THE9 Ltd yesterday released a new self-developed online game based on ancient Chinese culture and the company envisions it as its flagship title in the second half.

The game Shen Xian Zhuan (The Legend of Immortals) represents the company's strategy to make games based on Chinese culture.

The9 formerly was the Chinese operator of the World of WarCraft, a popular role playing game based on Western legends.

The9 is now focused on innovation from within and Chinese culture titles.

In the next 12 months, the Shanghai-based company, which has US$250 million in cash flow and has already acquired several game studios like Red5, will launch various titles, according to Tony Park, The9's vice president.