"Game +" will become a new outlet. How can game manufacturers prevent addiction
2021-12-22
Recently, at the 2021 annual conference of China's game industry held in Guangzhou, The game Working Committee of China audio visual and Digital Publishing Association and China Game Industry Research Institute released the report on China's game industry in 2021 (hereinafter referred to as the report). The figures in the report outline the development of the game industry in one year and also reveal the future development trend of the game industry - "game +" will become the next "outlet" of game enterprises. The number of game users is becoming saturated According to the data of the report, in 2021, the actual sales revenue of China's game market was 296.513 billion yuan, an increase of 17.826 billion yuan over last year, a year-on-year increase of 6.4%. The number of domestic game users was 666 million, with a year-on-year increase of 0.22%, and the number of users was becoming saturated. With the implementation of new anti addiction regulations and the gradual deepening of juvenile protection, the user structure will further tend to be healthy and reasonable. At the annual meeting of the industry, the "protection and anti addiction of minors" became the focus of hot discussion. Zheng Lei, the person in charge of Tencent's juvenile protection system, introduced that Tencent relies on the authoritative public security data platform to strictly manage juvenile accounts, and adopts financial level face recognition verification for children's "fraudulent use" of adult identity to bypass supervision. For larger head games, more stringent face recognition schemes are adopted. For example, for real name users over 55, face recognition is required every time they log in at night to prevent minors from "using" their parents' accounts or devices; If the same account is frequently used on multiple devices, face recognition will also be triggered to reduce the utilization of third-party rental numbers. He Wei, associate professor of Beijing Normal University, affirmed the necessity of "multi-party governance". He believes that the protection of minors is a systematic project, and society, enterprises, schools and parents are indispensable. What the government, enterprises and academia should do next is to further refine the types or products of games. Zhang Yijun, chairman of the game working committee, said: "the protection and anti addiction of minors is an important prerequisite for the sustainable development of China's game industry. The official opening of the national real name certification platform and the increasing improvement of the industry standard system will promote the continuous upgrading of minors' protection means." Popular games are inseparable from Chinese elements According to the report, in 2021, the actual sales revenue of China's independently developed games in overseas markets reached US $18.013 billion (RMB 114.6 billion), an increase of US $2.563 billion (RMB 16.3 billion) over 2020, a year-on-year increase of 16.59%. "Chinese game manufacturers should use high-quality products to expand overseas markets, give full play to the advantages of games as a new carrier, and strive to play a greater role in telling Chinese stories and spreading Chinese values." Ao ran, executive vice president and Secretary General of China audio visual and Digital Publishing Association, said. Many game manufacturers began to integrate Chinese elements into the game to show Chinese culture to global players. Perfect world brings the broad and profound Chinese culture into the global market through cooperation with Poly Art Museum's four "animal heads" of cattle, tigers, monkeys and pigs, as well as Sanxingdui, Qianhu Miao village, Chinese five mountains, Dunhuang culture, Nanjing Confucius Temple, Longquan sword and Sichuan Opera. As the first batch of Tencent's game products to go to sea, "King Glory International Edition" contains 36 Chinese cultural elements, 8 Chinese cultural element heroes, and integrates many Chinese traditional cultural elements. In 2021, the number of countries and regions involved in China's game industry going to sea increased significantly, and the types of products were more diversified. The United States, Japan and South Korea are still the main markets for games to go to sea. However, according to the data in recent three years, the total proportion is decreasing year by year, while the proportion in other regions is increasing year by year - which shows that China's self-developed games are constantly expanding emerging markets. "Game +" play multiple values of the game When summarizing the overall situation of the game industry in 2021, the report believes that the upgrading of science and technology accelerates the transformation of game formats, and industrial development contributes to scientific and technological innovation, making games an experimental field for the application of new technologies such as virtual reality and artificial intelligence. At the same time, the multi integration formed by "game +" extends the social function of the game and provides a broader practice platform for its multi empowerment. In this regard, members of the CPPCC National Committee Sun Shoushan, chairman of China audio visual and Digital Publishing Association, said: "In recent years, domestic game enterprises have begun to gradually explore the 'game +' model, give full play to the multiple values of games, and enable products and services to be widely enabled in science and technology, culture, education, medical treatment, public welfare and other fields. Games are not only an entertainment, but also an important help to build a digital culture and promote social practice in many fields. On the premise of health, order and standardization, further Giving play to the multiple enabling role of games and strengthening social values and social functions will be an important direction for the development of the industry in the future. " According to the reporter of Beijing Youth Daily, many game companies have also applied AR / VR / MR and other cutting-edge technologies in the field of games and e-sports, bringing users new scenes and experiences, so that "game +" can be displayed in every part of digital life. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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