Opera soundtrack for e-sports
CS: GO is one of the most internationalized e-sports games with a large user base and wide distribution, covering more than 100 countries and regions, with more than 40 million monthly active users. The company aims to promote the "spirit of fairness and cooperation" and encourages game players to challenge themselves.
The service in China is exclusively operated by Perfect World Esports, a leading Chinese e-sports and gaming platform. Since the game's launch in the country in September 2017, it has charged players with "positive energy".
Sam Gu, senior vice-president of Perfect World Investment & Holding Group, says most players of CS: GO are from Generation Z, born between mid-to-late 1990s to early 2010s.
He says young Chinese have a strong sense of belonging to their traditional culture, and are willing to take the initiative to understand that.
The launch of Hualian in the game has generated an enthusiastic response among players, says Gu. "We received many comments, advice and rearrangements from young players on various platforms."
The song has also brought younger and older people closer. Some players have left comments on social media saying that when they are playing CS: GO at home and when the music comes out, their grandparents also show up to enjoy the music together.
"My grandfather always asks me to play the song," one player says.
"Traditional culture will never grow old. Listening to Qinqiang Opera is not only a favorite entertainment for the elders, but it is also becoming a daily routine and hobby for young players," Luo says.
Gu says the cooperation is just the start.
Relying on the country's intangible cultural heritage, CS: GO China has explored projects related to players, and carried out cross-border cooperation with relevant cultural institutions, obtaining surprising results.
For example, the company worked with the Longquan Sword Factory in Zhejiang province to create a claw knife and a skeleton dagger in the game through traditional forging methods. The Longquan sword, a heritage unit of intangible culture, and traditional craftsmanship, is explained in a documentary that lasts 4.5 minutes.
Gu says with advantages in digital technology, creativity and innovation, Perfect World Esports will continue to explore the treasures of intangible cultural heritage, find the connecting points between traditional culture and modern life, and fulfill its mission of promoting Chinese culture.
"CS: GO is inclusive and we have a diverse user base that embraces different cultures and spirits. We will continue to explore China's intangible cultural heritage, and integrate it into events and forms for young people to appreciate," Gu says.
