2023 Game Industry Overseas Dev't Forum Successfully Held

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由中国音像与数字出版协会、上海虹桥国际中央商务区管理委员会指导，中国音数协游戏工委、上海市嘉定区人民政府主办，上海市嘉定区江桥镇人民政府承办，上海北虹桥企业服务发展有限公司协办，上海益世界信息技术集团有限公司、游戏茶馆共同合作的2023年度游戏商务大会游戏产业出海发展论坛于7月26日上午在上海北虹桥绿地铂骊酒店圆满举办。
The 2023 Game Business Conference's Game Industry Overseas Development Forum, co-hosted by Shanghai Yishi World Information Technology Group Co., Ltd. and Game Teahouse, and guided by the China Audio-Video and Digital Publishing Association, the Management Committee of Shanghai Hongqiao International Central Business District, and organized by the Game Committee of China Audio-Video and Digital Publishing Association and the People's Government of Jiading District, Shanghai, and undertaken by the People's Government of Jiangqiao Town, Jiading District, Shanghai, and co-organized by Shanghai Beihongqiao Enterprise Service Development Co., Ltd., was successfully held on the morning of July 26th at the Greenland Bolli Hotel in Shanghai Beihongqiao.

中国音像与数字出版协会第一副理事长、中国音数协游戏工委主任委员张毅君，中国音像与数字出版协会常务副理事长兼秘书长敖然，中国音像与数字出版协会副秘书长、中国音数协游戏工委秘书长唐贾军，中国音像与数字出版协会副秘书长张传静，上海市委宣传部网络处处长陆以威，虹桥国际中央商务区管理委员会党组成员、副主任张斌、商务区管理委员会公共服务处处长刘飞，上海嘉定区区委常委、宣传部长顾惠文、嘉定区副区长曹发山、区委组织部副部长、区委编办主任方键，区投促中心主任张敏，北虹桥商务区管理委员会办公室常务副主任范意萍，嘉定区江桥镇党委书记甘永康，江桥镇党委副书记、镇长徐磊，来自安徽省委宣传部、广州市黄浦区委宣传部等地方和省市的领导等地方和省市的领导，以及多家游戏企业代表、媒体记者出席本次大会。
Zhang Yijun, the First Vice Chairman of the China Audio-Video and Digital Publishing Association and Chairman of the Game Committee of China Audio-Video and Digital Publishing Association; Ao Ran, Executive Vice Chairman and Secretary-General of the China Audio-Video and Digital Publishing Association; Tang Jiajun, Deputy Secretary-General of the China Audio-Video and Digital Publishing Association and Secretary-General of the Game Committee of China Audio-Video and Digital Publishing Association; Zhang Chuanjing, Deputy Secretary-General of the China Audio-Video and Digital Publishing Association; Lu Yiwei, Director of the Network Department of the Shanghai Municipal Party Committee's Propaganda Department; Zhang Bin, Party Group Member and Deputy Director of the Management Committee of Shanghai Hongqiao International Central Business District; Liu Fei, Director of the Public Service Department of the Management Committee of Shanghai Hongqiao International Central Business District; Gu Huiwen, Member of the Standing Committee of Jiading District Party Committee and Minister of the Propaganda Department; Cao Fashan, Deputy District Mayor of Jiading District; Fang Jian, Deputy Minister of the Organization Department of the District Party Committee and Director of the District Party Committee Compilation and Translation Office; Zhang Min, Director of the Investment Promotion Center of Jiading District; Fan Yiping, Executive Deputy Director of the Office of the Management Committee of Beihongqiao Business District; Gan Yongkang, Secretary of the Party Committee of Jiangqiao Town, Jiading District; Xu Lei, Deputy Secretary and Mayor of Jiangqiao Town; leaders from Anhui Provincial Party Committee's Propaganda Department, Guangzhou Huangpu District Party Committee's Propaganda Department, and other local and provincial areas; as well as representatives from multiple gaming enterprises and media journalists attended this conference.

