This isn't an altruistic gesture. Tencent's Honor of Kings (Arena of Valor in the US) has been so popular and addictive in its native China that the mobile multiplayer title now has time limits to prevent kids from playing too long. Between that and a degree of Chinese government pressure (games like HoK have been likened to "opium" by one delegate), Tencent has an incentive to implement its own limits before officials impose them.

Not that it's the only company facing scrutiny. The World Health Organization has considered formally recognizing video game addictions, and mobile OS developers like Apple have promised more parental controls that restrict overall phone use. In that light, Tencent isn't so much leading the way as it is responding to an emerging trend.