Black Myth: Wukong — How Lunar Owl Secured North American Retail Success for a Global Hit

Overview

Lunar Owl Consulting played a mission-critical role in bringing Black Myth: Wukong to North American retail shelves, securing the physical publishing partnership that propelled the game’s success and elevated PM Studios to a new level of industry visibility. Our strategic guidance, dealmaking expertise, and hands-on support ensured that all parties—from developers to publisher—were aligned, prepared, and positioned to win.

client

PM Studios

Services

Publishing

The Challenge

A trusted contact in China approached Lunar Owl seeking a North American publisher capable of handling large-scale physical retail distribution for Black Myth: Wukong. Despite the game’s global hype, the developers had limited familiarity with physical publishing, no experience navigating Western retail channels, and uncertainty about the value and complexity of physical game production. The challenge was twofold: educate the developers on retail strategy and identify a publisher with the capabilities and commitment to bring the game to market at scale.

Our Approach

Lunar Owl leveraged its deep industry network and years of publishing experience to guide the process from start to finish.

‍1. Identifying the Right Partner: We initiated structured discussions with multiple North American publishers. After evaluating distribution reach, operational capability, and cultural fit, PM Studios emerged as the strongest partner.

‍2. Educating and Aligning Stakeholders: We provided the developers with strategic guidance on physical SKU planning, retail economics, manufacturing logistics, and why physical distribution would be essential in the West. This education was crucial for informed decision-making and trust-building.

‍3. Negotiation & Relationship Management: Lunar Owl advised on deal structure, communication flow, and cross-cultural alignment—ensuring both sides were protected, prepared, and confident at every step.

Final thoughts

The Results

The partnership produced outstanding commercial results: 300,000 physical units sold out rapidly and overall 500k+ copies have been sold today, triggering an urgent restock; Black Myth: Wukong became one of the most in-demand titles in the retail market; PM Studios achieved the largest retail launch in company history; major retail partners expanded orders at record speed; and the developers gained strong early traction in Western markets. For PM Studios, the success was transformative. This boosted their retail footprint, increasing revenue and elevating their publisher profile globally.

Long-Term Impact

The success of Black Myth: Wukong directly led to a second major publishing deal for PM Studios; a high-profile licensing agreement for an unannounced title. This strengthened relationships across Lunar Owl’s network, benefiting other clients such as Radical Forge and Observer Interactive. PM Studios retained Lunar Owl as an ongoing strategic advisor, including support for future acquisitions and growth initiatives. This wasn’t a one-off win—it triggered a cascade of new opportunities.

Why It Worked

The Wukong success story showcases the core strengths of Lunar Owl Consulting: deep global network, hands-on involvement in every stage, clear and candid education for developers, strategic dealmaking that protects long-term value, and a commitment to relationships over transactions. We don’t just secure publishing deals—we build partnerships that define careers.

Let’s Build Your Breakthrough

Whether you're a developer seeking a publisher, a publisher looking for high-potential titles or opportunities, or a studio ready to scale, Lunar Owl helps you navigate the complexities of the video game industry with confidence and clarity. Your next big success starts here.

“Thanks to Lunar Owl Consulting, we entered investor meetings with a compelling growth strategy and long-term financial plan that immediately built confidence. Their expertise was instrumental in helping us secure funding to scale rapidly and pursue our next stage of growth.”

Michael Yum – CEO, PM Studios