China’s leading video gaming companies assert the industry’s contribution in terms of social value as regulatory restrictions ease

China’s major video gaming companies are looking to better promote the nation’s culture and uphold social values, as regulatory restrictions ease up in the industry’s largest market.

That was the consensus expressed by senior executives from Tencent Holdings, NetEase, Perfect World, miHoYo, Lilith Games and 37Games during the China Audio-Video and Digital Publishing Association’s two-day annual conference that concluded on Tuesday in Guangzhou, capital of southern Guangdong province. The association is the domestic video gaming industry’s semi-official trade body.

Their unanimous resolve to make a positive impact on society followed the grant of new video game licences for four consecutive months, including the first batch of approved imported titles in December after an 18-month pause, signalling a thaw on regulatory restrictions.

Highlighting social responsibility in their operations reflects a trend prompted by the industry crackdown that started in late 2021, according to Zhang Yi, chief executive of research firm iiMedia. “Video games were once called ‘spiritual opium’ in Chinese society, which is what every company [in the industry] wants to avoid [being repeated],” Zhang said.