本次论坛持续关注行业发展趋势、着眼市场热点、聚焦出海市场，通过主题演讲、案例分享、数据报告等形式，由上海米哈游网络科技股份有限公司全球业务发展高级总监凌妤，网易游戏雷火事业部营销总监黄卓，恺英网络副总经理、游戏发行事业群高级副总裁林彬，上海益世界信息技术集团有限公司副总裁邓舒卉，上海乐钻科技有限公司创始人兼CEO王嗣恩围绕“探索出海新机遇，构建传播新格局”这一主题展开对话，就如何理解全球市场、规避海外市场风险、传播中华传统文化等议题做经验分享，共同探索游戏产业出海发展路径，共创游戏产业繁荣生态。
This forum focused on industry development trends, market hotspots, and the overseas market. Through keynote speeches, case sharing, and data reports, discussions were led by Ling Xiaoyu, Senior Director of Global Business Development at miHoYo; Huang Zhuo, Director of Marketing at NetEase Games' Flame Fire Division; Lin Bin, Deputy General Manager of Kaiying Networks and Senior Vice President of Game Publishing Business Group; Deng Shuhui, Vice President of Shanghai Yishi World Information Technology Group Co., Ltd.; and Wang Sien, Founder and CEO of Shanghai Lezuan Technology Co., Ltd. They engaged in a dialogue centered around the theme of "Exploring New Opportunities for Overseas Expansion and Constructing a New Communication Pattern" and shared their experiences on understanding the global market, mitigating risks in overseas markets, and promoting traditional Chinese culture. The forum aimed to collectively explore the path of overseas development in the gaming industry and create a prosperous ecosystem for the industry.

## Addressing Risk Challenges, Embracing Globalization Trend, and Constructing a New Development Pattern

中国音像与数字出版协会常务副理事长兼秘书长敖然在致辞中表示，上半年新游戏发行数量稳定增长，国产游戏坚定出海发展，新品的立项与开发常常同时面向海内外多方市场。随着产业的不断壮大，游戏的边界逐渐延展，国际化发展成为了一个不可忽视的话题。这不仅为我们带来了巨大的商机，也带来严峻的挑战。针对游戏产业如何应对风险挑战，迎接全球化潮流，构建新发展格局，有以下五点建议：
In his address, Ao Ran, Executive Vice Chairman and Secretary-General of the China Audio-Video and Digital Publishing Association, stated that in the first half of the year, the number of new game releases saw steady growth. Domestic games have been resolutely expanding into international markets, and the initiation and development of new products often target both domestic and foreign markets simultaneously. As the industry continues to grow, the boundaries of gaming are gradually expanding, making international development an undeniable topic. This not only brings immense business opportunities but also significant challenges. To address how the gaming industry should respond to risk challenges, embrace the trend of globalization, and establish a new development pattern, the following five suggestions are offered:

一是积极促进国际交流合作。二是加强技术创新和研发能力。三是积极做好游戏出海本地化。四是注重发挥文化传播价值。五是努力提升素质培养人才。随着技术的进步和人们思想观念的转变，游戏已经从孤立存在的娱乐产品，转变为为多个社会领域提供助力的工具箱。这就需要我们认识到游戏的巨大潜力，与全球的合作伙伴一道，采取积极的行动来推动其发展。
1. Actively promote international exchanges and cooperation.
2. Strengthen technological innovation and research and development capabilities.
3. Actively ensure effective localization of games for international markets.
4. Emphasize the value of cultural communication.
5. Strive to enhance talent development and quality training.

With technological advancements and shifting mindsets, games have transformed from isolated entertainment products into a toolbox that contributes to multiple societal domains. This requires recognizing the enormous potential of gaming and taking proactive actions in collaboration with global partners to drive its development.

