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Love and Deepspace Turns to Stick‑Figure Trailers as China Scrubs ‘Lingering Lust’ Ads

The split campaign shows how China’s strict NSFW rules push game ads to swap sexual imagery for safer formats.

Overview

  • Papergames’ bathtub‑themed Lingering Lust promos were pulled in China, prompting two steam‑heavy edits and then stick‑figure stand‑ins.
  • The studio posted the stick‑figure teasers on global social accounts, while Chinese channels ran text on a black screen with the original audio.
  • Chinese platforms also blocked the stick‑figure clips, leading Papergames to use text‑only billboards to describe the scenes.
  • The event is now live in the app, yet it remains unclear whether the in‑game assets shown in China were changed.
  • Love and Deepspace counts about 50 million users, and the regional split underlines how developers often build separate ads or versions to comply with Chinese content rules.