All this is partly because French rival Pernod-Ricard has been quicker off the mark in China this past decade, building up a dominant slice of the international-branded market with drinks such as Martell and Ballantine's.

FORBES: Magazine Article

Mr Molen and his online colleagues had spent four years building BoB into the dominant force in a game where 200, 000 players battle it out in an online galaxy of spaceships and planets.

BBC: The struggle among the stars