Chinese distributor Maxsun, owned by Shangke Information Technology, is teaming up with Nvidia Corp to promote the GeForce RTX 4070 graphics cards in a unique marketing strategy with the upcoming highly-anticipated video game Black Myth: Wukong. Despite some gamers expressing skepticism about the promotion, including concerns about the high cost of upgrading graphics cards just to play the game, the global video gaming GPU market is expected to see substantial growth in the coming years. Developed by Game Science with backing from Tencent Holdings, Black Myth: Wukong is set to be released on August 20 for Windows and Sony’s PlayStation 5, with a standard copy priced at 268 yuan (US$37) and a deluxe edition at 1,998 yuan. As the gaming industry continues to expand, partnerships like this between hardware and software developers are likely to become more common in the future.