At the "Happy Chinese New Year – Beautiful Anhui Makes Its Way to Malaysia" Cultural and Tourism Promotion Event, two AI-generated holographic scrolls created by 37 Interactive Entertainment using its self-developed large language model "Xiao Qi" captivated the audience.

On a holographic screen measuring 6 meters high and 2.5 meters wide, a panoramic scroll themed on Anhui's landscapes and culture unfolded slowly, drawing inspiration from "Along the River During the Qingming Festival." Vivid depictions of distinctive pine trees, rugged rocks, lush peach forests and cascading mountain waterfalls brought to life Anhui's natural elegance and cultural serenity. Another scroll, themed on the Four Treasures of the Study and created through AI, captured the essence of intangible cultural heritage.

A representative of 37 Interactive Entertainment said the two holographic scrolls were generated entirely by AI, powered by the company's self-developed large language model "Xiao Qi." This model is also among the first batch of gaming-specific large language models in Guangdong Province to complete the filing with the Cyberspace Administration of China (CAC) for generative AI services.

Beyond delivering high-quality audio and visual content, the "Xiao Qi" large language model also plays a key role in the localization of games going global. According to the company, the model is applied to 85% of 37 Interactive Entertainment's overseas products, maintaining a consistent multilingual translation accuracy of around 95%. In the overseas versions of popular games released globally, such as "Puzzles & Survival" and "Trading Legend," everything from character dialogues to classical poetry can be translated with high precision.

As cultural products, games play an important role in cultural exchange.The development and application of the "Xiao Qi" large language model have reduced the cost of validating creative ideas and improved the success rate of producing high-quality content, enabling great games to be developed faster and go further.

“数字广货”将中国年味“卷”到马来西亚！三七互娱“小七大模型”这样助力文化出海

在“欢乐春节·美好安徽走进马来西亚”文旅推介会上，三七互娱依托其自主研发的“小七大模型”制作的两幅AI全息长卷引得现场观众驻足围观。

在高6米、宽2.5米的全息屏幕上，以《清明上河图》为灵感来源的安徽山水人文主题长卷徐徐滚动，奇松怪石、灼灼桃林、山涧瀑布等元素灵动鲜活，将安徽自然灵秀与人文禅意展现得淋漓尽致。另一幅文房四宝主题长卷则通过AI绘制，生动还原非遗技艺的独特风采。

三七互娱相关负责人表示，此次打造的两幅全息长卷全程100%由AI生成，离不开公司自研“小七大模型”的支撑。该模型也是广东省首批通过国家生成式人工智能服务备案的游戏垂类大模型。

除却音画方面的高质量生成，“小七大模型”还能在游戏出海“本地化”环节发挥重要作用。据悉，“小七大模型”的应用覆盖了三七互娱85%的出海产品，多语言翻译准确率稳定在95%左右。在全球发行的《Puzzles ＆ Survival》《叫我大掌柜》等热门游戏海外版中，不论是人物对话还是古诗词，均可实现高精度翻译。

游戏作为文化产品，承载着非常重要的文化传播作用。“小七大模型”研发应用的过程，本质上降低了创意验证成本、提高了优质内容的命中率，让好的游戏产品做得更快，走得更远。

文｜记者 梁善茵
图｜受访者提供
译｜魏薇
英文审校｜曾敏