China Game Industry Annual Conference 2021

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尊敬的各位领导，老师，各位行业朋友：
Dear leaders, teachers, and friends in the industry:

我是米哈游刘伟，很高兴和大家聚在一起，交流过去一年我们对游戏行业以及企业层面的一些理解和思考。近年来，数字经济日益融入经济社会发展各领域全过程，发展数字经济是把握新一轮科技革命和产业变革新机遇的战略选择。在促进数字经济发展的过程中，游戏行业无疑起到了极为积极的促进作用。
I am Liu Wei from miHoYo, and I am delighted to be here with all of you to exchange our understanding and reflections on the game industry and the corporate level over the past year. In recent years, the digital economy has increasingly integrated into all aspects of economic and social development. Developing the digital economy is a strategic choice to seize the new opportunities of technological revolution and industrial transformation. In the process of promoting the development of the digital economy, the game industry undoubtedly plays an extremely positive role.

最近两三年，我一直在持续思考，作为游戏企业，相比其他行业的企业而言，其实是有着不同的行业属性和特点，那在履行社会责任过程中如何体现我们游戏企业的特点，如何发挥我们游戏企业的优势，以及如何能将促进企业发展和履行社会责任有效结合，使承担社会责任真正成为我们企业文化的重要组成部分。
In the past two to three years, I have been continuously contemplating the unique characteristics and attributes of game companies compared to companies in other industries. How can we reflect the distinctive features of our game company while fulfilling our social responsibilities? How can we leverage the advantages of our game company? And how can we effectively integrate the promotion of corporate development with the fulfillment of social responsibilities, making social responsibility an integral part of our corporate culture?

我们慢慢领悟到，履行社会责任，简单概括起来就是围绕“守正”和“创新”。“守正”最基础的要求就是规范，对我们游戏企业来说，就是发挥党组织引领作用，做好品质优良的游戏产品，坚守内容安全，坚决落实主管部门的防沉迷等要求规范经营，这是我们履行企业责任最基本的要求；在规范基础上，有能力的企业就可以践行公益，向社会传播正能量，扩大企业的正外部性。
We have gradually come to realize that fulfilling social responsibilities can be summarized as "adhering to principles" (守正 *shǒuzhèng*) and "innovation." The fundamental requirement for "shouzheng" is standardization. For our game company, it means playing a role of Party organization leadership, delivering high-quality game products, ensuring content safety, and firmly implementing the requirements and regulations set by regulatory authorities, such as anti-addiction measures. This is the most basic requirement for fulfilling our corporate responsibility. Building upon this foundation, capable companies can engage in public welfare initiatives, spreading positive energy to society and expanding the positive externalities of the company.

“守正”是根基
"Shouzheng" is the foundation.

“守正”就是坚持把社会效益放在首位，努力实现社会效益和经济效益相统一，坚决创作生产健康向上、品质优良的产品。以工匠精神，做有文化属性、艺术价值的精品力作。在“守正”上，我们米哈游主要从三个方面入手：
"Shouzheng" means prioritizing social benefits, striving to achieve a harmonious balance between social and economic benefits, and resolutely creating and producing healthy, uplifting, and high-quality products. We uphold the spirit of craftsmanship and aim to create outstanding works with cultural attributes and artistic value. In terms of "Shouzheng," miHoYo approaches it from three main aspects:

The first aspect is to regard party building as the "red engine" of "shouzheng" development.

我们米哈游已成立了党委，我是公司的党委书记，由我亲手抓公司的党建。我们十分注重将党的组织优势转化为企业发展优势，组织活力转化为企业发展动力，充分发挥党组织的战斗堡垒作用，以90后为主的党员在产品策划、内容审核和技术研发等关键部门起到了不可或缺的先锋模范作用。公司坚持在内容创作、内容管理、网络安全等关键岗位积极发展党员，同时支持鼓励优秀党员在公司关键岗位上建功立业，担当企业的中流砥柱。
miHoYo has established a party committee, and I am the party secretary of the company, responsible for overseeing the party building efforts. We attach great importance to transforming the organizational advantages of the party into advantages for corporate development, and converting organizational vitality into driving force for corporate growth. We fully leverage the role of the party organization as a fortress, with party members, mainly from the post-1990s generation, playing an indispensable role as pioneers and role models in key departments such as product planning, content review, and technological research and development. The company insists on actively developing party members in key positions such as content creation, content management, and network security, while supporting and encouraging outstanding party members to make significant contributions and assume important roles within the company as pillars of the enterprise.

