The game in question is called Spicy Jianhu and a female player by the name of Huang, seduced a male player called Silky where they developed an online romance and even got married in-game. They then entered in various promotional contests, one of them being a newlywed contest where Huang won the iPad mini and iPhone. Once the prizes were claimed, Huang started to ignore Silky. What made matters worse is that apparently Silky was not a very well-off player but because he felt that this was true love, he invested whatever he had in-game to get her real-world items. After hearing about this story, online gamers were enraged and launched a “human flesh search” which isn’t as bad as it sounds.
Basically it’s an online manhunt where players track others down, and because real names and real-life details are required to be submitted thanks to China’s internet laws, tracking a person down isn’t as hard it might seem. Unfortunately for Silky the win was a legitimate one and all he managed to get out of Huang was an apology and a rather painful lesson learnt.