When it comes to games, although there are still some controversies at the public perception level, it has obviously changed a lot compared to the scourge of public opinion in the past. In addition to the progress of social concepts, the more important reason is that games have made many contributions with the development of the times.
The China Game Industry Research Institute and the Institute of Natural Science History of the Chinese Academy of Sciences released a report “Game Technology – New Technology Clusters in the Process of Integration of Digital and Real Things”. The report pointed out that “the impact of game technology on my country’s chip industry in 2020″ The progress contribution rate is approximately 14.9%; for 5G and XR (VR/AR), the technological contribution rate of game technology reaches 46.3% and 71.6%.”
In addition to promoting the development of science and technology, as a cultural and entertainment product, games also play a huge role in the field of humanistic care.
Similar charity activities have now become the norm in the gaming industry. As a well-known company in the domestic game industry, many of NetEase’s game products are not only outstanding in terms of game quality, but also at the forefront of the industry in terms of public welfare, culture and minor protection. The official launch of “Danzi Guardian Month” also allows us to see a corner of NetEase’s understanding of game charity.
As the times move forward, games have great potential
It can be said that every era has its own public welfare characteristics. In the 1980s and 1990s, music and television were the most popular public welfare media. The “Celebration of the Century” in 1985 – the LIVE AID (Saving Life) concert raised more than 125 million US dollars in charity and became a legend of the times; In the 21st century, the Internet has entered thousands of households, connecting the entire world into a global village. As life scenes are digitized and virtual and real interactions become more and more frequent, “game charity” has begun to become a broad concept.
In 2007, the Canadian comedy group LoadingReadyRun played a 108-hour relay game called “Desert Bus” and raised more than $20,000, all of which was donated to the “Child’s Play” charity to help Children around the world build libraries, schools and other facilities, and support children’s hospitals and children’s medical programs. This activity has continued since then, with a total of more than 9 million US dollars raised as of 2022, becoming a legend in the history of game charity.
In these aspects, NetEase Games, which has achieved good results in game charity and has natural advantages, may be able to give us some inspiration.
First, NetEase has many excellent products, covering players at all stages and groups. Through NetEase games, public welfare can reach a wider range of effective people. At present, NetEase has more than 60 products, all of which have online protection measures against adolescent addiction and have launched parent service platforms to protect the growth of teenagers.
From classic MMORPGs to two-dimensional works loved by modern players, or casual party games, etc., we can all see NetEase games. Open various game lists, and high-quality products such as “Fantasy Westward Journey”, “Backwater” and “Egg Boy Party” are also frequent visitors on the list.
A rich game lineup is a huge traffic pool for charity activities, especially with such a large lineup of high-quality games. Every time they go out of the circle for marketing, they will not only allow players to participate in the game, but may also help people outside the circle. People get involved to further amplify the public welfare activities. For example, in 2023, “Eggman Party” will join hands with Ant Forest to carry out a public welfare activity with the theme of “Go to the Island! Water a Friend”. The powerful alliance between the popular party game and the well-known “Tree Planting Maniac” Ant Forest is in the circle It has ignited the public welfare enthusiasm of many people both within and outside the inner circle.
Second, NetEase has a large number of high-quality games, which makes the way for charity to enter players’ lives more natural, and also makes charity more interesting. With these continuous positive feedback, it plays a better role in popularizing charity. Take “Eggman Party” as an example. Due to the existence of UGC content, “Eggman Party” has produced a large number of public welfare-themed UGC maps. For example, on Children’s Day last year, “Eggman Party” was open to all players on that day. Pushed the public welfare map “Yu” You Dream of the Galaxy” created for children with cancer.
What can be seen is that through the process of games, the group of donors in traditional public welfare has changed from passive recipients of information to active discoverers of interests. Because of games, public welfare content appears “timely and appropriately” in front of potential interested parties, lowering the threshold for transmitting public welfare information, changing the reach of public welfare information, and making it easier to gather countless small kindnesses into a vast torrent of public welfare undertakings. .
Danzai protects the moon and implements the social responsibility of the game
Obviously, NetEase has a higher pursuit of game public welfare and social responsibility. The launch of “Danzai Guardian Month” is the next step for “Danzai Party” to explore the possibility of public welfare. It is also NetEase’s move to increase public welfare and take the initiative to assume social responsibilities. An important step.
On March 1st, “Danzi Party” officially announced that March of each year will be designated as “Danzi Guardian Month” to comprehensively protect every “Danzi” from multiple dimensions such as anti-fraud, minor protection, and public welfare. growth; at the same time, it has joined forces with eight authoritative agencies such as the Cyberspace Administration of Beijing Municipal Committee and Shanghai Internet Police to join the Danzai Guardian Alliance to protect every Danzai player.
