Gaming firm adjusts strategy for millennials

By Guo Yiming
0 Comment(s)Print E-mail China.org.cn, March 28, 2018
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The Chinese gaming company Perfect World has released over a dozen new products aimed at meeting the needs of younger and more tech-savvy users, according to a press conference held in Beijing on March 27.

A woman plays a PC game in an experience center on March 27 in Beijing. [Photo courtesy of Perfect World]
A woman plays a PC game in an experience center on March 27 in Beijing. [Photo courtesy of Perfect World]

The company announced on Tuesday that its branding strategy will give more weight to younger users, employ new technologies such as augmented reality (AR) and virtual reality (VR), and improve user experience and interactivity in its games.

Their new products include mobile games, PC games, console games, simulation games (SLG), sandbox games, and games specifically targeted toward female users.

According to a white paper on the global mobile game industry, 60 percent of gamers are under 30 years old. The figures in China are similar, with about 40 percent of mobile gamers aged 26 to 35 years, and 38 percent under the age of 25 years.

Lu Xiaoyin, COO of Perfect World Games, said the younger users have different goals in playing games than their older counterparts. "They put more emphasis on fair play and cultural connotations in games, and they also enjoy sharing their experience and pay more attention to new technologies employed in the games."

Currently, China has 583 million gaming players, mostly those born in the 1990s and 2000s, a group referred to as millennials.

The company said it also plans to adapt its well-known games into animations, comics, TV dramas and literature.

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