Tan Qian, CEO of Zhongchuan Interactive: Excellent Cultural Content Creates Boutique Games

Exploring the value of multiple cultures is a new topic for many game companies to develop towards boutique in recent years. Recently, around this topic, Tan Qian, CEO of CCTV Interactive, said: national traditional culture is a valuable treasure of a country and a nation, so carrying forward the spirit of Chinese culture is something that every enterprise and even the whole industry should think about. As a new industry, the game should not only exist on the demand for entertainment, but should assume the responsibility of the new era, through the in-depth integration of game + culture, the traditional culture will be shown in the way of the game, through the exploration of multiple cultural values, so that the game empowers the culture, to carry forward the spirit of Chinese culture, and to use the excellent cultural content to create high-quality games, leading the inheritance and development of traditional Chinese culture.

Game + culture, showing the ninth art, casting the era of fine arts

With the rapid development of the digital economy and Internet technology, video games have become one of the best ways for contemporary young people to entertain themselves. However, due to the fact that some companies ignore the quality of the game itself in order to pursue profits, many games with no cultural expression and simple gameplay have been born. For example, simple and boring games such as elimination and clicking games can't provide additional deeper meanings other than entertainment for players, which is extremely unfavorable for the development of the game industry. Therefore, how to make the game empowered to give more cultural expression, for all the young people to convey the positive energy, is in recent years the major game companies should explore a subject.

The existence of games should not only exist in providing entertainment attributes, but should be endowed with a more meaningful side. In recent years, game companies are gradually awakening to the protection and inheritance of traditional culture is increasingly being attached importance, have begun to enter the "game +" era, more and more companies are beginning to embark on the introduction of traditional culture in the game into a variety of diversified colors. Now the game is no longer just an entertainment tool, more often also be endowed with a cultural heritage and innovation, with the introduction of innovative elements, the game has become the best way to express traditional culture.

Games are the best cultural communication medium to spread excellent cultural expression

According to the data, in the first half of 2020, there were nearly 35,000 in-vote game advertisers, an increase of 10% compared to the first half of 2019, and accounted for 32% of all applications. It is expected that the number of global in-play game advertisers will reach 40,000 in the first half of 2021, up 15% year-on-year. Meanwhile, the scale of China's game users exceeded 660 million people, up 3.7% year-on-year, of which, the age group of most game users is dominated by the post-90s and post-95s crowd, while the crowd under the age of 30 accounted for nearly 50%.

Today's movie industry is full of science fiction and costume themes, and many works full of cultural expression have come out accordingly, bringing the audience an experience that is no longer just visual, but also in the propaganda of culture. Cultural expression, so that the entire film industry into a new level, we are also more willing to accept these cultural output. And the game as the same medium, additional with natural interaction", "participation" attributes, so that it has a more powerful output effect than the movie industry. In addition to having a huge population share, it brings the ability of dissemination one step closer. Therefore, we should utilize this medium, integrate it with culture, spread the excellent expression of culture, give more meaning to the game, and make it the best way to spread China's excellent traditional culture.

Using game characteristics to show Chinese culture

China's excellent traditional culture of 5,000 years is the totality of moral inheritance, various cultural thoughts and spiritual conceptual forms in the nation's history. However, due to the lack of contemporary expressiveness and permeability of culture and art, it is not enough to rely on those traditional and boring forms of cultural dissemination. If we want more young people to accept the concept of traditional culture, we need to break the tradition, and find modern, innovative as well as more acceptable ways for young people, is the problem that needs to be solved urgently.

For today's young people, instead of letting them go through boring books to understand the treasures of traditional Chinese painting, it would be more effective to go directly to "Eizhen - Wonderful Strokes of a Thousand Hills" to feel the mood of Chinese landscape painting. As an interactive narrative game based on the Forbidden City's collection of "Thousand Miles of Rivers and Mountains", "Eizhen - Myoho Thousand Hills" brings players an interesting gaming experience while restoring the mood of the ancient paintings. Through the leaves shaking, ripples on the water and other dynamic details of this green landscape in front of the eyes, so that the Chinese world famous painting completely alive, but also let the excellent traditional Chinese culture in a unique way to inherit down, so that all players in the game can be full of "China's top ten heirloom paintings" work.

