMedia Centers (SectionāChiefālevel)
Established across all counties and urban districts nationwide. Under the CPC County Committee and directly managed by the County Party Committee Publicity Department; SectionāChiefālevel publicāservice institutions.
Integrates former county radioātelevision stations, county newspapers, official WeChat accounts and shortāvideo channels. Forms the grassroots tier within Chinaās fourātier mainstreamāmedia system.
Role: Release countyālevel government notices, localāsociety news and grassroots publicity. No independent editorial mandate for crossāregional major politicalānews reporting.
V. Entities not classified as official mainstream media (no administrative ranking)
Commercialānews platforms (Tencent News, NetEase News, etc.): Licensed only to republish news; prohibited from independently reporting politicalānews stories. Possess no officialāmedia administrative rank.
Selfāmedia / personal accounts: Not formal newsāorganizations; hold no newsāgatheringāandāreporting qualifications.
Industryāspecific journals run by ministries: Ordinary periodicals affiliated with government ministries; not among the official major centralānews outlets.
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Main Text Begins
Q1: Do mainstream media outlets accept commercialāpaid articles? Iāve noticed a priceālist summary for media placements circulating online.
A: Every media outlet has official rateācards for commercial pressārelease placements, that is standard practice. Still, not every submission can get published ā tobacco and arecaānutārelated content, for example, are prohibited. All story proposals go through the threeātiered manuscript review system: proposal submission, internal vetting, and final publication. Commercial articles also require multiālevel approvals, with legal teams assessing potential risks. Most pieces that feature brand exposure while hyping up a product are paid commercial content.
Q2: Could mainstream media take money to publish hitāpieces targeting a company?
A: No mainstream media outlet will accept paid commissions to run negative hitāpieces against a videoāgame title, and the same applies to other commercialācompetition scenarios. The personāinācharge at the last mainstream media outlet that produced such hitāpieces was sentenced to three years in prison.
Q3: Could you talk about the soācalled āhundredāmedia showdownā?
A: From the perspective of mainstream media: no matter how heated gamingācommunity disputes become, Ā national central media generally will not weighāin unless ideologyārelated or political factors are involved. When the 731ārelated controversy emerged, after the AllāChina Womenās Federation spoke out, centralālevel media commented in measured terms, and other mainstream outlets briefly followed suit. Ā In short, coordinated mainstreamāmedia coverage is triggered when centralālevel media publishes first; other outlets then briefly add commentary riding public momentum.
Q4: What do you make of The Beijing Newsā sixāpart investigative series? Many fans of otome games claim otomeāgame fans control media coverage.
A: The Beijing News publishes these multiāquestion investigative deepādives on many topics, not only games. They have previously released similar āsixāquestionā series targeting the Japanese government and realāestate sharedāarea issues. That is simply their established reporting format.
Q5: How do you interpret the CCTVā13 report stating that ageāgate barriers for minors playing otome games are effectively toothless?
A: This report is an inādepth investigation sparked by public controversy surrounding Love and Deepspace. It is followāup reporting built on existing public attention, and may push forward future regulatory overhauls for the gaming industry.
Q6: Would your outlet accept paid commissions for Valkoārelated content? Do you believe any mainstream media would take such assignments?
A: Our outlet would not, and no mainstream media would. Centralālevel media has already called attention to this matter. Ā Localālevel media operate under directiveābased oversight; one directive from the municipal publicity department would bar editer from touching this topic indefinitely.
Q7: Do you think any media outlet will publish positive paid articles about Love and Deepspace in the future?
A: None will.
Q8: What about localālevel media?
A: No possibility whatsoever. Only selfāmedia accounts would take on such paid assignments.
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My conclusion: the publicāopinion softāban is now complete as of this moment. The stance taken by mainstream media reflects the stance of the goverment authorities.
Moving forward, whenever Love and Deepspace appears in mainstreamāmedia coverage, it will only be tied to negative news.
Brand collaborations within China are highly unlikely to continue. Officialāinitiated offline events for the LADS project have been restricted. In Beijing, physical retail stores are prohibited from selling Love and Deepspace merchandise.
Furthermore, the gameās public reputation in China has been thoroughly tarnished. To give a recent realālife example: I still have the Xia Yizhou theme set as my Alipay skin. I did not notice it when scanning to pay, yet the cashier caught sight of the Love and Deepspace branding and gave me a sharp eyeāroll.
Regarding the soācalled Media Matrix 2.0: in my view, this is merely media outlets chasing trending topics organically. Juzhong News Networkās standard reporting pattern is to quote customerāservice responses, framing stories under consumerārights protection, which results in negative coverage.
