Tencent's mobile game "Glory of the King" has ranked first in the first echelon for many years since its launch, and under the conscious development of Tencent, it has gradually developed from a simple game to an IP matrix.
Sensor Tower data shows that in March 2022, Tencent's "Glory of kings" revenue increased by 20% month-on-month, ranking first in China's App Store mobile game revenue list in March.
In February 2021, Universal Studios Beijing announced a partnership with Tencent to add Tencent Game IP to Universal Studios Beijing's seasonal activities, including projects such as "Glory of kings", "QQ Flying Car", "Tianya Mingyue Knife" and so on.
More than a year later, on April 8, 2022, the "Glory of Kings Heroes Event" limited-time theme event was launched in the Universal Studios Beijing campus.
The event takes the "Chang'an area" in the game as the background, creates the king glory theme float parade, the king glory hero meeting and other links, and launches the king glory limited peripheral goods.
" One more reason not to go to Universal Studios ", "Completely destroyed Universal Studios", "Insufficient funding? Please be more in line with the character image of the coser can be ", " you see for yourself this float it looks good. As soon as the event went online, there were a lot of complaints on the network.
In fact, this also reflects the landing strategy of "Glory of kings" in the theme park, which is still too hasty.
On the one hand, "Glory of the King" itself has a variety of hero roles, the story line between the characters is still relatively chaotic, and the entire world view system of the glory of the king has not yet been popularized in the market, and has not been able to form an IP cognition covering the public group.
This also makes it difficult for the King of Glory IP to show more possibilities based on the story background in offline scenes such as theme parks, and can only stay at the primary level of character cos display.
For example, in the "Glory of the King", the float parade link only shows a "big drama" to defend "Wu Zetian" and "organ core", presenting the classic lines and dramatic dialogue of the hero character. In addition, it is more of a conventional mode such as waving and group photos between cosplayers and audiences.
Compared with the IP "Harry · Potter's landing in Universal Studios is too superficial and rough.
Based on the global BIG IP "Harry Potter The magical world created in "Potter", Universal Studios has restored the original work as much as possible in the macroscopic and micro, and reproduced the scenes and details that appear in the movie into the park.
Such as the towering Hogwarts School of Witchcraft and Wizardry, the lively Hogsmeade Wizarding Village, the ubiquitous robe wizards, etc.
It is worth mentioning the interactive session brought by the "Wand", visitors can buy a wand in the Ollivander Wand Shop, and according to the wand map, experience the fun of chanting spells and casting magic in various scenes in the park.
It can be seen that the real factor that the theme park can attract tourists is not only to use the big IP as a gimmick, or stay on the surface display, but to deeply integrate the details in the IP into all aspects of the user's experience.
On the other hand, although "Glory of Kings" is an emerging game IP, it is still far from the international mature IP such as "Super Mario", "Final Fantasy", and "Gundam", which can also be fed back from the performance of its game works in overseas markets.
"Glory of kings" has always been difficult to climb the list of sea mobile games.
At the end of 2017, Tencent launched the overseas version of "Arena of Valor" of "Glory of kings" in the European and American markets, and its performance was not ideal. In May 2019, the media reported that Arena of Valor had a poor two-year run, with only 100,000 active users in Europe and 150,000 in North America.
Sensor Tower's March 2022 Chinese mobile game overseas rankings did not see the figure of "Glory of the King". Based on the performance of "Glory of Kings" in overseas markets in recent years, it is difficult to regard it as a global IP with a deep audience base.
The IP itself still needs to be tempered, and the form of cooperation is also superficial, which is the crux of the limited-time theme activity of Universal Studios Beijing's "Glory of the King and Hero Event" that has been controversial and ridiculed by netizens.
Universal Studios Osaka "Super Nintendo World" based on the "Super Mario Bros." series IP
Let's take a look at Universal Studios Osaka next door. In recent years, it has cooperated with popular IP such as "Detective Conan", "Attack on Titan", "Sailor Moon" and so on, all of which have carried out in-depth layout, and even launched many IP-limited special amusement facilities. This has also made Universal Studios Osaka a place of yearning for anime fans around the world.
Therefore, the cooperation between IP and theme parks should show sufficient sincerity to users. For example, the IP side provides mature story background support, and the theme park party relies on this to create limited creative entertainment projects.
Of course, the IP cooperation between "Glory of Kings" and Universal Studios Beijing is also an accumulation of experience, the former as a young popular game, its story background and IP universe are still expanding, and has great potential to become a phenomenon-level IP; the latter opened in September last year, still in the stage of exploring the development path of localization.
Produced by ZAKER News
Wen / Zeng Xiantian Intern Cai Hanghan