Crafting Emotionally Resonant Content for a Global Audience in Sky: Children of Light

As a content producer at Thatgamecompany, Yingxian Lu leads the development of in-game events and seasonal content for Sky: Children of the Light, focusing on emotionally resonant and globally inclusive content. With her background in leading interactive campaigns at JD.com and media coverage in China, Lu brings a unique perspective to the table. The global games industry has evolved, and success now hinges on creating emotional connections with players worldwide. Games like Sky: Children of the Light have achieved massive global audiences, posing a creative challenge: designing content that resonates with diverse cultures, languages, and life experiences. Thatgamecompany, known for its emotionally rich and artful games, has received critical acclaim for Sky, including the Games for Impact Award at Gamescom 2023. The game has surpassed 270 million downloads globally, with up to 8 million daily active users in China, a market Lu supports closely. Since joining Thatgamecompany in 2022, Lu has led the production of major in-game events and season content, working to localize emotional experiences for Chinese players. Her expertise has bridged cultural expectations, reduced misalignment across teams, and brought more inclusive content to one of Sky's largest player bases. Sky's core philosophy, shaped by creative director Jenova Chen, emphasizes inclusivity, with players appearing as "Sky kids" without defined gender, age, or ethnicity. This design choice enables people to connect as equals, fostering a space of quiet beauty and shared humanity. The same philosophy guides content design, starting with feelings rather than features. The team asks, "What do we want the player to feel?" and builds from there, using emotions as a powerful tool to create inclusive experiences. Lu shares concrete examples of this philosophy in action, such as the Days of Moonlight in-game event, which originated as a quieter counterpart to Days of Sunlight. The event was inspired by the Mid-Autumn Festival, a beloved Chinese tradition, and featured a riddle-writing mechanic that rewarded participation over correct answers. The response was overwhelmingly positive, with players sharing screenshots and stories inspired by the theme. However, not every idea resonates equally, as seen with the introduction of a marshmallow roasting prop, which evoked nostalgia in the West but felt distant in China. This highlights the importance of listening and understanding cultural differences. Sky's success in China depends on both content and behind-the-scenes collaboration. Lu manages communication between the global development team and the Chinese publishing partner, using a hybrid communication model that combines structured documentation with real-time feedback loops. The team also navigates major holidays, adjusting production timelines and factoring in local regulations, such as China's strict playtime limits for minors. This setup has reduced avoidable incidents and built stronger trust between teams. For global games to thrive, diversity in decision-making and regional awareness are crucial. As a Chinese producer working on a globally beloved game, Lu brings a unique perspective, recognizing the importance of teams that reflect the diversity of their players. By prioritizing emotional resonance and inclusivity, content creators can build experiences that truly connect with players worldwide.