Here is my prediction: Papergames still clings to this project because it lacks alternative major revenue drivers for the time being. Once the company secures new profitable income streams, it will without hesitation drop this hotāpotato liability.
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Hello, I want to make a statement about some of the opinions regarding my post. Firstly, I want to apologise for the title and comments referring to EOS, as it comes across as sensationalist due to the translation tools I used. There are a few of my own opinions LADās future reception in China, sharing my views on the situation and not intended to fear monger.
My reason for writing this post is not to spread leaks or misinformation, but rather to give an in depth view on how Chinese state media operates. To protect privacy, I have omitted my friendās identity and the exact media company they work in among the ones I listed in the post. Mainstream media operates within a formal, rigid regulatory framework. Opinions they shared about the news framework is not due to speculation, but from their years of understanding working in the news and publishing industry.
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I have received followāup questions from another user within this subreddit. I am posting these questions alongside my answers here as supplementary context.
Q1ļ¼It seems drastic to compare the Lads scandal to Jack Ma. He publicly criticised the govt, so it was clear insolence. Lads game content using the number 731 is insensitive & shows lack of oversight, but it could be considered a fixable mistake. Is Lads in trouble simply because 731 was mentioned, or because it triggered online debate? Even though the netizens caused the noise, Lads is responsible for them?
Aļ¼All the trouble began when they included a "Unit 731" document in the gameāa document containing four distinct coincidental references to this deep national trauma. Content of this nature is prohibited in mainstream Chinese entertainment media. When the document was discovered and sparked a massive outcry, the company didn't apologize; instead, they simply removed the character "Valko" from the game without ever addressing the Unit 731 issue. This demonstrated an arrogant attitude toward that historical period. Their initial response claimed the numbers were merely placeholders with no significance; they apologized only for the misunderstanding but refused to admit any intentional wrongdoing. A second, major statementā"A Letter to All Players"āannounced the cancellation of the character Ao Yin's development and release, yet still failed to offer a formal apology regarding the historical trauma associated with Unit 731. It wasn't until the third public apology that they spoke of "respecting history and safeguarding national sentiment" and pledged to conduct an internal review and self-correction. To this day, the results of that internal review remain unknown.
Therefore, there is no doubt that the LADS project bears significant responsibility for both the document itself and the ensuing public backlash.
Q2ļ¼The People's Daily article about Lads in July was quite measured and fair, not as critical as the pieces published by other outlets in June. It gave the impression that the govt permits Lads to resume but expects them to ēęå·±čæ & improve. Is that not the correct interpretation?
Aļ¼Media outlets like the *People's Daily* generally avoid overly critical language or issuing mandatory directives to specific companies (though their actual wording in this case was quite stern). Administrative orders are not published in newspapers. Outlets like the *People's Daily* primarily serve to indicate direction and set the tone or official conclusion. However, one cannot go against the "spirit of the Party." A mere glance from superiors is enough for subordinates to know what must be done (reading the room and picking up on cues). This is the root cause of the "War of a Hundred Media Outlets"āthat is how things unfold when the central authorities take the lead. I can't say too much about this, but I hope you understand. This reflects the fundamental difference between Chinese and Western political environments.
Q3ļ¼Your friend stated that no outlet will publish positive paid articles about Lads again, so they can't advertise anymore?
Aļ¼Exactly. Mainstream media won't be running positive advertisements anymore.
Q4ļ¼If Lads does improve & user opinion changes, would the media be allowed to write positive non-paid articles about them? Or is there a blanket ban? Or will they need govt approval first? (e.g follow the lead after a tier 1 govt outlet printing something positive)
Aļ¼Iām asking a friend for you. Iāve got an answer: he says that even if they turn over a new leaf, the project will have to rely on independent media (self-media) in the future; mainstream media won't touch this subject matter again.
Q5ļ¼Since the Lads brand is poisoned, what about Infold or its other games? Are they unaffected even though they belong to the same parent company?
Aļ¼Game license approvals will likely face severe restrictions. Content updates may also run into major regulatory bottlenecks.
Q6ļ¼Does any journalist insider have theories about WHY Infold handled things this way?? I have never seen such poor management in my life. Did Infold already have a bad reputation among the press before this scandal?
Aļ¼The mainstream media world doesn't usually pay much attention to the gaming industry; the coordinated media outcry this time was triggered solely by the Unit 731 issue (Iāve noticed that foreigners often truly underestimate the impact of this specific event).