Chinese games bring culture to global market

Chinese electronic games are continuously thriving in global markets, and are increasingly becoming carriers of culture to promote cross-cultural understanding and exchanges as a new universal language, said industry experts during the recent 22nd China Digital Entertainment Expo & Conference, better known as ChinaJoy, in Shanghai.

By the end of June, China had a record 679 million gamers. In the first half, actual sales revenue of the domestic game market totaled 168 billion yuan ($23.3 billion), up 14.08 percent year-on-year, according to a report released on July 31 by Zhang Yijun, first vice-chairman of the China Audio-Video and Digital Publishing Association.

Overseas sales of Chinese games exceeded $9.5 billion in the first half, growing 11.07 percent year-on-year. The United States, Japan and South Korea continued to be the main overseas markets for Chinese games, accounting for 55.63 percent of total sales. European nations such as Germany, the United Kingdom and France are becoming emerging destinations for more Chinese games, said the report.

From a global perspective, China continued to hold the position as the world's largest game exporter in the first half, ranking first with a share of 32.6 percent of global total, according to a report released by mobile analytics firm AppsFlyer.

Over the past five years, Chinese games have entered the markets of more than 100 countries and regions around the world. In particular, games such as Honor of Kings and Genshin Impact have accumulated hundreds of millions of users globally, said Ao Ran, executive vice-chairman of the China Audio-Video and Digital Publishing Association.

"China's gaming industry has shown a positive trend toward high-quality and sustainable development in recent years, since a large number of Chinese enterprises are collaboratively creating world-class innovative video games within the global supply chain. Notably, the fine traditional Chinese culture is becoming the unique source of innovation and a differentiating advantage for Chinese games," said Richard Yu, vice-president and editor-in-chief at Tencent Interactive Entertainment Group.

The hit title Black Myth: Wukong, an action role-playing video game rooted in Chinese mythology, is a prime example of the worldwide appeal of Chinese video games with a strong cultural identity. Industry experts agree that games are rapidly developing beyond products for entertainment, and becoming a new cultural form integrating with advanced technologies and an important carrier of Chinese cultural aspects that keep expanding globally.

Yu pointed out that more Chinese game producers are ramping up efforts to make high-quality original games that draw both domestic and international players. Instead of simply putting cultural elements together, they explore deep into Chinese cultural connotations and strive to interpret them in innovative, globalized and modern ways.

"As a composite cultural carrier that integrates various art forms such as literature, music, film and fine arts, games naturally possess the potential to promote cross-cultural understanding and boast the advantage of crossing cultural boundaries. Their interactivity turns the players into 'interpreters' of different cultures," Yu added.

Not only Chinese producers, but also foreign companies are eyeing opportunities in the global collaboration and cultural integration with games as a bond. Representatives of over 200 companies from nations such as Japan, South Korea, the UK, France and Finland gathered for potential partnerships at the China International Game Developers Conference, which was held on July 31 as part of this year's ChinaJoy.

"There were barely no really successful Chinese console and PC games 10 years ago, but recently we have seen game studios and producers instilling Chinese culture to create something different. China has a wonderful historical culture and that's part of the creativity. In France, we are very much into culture in general, and Chinese culture is no exception — it is something that resonates a lot with us," said Yves Blehaut, senior vice-president of strategic partnerships at Microids, a French video game publisher and developer.

Sony Interactive Entertainment (Shanghai) Ltd and its PlayStation gaming platform are also actively looking to contribute to China's console game ecosystems. Following the success of Black Myth: Wukong on its platform, the company is expecting to cultivate more local game developers in China and better connect the nation's gaming industry and culture with the world. In 2016, the company established the "China Hero Project" to support Chinese console game developers, connect with global counterparts, and help them grow globally with games featuring Chinese culture.

"China has the world's most game users and is one of the most critical and potential markets for PlayStation. We have noticed very early the potential and passion of Chinese game developers. Collaborating with over 400 Chinese game developers and publishers, we aim to introduce good Chinese games to the world," said Tatsuo Eguchi, chairman and president of Sony Interactive Entertainment, at the conference.

To better navigate Chinese game developers in overseas markets, the Research and Service Center for Game Globalization was inaugurated in Shanghai at the conference. It aims to provide one-stop services such as overseas market analysis, compliance guidance, financial services, legal protection and copyright protection.

Moreover, a first batch of guidelines targeting the Japanese, South Korean, British and French markets were also released at the event to support Chinese games' global expansion, comprehensively covering sectors including policies, regulations, market environment, culture, customs and user preferences. More guidelines on other countries in regions such as North America, Europe, Southeast Asia and the Middle East will also be released this and next year.

"The globalization of games ultimately involves a two-way cultural exchange. Games themselves are self-contained digital worlds where different cultures meet and spark inspiration. So while publishing Chinese games overseas, we also help introduce global cultures into China," said Yu of Tencent Interactive Entertainment.

"We obviously see more foreign friends and international participation at ChinaJoy this year. With games building a globalized platform, we expect to enhance exchanges, reduce barriers and accelerate integration, which will carry us all farther," he added.

Running from Aug 1 to 4, this year's ChinaJoy attracted over 790 business exhibitors from 37 countries and regions including the US, Canada, UK, Germany, Japan and South Korea. (Source from China Daily)