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China Game Industry Annual Conference builds confidence, UNI-STAR accelerates integration of games, culture and technology.

宣布时间：2024-12-16

The 2024 Annual China Game Industry Conference was successfully concluded and UNI-STAR was invited to participate to support the innovative inheritance and dissemination of traditional Chinese culture with new game technology. The theme of this year's conference was "Raising the Sail of Culture, Creating a New Chapter of Games Going to Sea", which conveyed the industry's confidence in development.

The game industry is playing an increasingly important role in building a strong cultural country in the new era. The game industry is changing from a single entertainment industry to a comprehensive cultural industry driven by cross-border integration and innovation.

This year's annual conference is overseen by the State Administration of Press and Publication, supported by the Beijing Municipal Bureau of Press and Publication, and organised by the China Audiovisual and Digital Publishing Association (CADPA) and the People's Government of Shijingshan District, Beijing. The conference was attended by Sun Shoushan, Chairman of the CADPA, Yang Fang, Deputy Director of the Publication Bureau of the Central Propaganda Department, Zhang Yijun, First Vice Chairman of the CADPA and Chairman of the Game Work Committee of the CADPA, and Ao Ran, Executive Vice Chairman and Secretary General of the CADPA.

Scene of the 2024 China Game Industry Annual Conference.

Positioning upgrade, games bear new responsibilities.

This year, the development of China's game industry has accelerated significantly, the size of the game market has grown steadily, the proportion of overseas games has continued to increase, and a number of games have performed brilliantly in both domestic and overseas markets. Looking ahead to 2024, the overall development of China's game industry has three major characteristics: the industry ecosystem continues to improve, industry productivity continues to be optimised, and the trend of high-quality development by enterprises is remarkable.

Sun Shoushan, Chairman of the CADPA, pointed out that after more than two decades of intensive cultivation, China's game industry has now entered a critical stage of accumulation, showing great growth potential and unlimited room for imagination. Looking to the future, we should take the pen of culture, with inheritance as the foundation, innovation as the wing, and dissemination as the sail, and join hands to promote Chinese culture to break the waves in the vast ocean of the new era, and let the excellent traditional Chinese culture continue to shine with vitality in the digital era.

Sun Shoushan, Chairman of the CADPA.

Yang Fang, Deputy Director of the Publication Bureau of the Central Propaganda Department, said at the 2024 China Game Industry Annual Conference that the Publication Bureau of the Central Propaganda Department is currently working with relevant ministries and commissions to jointly formulate a plan to lead scientific and technological innovation in network publishing, and to promote the game industry to play a greater role in serving scientific and technological innovation. In addition, Deputy Director Yang Fang pointed out that next year, the Publication Bureau of the Central Propaganda Department will focus on the online game publishing project, guiding game companies to create more in-depth, long-lasting benchmark works, classic works.

Record high, industry report announced.

Zhang Yijun, First Vice Chairman of the CADPA and Chairman of the Game Work Committee, officially released the China Game Industry Report 2024. The report pointed out that the actual sales revenue of the domestic game market in 2024 was RMB 325.783 billion, an increase of 7.53% year on year, a new record high. The scale of game users was 674 million people, up 0.94% year on year, also a new high in history.

Zhang Yijun introduced that in 2024, the general operating characteristics of China's game industry can be summarised as follows: First, government support policies at all levels are frequently issued, and the industrial ecology is further optimised; Second, the scale of the domestic market is steadily increasing, and the contribution of mobile new products and stand-alone boutique products is outstanding; Third, large productions and small games are in parallel, and the trend of cross-platform and multi-platform releases and cloud games is more clear; Fourth, enterprises are strengthening the layout of overseas markets and taking the initiative to participate in the competition of international markets; Fifth, enterprises are actively exploring the application of scientific and technological innovation to enhance the productivity of new quality; Sixth, the transformation and dissemination of excellent traditional culture is conducive to the development of cultural tourism and cultural and creative industries.

Zhang Yijun, First Vice Chairman of CADPA and Chairman of the Game Work Committee of CADPA.

It is worth noting that in 2024, the actual sales revenue of China's self-developed games overseas market was US$18.557 billion, up 13.39% year on year, and its scale has exceeded RMB 100 billion for five consecutive years, reaching a new high. Faced with the international environment of slowing growth and increasingly fierce competition in the global game market, domestic game companies responded positively and continued to perform well.

Zhang Yijun pointed out that China's game industry has continued to make progress in compliance and self-discipline, boutique building, technological innovation and cultural construction. In the future, the layout of globalisation will shift to an all-round expansion of all links in the industry chain on the basis of products going overseas, especially driving the pace of culture going out to be more determined and powerful.

Thickly planted culture, tell a good Chinese story.

How to cultivate the excellent traditional Chinese culture and help Chinese culture "go out" has become a key proposition for the development of game companies. At present, game companies play an important role in promoting cultural confidence and cultural inheritance.

Taking full advantage of the attribute that games are super-digital scenes, UNI-STAR constantly innovates and integrates traditional cultural elements into game R&D and operation, helping traditional culture to continue to gain new vitality with more immersive, intelligent and interactive forms of expression.

Taking UNI-STAR's own immortal game "Sword Fantasy" as an example, it integrates elements of Sichuan culture and tourism such as Sanxingdui, Sichuan tea and panda, and innovatively introduces special gameplay such as "Bronze Mask Fashion Show", "Sichuan Tea Theatre" and "Panda Beasts", which penetrate deeply into the world. Bronze Mask Fashion Show', 'Sichuan Tea Theatre', 'Panda Divine Beast' and other features of the game, deeply loved by the majority of users.

Bronze Mask Fashion Show of "Sword Fantasy".

With the further deepening of its globalisation strategy, UNI-STAR will actively promote the international expression of Chinese stories, so that the world can better know and understand the excellent traditional Chinese culture and tell a good Chinese story.