Esports bridges urban, rural China

In the serene canals and ancient courtyards of Wuzhen, a picturesque spot of East China's Zhejiang province, the sounds of clicking buttons and cheers echoed — an unexpected harmony of old and new.

This time, it wasn't a traditional opera or a festive market that brought people together, but an esports tournament like no other: Cun Games, or Village E-games.

Game for Peace is a phenomenally popular e-game of Chinese tech leader Tencent Holdings that maintains unparalleled popularity with 200 million registered users and 50 million daily active players. Its traffic-driving potential is massive.

What started as a niche idea — bringing China's burgeoning esports culture to the countryside — has grown into a movement that intertwines virtual worlds with rural realities.

Over the past two years, Tencent has collaborated with a growing number of villages and towns across China to launch Peace Elite League, a tournament derived from the Game for Peace.

Following the viral success of Village Basketball Association or Village BA, Cun Games is aiming to become a powerful tool for rural vitalization.

Industry experts said that the tournament not only showcases the fusion of cutting-edge technology and pastoral charm, but also hints at a broader trend of how gaming can redefine economic and cultural narratives in China's heartlands.

Among the participants in Wuzhen was Zhang Hegui, a 19-year-old food deliveryman who spends most of his days weaving through the streets of Hangzhou on his scooter.

But today, Zhang's role is different — he was a player participating in the Cun Games. His shyness evaporated when he spoke about esports, his face lighting up like the neon glow of his gaming screen.

"You know, delivering food is like e-gaming in many ways," he said with a grin. "When I'm grabbing orders, I need speed, precision and sharp reflexes — just like in PEL ...The practice I get from e-gaming helps me improve my hand-eye coordination, and it's made me faster at grabbing delivery slots."

But for Zhang, this tournament wasn't just about speed — competing in Wuzhen's village games offered a chance to dream bigger.

"Being here gives me confidence," he said, gazing at the bustling crowd. "Whether I'm chasing my esports dreams or just delivering food, I know I have the skills and the drive to succeed."

"My ultimate goal is to play professionally, to step onto the stage of the PEL," he added. "Even if I make it big, I'll still deliver food in my spare time. It's honest work, and it keeps me grounded."

Zhang was just one of the 40,000 players who joined the competition from 20 Zhejiang townships. The players came from all walks of life: mold factory workers, farmers and shopkeepers, all eager to swap their daily routines for the thrill of an esports battlefield.

For Tencent, the creator of PEL, Cun Games is more than just a tournament — it's a strategy to connect rural areas with the booming gaming industry.

China's gaming industry reached a record high in revenue, hitting 91.77 billion yuan ($12.66 billion) in the third quarter of 2024, marking an 8.95 percent increase year-on-year, according to a report on Chinese gaming industry released jointly by China's Game Publishing Committee and a research institute.

Thanks to the outstanding performance of China's very first AAA game, Black Myth: Wukong, actual sales revenue of China's self-developed games in overseas markets reached $5.17 billion in the third quarter, surging by 20.75 percent year-on-year.

Moreover, Q3 sales revenue of China's mobile games, self-developed games in the domestic market and China's esports sector all reported growth from the previous quarter, reaching 65.66 billion yuan, 72.21 billion yuan and 35.76 billion yuan, respectively.

In Wuzhen, Cun Games is more than just a tournament, as when professional players like Field from the Suzhou KSG team livestreamed from Wuzhen, the audience reach went from far beyond the village.

Local cultural and tourism products such as handmade crafts, snacks and souvenirs also found a wider audience as the streams introduced rural life to millions of viewers.

"It's amazing to see ordinary people from small towns get their moment in the spotlight," Field said. "Competitions like these not only celebrate esports, but also create a sense of honor and belonging for the players. It's a cultural exchange on a whole new level."

Field said that he would like to see more and more Cun Games in villages, which will be a great supplement to the current mainstream professional game.

As for next year's PEL tournament, Field also said that he is confident that China will get the championship.

Zhuge Zhen, secretary-general of the Zhejiang Rural Development Promotion Association, said: "Cun Games is not just leveling up individual players — it's also breathing life into the local economy."

According to Zhuge, when hosting these tournaments, they always pair them with local markets or cultural events, where villagers sell their agricultural products, handicrafts and even tourism services.

"The foot traffic increases incomes for families and contributes to the village collective's earnings," he said.

For instance, in Wuzhen, the tournament's side market showcased organic teas, handmade fans and traditional snacks, giving visitors a chance to taste and take home a piece of the countryside.

They are also planning to embed more rural elements into the games themselves — virtual replicas of villages, crops as part of gameplay, and characters inspired by local culture. They also envision permanent esports arenas in villages, transforming these areas into destinations for gamers and tourists alike.

Cun Games is more than a passing trend — it's a bridge connecting rural and urban China. By giving young people in villages access to the fast-paced world of esports, the initiative not only fosters confidence and ambition, but also challenges stereotypes about rural life being disconnected from modernity.

When technology often feels like it's pulling people away from the countryside, Cun Games is doing the opposite by bringing innovation into rural homes and revitalizing communities one match at a time.

China now has the world's most esports users and the sector is seeing continuous and steady expansion both at home and abroad.

China's esports events are also making waves in overseas markets including Japan, Turkiye, Indonesia, Thailand, India and Brazil, attracting millions of overseas participants. Some events derived from Chinese self-developed esports games have become the most popular options in countries such as Indonesia, the Philippines and Malaysia.

Mars Hou, vice-president of Tencent Games and general manager of Tencent Esports, said in an earlier interview that esports has transcended the operation and promotion of games, and rapidly grown into an industrial ecology with independent influence, integrating sports, technology and culture.

"In the near future, esports will have a good chance to develop into a high-level sports industry with extensive global influence," he said.

chengyu@chinadaily.com.cn