Digital Empowerment, Shared Value: 37Games Powering Cultural Export and Building New Game Production Capabilities

Digital Empowerment, Shared Value: 37Games Powering Cultural Export and Building New Game Production CapabilitiesOn September 21st, the 14th China International Digital Publishing Expo (hereinafter referred to as "Digital Expo"), hosted by the China Academy of Press and Publication, and supported by the Publicity Department of the CPC Hainan Provincial Committee and the CPC Haikou Municipal Committee and Government, was held in Haikou, Hainan. This Digital Expo took "Innovation, Upgrading, and Winning the Future" as its theme, focusing on developing new production capabilities for the publishing industry, promoting international cooperation in digital publishing, and continuously strengthening the main battlefield of publishing in the digital age

Digital Empowerment, Shared Value: 37Games Powering Cultural Export and Building New Game Production Capabilities

On September 21st, the 14th China International Digital Publishing Expo (hereinafter referred to as "Digital Expo"), hosted by the China Academy of Press and Publication, and supported by the Publicity Department of the CPC Hainan Provincial Committee and the CPC Haikou Municipal Committee and Government, was held in Haikou, Hainan. This Digital Expo took "Innovation, Upgrading, and Winning the Future" as its theme, focusing on developing new production capabilities for the publishing industry, promoting international cooperation in digital publishing, and continuously strengthening the main battlefield of publishing in the digital age. As one of the leading companies in digital publishing, 37Games actively participated in this Digital Expo, showcasing its fruitful achievements in cultural export and game innovation.

Cultural Export: Games Help Chinese Excellent Culture Go Global

In recent years, domestic games have set off a "China boom" globally. In the first half of this year, the overseas market sales revenue of China's independently developed games reached US$8.554 billion, an increase of 4.24% year-on-year. 37Games, one of the earliest companies to engage in overseas game business, has now become a leader in the export field and a key national cultural export enterprise.

Wang Yian-gong, 37Games' Vice President and Editor-in-Chief, shared the company's efforts and achievements in the field of digital empowerment of cultural exports at the "Hainan International Digital Publishing Industry Ecosystem Forum." He stated that 37Games possesses advantages in tracks like MMORPG, SLG, card games, and simulation management, and continuously explores market opportunities for casual games. In this process, 37Games actively explores and promotes the export of Chinese excellent culture.

For example, 37Games' popular overseas game "Puzzles & Survival" launched a "Chinese Kung Fu" collaborative version at the beginning of this year. It invited Shaolin monks for guidance and utilized new technologies like motion capture and artificial intelligence to integrate the essence of traditional martial arts into the game, allowing global players to experience Chinese Kung Fu.

In another globally released game "Call Me Big Boss," 37Games invited experts from the field of Peking Opera protection to integrate Peking Opera elements like "Monkey King Makes Havoc in Heaven," "White Liang Pass," and "Changbanpo" into the game. They combined classic operas, character masks, face-painting, and other Peking Opera elements with "match-three" gameplay, enabling players to experience the charm of national treasures while playing.

Wang Yian-gong expressed, "In the future, 37Games will continue to do a good job in the digital expression of traditional culture, taking into account the combination of game experience and cultural attributes, as well as the application of innovative technologies, to achieve the dual empowerment of cultural value and industrial value."

Artificial Intelligence: Forging New Production Capabilities for Games

Since 2022, generative artificial intelligence (AIGC) and large language models (LLM) have made significant breakthroughs. Artificial intelligence has become a new production force for the development of the Chinese game industry. As early as 2018, 37Games began laying out its strategy in the field of artificial intelligence. It has now created a digitalized product matrix that spans the entire R&D and operation process, effectively empowering various stages, from product initiation, content production, and distribution operation to asset sedimentation.

37Games utilizes AI to resolve a series of time-consuming and laborious pain points, including high-performance motion capture, deep adjustment of numerical balance, and handling complex office needs. However, 37Games' ambitions extend beyond this. Wang Yian-gong mentioned in his sharing, "In the future, 37Games will explore further integration of artificial intelligence with games, such as building intelligent NPCs and establishing game community content generation platforms, to further enhance player experience and forge new production capabilities for games."

To allow attendees to more intuitively see the application of artificial intelligence in game development, 37Games brought a motion capture device to the Digital Expo venue. Attendees only need to stand in the designated experience area, and the AI system can accurately capture their movements and digitize them, integrating them into game characters.

Functional Games: Expanding the Application Values of Games

37Games has not only achieved a leading position in cultural export and game innovation, but also demonstrated its strong research and development strength and social responsibility in the field of functional games.

In July this year, 37Games' functional game "Flying Dream Sets Sail" officially received a license and was showcased at the Hainan Pavilion of the Digital Expo. This game uses a gamified approach to present the process of spacecraft research and development, assembly, launch, space rendezvous, and landing recovery. It combines related knowledge from high school physics, mathematics, and geography, providing aerospace knowledge popularization education for teenagers. At the recently concluded 4th China Game Innovation Competition, "Flying Dream Sets Sail" won the Best Innovative Social Value Award.

At the Anhui Pavilion, 37Games highlighted another functional game "Ancient Book Restorer." The game aims to use a gamified approach to restore the basic steps of ancient book restoration, incorporating professional cultural content such as ancient book restoration tools, key technical difficulties, and representative ancient books, thereby awakening the public's respect and passion for ancient book culture. The game is currently in public beta.

In addition to the two products showcased at the Digital Expo, 37Games has launched over 20 functional games focusing on areas like medical, education, and health. Among them, "Star Life Paradise," the first autism auxiliary training game in China, has been in operation for three years, with over 270,000 registered users, covering all provinces, cities, and autonomous regions in China.

Through functional game development, 37Games is leveraging its advantages to expand the application value of games, fulfilling its corporate social responsibility, and ensuring that the fruits of technological progress serve the wellbeing of individuals.

Summary

37Games' outstanding performance at the Digital Expo showcased its strong strength and innovative capabilities in the field of digital publishing. Whether it's cultural export, game innovation, or functional game development, 37Games actively explores the application of digital technology, promotes the development of the game industry, helps Chinese excellent culture go global, and contributes to social development.

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