UK-based game developer Fenway Games is set to launch its SnapPlay product in China following a partnership with sports and social media platform Beijing Haiqiu Technology Company (HQ Sports).

SnapPlay is a localised and social version of Fenway's instant football game SnapBet, with players predicting what happens in the next sixty seconds of a live football match. It will initially offer matches from the English Premier League and will be available to Chinese customers via iPhone devices.

HQ Sports plans to use SnapPlay to engage with 400m sports fans and mobile users in China via its social sports app MiaoHi, which offers fans behind-the-scenes video clips from popular Chinese athletes.

SnapPlay will also be launched in HQ Sport's Jihai app, an information and analytic site for sports fans and lottery players.

HQ Sports was founded in 2016 by former Manchester City and Chinese international defender Sun Jihai, with backing from investors including venture capital funds China Media Capital (CMC) and Yuan Xun Fund, and online entertainment giant Tencent.

"HQ are always looking for engaging sports products," said Sun Jihai, who serves as chairman of the company. "We were impressed with the team at Fenway Games.

"Their vision of bringing instant and real-time entertainment to football fans fits perfectly with our vision for MiaoHi. We are delighted to be working with such an innovative company."

Peter Gough, founder and managing director of Fenway Games, said he was excited by the potential of the partnership with HQ Sports.

"We are looking forward to launching SnapPlay into China followed by SnapBet into the UK. We are delighted to be forming such a close strategic partnership with such an innovative company as HQ Sports into such a large market as China which has so much potential," he said.

Following the launch in China, Fenway plans to release the SnapBet version of the game with an as yet unnamed European sports betting operator, and expand its offering to include basketball, cricket, and eSports alongside English Premier League and Chinese Super League football.