二是把编辑队伍建设作为“守正”的坚实保障。
Secondly, we consider the construction of the editorial team as a solid guarantee for "shouzheng."

“守正”具体到游戏产品上，就是要做好内容自审，提高内容质量，走精品化路线。而做好内容自审，提高出版内容质量，编辑队伍能否真正发挥作用就是关键。我们米哈游有一支二十多号人的出版专业编辑队伍，其中初级编辑、中级编辑各一半，确保内容自审贯穿游戏选题策划、研发、测试、上线运营的全生命周期，筑牢内容安全防线。
"Shouzheng" specifically in game products means conducting thorough self-review of the content, improving content quality, and pursuing a path of creating high-quality products. To achieve effective content self-review and enhance the quality of published content, the crucial factor lies in the ability of the editorial team to play a genuine role. At miHoYo, we have a dedicated team of over twenty professional editors, with an equal distribution of junior and senior editors. This ensures that content self-review is integrated throughout the entire lifecycle of game topic planning, development, testing, and online operations, thus fortifying our content security measures.

三是把未成年人保护作为“守正”的重中之重。
The third aspect of "shouzheng" is prioritizing the protection of minors.

我们在日常经营中坚决按照中宣部、国家新闻出版署相关通知要求，坚决做好未成年人防沉迷工作。除此之外，针对未成年人保护方面，我们开发上线了“米哈游成长关爱平台”、开通了“未成年人保护热线”，协同家长等社会各方共同打造健康绿色的网络环境。
In our daily operations, we strictly adhere to the relevant notices and requirements of the Central Publicity Department and the National News and Publication Administration to effectively prevent addiction among minors. Furthermore, regarding the protection of minors, we have launched the "miHoYo Growth Care Platform" and established the "Minors Protection Hotline." We collaborate with parents and various sectors of society to create a healthy and safe online environment.

“创新”是关键
"Innovation" is the key.

履行社会责任，除了前面提到的“守正”之外，我觉得还可以在“创新”方面下功夫。米哈游的“创新”体现在产品上，就是将传统文化巧妙地通过现代的方式进行展现，让游戏成为“文化传承，文化自信”的重要载体，让更多的人接受传统文化，喜爱中国文化，这是我们游戏企业义不容辞的责任。
In addition to the aforementioned "shouzheng," I believe that we can also make efforts in the aspect of "innovation" to fulfill our social responsibility. miHoYo's innovation is reflected in our products by skillfully presenting traditional culture in a modern way. We aim to make games an important medium for "cultural inheritance and cultural confidence," allowing more people to embrace traditional culture and develop an appreciation for Chinese culture. This is an undeniable responsibility of our game company.

《原神》上线一年来，登顶68个国家和地区的畅销榜，我们自己复盘《原神》为什么能够取得这么好的成绩，就是因为我们在创作和宣传的过程中，加入大量的中国传统文化元素，并用一种新鲜的方式向全球用户展现传统文化的魅力。
*Genshin Impact* has topped the bestseller charts in 68 countries and regions since its release one year ago. When reviewing our achievements with *Genshin Impact*, we attribute its success to the incorporation of numerous elements of Chinese traditional culture in the creative process and marketing efforts. We have showcased the charm of traditional culture to global users in a fresh and innovative manner.

《原神》璃月地区的音乐极具东方神韵，广受推崇。这是因为我们在创作中采用了“化用”的理念，在交响乐团配置的基础上，添加了传统的民族乐器，将中国传统乐器的旋律巧妙的融入了游戏的背景乐中。
The music of the "Liyue" region in *Genshin Impact* has garnered high praise for its captivating Eastern charm. This is because we embraced the concept of "musical fusion" during the creative process. Building upon the foundation of an orchestral arrangement, we incorporated traditional ethnic instruments, seamlessly blending the melodies of Chinese traditional instruments into the game's background music.

我们和张家界、黄龙、桂林5A级景区合作联动，这种基于真实的中国自然景观而创造的数字美景，不管中国玩家还是海外的玩家都觉得它美轮美奂，充满韵味。很多外国玩家通过联动，知道了《原神》游戏中的区域“华光林”，竟然在现实中有一模一样的地方，都表示很希望能亲自去张家界打卡看看。
We have collaborated and formed partnerships with 5A-level scenic areas such as Zhangjiajie, Huanglong, and Guilin. The digital landscapes created based on these real natural landscapes in China are breathtaking and captivating, both for Chinese players and players from overseas. Many foreign players, through these collaborations, have discovered that the in-game region "Huaguang Stone Forest" in *Genshin Impact* actually exists in real life. They express their desire to visit Zhangjiajie personally and experience it firsthand.

