This morning, presumably many people's attention was attracted by the Weibo hot search topic #Squat Orbi Island Mobile Game Test.# Up to now, the topic has been read more than 100 million times, and many users have expressed their excitement under the hot search. This degree of enthusiasm has to make people lament the influence of "Ob Island" at the center of the topic, and its weight in the hearts of post-95 and post-00 players.
Over the years, in the wave of the development of the times, the community childhood IP has risen and fallen, but "Obi Island" is still in continuous operation. In September last year, "Orbi Island" even ushered in the 13th anniversary, as a classic game born in the golden age of page games, many players are still actively responding to the anniversary celebrations, and its long-term operation ability of the game can be seen.
Under such influence, we can't help but have more expectations for the Ob island IP, can its mobile games reproduce or surpass the success of last year's "Moore Manor", and what fun will they bring to users?
What is the potential of IP in 13 years?
Launched in 2008, "Orbi Island" is the first youth SNS community product launched by BIOT, and it is also the first batch of youth Internet communities in China. At that time, there were not many online entertainment methods, including social or community products such as "Moore Manor", "QQ Farm", "QQ Show", which could almost be called the youth of teenagers at that time. In that era, it was equivalent to the meta-universe, and everyone made friends and socialized in the online virtual community through these products, of which "Orbi Island" was quite popular with users.
According to official data, more than 300 million users have established social relationships in Oby Island, and the highest monthly active users exceed 11 million. According to the 2012 iResearch survey data, "Orbi Island" ranked first in the national role-raising youth community, accounting for 29.5%. It also means that most Gen Z spends their free time and virtual social activities in the company of Orbi Island.
For example, one of the highlights of "Orbi Island" is the virtual bear image. Every player who lands on Orbi Island will receive a virtual bear avatar as an expression of their identity in this virtual world. The virtual bear's skin color, expression, hair, clothing, jewelry and other explicit elements can all be dressed according to the player's personal preferences, fully meeting the personalized needs of players, especially the game target user Generation Z.
The second highlight of "Obe Island" is the character costume. Beautiful and different styles, players can play different identities in the virtual community of "Orbi Island" through different costumes, showing a personalized self, thousands of faces, quite loved and praised by players, but also for players to play "Obi Island" this virtual community provides a greater impetus. Since the launch of the game, according to different seasons, festivals, hot events, popular plot animations, etc., the official will produce corresponding costumes, so far accumulated nearly 300,000 sets, which can be called a major asset of the official and players.
The third highlight of "Orbi Island" is socializing. In addition to the costume change, "Orbi Island", as a virtual community, also assumes the responsibility of making friends in the player community, providing players with a lot of fun. Under the topic of #Orbi Island Childhood Friends Recovery Plan, many players revealed that they had made many close friends in "Obi Island", they went shopping together, played backgammon, left messages with each other, watered, invited friends to come to the house, etc., accompanied each other to spend a pleasant game time, and the feelings of missing each other overflowed into words.
Although there was no IP derivative matrix at that time, or the concept of breaking the boundary between game virtual and reality, Obi Island began to create IP derivative cultural content 13 years ago, and constantly promoted cross-border cooperation in games.
"Ob Island" has carried out brand cooperation with a number of entity businesses, including Haoliyou, Kraft, Yili QQ Star, Shenzhen Happy Valley, etc., to achieve real business interaction in the virtual game community, and even created a domestic IGA precedent. On June 27, 2011, the marketing case "2010 Prince Happy Adventure - Cookie Whispers" cooperated by Obi Island and Kraft Foods' "Prince' Brand" won the Bronze Lion Award in the Media Category of the Cannes Advertising Festival held in Cannes, France in June 2011, which is the highest honor won by Chinese advertising in the world.
Recent virtual social networking is a hot topic of discussion, and many products that have a similar virtual social concept to "Ob Island", whether it is "Gel" or "Super QQ Show", what they want to express are similar to the thirteen-year "Ob island". Then we may wish to boldly guess whether the mobile game "Obi Island: Dream Country" adapted through the IP of "Obi Island" will have its own unique and innovative gameplay in virtual social networking, and whether this community product with such a large volume will eventually burst out of energy beyond our imagination.