上海虹桥国际中央商务区管理委员会党组成员、副主任张斌在致辞中表示，随着中国游戏产业的蓬勃发展，更多游戏企业开始积极寻求国际市场的机会，出海为企业发展带来无限的挑战和可能性。中国游戏企业出海具有巨大潜力，这不仅源于中国本身庞大的市场需求，还得益于中国企业在技术、创意、运营方面的不断提升。希望在座企业家朋友、行业精英以及创投创业界的朋友们与我们有更好的互动，共同探讨和把握住游戏产业未来的发展机会，聚焦数字文化创意内容出海的若干重点问题。
Zhang Bin, Party Group Member and Deputy Director of the Management Committee of Shanghai Hongqiao International Central Business District, mentioned in his address that with the robust development of China's gaming industry, more game companies are actively seeking opportunities in the international market. Going global presents boundless challenges and possibilities for their growth. Chinese game companies possess tremendous potential for international expansion, driven not only by China's vast domestic market demand but also by continuous improvements in technology, creativity, and operations by Chinese enterprises. He hoped that entrepreneurs, industry elites, and friends from the venture capital and startup sectors would engage in better interaction, jointly explore and seize future development opportunities in the gaming industry, and focus on several key issues related to the internationalization of digital cultural and creative content.

上海市嘉定区委常委、宣传部部长顾惠文在致辞中表示，近年来，嘉定区以数字娱乐产业发展为核心，坚持守正创新，不断开拓进取，在服务地方发展大局当中稳步壮大，取得了令人瞩目的好成绩。产业集聚效应显著，米哈游、莉莉丝、点点互动等龙头游戏企业汇聚，辐射带动数字贸易迅猛发展。面对未来，嘉定作为上海西北门户和辐射长三角的桥头堡，将始终贯彻落实上海市委市政府部署要求，抢抓虹桥国际开放枢纽建设和嘉定新城新一轮规划建设两大战略机遇。
Gu Huiwen, Member of the Standing Committee of Jiading District Party Committee and Minister of the Propaganda Department, stated in her address that in recent years, Jiading District has centered its development around the digital entertainment industry, adhering to originality and innovation, continuously exploring and advancing. Amidst serving the overall local development, the district has steadily grown and achieved remarkable results. The effect of industry aggregation is evident, with leading gaming companies like miHoYo, Lilith, and DianDian Interactive converging, driving rapid development in digital trade. Looking ahead, as the northwest gateway of Shanghai and a bridgehead radiating the Yangtze River Delta, Jiading will consistently implement the deployment requirements of the Shanghai Municipal Party Committee and Municipal Government, seizing the strategic opportunities of constructing the Hongqiao International Open Hub and the new round of planning and construction of Jiading New City.

上海市嘉定区江桥镇党委副书记、镇长徐磊在致辞中表示，通过打造“产业+服务”双平台推动游戏产业集聚发展。一方面，聚焦创新直播带货、跨境电商、娱乐直播等线上产业，融合游戏开发、版权申请、游戏出海等泛娱乐相关产业，打造了北虹桥在线新经济的产业平台；另一方面，着力引入北虹桥数字文化贸易创新服务平台作为中国首个游戏出海服务平台，通过建立全球数字贸易港、北虹桥创新中心、网络游戏协会、国际游戏商洽会四大渠道进行产业引导，精准匹配相关政策，帮助游戏企业推动海外发行，助力其快速发展。
Xu Lei, Deputy Secretary and Mayor of Jiangqiao Town, Jiading District, mentioned in his address that they are promoting the aggregation of the gaming industry by creating dual platforms of "industry + service." On one hand, they focus on online industries such as innovative livestreaming sales, cross-border e-commerce, and entertainment livestreaming, integrating gaming development, copyright applications, and other entertainment-related industries to build the Beihongqiao Online New Economy Industrial Platform. On the other hand, they have introduced the Beihongqiao Digital Culture Trade Innovation Service Platform as China's first platform for game overseas expansion services. Through the establishment of four major channels—Global Digital Trade Port, Beihongqiao Innovation Center, Online Games Association, and International Game Business Negotiation Conference—they guide the industry, precisely match relevant policies, assist game enterprises in promoting overseas releases, and support their rapid development.

