Domestic Game Going Global Under Change: 37 Interactive Entertainment's Matrix Breakthrough

Summary

In 2026, the global game market is interwoven with multiple variables, pushing Chinese game companies' overseas expansion into a deep-water stage of systematic operations. According to 37 Interactive Entertainment's latest financial report, its overseas revenue in the first half of 2026 increased by 10.90% year-on-year to 3.021 billion RMB, with the revenue share rising from 32.81% in 2024 to 41.53%. Facing high differentiation in global policies, cultures, and user preferences, overseas competition is shifting from traffic gaming to a contest of product strength and industrialization capability. Using Puzzles & Survival as an example, the article analyzes the underlying logic of 37 Interactive's overseas success and explores how AI enhances efficiency across its entire R&D and publishing chain. This case demonstrates that Chinese game companies are building a global matrix through refined operations, localization strategies, and AI-powered empowerment, finding breakout paths in a complex and volatile international market. For the industry, 37 Interactive's achievements validate the effectiveness of a dual-wheel drive of product strength and industrialization, and signal that future overseas competition will rely more on technological integration and long-term operation capabilities rather than mere user acquisition.