我们自己编制的游戏角色“钟离”的宣传片，用中国传统的“说书”作为开头“上回书说到，彼时的璃月”，并且搭配了大量中国的传统音乐来烘托气氛。这个宣传片目前在海外的总播放数已经突破了2000万，每天都有新玩家过来打卡观看。
The promotional video of our self-created game character "Zhongli" starts with a traditional Chinese storytelling style known as "Shuoshu." It begins with the phrase "We last left off with ancient Liyue" and is accompanied by a rich selection of traditional Chinese music to create an immersive atmosphere. This promotional video has already exceeded 20 million views overseas, and new players come to watch and leave their mark every day.

一些海外玩家对《原神》游戏内的人物角色等设定坚持使用中文名而非英语名让人印象深刻，甚至在海外掀起了一股学中文拼音的热潮。在YouTube上，一段《原神》中文名字读音教学的视频收获了200万的播放量。过去的一年，在海外的社交媒体上，原神的文化输出成为热评不断的人气话题。
Some overseas players of *Genshin Impact* have made a lasting impression by using the Chinese names for in-game characters and settings instead of their English counterparts. This has even sparked a trend of learning Chinese Pinyin among the international community. On YouTube, a video tutorial on the pronunciation of *Genshin Impact*'s Chinese character names has garnered 2 million views. Over the past year, the cultural influence of *Genshin Impact* in overseas social media has become a popular and frequently discussed topic.

游戏企业更高层次的创新，则是技术创新。做一家科技公司是米哈游的一个情结。“技术”早已烙印在米哈游的产品基因里，我们的卡通渲染技术在业内一直保持领先。三年前，公司就成立了“逆熵”研究部门，主要集中在做两件事情，一是追赶3A级别厂商工业化水平，另外一个就是对新的技术的探索及研究。我们研究出来的一些技术工具在《原神》这个项目开始探索和应用，从《原神》上线一年的成绩来看，我们的技术还是相当有竞争力的。目前我们在多个国家和地区建立研发中心，吸引全球的科研人才，打造工业化管线，提高产品品质和生产效率。
At a higher level of innovation, game companies focus on technological advancements. Being a technology company is a passion for miHoYo. "Technology" has always been ingrained in miHoYo's product DNA, and our cartoon rendering technology has maintained a leading position in the industry. Three years ago, the company established the "Anti-Entropy" research department, which is primarily dedicated to two things: catching up to the industrial standards of AAA-level companies and exploring and researching new technologies. Some of the technological tools we have developed were explored and applied in the *Genshin Impact* project. Judging by the achievements of *Genshin Impact* in its first year of release, our technology remains highly competitive. Currently, we have established research and development centers in multiple countries and regions, attracting global research talents to build an industrial pipeline and enhance product quality and production efficiency.

今年，米哈游成立十周年了。我们一直心存感恩，有幸身处数字经济高速发展的时代。我们深深的认识到，游戏企业在发展的同时也要承担起社会责任，在守正的基础上创新，以工匠精神踏踏实实做文化产品，在数字经济浪潮中踏浪前行。谢谢。
This year marks miHoYo's tenth anniversary. We are always grateful to be fortunate enough to be part of the rapidly developing digital economy era. We deeply understand that game companies not only strive for their own development but also bear social responsibilities. We aim to combine upholding traditions with innovation, embodying the spirit of craftsmanship to create cultural products, and forging ahead in the wave of the digital economy. Thank you.

## Notes

1. ↑ 守正 *Shǒuzhèng* translates to "adhering to principles" or "upholding righteousness." It refers to maintaining moral integrity, following ethical standards, and staying true to established norms and values.
2. ↑ 化用 *Huàyòng* is a Chinese term that can be translated as "musical fusion" or "adaptation." In the context of music, it refers to the practice of incorporating elements or styles from different musical traditions into a new composition or arrangement.
3. ↑ 说书 *Shuōshū* refers to the traditional art of storytelling in China. It involves a performer narrating stories, legends, or historical events to an audience using vivid language, gestures, and expressions. The storyteller engages the listeners by captivating them with their storytelling skills and creating a captivating atmosphere. This form of oral storytelling has been a popular entertainment medium in China for centuries and is often accompanied by musical instruments or other props to enhance the performance.