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Many western game developers are trying and planning to involve some Chinese elements in their games to get closer with and bring sincerity to the vast number of Chinese users. Restricted by language and many other factors, few Western players and game developers can be fully immersed in the Chinese "Wuxia" games in an easy and smooth way. NetEase is China`s first company to develop games with traditional Chinese styles and "Wuxia" theme, and produces such games including Justice, Naraka: Bladepoint, and Butterfly Sword. Those games bring in about 1.5 billion dollars of total revenue and this number is growing. The speaker of this speech, Dr. Zhipeng Hu, is the vice president of NetEase Group. As a fan of Chinese martial arts novels, he has been involved throughout the production of many "Wuxia" games, many of which own a lifecycle of more than 10 years and have outstanding influences in the Chinese game industry. Another speaker, Liu Yongcheng, is the director of the Thunder Fire User Experience Research Center (Thunder Fire UX). He is an expert in design and user research who has been working on user engagement in game development. He has a deep understanding of Chinese users and has extensive contacts with western game developers. From the perspectives of game production and user experience respectively, they will elaborate "Wuxia", the key to the minds of eastern users, to western game developers.
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