This is not going so well for Activision-Blizzard.
Their Chinese Overwatch character Mei is being
co-opted into becoming a a symbol for Hong Kong and the protesters, while there has been claims that Blizzard also basically disabled the ability to delete your account for a while yesterday because so many people were doing so.
In the case of the former, it's not the first time that's happened either. Zarya has become an icon of Russia's gay community, even though that particular character isn't gay inside the game's canon.