This is an interesting subject and I am glad to learn the Mandarin word for it. Most consumer products survive or fail based on what the product can do or how the product is perceived. Converting gaming processes and pleasures into educational, shopping, or other consumer-oriented processes create market -attraction and investor-appeal. All of these processes are valuable in the global technology-oriented economy in general, and in China's economy specifically.
Very thought-provoking question :) Sorry to get so talkative :)