Paul Chen, former general manager of Chinese arm of Angry Bird developer Rovio, took part in Italian gamification platform Beintoo as CEO of the Asia-Pacific region.

Beintoo is a mobile engagement platform that offers loyalty program as well as innovative rich media mobile advertising solutions. Beintoo rewards users with virtual credits, called “Bedollars,” for achievements and daily activities on the web and in applications and games. Bedollars can be redeemed in the Beintoo Bestore or in the online store of Beintoo’s retail partners for premium offers from national and local, brick-and-mortar retailers.


Aiming at Chinese market, Beintoo just opened its Asia Pacific office in Shanghai in addition to offices in Milan, New York and London, with an emphasis on sales as well as partnerships with brands and developers.

Chen thinks that it is natural for Beintoo to enter Chinese market, because approximately 60% of the platform’s installed app downloads are in China. Beintoo has established cooperation with the world’s top apps such as Fruit Ninja and Temple Run. Chen added that the company planned to roll out major brand partnerships very soon.

Chen said that “As former GM for Rovio in China, I know how the Chinese mobile market will explode over the next few years. Beintoo is coming in at the right time to capitalize on this opportunity. Beintoo platform will help Chinese App developers keep their fans and reward them for their loyalty”.

He noted that Beintoo is looking to hire experienced developers and marketing staff to expand its team.

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via or Twitter.

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1 Comment

  1. Speaking with considerable knowledge around gamification and behavioural psychology. This looks set to fail. Use google scholar and search for ‘punished by rewards’ to see why in proper empirical studies, this type of gamification has a serious negative impact.

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