What is the current percentage of net bookings generated by China for the company? 
 me address the first part of your question on COD Mobile specifically.
And then maybe I'll invite Armin or someone else to chime in on a more macro view on China and any potential restrictions there. On mobile for us, we see three key opportunities kind of going forward. And I'd say those could be bucketed as geographic, operational and strategic, and let me touch on each of those. On the geographic front, for Call of Duty Mobile, we're seeing, obviously, great success in the U.S.
and through Europe, and we're also continuing to optimize across those regions, but we're seeing also great growth in emerging markets such as Latin America, India and Southeast Asia. And where we're focusing execution and investment for local players. And so that's something they can still scale and help grow the business overall. On the operational side, Call of Duty Mobile is already a great game, and we see opportunity to make it even better.
Our mobile team is continuing to do an incredible job of constantly improving the experience and adding content to players in the west. And the team just keeps getting better and better, which is a testament to their passion and commitment to the mobile community. And China is just another example there where the title itself is off to a strong start, but still has a lot of opportunity in front of it to be tailored and optimized for the local audience. And the team is also very focused on that as well.
And then lastly is strategic. As we think about long term, where we see a compelling -- more compelling growth on the platform. And overall, I'd say we believe there's an opportunity to better connect mobile to the overall quality of the ecosystem, and we're aggressively hiring talent to help on this journey for us. We've created our own internal mobile studio and are driving a major recruiting effort across Beenox and Activision Shanghai to support as well.
And together, I think as Daniel already mentioned on the call, these teams are living an unannounced new mobile project in the Call Duty franchise, which we're very excited about. So as I think about the business, as we start to approach the 2-year anniversary of the launch in the West, we think there's a lot of both near-term and long-term opportunities on the platform for us and to grow the audience and engage the audience on a broad basis. Armin, do you want to comment on the China piece?
Armin Zerza -- Chief Financial Officer
Yes. Thanks, Rob. Thanks for your question again. With respect to your question on China, as you know, the rules and regulations in the country do change over time.
And we have been working with our partners for many years now in this changing environment. So what we're doing currently is working with them and our local teams on the ground to assess this latest situation. Now from a business perspective, China was less than 5% of our net bookings for us last year. And as you know, we have a long history of adapting and responding to changes in the regulatory environment there.
And of course, we aim to continue to do so going forward. So thanks again for your question. 
Operator
And that question is from Mario Lu with Barclays. Please go ahead. 
Mario Lu -- Barclays -- Analyst
Great. Thanks for taking the question. So I just wanted to follow up on the question earlier on mobile advertising. A number of mobile gaming companies now have both a mobile gaming studio and an ad network, all under the same umbrella.
So curious to hear your thoughts of the strategy and if it's something that King can potentially implement going forward? Thanks. 
Daniel Alegre -- President and Chief Operating Officer
Thanks, Mario, this is Daniel again. Look, the good news is, we're actually already vertically integrated. And we have our own in-house ads business that supports in-game advertising across our mobile games, across all of Activision, Blizzard and King. The ads team have organically built our own advertising technology platform.
And this is really made to enable both the demand and the supply management, which also leverages third-party t
 me address the first part of your question on COD Mobile specifically.
And then maybe I'll invite Armin or someone else to chime in on a more macro view on China and any potential restrictions there. On mobile for us, we see three key opportunities kind of going forward. And I'd say those could be bucketed as geographic, operational and strategic, and let me touch on each of those. On the geographic front, for Call of Duty Mobile, we're seeing, obviously, great success in the U.S.
and through Europe, and we're also continuing to optimize across those regions, but we're seeing also great growth in emerging markets such as Latin America, India and Southeast Asia. And where we're focusing execution and investment for local players. And so that's something they can still scale and help grow the business overall. On the operational side, Call of Duty Mobile is already a great game, and we see opportunity to make it even better.
Our mobile team is continuing to do an incredible job of constantly improving the experience and adding content to players in the west. And the team just keeps getting better and better, which is a testament to their passion and commitment to the mobile community. And China is just another example there where the title itself is off to a strong start, but still has a lot of opportunity in front of it to be tailored and optimized for the local audience. And the team is also very focused on that as well.
And then lastly is strategic. As we think about long term, where we see a compelling -- more compelling growth on the platform. And overall, I'd say we believe there's an opportunity to better connect mobile to the overall quality of the ecosystem, and we're aggressively hiring talent to help on this journey for us. We've created our own internal mobile studio and are driving a major recruiting effort across Beenox and Activision Shanghai to support as well.
And together, I think as Daniel already mentioned on the call, these teams are living an unannounced new mobile project in the Call Duty franchise, which we're very excited about. So as I think about the business, as we start to approach the 2-year anniversary of the launch in the West, we think there's a lot of both near-term and long-term opportunities on the platform for us and to grow the audience and engage the audience on a broad basis. Armin, do you want to comment on the China piece?
Armin Zerza -- Chief Financial Officer
 Yes. Thanks, Rob. Thanks for your question again. With respect to your question on China, as you know, the rules and regulations in the country do change over time.
And we have been working with our partners for many years now in this changing environment. So what we're doing currently is working with them and our local teams on the ground to assess this latest situation. Now from a business perspective, China was less than 5% of our net bookings for us last year. And as you know, we have a long history of adapting and responding to changes in the regulatory environment there.
And of course, we aim to continue to do so going forward. So thanks again for your question. 
Operator
And that question is from Mario Lu with Barclays. Please go ahead. 
Mario Lu -- Barclays -- Analyst
Great. Thanks for taking the question. So I just wanted to follow up on the question earlier on mobile advertising. A number of mobile gaming companies now have both a mobile gaming studio and an ad network, all under the same umbrella.
So curious to hear your thoughts of the strategy and if it's something that King can potentially implement going forward? Thanks. 
Daniel Alegre -- President and Chief Operating Officer
Thanks, Mario, this is Daniel again. Look, the good news is, we're actually already vertically integrated. And we have our own in-house ads business that supports in-game advertising across our mobile games, across all of Activision, Blizzard and King. The ads team have organically built our own advertising technology platform.
And this is really made to enable both the demand and the supply management, which also leverages third-party t