On Aug. 23, 2023, NetEase Games held the 2023 Games Unbounded NetEase Games Conference in Koelnmesse. At this year's conference, NetEase showcased six products, including a self-developed new game and three new games published by their subsidiary studio, Quantic Dream. In the conference, NetEase announced updates on its overseas plans for several games including Nakara: Bladepoint and Where Winds Meet, and invited industry experts to discuss development and exchange in the game industry.

A Nakara: Bladepoint display in Koelnmesse

I. Promoting Cultural Exchange and Mutual Learning by Sharing Chinese Culture

        As Chinese games make a splash in international markets, they have offered a glimpse into Chinese culture, which has increasingly captivated global players.

        As one of China's leading gaming companies, NetEase Games has introduced several games with traditional Chinese elements into the global market — including Nakara: Bladepoint and Where Winds Meet, which were highlighted in the conference.

　　During the conference, Huang Ying, Deputy Consul General of the Chinese Consulate-General In Dusseldorf, praised these two games and expressed great expectations for them. Huang also mentioned that NetEase Games has achieved great development in recent years, launching a wide range of works for global players. This success is inseparable from its open and inclusive spirit. "Games can surpass the barriers of civilization — games are boundless, and civilization knows no boundaries."

Huang Ying delivering a speech at the conference

　　Since its release, Naraka: Bladepoint has shared the beauty of Chinese culture with players from over 239 regions with its inclusion of heritage, innovative gameplay, and exquisite art. The global user base has exceeded 20 million, setting a new record for sales of Chinese freemium games. In the conference, Nakara: Bladepoint announced the official launch of the 2023 World Championship. Qualifying rounds will take place in six major regions around the world in October, with the finals held in China in December.

Huang Zhuo, ThunderFire's Senior Marketing Director, announces the launch of the World Championship

　　Another outstanding representative in the overseas market, Where Winds Meet, debuted in last year's conference, garnering attention and anticipation from global players and industry media with its portrayal of ancient Chinese society. At a press conference, the producer of Where Winds Meet shared some insights and designs during production and emphasized the cross-cultural communication involved in the game, hoping it could help global players experience the charm of martial arts and understand Chinese culture. The game will launch a special collaborative research and creation activity called the "Sound Seeking Project," aiming to enhance player experiences. Overseas tests will commence in September.

Pei Gaode, Düsseldorf Confucius Institute's former German director, and Hermanns, Berlin International Short Film Festival President, discuss cultural representation in the game Where Winds Meet

 

II. China's Game Technology Reaches New Heights With Tech Exchange and Trial

        Compared to the nearly 50-year development of the global gaming industry, China's gaming industry has been able to keep apace in just around 20 years with technological advancements.

        Since 2007, NetEase started developing its own game engine, tackling fundamental technical challenges. To this day, NetEase has developed two engines with complete independent intellectual property rights and has obtained multiple industry-leading technical patents. In the popular field of artificial intelligence, NetEase has also been making great strides by establishing several research institutes and laboratories such as NetEase Fuxi and NetEase Interactive Entertainment AI Lab. They are committed to developing various AI technologies and integrating them into the entire game development process. On a global scale, NetEase has actively shared its technology and collaborated with leading game studios worldwide, allowing Chinese gaming technology to undergo trials in the global gaming market and help spur productivity amid global creators.

        On the path of technological innovation, Chinese companies are increasingly participating in technology and industry exchanges, earning a place in the global field of gaming innovation and technology. In addition to the game conference, NetEase Games will also hold two speech conferences at devcom to share professional knowledge and technological applications in game development, including two topics: AI-driven NPCs and the Beacon system.

 

III. China Builds an Active Global Talent Network With Talent Exchange and Communication

　　The Chinese gaming industry has undergone a profound transformation in terms of talent, entering a new phase of explosive growth in the industry. NetEase is firmly committed to independent innovation and already boasts over 15,000 research and development personnel, and is nurturing and fostering a constant stream of new talent for the global gaming industry. During the conference, NetEase Games unveiled three new products from its subsidiary studio Quantic Dream, showcasing the latest achievements in global talent exchange and collaboration.

Cologne Game Conference: Three new products from Quantic Dream unveiled

        In recent years, NetEase has been actively promoting talent exchange and communication in major game development and publishing markets such as the United States, the United Kingdom, Japan, South Korea, Singapore, and Canada. By attracting top producers, establishing local studios, and building a global talent community, NetEase has enhanced its global talent network and maximized the value of global talent. At the same time, NetEase has actively encouraged talent exchange by implementing overseas talent exchange programs, allowing game professionals from different regions to rotate, thereby promoting cross-cultural exchange. NetEase has also organized exchanges for top creators in the global community to inspire game developers and spark their creativity.

        During the press conference, NetEase Games also extended an invitation to talented professionals worldwide, hoping to attract teams with creativity, technical expertise, passion, and game dreams to join them in creating more high-quality games and expanding the global game industry.

　　By promoting cultural exchange, breaking boundaries through technological exchanges, and fostering a talent ecosystem, NetEase is helming a new phase of development in the global game industry. Through global exchanges in the fields of culture, technology, and talent, they are creating and showcasing more Chinese values and helping to advance the global game industry.