The Legend of Heluo Heroes, an online martial arts and adventure game produced by Heluo Studio, has integrated China's renowned scenic areas, customs and historic events into a game setting.

"The game opened up a new way for me to know China. And I am more interested in Chinese traditional culture," said Lennon Kris, a 12-year-old German boy at Gamescom 2018, adding he was impressed by China's martial arts, Chinese classical art and traditional music.

Young people want to learn about traditional culture but have not had a flexible, accessible approach before, said Luo Shixian, PR director for Tencent's entertainment sector.

"We need to use new media catered to the youth, such as online literature, animation, music and games, to develop traditional culture," Luo said. "Traditional culture is the soul of our cultural industry, which in return pushes forward the inheritance and development of traditional culture."

For domestic internet gaming, achievements are interconnected with challenges. "Some internet game producers lack sufficient understanding in overseas players' habits and cultural taboos, and the local legal systems as well, which have set some boundaries for domestic games," said Duan Wei, CEO and founder of Mobvista.

He also called for Chinese internet game companies to conduct more exchanges with one another, with a view to doing even better in overseas market operations.