## Unveiling Ceremony

随后上海虹桥国际中央商务区管理委员会党组成员、副主任张斌、上海市嘉定区委常委、宣传部部长顾惠文相继上台致辞，上海市嘉定区江桥镇党委副书记、镇长徐磊作北虹桥商务区推介，之后由嘉定区副区长曹发山、嘉定区江桥镇党委书记甘永康、嘉定区北虹桥商务区管理委员会办公室常务副主任范意萍、上海虹桥国际中央商务区管理委员会公共服务处处长刘飞、嘉定区委组织部副部长、区委编办主任方键、嘉定区投促中心主任张敏共同为“虹桥国际商务人才港”和“嘉定人才港江桥分中心”揭牌。
Subsequently, Zhang Bin, Party Group Member and Deputy Director of the Management Committee of Shanghai Hongqiao International Central Business District, Gu Huiwen, Member of the Standing Committee of Jiading District Party Committee and Minister of the Propaganda Department, took the stage one after another to deliver speeches. Xu Lei, Deputy Secretary and Mayor of Jiangqiao Town, Jiading District, presented an introduction to the Beihongqiao Business District. Following this, Cao Fashan, Deputy District Mayor of Jiading District; Gan Yongkang, Secretary of the Party Committee of Jiangqiao Town, Jiading District; Fan Yiping, Executive Deputy Director of the Office of the Management Committee of Beihongqiao Business District; Liu Fei, Director of the Public Service Department of the Management Committee of Shanghai Hongqiao International Central Business District; Fang Jian, Deputy Minister of the Organization Department of the District Party Committee and Director of the District Party Committee Compilation and Translation Office; and Zhang Min, Director of the Investment Promotion Center of Jiading District, jointly unveiled the "Hongqiao International Business Talent Port" and the "Jiangqiao Sub-Center of Jiading Talent Port."

## Exploring New Opportunities for International Expansion and Constructing a New Communication Pattern

在主旨演讲环节，来自游戏行业内外的嘉宾从不同视角切入。米哈游全球业务发展高级总监凌妤在演讲中提到“立足全球视野 推动文化共振 共创到共生”，国产原创游戏《原神》以多元化创作方式打开了全球市场。我们希望通过深度的本地化内容和服务，增强与全球玩家的情感连接，让不同语言体系的玩家都可以读懂《原神》中所呈现的多元文化。文化因交流而精彩，文化因交流而丰富。
In the keynote speech segment, guests from both within and outside the gaming industry provided insights from various perspectives. Ling Xiaoyu, Senior Director of Global Business Development at miHoYo, mentioned in her speech, "Based on a Global Perspective, Promote Cultural Resonance, Co-create to Coexist." The domestically originated game *Genshin Impact* has opened up the global market through diversified creative approaches. We aim to strengthen emotional connections with players worldwide through in-depth localized content and services, allowing players from different language backgrounds to understand the rich multicultural presentation within *Genshin Impact*. Culture becomes fascinating and enriched through communication and exchange.

网易（杭州）网络有限公司网易游戏雷火事业部营销总监黄卓提出主题“数字化传承文化瑰宝 让世界看见东方美学”，表示《永劫无间》的商业成功是站在传统文化的肩膀上的，因此也希望能够在游戏中继续传承中国的优秀文化，吸引越来越多的年轻人通过游戏对历史和文化产生兴趣。在过往文化出海的过程中，沉淀了一套文化开发的机制体制名为金乌纪，打造了洛阳龙门石窟联动、实现《富春山居图》的数字世界合璧展出，以及助力浙江省“山区26县”之一的泰顺县打造城市品牌等实际案例。
Huang Zhuo, Marketing Director of NetEase Games' Flame Fire Division, proposed the theme "Digital Inheritance of Cultural Treasures: Revealing Eastern Aesthetics to the World." He expressed that the commercial success of *Revelation Online* is built upon the foundation of traditional culture. Therefore, he hopes to continue the inheritance of outstanding Chinese culture within the game, attracting more young people to develop an interest in history and culture through gaming. In the process of cultural internationalization, they have developed a mechanism called "Golden Crow Era," which includes cultural development elements. This mechanism led to the creation of collaborative projects like the linkage with the Longmen Grottoes in Luoyang, the fusion of the digital world with the painting "Dwelling in the Fuchun Mountains," and support for the urban branding of Taishun County, one of the "26 mountainous counties" in Zhejiang Province.

