On the afternoon of July 25th, at the 21st ChinaJoy, Peng Mei, the vice president of 37 Interactive Entertainment Network Technology Group, revealed in an interview with Sina Technology that the highest monthly revenue of mobile games published globally by 37 Interactive Entertainment Network Technology Group exceeded 2.3 billion yuan. As the game variety they come into contact with becomes more diverse, overseas players not only prefer boutique games in their game choices but also have moved beyond the stage where any game could get them to pay for it randomly. This means that game teams must take the market seriously and launch high-quality boutique games based on the types of games that players are passionate about.

Peng Mei revealed that in order to ensure a higher success rate for their products, the role positioning of 37 Interactive Entertainment Network Technology Group has changed from "picking fruit" in the past to "growing fruit trees" now. In the product proposal stage, they try to bring more information from the market to the CP and work together to optimize it. They focus on four main categories: MMORPG, simulation management, cards, and SLG, to create better quality, more market-matching boutique games.

Peng Mei stated that since 37 Interactive Entertainment Network Technology Group began to explore overseas markets in 2012, they have been conducting business in more than 200 countries and regions worldwide, and have released more than 120 games. In the "Overseas Income List of Chinese Mobile Game Publishers in 2023" published by Sensor Tower, 37 Interactive Entertainment Network Technology Group was ranked among the top three in the annual "Overseas Income List of Chinese Mobile Game Publishers." At present, the highest monthly global revenue of their mobile games exceeds 2.3 billion yuan, and up to 8 products make over 100 million yuan per month.

She believes that the key to overseas expansion of enterprises is differentiation and requires adapting to different market characteristics. For example, deeply cultivating the SLG category in the European and American markets and focusing on the MMOPRG category in the Japanese and Korean markets to break through market barriers. Also, a "heavy game light-weighting, light game heavy-weighting" strategy should be adopted to create a differentiating competitive advantage. She said: "In the process of expanding overseas, more attention has to be paid to detailed localization according to different markets, rather than simply using one version to consume all markets around the world."

As a regular at ChinaJoy, Peng Mei believes that there have been significant changes in the gaming industry this year. On the one hand, lightweight games have become an important trend in the global gaming market. She said: "Currently, diverse entertainment methods are vying for players' attention and payment. In this situation, games that are quick and easy to learn may be more in line with the fragmented gaming habits of players. In the future, we will explore mechanisms that are more suitable for players to play games in a fragmented and high-frequency manner, and seize the constantly changing player needs to create more adaptive gaming scenarios."

On the other hand, AI technology's influence on the gaming industry has become increasingly significant. She pointed out: "In the gaming industry, it is not just a tool to improve efficiency, but will also enhance the game experience and immersion in every aspects, such as entirely new game genres, AI-connected game NPCs, and even games created by AI itself. 37 Interactive Entertainment Network Technology Group began to explore the application of AI in the gaming operation and publishing fields in 2018 and has developed nine major middle-end products, as well as an internal AI Agent platform. By applying AI throughout the entire process of game development and publishing, they have now built a mature and complete industrialized pipeline of game development, optimized resource allocation, improved game quality, and enhanced user experience." (Luoning)