Hu, Rui from Lilith: Technological Innovation in Expression, Showcasing the Charm of Chinese Culture

Supervised by the State Press and Publication Administration, supported by the Guangdong Provincial Press and Publication Bureau and the Propaganda Department of the Guangzhou Municipal Committee of the Communist Party of China, hosted by the China Audiovisual and Digital Publishing Association, the Management Committee of Guangzhou Development Zone, and the People's Government of Huangpu District of Guangzhou, and hosted by the Game Working Committee of the China Music and Digital Association, the Propaganda Department of the Huangpu District Committee of the Communist Party of China, the Huangpu Culture (Guangzhou) Development Group Co., Ltd., and the Huangpu Cultural and Business Tourism (Guangzhou) Group Co., Ltd., the 2023 China Game Industry Annual Conference was held in Huangpu District, Guangzhou on December 15.

Hu Rui, co-founder of Lilith Games, was invited to attend the conference and delivered a keynote speech on the topic of 'Technological Innovation Expression, Showing the Charm of Chinese Culture'. She talked about cutting-edge new technologies such as artificial intelligence to promote the development of games in the direction of high-quality, and used Lilith's practical cases to show how cutting-edge technologies can innovate game expressions and improve player experience. She also talked about how Lilith uses games to actively convey the voice of China to players around the world, and uses successful overseas cases to share how to integrate the spiritual identity and cultural essence of Chinese civilization into game works, and how to show the charm of Chinese culture in overseas diverse markets with cultural differences.

Lilith Games co-founder Hu Rui

The following is the full text:

Dear leaders and friends, good afternoon:

I am Hu Rui from Lilith Games, and I am honored to be invited to participate in this year's Game Industry Annual Conference. Today I would like to share with you the attempts and explorations made by Lilith in the past year: 'using cutting-edge technology in games and integrating Chinese culture into the sea'.

2023 is known as the 'first year of AI', and since the emergence of ChatGPT and caused a global sensation, the industry has tried to empower games with cutting-edge technology and use technology to promote the further development of games in the direction of high-quality products. Lilith has also made some explorations and practices in integrating AI into the game business.

Artificial intelligence technology has innovated the way of game expression and profound changes in game research and development. In development, we try to use AI-assisted design to build game worldviews, levels, items, tasks and other elements, which greatly improves R&D efficiency, and automatically tests and balances the game through enhanced AI learning technology, thereby improving the stability and playability of the game. For example, in 'Sword and Crusade', we use AI to quickly iterate and produce new character scenes based on the existing style of the characters; In the 'Legend of Xiaoice Bingbing' nostalgic server launched this year, the resolution of the picture is increased and the clarity is increased through AI technology, and 140+ person-days are replaced with 0.5 person-days in working hours, and the application of AI makes game development more quality and efficiency.

At the company level, we encourage the exploration of AI-native experiences and incubate AI-native experience projects within the company. The company has held activities such as the 'AI Creation Training Camp', and set up a generative AI technology research group in the R&D center to promote the implementation of generative AI technology in games and optimize user experience through new technologies. With the strong promotion of the company, there are already actual projects entering the incubation link. We expect to create an AI pet companion chat game that establishes a more realistic emotional connection with players by creating AI pets with diverse personalities and emotions.

We innovate in publicity and use generative AI to promote games. In September this year, 'Awakening of Ten Thousand Dragons' launched the pet image secondary generation tool 'Familiar AI' to promote the launch of the new version of the game. Players upload a photo of their pet to the generation tool and get a 'DIY familiar' in the style of 'Awakening of Ten Thousand Dragons' in just 10 seconds. From the perspective of player data, 'familiar AI' is the most exposed and participant activity on the promotion page of 'Awakening of Ten Thousand Dragons', and the player reach, participation rate and event sharing rate are also the highest in the history of promotion.

Whether it is the application exploration of AI emotional companion agents or the integration of generative AI into game promotion, the changes brought about by these technologies can directly change the gaming experience of players. Lilith's mission is to 'provide players around the world with a gaming experience that exceeds expectations', and we not only use AI and other technologies to improve efficiency and optimize game graphics, but also pursue the use of technology to innovate the expression of games, bring practical changes to the user experience, and provide unique gaming experiences for players around the world.

In 2023, Lilith will continue to actively convey the voice of China to players around the world with games.

We believe that the purpose of game communication is not to instill ideas, but to start from user needs and integrate the spiritual identity and cultural essence of Chinese civilization into the game in a way that the audience likes, so as to be a relatively long-term and sustainable cultural communication method. We have tried the following aspects:

In terms of building a worldview, many of Lilith's games have adopted a worldview that is easily acceptable to the West or a multi-civilization worldview from the early worldview setting, and by reasonably integrating Chinese characters into the game worldview, so as to transcend cultural differences and let overseas audiences understand and love Chinese characters and cultural elements.

In terms of the integration of Chinese culture and gameplay, in September this year, 'Awakening of All Nations' launched the global historical and civilization linkage program 'Universal Chronicles', we cooperated with the Shaanxi History Museum to add the national treasure-level cultural relics to the game as holiday decorations, by participating in the activity, players can get decorations, this national treasure-level cultural relic that is difficult to touch in real life, through the 'window' of 'Awakening of Nations' and players around the world to achieve zero-distance contact, subtly let players understand Chinese culture, Feel the beauty of Chinese civilization.

In terms of overseas promotion and operation of games, we consider the popularity of Chinese cultural elements among foreign young people, and combine traditional culture with popular culture. For example, when Lilith promoted 'Party of the Gods' overseas, it integrated Chinese mythological characters such as Nezha, Wukong, Nuwa, and Yang Jian with the music elements loved by young people, and let players around the world know more Chinese mythological characters and stories through a new way of interpretation, which was widely praised and hotly discussed by players overseas.

In addition, when we communicate with overseas players, the main creative team will appear to personally explain the creative concept and design intention, increase the familiarity and acceptance of overseas players with Chinese games, and then enhance their understanding of Chinese culture. Through refined customer service, we strive to improve user reputation and international influence in overseas diversified markets with cultural differences.

This year, the National Press and Publication Administration issued a notice on the implementation of the online high-quality game publishing project, guiding the industry to develop in the direction of high-quality, including promoting scientific and technological innovation and the application of new technologies, inheriting the excellent traditional Chinese culture, and giving full play to the international market potential of Chinese games. Under the guidance of competent authorities at all levels, Lilith will continue to make efforts in business going overseas, cultural communication and technological innovation, and hopes to work with all peers to jointly promote the development of the game industry to high-quality.

That's all for my sharing, thank you.

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