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China ranks as the world's largest game market, and cultural accumulation helps industrial competition

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Several sets of hot data were released at the China International Digital Interactive Entertainment Exhibition (ChinaJoy) held in Shanghai recently, which made industry insiders quite excited: the domestic game industry has grown rapidly in recent years, and China has surpassed the United States to become the world's largest game market., with a user base of 507 million. The number of users exceeds 500 million, and the revenue from independently developed online games in the first half of the year is 69.37 billion yuan. China's game market has surpassed the United States, becoming the world's number one, and is called the global game industry by overseas investors...

at a time when Chinese game users have reached the level of 500 million (registered person-times), games have been integrated into people's daily life, and the demand for culture and aesthetics will naturally arise; at the same time, the use of games, a form loved by young people, to show the beauty of traditional culture precisely provides the most vivid and approachable platform for the spread of culture.

original title: the more mature the market, the more looking forward to products with cultural energy

at the China International Digital Interactive Entertainment Exhibition held a few days ago, there was not only the live experience of mobile games and online games, but also an VR experience area.

the number of users exceeds 500 million, and the revenue from independent research and development of online games is 69.37 billion yuan in the first half of the year. China's game market has surpassed the United States to become the first in the world, and is regarded by overseas investors as the stronghold of the most valuable companies in the global game industry

. The game industry is regarded as one of the important driving forces leading the consumption of the entertainment industry. The integration of games, animation, film and television, literature and other content is extending the industrial chain and influence of the pan-entertainment business model. Network technology can make games almost ubiquitous and highly bonded with the lives of more people, and we must also start thinking about how to make good use of the aesthetic experience and emotional content of the product.

several sets of hot data were released from the China International Digital Interactive Entertainment Exhibition (ChinaJoy) held in Shanghai a few days ago, which made people in the industry quite excited: the domestic game industry has grown rapidly in recent years, and China has overtaken the United States to become the world's largest game market, with 507 million users. In the first half of this year alone, China's revenue from independent research and development of online games reached 69.37 billion yuan, an increase of 21.6% over the same period last year. Game as a sunrise industry has a more solid foundation in China, and its contribution to the development of China's Internet industry and content industry can not be ignored.

in the face of the gradually mature market, some people in the industry remind: "We should not only rejoice, but also look forward to the future direction from a higher angle." At the scene of this year's ChinaJoy, "cultural gold content" has replaced all kinds of professional and technical terms and become a high-frequency word in the domestic first-line game population. In their view, a mature game market should not only have "money scene", but also return to the basic attributes of cultural products and have conscious cultural responsibility and social responsibility.

in fact, there is a tacit understanding between game entertainment and cultural needs. At a time when Chinese game users have reached the level of 500 million (registered person-times), games have been integrated into people's daily life, and the demand for culture and aesthetics will naturally arise; at the same time, the use of games, a form loved by young people, to show the beauty of traditional culture precisely provides the most vivid and approachable platform for the spread of culture.

< strong > technological development has given birth to multiple game ecology, and interactive entertainment has been integrated into the lives of different people < / strong >

China's game industry is developing towards diversification. At this year's ChinaJoy booth, you can see not only the latest mobile e-sports products, but also classic card and board games; players calmly operate mouse and keyboard control roles in front of computer screens, and some wear virtual reality devices looking around in the "New World".

"the development of technology is removing the barriers to entry for players. The market should not only have the most fashionable ways to play in the young market, but also not lose the traditional puzzle games loved by the middle-aged and elderly." A person in charge of Giant Network told reporters that the popularity of mobile Internet technology allows Chinese games that started later than those in Europe and the United States to find "overtaking opportunities" and makes Chinese games develop in a more diversified direction. Data show that in the first half of this year, the actual sales revenue of China Mobile game market was 56.14 billion yuan, an increase of nearly 20 billion yuan over last year, which is in the range of rapid growth. The convenience of "playing at any time" makes the game more integrated into the lives of contemporary people, and creative products that meet the needs of different users also emerge as the times require. Take the emerging mobile competitive games in recent years as an example, there are not only traditional multiplayer online combat games and shooting games, but also new light games such as "Ball Battle" and "Tribal conflict: Royal War".

the brand value of games is being further excavated, and an industrial road of connecting games into them is gradually created by Chinese players. "melting" is a popular new word in the domestic game circle at present. Popular games are no longer isolated and static, and the player circle is no longer distinct. There are a series of entertainment patterns before and after the game, such as movies and TV dramas, dramas, online novels, comics, e-sports competitions and so on. Along with the industrial chain comes the needs of users who have been opened up, as well as more and more diverse realization channels. The old PC game "Fantasy Journey to the West" has launched the latest mobile games in recent years, and has successively laid out live-action TV dramas and movies. At the same time, the popular style novice "Onmyoji" also revealed plans for the adaptation of live-action movies. The old game takes advantage of this to rejuvenate, the new game takes advantage of the opportunity to increase the flow.

< strong > Cultural accumulation helps industry competition, aesthetic experience and emotional memory become new weights < / strong >

there are media reports. In early June, the 2017 Internet trend report from Wall Street pointed out that China has overtaken the United States to become the world's largest game market in 2016. British venture capital firms also said recently that China has become the home of the most valuable companies in the global game industry, with 93 per cent of games on Apple's iOS platform being developed by Chinese developers.

"leading the World" also makes Chinese games stand in the middle of an unprecedented crossroads-on the one hand, the flow of more than 100 million "popular styles" continue to emerge; on the other hand, there are not many games that can be evergreen, and the big IP games with considerable international influence are rare. In the end is to make a simple and rough fast food flow popular style, easy to make the current money first. Or based on the long-term, do cultural gold content, can be handed down from generation to generation of the game boutique? This is a multiple choice question in front of Chinese players. Fortunately, more and more people in the industry are beginning to realize that the latter can make China's game industry really develop healthily.

from the point of view of front-line players with a keen sense of smell, after years of development, technology is no longer an obstacle placed in front of game producers and players, and the cultural charm and world outlook behind the game are becoming the real guarantee for market breakthrough. "over the past few years, some significant changes have taken place in the user's messages and interactions in our products. People have less and less evaluation on the function of the product itself and pay more and more attention to how much aesthetic experience and emotional memory the product can bring to them." NetEase game player Ding Lei disclosed such a message to the reporter. His argument, has obtained the support of many colleagues, in their view, the promising online game market calls for cultural "popular style".

in fact, the classic games that are really popular in the international market not only have outstanding creativity in playing, but also convey the cultural consideration and value orientation with Chinese characteristics. China has rich treasures of classical culture, not to mention the cultural values of positive energy. Digging out the treasures of these cultures and presenting them with games, the most fashionable form of expression at present, is in addition to the pursuit of running water. a more important topic for the Chinese game market.

Edit: mary

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