Guo Weiwei, CEO of Xishanju: Industry diversification and empowerment open up new channels in the game industry

On December 16, the 2021 China Game Industry Annual Conference hosted by the China Audiovisual and Digital Publishing Association was successfully held in Guangzhou. As an annual event in the game industry, this year's annual meeting of the industry, with the theme of "compliance with regulations and self-discipline, diversification and empowerment, and active integration into the new wave of digital economic development", covers thirteen sub-forums with different themes, such as the China Game Industry Annual Conference Conference, the Game Top Ten Annual List Ceremony, the Game Documentary Trial Screening, and the Game Top Ten Gala, with many highlights and wonderful highlights. Guo Weiwei, Senior Vice President of Kingsoft Group, CEO of Xishanju and producer of the "Sword Net 3" series, was invited to participate in the annual meeting of the game industry and delivered a speech entitled "Industrial Diversification empowerment and opening up new channels in the game industry".

The following is the full text of the speech:

Hello everyone, I'm Guo Weiwei. On my business card, I am the senior vice president of Kingsoft Group, the CEO of Xishanju and the producer of Sword Net 3 series. But in fact, for me personally, in my heart, I have always been the game house that likes games and wants to do a good job in domestic games.

As the earliest game development studio in China, Xishanju has a history of 25 years. In 1997, Qiu Bojun (Qiu Bojun) set up a small department in Jinshan because of his love of games, which was the predecessor of Xishanju. At that time, there were only 3-5 people in Xishanju, mainly to develop single-player games, from "Civil Aviation of China" to "Zhongguancun Apocalypse" to the stand-alone version of "Sword Man Love", through the "Sword Man Love" series of 5 single-player works, achieved the glory of domestic games in that era. In 2003, "Sword Man Love" was fully networked under the leadership of Lei Zong (Lei Jun), and "Sword Network 1/2/3" was successively established.

"Sword Man Love" has always carried the martial arts dream of Chinese, and it is also a combination of graphic rendering technology and art. In the whole IP creation process, Xishanju mainly did two things, one is to adapt the traditional martial arts culture to the new era and young players through games, and the other is to bring the martial arts culture to more fields through IP derivatives, such as: animation, novels, tide play, film and television, offline and so on.

With the rapid development of the digital economy, the content and services of game companies are also facing new challenges. All along, the main driver of Xishanju has been based on the development of core technologies.

Having an independent game engine is the embodiment of the hard power of the game company. As early as 2004, Xishanju began to focus on independent research and development of 3D engines, and while breaking the monopoly of foreign manufacturers, it also won the support of the national honor 863 program. With the improvement of technology in recent years, our game engine can restore hundreds of kilometers of planet-level terrain and more realistic natural scenery in the game. In the future, we will also open the door to cosmic space, allowing us to enter the universe to explore and unknown planets. The insistence on our own core technology development and self-developed engine has contributed to xishanju's achievements today, making us at the forefront of the industry. But looking to the future, we still need to continue to grow and go global.

Looking to the future, we need to create AAA games that truly belong to us in China. The several sub-era AAA level display works that Xishanju is building are the direction of upgrading in our technology and production pipeline in the future. Through the hard power of Chinese technology, it shows the world what "created in China".

On the basis of adhering to the development strategy of integrating research and transportation, Xishanju also integrates traditional culture with the game of "Sword Net 3", so that we have more opportunities to excavate and transmit traditional culture, and combine traditional cultural content with game content across borders. We hope that through the cooperation of intangible cultural heritage, the chinese classic culture will be passed on, so that our descendants can pay more attention to the chimes, ancient musical instruments such as chimes, hoops and ancient cultural relics in the museum.

"Decisive Battle of Tiance Mansion" is a new Cantonese drama of our very distinctive game. We have innovated and cooperated with the Guangdong Cantonese Theatre, taking the core story of Sword Net 3 as the background, telling the story of the hero who is the greatest for the country and the people, and the sons and daughters of the jianghu take it as their duty to defend the family and defend the country, and derived the work "Decisive Battle of Tiance Fu", which also achieved very good results in that year. "Decisive Battle of Tiance Mansion" has received continuous reports from CCTV and the Global Times. It is also because of this successful cross-border cooperation that cantonese opera, an intangible cultural heritage art form, has successfully entered the vision of young people after 95 and even 00.