恺英网络副总经理兼游戏发行事业群高级副总裁林彬在演讲中提到“布局多元化 寻找红海突破点”，称公司以开放的心态去面对市场的变化，勇敢地追求创新，超越传统的局限，寻找新的增长机遇。公司致力于深入挖掘玩家的真实需求，提供令人兴奋和独特的游戏体验。创新不仅体现在游戏的内容和玩法上，还体现在市场定位、多元化的营销策略和用户互动等方方面面。没有一成不变的成功之道，但追求多元化和不断寻找新的突破点将是恺英持续成长的动力。恺英网络将保持敏锐的洞察力，时刻关注全球市场的变化和用户需求的变化，彻底贯彻公司IP+的策略，因地制宜地拓展不同市场、不同品类的游戏赛道，以创新的精神以及多元化的方式去迎接未知的挑战。
Lin Bin, Vice General Manager and Senior Vice President of Game Publishing Business Group at Kaiying Network, mentioned in his speech "Diversified Layout: Finding Breakthroughs in the Red Sea" that the company faces market changes with an open attitude, pursues innovation bravely, transcends traditional limitations, and seeks new growth opportunities. The company is dedicated to deeply understanding players' real needs and providing exciting and unique gaming experiences. Innovation extends not only to game content and gameplay but also to market positioning, diversified marketing strategies, and user interaction. There's no one-size-fits-all formula for success, but the pursuit of diversification and continuous search for new breakthroughs will drive Kaiying's ongoing growth. The company will maintain keen insights, monitor changes in the global market and user demands, fully implement the IP+ strategy, and adaptively expand into different markets and game categories. With an innovative spirit and diversified approach, they will embrace unknown challenges.

上海益世界信息技术集团有限公司副总裁邓舒卉提出主题“以游戏连接文化 以文化连接世界”，表示网络游戏作为一个新兴载体，既可以连接文化出海，也可以促进数字赋能，我们可以将网络游戏作为一个入口，铺设更为立体多元的内容框架，以特色文化元素为线索，唤起玩家用户的自发接触，了解相关文化背景。以个体热情连接群体的共情，以更丰富的样态助力中华文化的国际传播。
Deng Shuhui, Vice President of Shanghai Yishi World Information Technology Group Co., Ltd., proposed the theme "Connecting Culture through Games, Connecting the World through Culture." She expressed that as an emerging medium, online games can both facilitate cultural internationalization and promote digital empowerment. We can utilize online games as an entry point to establish a more comprehensive and diverse content framework. Using unique cultural elements as clues, we can stimulate players' spontaneous engagement and help them understand the relevant cultural context. By connecting individual enthusiasm to collective empathy, we can enhance the international dissemination of Chinese culture through a richer variety of forms.

上海乐钻科技有限公司（Habby）创始人兼CEO王嗣恩从产品的角度，带来“Habby全球发行实践分享”，拿《砰砰法师》举例，根据各国测试的数据挑选重点区域进行重点攻关，做本地化发行。用户获取上，Habby最主要的用户获取方式还是买量，在不同的区域需要本地化团队使用不同的买量策略，才能达到预期的效果。提到AI技术的应用的热门话题，他坦言已经把面向AI技术的开发作为公司的战略，认为AI的应用在工作流程当中既提高工作效率，又提高创新的内容丰富度。
Wang Sien, Founder and CEO of Shanghai Lezuan Technology Co., Ltd. (Habby), shared insights from a product perspective in his presentation "Habby's Global Publishing Practices." Taking *Mage Dash* as an example, he highlighted the importance of focusing on key regions based on data from various countries during testing and ensuring localized distribution. In terms of user acquisition, Habby primarily relies on user acquisition through advertising. Different localized teams need to utilize diverse user acquisition strategies in various regions to achieve the desired results. Addressing the popular topic of AI technology, he revealed that the company has strategically embraced AI technology development, believing that AI applications enhance workflow efficiency and the richness of innovative content.

2023游戏商务大会游戏产业出海发展论坛将继续推动行业交流，为企业开拓海外市场提供便捷高效的沟通渠道，助力企业探索出海新机遇，助力讲好中国故事，助力中国游戏产业高质量发展。
The 2023 Game Business Conference's Game Industry Overseas Development Forum will continue to facilitate industry communication, offering convenient and efficient channels for enterprises to expand into overseas markets. It aims to assist companies in exploring new opportunities for international expansion, telling the story of China, and promoting the high-quality development of the Chinese gaming industry.