Shanda Game Zhang: Online games need to increase science and technology and content innovation

(The World Network News) December 14 News, the session of China International Network Culture Expo opened today, Shanda Game CEO Zhang on behalf of the industry to address. Zhang pointed out: 2012, the Chinese cultural industry shows a strong momentum of rapid development, network games as a representative of the cultural industry in the digital culture, will usher in a better opportunity for development, the network game industry needs to increase the dual innovation of science and technology and content, pay more attention to user experience, in order to promote long-term

The following is the full text of Zhang:

Leaders, distinguished guests, ladies and gentlemen,

Hello everyone!

Today, I am honored to be the representative of the Network Culture Enterprise, speaking at the opening ceremony of this net fair.

In the 2012, China's cultural industry showed a strong momentum of rapid development, this year, the party's 18 report also clearly put forward a "solid promotion of Socialist cultural Power Building", which, as a cultural industry in the digital culture of the representative, will also usher in better opportunities for development. In the face of opportunities and challenges in the new era, I believe that the online gaming industry needs to increase the dual innovation of science and technology and content, pay more attention to the user's experience, in order to promote long-term healthy industrial development.

Scientific and technological innovation is the core and fundamental impetus of the innovation of digital culture industry. The network game is accompanying with the computer and the Internet and so on the unceasing application development of the high technology, also became one of science and technology innovation leader. Over the past 13 years, China's online games from the agency to start, through the exploration and application of new technologies, step-by-step towards independent research and development, export overseas and occupy the international market. Now, with the growing sophistication of mobile internet and hardware and software technology, network games have extended from PC to a variety of terminals, including intelligent mobile devices. Technological progress, so that the network game products to the wider crowd, so that people can be more convenient to experience and enjoy the fun. In the future, Chinese net swims enterprises should seize the opportunity brought by new technology, further increase the investment of technology research and development, and promote the further integration of High-tech and digital culture industry.

Content innovation is the connotation and vitality of digital culture industry innovation. Although China's original network game has accounted for more than 60% of the domestic market share, but with Europe and the United States, Japan and South Korea product gap is still evident. We have approached or even surpassed the international advanced level in technology development, game operation and so on, but there is still a big gap in the design of user experience and creative content. I hope that our Chinese game enterprises should keep abreast of user needs, pay attention to user experience, adhere to the content innovation, and constantly improve product competitiveness.

Looking back 2012, look forward to 2013, we will be further committed to promoting the integration of excellent cultural content and High-tech development, and constantly enrich their own manifestations, to create more cultural products, so that the world to see Chinese culture, the charm of Chinese online games.

Finally, I wish this network Expo will be a success! Thank you!