And in the cultural heritage of the national style, "the end of the world knife" hand tour is also the ultimate, in addition to having comparable to the end of the tour of the picture quality and production level, there are elements of the national style can be seen everywhere. Take the dress, "the end of the world knife" hand tour were with the Palace, Dunhuang Research Institute and Cai Fumei Zhangzhou drum-making non-legacy cooperation, launched the Dunhuang flying portrait, Luo Shen Fu, Cai family drum as the prototype of the three sets of clothing, each set of clothing are full of artistic flavor, full of cultural elements, you can say that really will be the traditional culture to wear on the body.

In addition, the "Order of the Chen Dynasty" hand tour developed by NetEase is also such a unique national style of inheritance. On the way to create IP ecology, "Chen love order" hand tour insists on following the original, carry forward the aesthetics of the national style, to create a deep cloud in everyone's heart. The solemn scrolling cloud pattern on the mountain gate, the light blue veil flickering in the wind, the verdant stone road in front of the gate and the arch bridge and other iconic elements of the cloud depths have been perfectly presented, and the immortal atmosphere of the cloud depths can be seen at first glance, which plays a good leading role in the inheritance of traditional Chinese culture and fully demonstrates the style of the ninth art.

The game is more vivid than literature, more continuous than the film, and has a strong sense of simulation, the use of these characteristics of the game, you can make more people are more willing to contact these traditional culture, so that the excellent culture can be expressed. In this new era of the game industry, companies through the game with the deep integration of culture, you can discover the value of many of the old generation of traditional culture and art, to create a variety of games rich in traditional Chinese culture, so that more young generation of players through the game to recognize the essence of the traditional culture of the Chinese tradition, so that the young people really into the Chinese culture itself, which is the best development of the game industry, and also to open up a brand-new future with the culture of the game industry, and the game industry is the best development of the game industry. A brand new future.

Experiencing excellent games and feeling the aesthetics of the game

Excellent games need to be presented in a better way. Good game platform in order to actively promote China's excellent traditional culture, encourage enterprises to develop more games + culture of fine games, so that more traditional culture in the game industry can be inherited, specially organized a game culture as the theme of the selection contest, selected a variety of types of games and lists all kinds of culture and art as the finalist criteria for the product, will be endowed with the traditional culture of the game was shown in front of the players, fully let the game is full of depth, and let you feel the depth of the game. We hope that you can actively participate in the competition. We hope that you can actively participate in the cause of traditional culture.

In the future, more excellent games full of cultural flavor will appear in front of players one after another, and these games will also become a bridge connecting culture and inheritance, allowing players to fully feel the unique charm of traditional Chinese culture. Therefore, in the "National Style Good Game" Game Culture Selection Competition organized by the Good Game Platform, in addition to the above unique awards, the "Expected Cultural Game of the Year Award" has also been opened, through which it is hoped that more players can feel the development and inheritance of excellent culture in the future. The future development and inheritance of excellent culture.

Introduction of the competition:

The "Good Game in National Style" award is an annual game selection event founded by the Good Game platform, which will select the most culturally relevant game works in China through multi-dimensional selection criteria such as cultural expression and cultural depth. As a community that gives voice to users, recommends good games for a long time, and focuses on gamers, the Good Game Platform values the cultural flavor behind the games, and the awarding of the "Good Game of China" Award also aims to encourage game makers to make breakthroughs and create more high-quality and high-quality game products with game culture to build a healthy and culturally rich gaming environment for all players. The award is also intended to encourage game manufacturers to create more high-quality and high-quality game works with game culture, and to build a healthy game environment with cultural atmosphere for all players, thus promoting the benign and sustainable development of China's game industry.

Participate in the voting now, you can also get a good game APP limited badge, and have a chance to get 300 diamonds (can be exchanged for cash) and by the good game APP exclusive collector's edition of the metal keychain a, highlighting their own noble game masters identity. For more details, please go to Good Game APP (downloadable from all major app stores).