Keyun Road in Guangzhou's Tianhe district is known as the "No 1 game street in China," as it is home to more than 20 well-known game companies at home and abroad, such as NetEase and 37 Interactive Entertainment, with a total market value of over 100 billion yuan ($93 billion).

The 11-kilometer road leads to Nansha Port Express Fast Line in the south and Tianhe Intelligence Business District in the north through Huaguan Road. Keyun Road Station on Guangzhou Metro Line 5 makes it convenient to get to Panyu University Town and Huangpu district.

Guangdong's game revenue reached 232.27 billion yuan in 2021, accounting for 78.7 percent of the national total. NetEase's net revenue in the first quarter of 2022 was 23.6 billion yuan, of which 17.3 billion yuan was from online games.

The NetEase headquarters in Tianhe Intelligence Business District. [Photo/WeChat account: tianhefabu]

Cooperation between enterprises has also boosted the formation of an industrial cluster. Games developed by Guangzhou Shiyue Game Technology, under the marketing and distribution of 37 Interactive Entertainment, are top ranked products in many countries and regions.

In addition, popular games have also bolstered Guangdong's cultural reach. "The game industry is an important part of Guangdong's cultural industry," said Li Yifei, founder of 37 Interactive Entertainment. "As the producer of cultural products, enterprises should shoulder the corresponding responsibilities, contributing to the construction of a culturally strong province."

The game launched by the company, Wo Shi Hua Juan Xiu Fu Shi (I Am a Scroll Restorer), presents 16 intangible cultural heritage items with Guangzhou characteristics like Canton glazed porcelain and Cantonese embroidery through picture scroll puzzles.