Tencent IEG

Brand Integrated Marketing

Open Digital Library on Traditional Games is the first corporate social responsibility project initiated by Tencent Interactive Entertainment and UNESCO. It explores the traditional games around the globe, preserves and improves the local and indigenous knowledge creatively by building an open digital library on the basis of information and communication technology so as to promote learning, development and harmonious cultures.

Advertiser:Tencent Interactive Entertainment




《I am the game》

In the course of human evolution, there were many ancient and mysterious “games” of various types in every ethnic group and tribe throughout the world. They came from farm work, daily life or even the struggle for survival. With distinct local culture features and humanistic sensibilities, they formed an important part of human cultural heritage. 

Games embody the human wisdom, and carry with them the personality and history of each nation. However, these joyful games accompanying generations are dying out and going extinct under the influence of modernization and globalization. We have been thinking what we can do to preserve this heritage by virtue of information technology, mobile web, and interactive entertainment that Tencent Interactive Entertainment is skilled at. 

With this idea, Tencent Interactive Entertainment struck an instant chord with UNESCO in 2014, and came up with a creative idea, that is, to build an easily accessible Open Digital Library on Traditional Games which is more diverse and interactive like Wikipedia.

Open Digital Library on Traditional Games is a collaborative and harmonious platform based on the pan-entertainment strategy of Tencent Interactive Entertainment. It achieves an integration of system and environment, and aims at preserving and inheriting traditional games.

Step 1: Project launch press conference

At UP+330 Annual Press Conference of Tencent Interactive Entertainment, the senior managers illustrated the significance, and officially launched the project. At the same time, UNESCO posted a letter of thanks on their official website.

Step 2: Recruit experts worldwide

The project recruited experts in industry-university-research around the globe, and increased its influence with event marketing strategy. It finally engaged over 20 experts in industry-university-research from Harvard University, Massachusetts Institute of Technology, Tsinghua University, Beijing Film Academy, MIT Game Lab, and NuVu Studio.

Step 3: A summit forum themed with “Protection and Inheritance of Traditional Games in the Internet Era”

All project participants gathered in Beijing, discussing on the protection, inheritance and even revival of traditional games in the world. The participants included UNESCO, Tencent Group, Chinese National Academy of Arts, NuVu Studio, Beijing Film Academy, etc.

Step 4: An Exploration Tour of Millennium Game

The UN, Tencent Interactive Entertainment and many other partners constitutes an expert panel, and explored in Bangladesh and Mongolia to discover, collect and record the local traditional games. They discussed about helping the government to build “a digital Bangladesh” with the local game enterprises in Bangladesh.


By the end of November 2015, the overall project had a total of media mentions of about 300 million, with two peak periods by virtue of its content and topics. The Microblog topic “You ancients are really born to play!” which was extended from Open Digital Library on Traditional Games attracted 42.8 million views and ranked the second among the most concerned topics, with a total value of about 40 million. The summit forum was fully supported by Tencent through its major platforms. The project gained full coverage in the prominent platforms of core media so as to be forwarded by the public actively. Famous portal webs, such as China News Service, Xinhua News Agency, People’s network, and China network, posted the project on their homepage recommendation sections for over 20 times. The project raised concern from more than 100 media covering culture, technology and game sectors. Tencent Interactive Entertainment engaged relevant parties (UNESCO, Harvard University, Massachusetts Institute of Technology, Tsinghua University, Beijing Film Academy, MIT Game Lab, and NuVu Studio, etc) from various fields into the project, and maximized its influence. With Cloud technology, Tencent Interactive Entertainment makes its own contribution to the protection and inheritance of vanishing traditional games for human civilization.