37 Interactive Entertainment Creates New Ecosystem for Entertainment Industry Using Digital Infrastructure

AI, 5G, and cloud computing are transforming the entertainment industry like never before. Immersive experiences, tailored recommendations, and worldwide content distribution are now standard practices. Digital infrastructure is now the primary driver for advancing the entertainment industry and connecting global users.

Headquartered in Guangzhou, 37 Interactive Entertainment puts Culture and Technology first as their strategy and has made major advancements in digital entertainment, including building smart offices, operating global cultural intellectual properties (IPs), and using AI for content innovation.

37 Interactive Entertainment Global Headquarters Building

Cheng Lin, Senior Vice President of 37 Interactive Entertainment, said: "Founded in 2009, 37 Interactive Entertainment remains committed to promoting Chinese culture through digital technology, and aims to serve as a cultural link between China and the world." Following the wave of industrial digital transformation, the company has created several globally recognized cultural products, showcasing traditional Chinese culture to a global audience. "Huawei's advanced ICT infrastructure enables us to create a high-quality 10 Gbps campus network, modular data centers, and a robust cloud platform for going global. These boost our R&D, creativity, and global operations and enhance our response agility and precise targeting in international markets, which drives both the commercial success and cultural influence of Chinese IPs worldwide."

A fast network boosts productivity across E2E cultural IP R&D and operations

37 Interactive Entertainment's headquarters serves as a digital hub that fosters creativity. The facility handles large amounts of R&D data transfers, operates thousands of terminals simultaneously, and conducts regular product compatibility tests, all requiring a robust network. Ye Mingliang, Senior Director of the Technology Center of 37 Interactive Entertainment, explained that a reliable network is essential for their extensive R&D team to fulfill daily tasks. It supports their shift toward digital and intelligent operations. "To meet the demands of our diverse services—that is, high quality, low latency, and seamless connectivity—we chose Huawei's Xinghe Intelligent High-Quality Headquarters Campus Solution. It provides a next-generation campus network with high bandwidth, excellent experience, and intelligent O&M," Ye said.

Huawei's Xinghe Intelligent High-Quality Headquarters Campus Solution seamlessly integrates AI into its AirEngine series Wi-Fi 7 access points (APs). It creates a 10 Gbps intelligent campus network that features unlimited bandwidth, comprehensive coverage, and automated O&M. This boosts productivity in R&D and office services, which lays a solid foundation for the continual delivery of hit products.

● Agile development: Huawei's Wi-Fi 7 provides a super-fast network for 37 Interactive Entertainment at its headquarters. Its unique dynamic digital pre-distortion (DPD) algorithm and smart antenna boost device bandwidth by 20%, which allows users to download gigabyte-sized files in seconds. 20 GB of HD files once took 20 minutes to download; now, it only takes five, which means engineers can spend more of their time on creative work.

● Efficient collaboration: Huawei's multi-AP collaboration algorithm, Intelligent Coordinated Scheduling and Spatial Reuse (iCSSR), ensures seamless network coverage. Stable, high-speed connections are available throughout offices, meeting rooms, and break areas. Live streams remain smooth even with thousands of viewers, which improves communication during business negotiations. Teams worldwide can connect within minutes, enabling fast and consistent product upgrades.

● Simplified O&M: The network digital map created on iMaster NCE employs a digital twin to offer a clear, real-time overview of networks and applications. It ensures critical applications run with under 100 ms latency, supporting essential tasks like decision-making and product development. Channel state information (CSI) sensing precisely detects whether a person is present to automatically reduce device power usage in unoccupied spaces. This conserves energy and enables one person to manage large campuses efficiently.

One unified cloud drives cultural IPs to go global

37 Interactive Entertainment employs digital tools to overcome obstacles when expanding cultural IPs globally. It creates a worldwide chain that connects product creation, distribution, operations, and user feedback. The company uses Huawei Cloud's Global Edge Node and Data Synchronization Solution to run IP products on one server worldwide. Users in New York, Tokyo, Paris, and other cities get smooth, high-quality experiences with minimal delay. Additionally, 37 Interactive Entertainment and Huawei AppGallery now work closely together to distribute content quickly to over 200 countries and regions worldwide, which brings Chinese culture to global users.

37 Interactive Entertainment's R&D team utilizes the user behavior analysis system of Huawei Cloud's big data platform to accurately identify preferences across various cultural groups. For example, the system detected that users in Southeast Asia show strong interest in martial arts. This prompted the content team to use AI-powered motion capture to blend martial arts into their cultural offerings. This data-driven and AI-powered operational model allows 37 Interactive Entertainment to reach global users with its multicultural IP matrix, which makes it a benchmark for digitally exporting Chinese culture.

AI redefines content production and opens up a new track for digital entertainment

37 Interactive Entertainment employs its Three-Step AI strategy by establishing a digital transformation matrix that covers both R&D and operations. For R&D, the company has created the Zeus and Athena middle-end platforms using Huawei Cloud's powerful computing resources to automate game level balance testing. For operations, the Quantum intelligent ad placement platform uses Huawei Cloud's data analytics to speed up ad launches and precisely reach international users.

Comprehensive AI layout of 37 Interactive Entertainment

37 Interactive Entertainment developed its own AI model named Xiao Qi (lit: little seven) for the entertainment sector. This model handles complex tasks such as coding and content generation. Currently, it serves 90% of customer service and translation needs. Xiao Qi works seamlessly with Huawei's data centers and cloud platforms to accelerate model training and iterations. This showcases the company's advancement towards intelligent R&D and operations that feature data-driven, model-based decisions, and real-time optimization.

From smart offices to global cultural communication, and then to AI-based content production, 37 Interactive Entertainment's shift toward digital and intelligent operations reflects broader changes in the entertainment sector. Enhanced by Huawei's technologies, the company's approach of tech-powered culture and data-driven innovation sets a model for digital upgrade and brings fresh ideas to the table for innovation. 37 Interactive Entertainment will further deepen its cooperation with Huawei in AI, big data, and cloud computing. Together, they aim to deliver a cross-cultural digital entertainment experience for global users and advance China's entertainment industry.