PlayerUnknown's Battlegrounds sailed past 17 million sales on Steam this week, but according to reports it may not be released in China, a potentially huge market for Bluehole's game, in anything like the immediate future.
That's because the China Audio-Video and Digital Publishing Association has said in a statement, picked up on by Bloomberg, that PUBG "deviates from the values of socialism and is deemed harmful to young consumers," to use the news organization's phrasing.
Bloomberg noted that the association had consulted with the State Administration of Press, Publication, Radio, Film and Television prior to its statement, which means PUBG is highly unlikely to receive an official licence.
"This basically spells the death sentence for PUBG in China," said Benjamin Wu, a Shanghai-based analyst.
Still, PUBG will probably thrive even without one of the world's largest markets. Its 17m sales make it comfortably the most successful western game of the year, and it hasn't even made landfall on console yet, with an Xbox One version hopefully still due out in the next two months, and Bluehole apparently in talks with Sony about a possible PS4 version.