Jiang Xiaojuan

School of Public Policy & Management, Tsinghua University

　Abstract：Digital technology has significantly facilitated the development of bet365 Play online gamesand bet365 Play online games has also become one of the most important fields to which digital technology is applied. Conducting an analysis of how digital technology empowers consumers, creators, producers, social interaction and cultural communication can help us understand how it has improved the efficiency of bet365 Play online games, propelling digital contents into becoming the mainstay of bet365 Play online games and making digital communication the principal channel of cultural transmission. Digital technology has reshaped the structure of bet365 Play online games, leading to marked changes in the structure of cultural consumption, cultural production, the cultural market, and the proportion of domestic to foreign culture. However, whether this powerful digital technology will result in impressive technological results but lackluster cultural content remains a question. In fact, creative people’s pursuit of cultural content and consumers’ desire for such content will constantly give rise to outstanding cultural works with rich connotations and lasting influence in the digital era. The integration of digitization and technology can not only foster an open cultural plain filled with diverse and vibrant cultures, but can also create cultural peaks that will exhibit profound thought and superb artistic expression.

　　Keywords: bet365 Play online games industry, digital culture, digital communication, bet365 Play online games service