Chinese women are spending millions on four virtual boyfriends in a mobile game which has taken the country by storm.
Love and Producer is currently the top grossing app in Apple’s App Store in China, and players are estimated to have spent 200m Yuan (£22.5m) on the game in January alone.
According to research firm Jiguang, the dating simulator has more than two million daily active users with the majority being women in their early 20s.
They play a female television producer who is attempting to save her late father’s production company by reviving a hit show, while maintaining romantic relationships with four boyfriends who could star in the programme.
The boyfriends are Li Zeyan, a young entrepreneur, Bai Qi, a police officer, Xu Mo, a scientist, and Zhou Qiluo, a pop star.
Players have to spend “purple diamonds” to go on dates with their boyfriends and maintain those relationships, which they achieve by going on missions – although these can be purchased.
Also available are “bonding cards” which allow the protagonist to develop her company. These, with the purple diamonds, are awarded for completing missions.
The male characters also have superpowers, with police officer Bai able to control the wind and fly, according to technology magazine Quartz.
Quartz reports that one of Bai’s most romantic quotes is: “As long as you are in the wind, I can feel you.”
In January, fans of the game purchased a banner advertisement on the KK100 skyscraper in Shenzhen for the birthday of the character Li Zeyan.