Before the launch of the second season of "Qingyu Nian", the mobile game of the same name will be launched on the whole platform on March 25, and Sheng Qu Games grasps the IP baton of "Qing Yu Nian" and takes a key step towards the diversified development of MMOs under the empowerment of explosive IP.
As the first game authorized by the IP of "Qing Yu Nian", the "Qing Yu Nian" mobile game has always been committed to presenting players with a real world intertwined with rivers and lakes and temples, and the heirloom studio under Sheng Qu Games has innovated the gameplay based on IP attributes and core audience needs, taking MMO diversification as a breakthrough, taking into account the differentiated entertainment needs between hardcore MMO players and fans, with the help of IP influence, broadening the boundaries of MMO audiences and achieving the effect of out-of-the-loop communication.
The mobile game "Celebrating the Rest of the Year" is scheduled for March 25
MMO diversification begins with user diversity
When the game industry enters the development stage where content is king, the main thinking of game companies is how to meet the diversified entertainment needs of users. For example, the success of "Original God" is not purely a victory of two-dimensional games, but "Original God" has attracted a large number of non-two-dimensional players into the pit through its excellent game quality and innovative open-world gameplay, helping the two-dimensional game category to successfully go out of the circle, this innovative idea is being used by more and more game manufacturers to learn, and the MMO games of Sheng qu Games have been laid out in diversified development.
MMO games have long been the largest category in China's online game market, and in 2021, they will still rank first in the list of the number and market share of Chinese games, but the gap with the second place is narrowing year by year, and MMO games are gradually losing their hegemonic position. This does not mean the decline of the MMO category, but the solidification of MMO players. When the player circle is difficult to continue to expand, then the development potential of this category will also be limited. The diversified development of MMO games is the beginning of the diversified expansion of users, and IP has become the key promoter of user diversification.
It is worth noting that in traditional MMO games, male players occupy the absolute mainstream; but in the audience of the "Qingyu Nian" IP, women account for nearly 90%. This means that if the "Qingyu Nian" mobile game wants to gain a foothold in today's market, it needs to meet the differentiated game needs of IP users and MMO game users at the same time. Once this is achieved, the traffic physique and circle-breaking ability of the "Qingyu Nian" IP can not only recreate a blockbuster game, but also quickly realize the diversified layout of the MMO game of Sheng Qu Games.
Distribution of IP users in The Year of The Anniversary
MMO diversity focuses on a balanced approach
The veteran powerhouse of the domestic game circle is a fun game, and it is well known by players for its highly popular MMO games such as legendary series and FF14. In the past 18 years since its establishment, its heirloom studio has not only possessed profound MMO category research and development strength, but also accumulated successful experience in IP incubation of online game products, and they have managed the mobile game development of the "Qingyu Nian" IP, which can be guaranteed in terms of IP reduction, gameplay innovation and quality performance.
Especially when it comes to user needs, Heirloom Studio has demonstrated its keen and deep insight. The game producer said that at the beginning of the "Qing Yu Nian" mobile game project, it was realized that there was a certain difference between the huge FAN base of this IP and the MMO game players: the main IP users were more inclined to moderate and mild players, while the MMO users were mostly hardcore heavy players, which determined that in the game planning, it was necessary to take into account the balance of the needs of the two, and the balance was not to neutralize or compromise the needs of the two, but to ensure that both types of users could experience the fun of social interaction in the game at the same time.
In order to meet the needs of MMO hardcore players, the "Qingyu Nian" mobile game has put a lot of effort into details such as game screen quality, numerical system and social interaction: through the next-generation rendering effect, the details such as weather effects, material changes, and shadow combinations in the game are layered and dynamic changes, and at the same time, efficient dynamic loading is achieved, which not only ensures the smoothness of the game, but also creates a more realistic jianghu. In addition, the high-freedom combat system created by the "Qingyu Nian" mobile game gives MMO players more room to play, and players can get a higher degree of freedom of combat experience through the free combination of skills, and feel the unique beauty of the new martial arts.
The mobile game "Qing Yu Nian" highly restores the IP plot
In order to meet the needs of the IP users of "Qing Yu Nian", Sheng Qu Game Heirloom Studio fully fits the original IP content from planning, operation to publicity. Invite Fan Ruoruo to play Song Yi as the game spokesperson on the publicity, record the content of the 1.5 season of "Qing Yu Nian", and tell the interesting stories behind the protagonist in the form of vlog; use more than 120 minutes of high-quality plot video on the story to restore the original story, and even the details ignored by the fans can be fully presented in the game; finally, the multi-ending plot is implanted in the gameplay, and the exclusive plot is created for the popular NPC, etc., so that ip fans can decide the direction of the story independently, and the mesh promotion can harvest more endings. While enhancing the sense of substitution, it lowers the threshold of the game, so that more IP users can experience the fun of MMO games.
The next stop for MMO diversification is globalization
It is worth mentioning that "Qing Yu Nian" has become a popular IP with global influence, and the English version of its film and television drama "Joy of Life" has landed in 27 countries and regions on five continents with excellent story quality and traffic effect, triggering a movie boom. The single episode has been broadcast as a high of 660,000, and has been jointly identified by the Ministry of Commerce, the Central Propaganda Department, the Ministry of Finance, the Ministry of Culture and Tourism, and the State Administration of Radio, Film and Television as a key project of national cultural export in 2021-2022, becoming another banner for Chinese culture to go to sea.
It is foreseeable that after the domestic launch of the "Qing Yu Nian" mobile game, the next stop will be aimed at the global market. In response to the CG videos that have been released so far, many overseas fans said that this mobile game has high CG quality and strong plot restoration, and has been full of expectations for this game. With the advantages accumulated by Sheng Qu Games in the MMO category for a long time, it is presumably that in the near future, the "Qingyu Nian" mobile game will be able to explore the martial arts world under the collision of ancient and modern times with overseas gamers.