Just to give context. A deal like this = it's on the partner to...

Just to give context. A deal like this = it's on the partner to do the work or work with the dev to prepare the game for China.
The deal doesnt mention any minimum spend to support the game, a time frame of when it will launch either and the process it'll take to get there (more dev work or just straight publishing existing game)

Also 15-35% is low. I am used to seeing 50/50 terms. But then it might be NET regardless of user acquisition spend.
No minimum guarantee either. If ICI and the Publisher were confident they'd PAY for the rights to publish with some sort of fee.
Right now it's relatively risk free and low level work for the publisher to test it

China is a huge market but having a game on there does not = instant success. Plenty of games fail too.

We had a game publishing deal in China a couple years ago, publisher did the work, we did the tweaks and 6 months later it's like "dont bother the revenue < user acquisition spend" so here' $0 for your time. Well to be fair we get $10k USD minimum guarantee but that hardly covered the dev time.

Bytedance/Tik Tok partnership is much more interesting as they OWN the audience also and past experience says great revenue.

So this is a small announcement in the grand scheme of things.