Recently pan-entertainment has become a strategy of many large game companies. The use of games and movies to cross promote each other is prevalent in many countries. Chinese gamers loved seeing the movie Kung Fu Panda 3 promoting the game by the same title, and singing sensation Jay Chou not only sang the theme song for the movie but the song also made it into the game. Publicly-traded Chinese games powerhouse NetEase, known in the West for a joint venture with Blizzard for World of Warcraft and more recently Overwatch operations in China, has launched a pan-entertainment content strategy that's paying off; the company's market share for mobile games is increasing. In addition, NetEase's mobile games revenue has surged in relation to PC games revenue, and currently stands at 66% of the company's games revenue (having surpassed PC online games revenue midyear 2015).