Agenda

In this session, Zheng Lei, head of Tencent's Minor Protection System, shares how the innovative "Gift-for-Good" model builds an ecological bridge connecting player goodwill with youth development needs. The "Campus Tech Festival" with League of Legends, he demonstrates how to seamlessly integrate philanthropic elements into gameplay. The talk delves into three core design philosophies: respecting players, establishing feedback loops, and online-offline integration, showcasing how over 40 million players across 70+ games have created tangible impact through STEM education and sports initiatives over five years. This provides the industry with replicable pathways for creating shared value.

Takeaway

Audiences will gain actionable frameworks for designing mechanisms that organically integrate gaming with public welfare initiatives, such as converting daily login rewards into support for philanthropic activities; learn to establish warm feedback loops that enhance engagement through personalized certificates and stories of beneficiaries; and master specific strategies for creating online-offline integrated ecosystems, like transforming game IP into real-world educational experiences.

Intended Audience

This session benefits game producers, live operations leads, and CSR specialists seeking to deeply integrate social value creation into game design. No prerequisites are required as it provides both strategic frameworks and implementable cases suitable for various game business models.