Use function to "value" the game 37 Interactive Entertainment's social responsibility practice road

37 Interactive Entertainment will soon launch an autism auxiliary training function game

Enterprises are not only the main body of wealth creation, but also an important part of wealth distribution. How to contribute to the road of common prosperity is becoming an important embodiment of the current corporate social responsibility.

In September this year, A-share listed company 37 Interactive Entertainment announced that the company plans to invest an additional 500 million yuan by 2025 to continue to participate in six major directions, such as the scientific and technological innovation plan, the rural education revitalization plan, the rural industry support plan, the industry-university-research talent training plan, the functional game development plan and the employee career development plan, so as to maximize the public interest and work with all stakeholders to create shared value for the people's better life and achieve common prosperity.

For this plan, 37 Interactive Entertainment said that this is a further deepening of the company's daily social responsibility work in the past.

Taking the research and development of functional games as an example, in recent years, enterprises have continuously exerted their technical advantages and laid out functional games that promote positive social value. At present, functional games such as "What is this garbage", "Disinfection Battle", "Qingfeng Hero Rushing" and other functional games have been launched to achieve the unity of corporate social benefits and economic benefits.

More than 15 functional games have been launched

"The game has the characteristics of vivid and interesting, high acceptance, its rich content and form, in teaching knowledge and skills, providing professional training and simulated testing ability have a very prominent advantage", according to the leader of the R&D team of 37 Interactive Entertainment, 37 Interactive Entertainment has launched more than 15 functional games, covering medical, educational, health and other fields, including how to do a good job in garbage classification, epidemic home disinfection precautions, network bad information prevention and control, autism auxiliary training and other content.

It is understood that functional games are based on the emphasis on entertainment in traditional games, emphasizing the functionality of games, and actively promoting the audience in learning knowledge, expanding teaching, adjusting behavior, and cultivating good qualities.

For 37 Interactive Entertainment, which is mainly engaged in online games, it is also a new challenge to jump out of the fixed path of conventional online game research and development and try functional games that are closer to life and more public welfare.

The person in charge of the R&D team of 37 Interactive Entertainment Functional Games revealed to the author that because the development of functional games pays more attention to education, R&D personnel should not only consider its interest in product design, but also consider how to play a role in popularizing science knowledge and assisting in solving social problems through products, and truly achieve edutainment.

To this end, the development of every functional game is accompanied by a lot of preparatory work. Taking the autism-assisted training game "Star Training Paradise" (tentative name) that will be launched on Next Year's "World Autism Day" as an example, in the process of game development, 37 Interactive Entertainment invited university professors, children's palace teachers, well-known psychology experts, practitioners in the field of autism, parent representatives of autistic disorders and other people to hold seminars with the company's research and development and art teams. Understand the real needs of patients in a multi-faceted way, so that the product can play a substantial role in subsequent research and development.

In addition to the functional game of autism-assisted training, in January next year, 37 Interactive Entertainment will also launch a functional game related to ice sports. The game will be presented in the form of a rhythmic sound game, where the player can control the game characters to participate in the ice sports. A variety of scenes in the game are also integrated into modern ice and snow sports elements, while promoting traditional culture, attracting players' attention and experience ice and snow sports.

Dig deep into the value of the game and pass on positive values

"The research and development of each functional game is a new experience and accumulation of knowledge for the production team", the head of the R&D team of 37 Interactive Entertainment admitted that in the process of functional game development, the production team really understands what the audience really needs, and what the team can provide for them, "The sense of responsibility of the R & D team is also increasing in this process, because we hope that what we do can really help others." ”

Tian Feng, a researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, once said that the introduction of game elements in learning is a manifestation of the diversity of education, in the past we did not do a good enough job in teaching according to aptitude, education is not necessarily around the complete book and text, there can be more images, music and other elements.

However, some insiders told the author that there are not many companies that have invested energy in the field of functional games, and the main representative is still Tencent, NetEase, 37 Interactive Entertainment and other head game manufacturers, because many functional games are not difficult to achieve "edutainment", but their communication value and market value will be greatly reduced. In this case, it is necessary for industry giants to set an example, so as to drive the development of functional games and play a positive role in games.

In this regard, the relevant person in charge of 37 Interactive Entertainment said that the healthy development of the game industry requires the joint efforts of all parties in society, and 37 Interactive Entertainment also hopes to give full play to its technical advantages, to do some high-quality products with positive value, and to explore more diversified social responsibility practices with all parties in the industry to promote the healthy and sustainable development of the game industry.

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