作为文化产品的一部分，游戏不仅丰富了人们的精神世界，也承担了企业传递社会责任的功能。本文以国内公益事业的高质量发展及游戏媒介化为研究背景，研究游戏企业在各个领域进行公益传播的实践与策略。本文以案例分析作为研究方法，将我国游戏企业的公益行动及其传播内容作为研究对象，并提出三个研究问题：国内游戏企业进行公益传播的历史脉络及发展现状如何；游戏企业的公益实践在不同领域中有哪些传播策略；游戏企业的公益传播目前面临哪些问题，应该如何解决。

我国最早一批游戏企业自成立之初就开始进行公益实践，历史必然性和行业必要性是研究游戏企业公益传播的逻辑起点。传播的实践方案随着技术环境、行业环境、传播环境的发展呈现多元化趋势。目前，国内游戏企业的公益传播分为两类，一类是将游戏媒介作为环境的系列公益行动策划，另一类是将各类传播媒介作为渠道的内容实践。在中国式现代化的语境中，游戏企业公益传播的属性除了包括当前企业公益传播所具备的公共属性、商业属性、平台属性三点一般性特征之外，还存在娱乐属性、文化属性与智能属性这三点特殊性，故我国游戏企业应围绕自己的语境建立公益传播策略框架。宏观层面上，游戏企业在扶贫、救灾、教育、健康、党建、文化、生态各个公益领域开展针对性传播活动，向社会提供具有公共价值的信息与服务。

目前游戏企业公益传播存在传播触点有限、公众认知偏差、社会协作低效、公益资源错配四个方面的问题，其后存在不同矛盾根因。游戏企业需要围绕公共、互动、创新、数据四个核心策略，并通过动机框架、一致性框架、影响力框架、承诺框架向社会公众及利益相关者传递其参与公益实践的事实信息，根据自身发展情况构建出自己对公益认知的意义结构，最终呈现出多元的公益传播策略方案与实践路径，塑造出全方位、宽领域、多层次的品牌公益形象，实现企业可持续发展。

Games are not only a form of entertainment, but they also play a role in promoting corporate social responsibility. This paper explores how game companies in various industries use games as a platform for public interest communication. The paper used case studies to examine public interest initiatives by Chinese game companies, asking three key questions: What's the history and current status of public interest communication in China's gaming industry? What communication strategies do these companies use in different areas? What are the challenges of public interest communication and how can they be addressed?

Chinese game companies have been engaged in public interest activities since their inception. Their communication practices have become increasingly diverse, due to advancements in technology and industry changes. Today, we can see two main types of public interest communication: one uses games as a platform for public interest actions, and the other uses various media to promote content-based initiatives. In the context of Chinese modernization, the characteristics of communication include not only the three general attributes of being public, commercial, and a platform, but also the three special attributes of entertainment, culture, and intelligence. Therefore, China's game enterprises should develop a public interest communication strategy framework that suit their specific context. These companies are involved in various public interest areas such as disaster relief, poverty reduction, education, health, party building, culture, and ecology, with the goal of spreading socially valuable information and services.

At present, gaming enterprises face four challenges in public interest communication: limited touchpoints, public perception bias, ineffective social partnerships, and a mismatch of resources. Each challenge has its own unique cause. To address these, gaming companies need to concentrate on four key areas: public outreach, interaction, innovation, and data. By leveraging motives, fit, impact and commitment framework strategies, these companies can effectively communicate their involvement in public interest initiatives to the society and stakeholders. They should craft their understanding of public interest in line with their growth trajectory, ultimately leading to a diversified communication strategy and path for public interest. This approach will help create a well-rounded, extensive, and multi-tiered brand image of public interest, contributing to the company's sustainable development.