In 1997, NetEase was founded on Keyun Road in Tianhe district of Guangzhou, marking the start of what would be called the "No 1 game street in China".

Today, this 11-kilometer corridor hosts nearly 150 gaming, VR, and software firms, including industry giants such as NetEase, 37 Interactive Entertainment, and Zhongxu Future Technology. It has also developed popular titles such as Identity V, Wuthering Waves, and The Strongest Ancestor.

Aerial view of Keyun Road, Tianhe. [Photo/WeChat account: tianhefabu]

"Keyun Road is regarded as the 'holy land' of Guangzhou's gaming industry and is essential for the growth of gaming companies," said Lin Wenbin, vice president of Zhongxu Future Technology.

Guangzhou's gaming industry generated 140.67 billion yuan ($19.6 billion) in revenue in 2024, accounting for 43.2 percent of China's overall revenue.

Keyun Road's success originates from transforming from an advertising-focused market into an innovation hub, backed by skilled talent, cutting-edge technology, and supportive policies. The region has built a streamlined industrial ecosystem that links developers, publishers, and technology firms.

Thanks to Guangzhou's ongoing support and a thriving ecosystem of developers and technology companies, Keyun Road continues to lead in China's gaming industry.