Game Companies Debate AI Transformation as Multiple Firms Reveal Implementation Paths

Industry
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Summary · why it matters

During China Joy, industry experts held in-depth discussions on topics such as AI reshaping the game industry ecosystem, and several leading companies disclosed their AI application implementation paths. Zhang Yijun, First Vice Chairman of the China Audio-Video and Digital Publishing Association, pointed out that AI is bringing three structural changes: lowering the creative threshold, promoting technology sharing, and giving rise to entirely new interactive gameplay. Ao Ran, Executive Vice Chairman of the association, stated that the application rate of AI in the research and development processes of domestic game companies has reached 86.36 percent, but small and medium-sized developers still face the challenge of transforming creative prototypes into commercial-quality products. Wang Chuanpeng, Vice President of Data at 37 Interactive Entertainment's Technology Center, introduced that the company uses its self-developed Xiaoqi large model as the core, with AI-assisted 2D art output accounting for over 80 percent and AI-generated advertising materials exceeding 70 percent. Hou Jie, Algorithm Expert at NetEase Fuxi AI Lab, said that NetEase has deeply embedded AI into the entire production pipeline of art assets, achieving quality and efficiency improvements. Lyu Huiwei, Senior Game AI Engineer at Tencent, shared practices of reinforcement learning-driven NPC combat, with the relevant solution having been launched in "Rock Kingdom: World" in March 2026.

Impact on stocks 3

Artificial Intelligence▲ · 2 stocks
Tencent Holdings Ltd
0700
▲ PositiveTechnologyrelevance

Tencent's AI-driven NPC combat solution launched in 'Rock Kingdom: World' showcases AI integration in games.

NetEase Inc
9999
▲ PositiveTechnologyrelevance

NetEase embeds AI into art asset production pipeline, improving quality and efficiency.

Others▲ · 1 stocks

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