When it comes to young users, one of the cores that the cultural and creative field is discussing is how to reach this group of people and how to have in-depth communication with them.

"Sword Net 3 • Chivalrous Liver Righteous Courage Shen Jianxin" is an animation work adapted from Sword Net 3, the protagonist is called Shen Jianxin, the story mainly revolves around Shen Jianxin's desire to become a hero to break through the rivers and lakes. In the way that young people like animation, our game worldview is conveyed, so that our players have a new experience to understand the story behind a character. In the end, "Sword Net 3 • Heroic Liver And Courage Shen Jianxin" achieved good results. As of yesterday, our total two seasons + short series have reached a staggering 260 million views, and there are 3.2 million fans on the B station.

In addition to our achievements in the field of animation, we are also actively in line with international standards, and the haute couture dress of "Sword Net 3" has participated in the Paris International Fashion Week, making China's haute couture antique dress famous overseas. In the future, we will continue to adhere to the integration of traditional culture and the development of multi-habitat cultural creation, so that more young users can experience and feel the unique characteristics and charm of Chinese culture.

Of course, the export of Xishanju to Chinese characteristic culture is not limited to China, we have also made some achievements overseas. In 2005, "Sword Net 1" landed in Vietnam, which was the national game of Vietnam at that time, and once occupied nearly 70% of the Vietnamese market share during operation. This year, the mobile game "Sword Net 1: Return" was launched to the top again, and won the first place in the VietnamEse App Store free list and the best-seller list. The success of "Sword Net 1: Return" in Vietnam is just the beginning, and our future goal is to go to sea to become a global game cultural and creative company.

The Code B.R.E.A.K. project serves as our forerunner on the science fiction track. It is also our new exploration in the field of high-quality masterpieces and new IP, and we hope that with the strength of China, we can not only tell the culture and history of China, but also tell the future, because the future must go to the sky and the sea, explore the universe and the unknown of mankind.

Driven by Xishanju, the love players of "Sword Net 3" have completed one good deed after another with us, and love is passing on and moving upwards towards goodness. In 2013, we helped Ya'an earthquake, in 2017 typhoon Tiange disaster reconstruction, 2020 chi aid Wuhan new crown epidemic, the public welfare into the game, we organize players in the game to carry out public welfare, let players from virtual to real, for the social welfare events to do their part.

In October this year, due to the impact of heavy rains in many places in Shanxi Province, there were many geological disasters such as landslides and landslides, causing serious losses, and we are concerned that many ancient cultural relics have been submerged. These ancient relics, which have witnessed the development of history, have become the focus of our attention. At the first time, we organized players to respond positively and paid attention to the repair of local ancient buildings and cultural relics. These are just a few of our "Sword Net 3 Love Players" group of heroic deeds, and we also hope that through the power of the enterprise, we can drive more people to participate.

In addition to participating in disaster relief and rescue with our players and transmitting positive social energy, we also explore the world of minority people's mental images in the form of games to help them speak up.

"Bipolar" is the first public welfare free game developed by Xishanju that focuses on bipolar disorder. In the game, we try to abstractly present the plight and state of mind of patients with bipolar disorder through the translation of the life experiences of specific patients, and also hope to arouse more attention, understanding and tolerance.

In the eyes of many people, Xishanju, a company that has been established for 25 years, is already an old predecessor in the industry. But in fact, if you compare Xishanju to a person, it is almost 30 years old. Everyone often says "thirty and standing", Confucius said "thirty and standing" in the "standing" does not mean to establish a family, but on the basis of a relatively clear knowledge and understanding of society and oneself on the basis of a more clear understanding and understanding of a self-awareness. As a game cultural and creative enterprise, Xishanju will always uphold its original intention and carry forward the culture with Chinese characteristics and spread it to the world. Strive to make greater contributions to the motherland's realization of the goal of "cultural power".

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