Recently, the China Digital Entertainment Expo & Conference ("ChinaJoy") opened. From a single game exhibition to become a highly authoritative, professional, and international industry functional service platform in the field of global digital entertainment and as the annual event of the gaming industry, 20-year-old ChinaJoy has entered a milestone stage.

The reporter found that in 2023, the gaming and esports industries are ushering in a period of recovery, and the biggest change is that the industry is embracing AI and going overseas.

AI+games, unlocking new application scenarios

In this year's ChinaJoy, games and technology have been firmly combined together. Top game companies such as Tencent and NetEase have already achieved success in AI technology applications, whose achievements have been presented on ChinaJoy.

Since 2017, Tencent's "Honor of Kings" has launched a series of technological applications with the AIlab team. While continuously deepening multi-agent games, it has also gradually shared its own technology and the resources it accumulated.

Multiple AI technologies developed by research institutes and laboratories such as NetEase Fuxi and NetEase Interactive Entertainment AI Lab have also brought innovation to themselves. Currently, AI has improved work efficiency by 90% in multiple key production processes such as voice generation, original picture generation, video capture, and model generation of NetEase.

The AI holographic interactive group photo of the Virtual Human "Cong Mei" created by 37 Interactive Entertainment can also be experienced. By collecting players' body status, facial expressions and actions in real-time, virtual digital images can be generated in real-time, allowing players to take group photos with "Cong Mei" in a digital twin image in the virtual space.

When "Generation Z" gradually becomes the main player in games, esports and other fields, ChinaJoy is more in line with the pace and flavour of young people. This time, DeWu, a trendy online shopping community, was at the exhibition and showcased their "black technologies" such as AR shoe trying and AR makeup trying. Cutting-edge technologies such as AR, 3D, and AI are also gradually being applied and popularized in consumption scenarios.

Going overseas, setting off a wave of gaming

During this year's ChinaJoy, "going overseas" was a keyword absolutely. The official introduction indicated that there are nearly 300 BTOB exhibitors (Comprehensive Business Negotiation Zone), with an exhibition area of nearly 20,000 square meters, including nearly 100 foreign-funded enterprises, accounting for 35%.

Several heads of enterprises from the gaming industry have stated that going overseas has become a major export trend for Chinese games in recent years. Data shows that in the first half of this year, the overseas market revenue of China's self-developed games reached as high as 8.2 billion US dollars. Domestic games are welcomed by global players. Chinese games represented by Genshin Impact have conquered a large number of overseas players and become a new media for telling Chinese stories well.

中国国际数码互动娱乐展览会20年：游戏产业正全力拥抱AI、加速出海

近日，中国国际数码互动娱乐展览会（以下简称“ChinaJoy”）拉开帷幕。从单一的游戏展会到成为当今全球数字娱乐领域极具权威性、专业性、国际性的产业功能服务平台，作为游戏行业的年度盛会，20 岁的 ChinaJoy 已经到了一个里程碑式的阶段。

记者梳理发现， 2023年，游戏、电竞各行业迎来回暖期，最大变化则在于游戏正全力拥抱 AI 和出海的洪流。

AI+游戏，解锁应用新场景

在本届ChinaJoy，游戏和科技已经牢牢捆绑在一起。AI 技术应用层面，腾讯、网易等头部游戏公司都已有所斩获，并集中在ChinaJoy上亮相。

2017 年起，腾讯旗下《王者荣耀》就与 AIlab 团队开启了一系列技术应用尝试，在不断深化多智能体博弈研究的同时，也逐步开放自身的技术与资源积累。

网易伏羲、网易互娱 AI Lab等多个研究院和实验室研发的多项人工智能技术，也给自身带来了革新。目前，在网易的语音生成、原画生成、视频动捕、模型生成等多个关键生产环节中，人工智能让工作效率提升 90%。

三七互娱也带来了虚拟人“葱妹”的 AI 全息互动合照体验，通过实时采集玩家的身体状态、脸部表情和动作，实时生成虚拟数字形象，让玩家在虚拟空间中以数字孪生形象与“ 葱妹”合照。

当“Z世代”逐渐成为游戏、电竞等领域的主流玩家，ChinaJoy更加贴合年轻人的步伐与气息。这次，潮流网购社区得物来到展会现场，展示了自己的 AR试鞋、AR 试妆等“黑科技”手段，AR、3D、人工智能等前沿科技也正在逐步应用普及到消费场景之中。

出海，掀起游戏大浪潮

今年ChinaJoy期间，“出海”是绝对关键词。据官方介绍，BTOB（综合商务洽谈区）参展企业接近 300 家，展区面积近 2 万平方米，其中外资企业近百家，占比 35%。

多位来自游戏行业的企业负责人表示，出海正在成为近年来中国游戏的洪流出口。数据显示，今年上半年，中国自研游戏海外市场收入高达 82亿美元。国产游戏受到全球玩家的欢迎，以《原神》为代表的中国游戏征服大量海外玩家，成为讲好中国故事的全新传播载体。

文、图丨羊城晚报记者 杭莹
翻译丨林佳岱 陈萱
来源丨羊城晚报·羊城派
责编丨古司祺
校对丨谢志忠