“King of Glory” is one of the world’s most popular games, particularly in Asia, with more than 200 million players a day. Every year, players vote for their new favourite character. Enter Little Magic Cook, a powerful female avatar created by Pizza Hut. The brand had taken note that the number of female players on the game had risen from 10 per cent in 2016 to 52 per cent. So, with the help of Mindshare China, it called on female gamers and their boyfriends to adopt Little Magic Cook and help her fight off male rivals. As a result, the character was officially voted Avatar of the Year. It was the first time a female avatar had won the vote, making Little Magic Cook a genuine game-changer.