On December 15, the 2023 China Game Industry Annual Conference with the theme of "Inheriting the Cultural Torch and Casting Masterpieces" was successfully held in Guangzhou.
In his keynote speech, Dr. Xiao Hong, CEO of Perfect World, said that as one of the most common cultural service products in the world, games show a sense of identity with national culture. Culture gives games stronger competitiveness and vitality, and games also bring inheritance and renewal to culture. Perfect World has been actively promoting the innovative integration of culture and games, and with the help of digital technology, it can better realize the integration and innovation of the two.
Nowadays, with a wide audience and a great user experience, games have become one of the most accessible cultural service products in the world. Especially driven by digital technology, games have become an excellent carrier for the dissemination of traditional culture, and more and more young people have developed a strong interest in traditional culture through games.
Xiao Hong believes that traditional culture has given games a deeper connotation, and games show a sense of identity with national culture. By incorporating elements of traditional Chinese culture that can bring players a sense of cultural identity, the core of the game can be increased, making the game more competitive and vital in the market.
For example, the mobile game "Tower of Fantasy" has joined hands with the national intangible cultural heritage project Suzhou embroidery this year to complete the linkage fashion "Because of Green", which integrates modern design into the shape and silhouette of fashion, and combines traditional intangible cultural heritage with science fiction, so that more young people can also be attracted, so as to understand the charm of Suzhou embroidery, both traditional core and fashion presentation, so that Suzhou embroidery ready-to-wear exists in the game in a highly restored digital form. ”
Cultural elements can improve the connotation of games, and as a technology that drives the development of games, it can better realize the integration and innovation of culture and games, especially the current rapid development of digital technology. With the help of digital technology, the culture can be innovatively inherited, so that culture and games can be better innovated and integrated, so that users can get a more comfortable experience and visual effects. At the same time, the technology of games is also constantly feeding back to other industries, and strongly promoting the digitalization of the cultural industry and other traditional industries.
In September this year, Perfect World Games' product "Fantasy New Zhu Xian" mobile game was co-produced with Li Jiashi, the representative of the national intangible cultural heritage project Foshan Lion Head, and launched the "Oriental Lion Awakening" expansion film. In conjunction with the production team of "Deep Sea" animation and the inheritor of Li Jiashi, the artistic design was carried out with reference to the most traditional and authentic "Guan Gong Lion", and at the same time, the gorgeous and colorful "particle ink" visual effect technology was used to create a new height for the visual of game animation, and the beauty of lion dance was presented in the digital age, bringing players a different visual shock.
Xiao Hong introduced that games are no longer a single form of entertainment, but a world language. It is a trend to convey the beauty of Chinese culture in the language of the world. By integrating traditional Chinese culture into the development, design, publicity, and cultural and creative peripherals of the game, we can explore new perspectives and in-depth values of culture, which brings players a sense of identity and cultural confidence in Chinese culture. At the same time, with the power of games, players from all over the world can also experience the beauty of Chinese culture up close and spontaneously.
Through the two-way empowerment of traditional culture and games, we will promote more overseas players to understand the connotation of Chinese culture and show the country's image and cultural influence. At the same time, it will also enhance the overall social benefits and social value of the game industry and achieve sustainable development. ”
It is understood that this year's game industry annual meeting is supervised by the National Press and Publication Administration, supported by the Guangdong Provincial Press and Publication Bureau, and the Propaganda Department of the Guangzhou Municipal Committee of the Communist Party of China, hosted by the China Audio-video and Digital Publishing Association, the Guangzhou Development District Management Committee, and the people of Huangpu District, Guangzhou, and organized by the Game Working Committee of the China Audio and Digital Association and the Propaganda Department of the Guangzhou Huangpu District Committee of the Communist Party of China, aiming to promote the sustainable and healthy development of China's game industry and comprehensively summarize the overall situation of China's game industry in the past year.