Chinese game makers Tencent, NetEase tout ‘social values’ in biggest titles as regulatory crackdown weighs on industry

China’s top video game studios bragged at an industry gathering about including Chinese cultural elements and ‘patriotic spirit’ in their titles

As the government cracks down on perceived video game addiction among minors, Chinese tech companies have been cutting back in the competitive industry

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Fans watch South Korea’s T1 take on China’s Weibo Gaming during the League of Legends world final at the Gocheok Sky Dome in Seoul on November 19, 2023. Photo: AFP

Ann Caoin Shanghai

Published: 2:00pm, 15 Dec 2023

China’s top video gaming companies have taken advantage of an annual industry gathering in Guangzhou on Thursday to pledge their commitment to “social values” to bolster trust with Beijing amid heightened regulatory scrutiny.

At the annual event hosted by the Game Publishing Committee of the China Audio-Video and Digital Publishing Association, delegates from gaming giants including Tencent Holdings, NetEase and miHoYo stressed the “social responsibility” of their biggest titles.

Su Panhui, a producer for League of Legends in China at Tencent’s Interactive Entertainment Group, reiterated the “Tech for Good” slogan first touted four years ago by Pony Ma Huateng, founder of the Shenzhen-based tech giant.

“Tech for Good is one of Tencent’s missions and visions, and League of Legends is adhering to this to make the world warmer,” said Su, adding that the title developed by US subsidiary Riot Games has contributed to more than 10 philanthropic projects covering environmental protection and medical service improvements over the past decade.

Liu Jie, senior director of NetEase’s Gaming Social Responsibility Promotion Centre, said the Hangzhou-based company has been working to include traditional culture and “patriotic spirit” in titles such as the popular casual game Eggy Party. The goal is to better shape the values of young people while they are playing, Liu said.