After actual experience, it was discovered that NetEase and “Danzi Party” have an understanding of public welfare, minor protection, etc., and have indeed achieved a “moisturizing and silent” experience, which is interesting and beneficial and has become a series of “Danzi Guardian Month” The key words of related activities are that it is in such an atmosphere that charity and games can be perfectly combined, so that games for charity and technology for good can be truly implemented.
Let’s talk about the anti-fraud section first. National anti-fraud has become a trend in the past few years. There is always a hint of haze behind the rapidly developing society. As the general public, we can only be more vigilant to avoid falling into various traps. The government and society at all levels have also made a lot of efforts in anti-fraud, such as the promotion of anti-fraud APPs and anti-fraud propaganda everywhere. “Egg Boy Party” chooses to incorporate anti-fraud propaganda into the game, allowing players to think, experience and experience it during the game, so that anti-fraud and game memories can penetrate into the depths of our consciousness.
“Egg Boy Party” has designed several forms for anti-fraud propaganda, such as anti-fraud mini-classes in the form of comics, anti-fraud answers in the form of fun answers, and an anti-fraud pioneer in the game to allow all players to report fraud. Service Platform.
Among the extremely important UGC maps of “Egg Boy Party”, there are also many anti-fraud maps online, allowing players to receive anti-fraud knowledge education in the game. For example, in a UGC map called “Anti-Fraud Alliance”, players need to accumulate energy to charge weapons by answering anti-fraud questions, and finally use the weapons to destroy the fraud base; and in another UGC map called “Anti-Fraud Youdanhu” In the map of “Ping An”, through the melodrama mode that simulates fraud scenes, the process of fraud and common methods are more intuitively displayed to players to help players increase their vigilance.
In addition to these UGC maps, the official has also planted anti-fraud Easter eggs in many places on Danzi Island. From March 15th to March 28th, the “Safety with Me” campaign was officially launched. “Danzi Party” also used this theme event to promote anti-fraud to every corner of Danzi Island.
For example, the new anti-fraud volunteer set allows players to feel that anti-fraud starts from around them every time they log in to the game, and they must always be vigilant.
The “anti-fraud volunteers” on the island parade around the island holding loudspeakers, shouting anti-fraud slogans, and the words “development” will appear on their heads. Players can also go over and hold up the words to promote anti-fraud with the egg boys. Prevent fraud.
The anti-fraud class was also held on Eggboy Island. Superintendent Dan moved the anti-fraud blackboard to the blind box machine on Eggboy Island, ready to popularize anti-fraud knowledge to Eggboys at any time.
It is not difficult to find that “Egg Boy Party” makes full use of the scenes and interactive mechanisms in the game, and perfectly integrates the theme of “anti-fraud” into the game. It is simple, interesting, and not obtrusive at all, and players will naturally accept it. It will also increase accordingly. This is also the unique charm and advantage of “Everything Can Be Eggman”.
A large number of charity activities and good feedback have once again proved that the game charity of “Egg Boy Party” is not just a superficial public relations behavior, but has actually engraved charity into the gene of the game.
In terms of the protection of minors, “Egg Boy Party” can be said to be a model student in the industry. On February 28, the Shanghai Municipal Consumer Protection Commission sent a letter of thanks to NetEase, thanking “Egg Party” for its outstanding performance in the game anti-addiction activities carried out in cooperation with the Consumer Protection Commission.
In the game, “Egg Boy Party” has already been connected to the anti-addiction system for minors to protect the healthy growth of teenagers. At the same time, on the service complaint platform outside the game, NetEase’s services have always been well-known. From the popularization of anti-addiction measures and knowledge popularization, to restrictions on large-amount recharges, and the application of AI technology and facial recognition technology, NetEase and “Egg Boy Party” have truly implemented the protection of minors and technology for good in the game. OK.
For the first “Eggman’s Guardian Month”, “Eggman Party” has also prepared a huge surprise for players. Famous fighting athlete Zhang Weili made a surprise visit to Danzi Island on the occasion of Women’s Day on March 8, and “punched out” with the players, using her perseverance as a sportsman to guide the Danzai players all the way up.
Conclusion
As mentioned before, a huge advantage of game charity is that it has a wide audience and the form of charity can “moisten things silently”. It can turn charity into a way for people to play games, allowing all players to participate, and also helps Players can deeply understand and explore this vast world together.
Of course, this is far from the end of the public welfare of NetEase and “Egg Boy Party”. With the development of the times and technology, it is still unknown what kind of public welfare model there will be in the future, and in what form modern technology can enter our daily lives. , but what is certain is that NetEase and “Egg Party”, including the entire industry and our players, will be witnesses and participants in this game’s charity journey.