Judging from the user feedback observed so far, after the first explosion of the "Orbi Island" mobile game in April last year, it quickly triggered a heated discussion among a wide range of users, with 110 million Weibo topics read and more than 1 million reservations on the first day. The mobile game is expected to have a score of 8.5 in TapTap, and many players are expressing their ardent expectations for the launch of the mobile game in the comment area. Every word they write on the social platform is almost full of concern for "Ob Island", from which they can also spy their sincere and soft original intentions.
With the development of science and technology and the times, many page games will inevitably go to a trough for a short time, but they are rich in heritage, which is the childhood memory of a generation, and after the comeback, it still has great potential for development and blooms in the new era.
For example, the "Moore Manor" mobile game, which was launched on Children's Day last year, successfully rushed into the iOS best-selling list TOP10, and repeatedly appeared on Weibo hot search, showing the explosive power of such feelings to IP products, and also aroused the expectations of a large number of netizens for similar products Obi Island mobile games, the word #Obii Island # was also on weibo hot search on the day of Children's Day last year.
On the TapTap developer page, the mobile game production team of Obe Island wrote, "The world is getting bigger and bigger, and it is becoming richer and richer. Such a world with infinite possibilities, full of love and warmth, if there is one on every era and every popular terminal, how interesting it would be. With this vision, the old members of the page game research and development, the new members who grew up playing "Orbi Island" got together and invested in the research and development of the mobile game. This is a measure for the production team to respond to the expectations of players, and it is also the inevitable result of IP adapting to the development trend of the times.
What we see is only the first step in the future of this IP
From the game level, mobile game is the inevitable trend of the development of classic page game IP, and the mobile game of "Orbi Island" to the ORBI Island IP can be seen as the first step of IP to a broader future, and is the tip of the iceberg of the entire IP layout. Zooming in to the level of THE whole company of BIOC, it can be seen as a very important part of BIOCT's expansion of IP and the layout of young people's virtual community products.
Next, today, when the concept of IP universe is popular, we can also look forward to the IP derivative cultural layout of Oby Island - books, film and television, animation, comics... Shine in the pan-entertainment field.
From this point of view, as a stepping stone for the bright future of IP, as a milestone on the road of STRATEGIC transformation of BIO, the mobile game of "Orbi Island" needs to be victorious, lay a strong needle for the team, and help the company embark on a more ambitious ideal journey.
This also means that in the increasingly competitive game market, whether it is the quality of mobile games or the publishing strength, it is absolutely impossible to drop the chain. Can be analogous to the "Moore Manor" mobile game, after the launch last year, it can become a big hit, in addition to the IP user base, emotional blessing, and the escort of thunder games has a great relationship.
The quality of mobile games, because the test has not yet begun, we have not yet seen the whole picture, temporarily unable to evaluate. However, given that BIOT has accumulated successful experience in the page transfer track - including the "Aura Star" mobile game, the "Legend of Och" mobile game, etc., coupled with the "Obie Island" mobile game production team has a deep affection and deep understanding of the IP member composition, the final quality we may not need to worry too much.
In terms of distribution, as we all know, BIOD is a company integrating research and transportation, such as "Spiral Dance" and "Aura Star", which have also achieved good results in the industry. However, perhaps considering that the Obai Island IP carries a huge mission, if BIO IS LOOKing for a stronger and more experienced partner, it will have a 1+1>2 effect, then the "Obai" mobile game will have a greater chance of success in distribution.
Leverage the IP possibilities with greater leverage
In addition to the common forms of IP expansion, Orbi Island can also look for greater leverage to leverage more possibilities and potential value of IP.
For example, the use of IP + new concepts to carry out a variety of new cultural and creative linkage, or into the field of pan-entertainment, to create IP derivative novels, animation, film and television, books, or to target the interests and hobbies of The Z generation, the game launched JK, Lolita, Hanfu and other clothing, outside the game launched blind box tide play and other peripherals, revitalized the accumulated 13 years of more than 300 million user pool.
In addition, you can use the virtual social attributes of "Orbi Island" itself, combine with the current popular meta-universe and NFT, create a virtual community that is more popular with young people through various trendy fashion technology elements at present, and leverage more online and offline cooperation resources through the virtual community to enrich the content of the Obea Island community, release the diversified charm of the Oby Island IP, and look forward to more possibilities.
As for how the future of the "Orbi Island" IP will develop, we still need to wait and see. For now, let's first look forward to the "Orbi Island: Dream Land" mobile game to see what kind of surprises it will bring us in the future.