Recently, the linkage between various game IPs and scenic spots and theme parks has been coming, Universal Studios Beijing has cooperated with Tencent's e-sports IP "Glory of kings" to launch seasonal activities; "Glory of Kings" game IP and Hanzhong Yangxian "China's Most Beautiful RapeSeed Flower Sea", with the rape flower sea integrating the glory elements of the king as the core, to carry out the cooperation of online Internet and cultural tourism scene offline integration; the first Nintendo theme park in the United States, Super Nintendo World "Super Nintendo World". Confirmed landing at Universal Studios Hollywood, Los Angeles, expected to officially open in 2023... It is not difficult to see that game IP is accelerating the pace of cooperation with cultural tourism projects.
The most attention is the announcement by Universal Studios Beijing to open a three-month "Glory of the King Heroes Event" limited-time theme event, which has become a new talk for netizens. Welcome, oppose, do not understand, netizens have their own opinions on this, it is difficult to distinguish between high and low.
1
The King's Glory Heroes theme event held by Universal Studios selected the "Chang'an Area" in the game as the background, created the King's Glory Theme Float Parade, the King's Glory Heroes Meeting, etc., and launched the King's Glory Limited Peripheral Goods. During the parade, a phalanx of 11 core heroes, 8 soldiers, 12 dancers and 6 flag bearers was formed.
And unlike the ordinary waving and dance performances of regular floats, the parade float also staged a scene of "big drama" defending "Wu Zetian" and "organ core" on the spot, presenting the classic lines and dramatic dialogue of the hero's character. After the parade, a group photo session with the core heroes was also arranged.
The relevant person in charge revealed to the media that although the seasonal theme event was only 3 months, the preparation period was more than two years. All the heroic actions on the float can be found in the game, and the parade of the float is not a simple display, but also integrates the plot design of the stage play. From the role performance to the layout details, the summary is two words, with heart.
Some of the players and tourists who came to visit generally gave a positive evaluation of the theme of this cooperation. Among ordinary tourists, there is no shortage of positive voices.
In contrast, the negative discussion that has existed since the first official announcement continues to this day.
Overall, the spit on the Internet can basically be divided into three factions: respectively, "do not play the king's face is ignorant" passers-by can not understand the faction, "I really did not see where this is like the "Glory of the King" theme of the player is not satisfied, the rest of the "too local, put in this garden a little drama ah" IP water and soil disobedience faction.
And these negative reviews, in the final analysis, all fall in one place, that is, they think that Tencent's game IP and Universal Studios are not enough to match.
2
The matching degree between IP and cultural tourism projects is insufficient. The integration of Universal Studios' sense of cinematic and cultural tourism projects is naturally not difficult for the permanent Hollywood themes in the park, but the special theme cooperation activities must take this into account.
Take the collaboration at Universal Studios Osaka, for example. In the themes of Final Fantasy and Attack on Titan, the park uses the most skilled VR roller coaster to reproduce the classic scenes in the work; the female-oriented "Sailor Moon" theme chooses to present in 4D. There are also room escape games such as "Conan" linkage, "Resident Evil" haunted house with full degree of restoration, these local IP have chosen amusement facilities that are more in line with their own content.
What "Glory of the King" has encountered so far is indeed a common problem in China's local IP development and even the layout of cultural tourism projects. More domestic games, in the IP derivative development, most of them are still actively exploring the level of testing the water. Admittedly, just looking at the round of cooperation between Universal Studios and "Glory of kings" may not be a perfect debut, and the traffic bonus for the two is difficult to match those mature international IPs. Compared with the mature IP development system of neighboring countries, domestic IP still needs to continue to work hard.
3
Of course, this does not mean that the domestic game IP score is completely absent. For example, "Glory of the King" and "Peace Elite", two of Tencent's ace IP, have been intensively carrying out cultural output actions, and have repeatedly appeared in important offline cultural tourism projects.
Like in 2020, Chongqing Nan'an District signed an agreement with Tencent to land the King's Glory Cultural Tourism Project in Chongqing; at the end of the same year, it once again reached a cooperation with Harbin Ice and Snow World to integrate game elements into ice and snow sculptures, and the latter was upgraded again in the winter of 2021, integrating game IP into ice and snow sports, and launching corresponding online ice and snow festival activities; "Peace Elite" launched a set of "Wind Flower Snow Moon" series of skins that integrate different traditional Chinese elements during this Year's Spring Festival; "Glory of the King" In recent cooperation with the Wuhan Garden Expo Scenic Area, cai Wenji real-life theme garden was also created; in the cooperation between Hanzhong and "Glory of the King", on the one hand, the "Cloud" Flower Dynasty Festival was created, which publicized the traditional festival Flower Dynasty Festival, providing a new reference direction for rural revitalization in the Internet era. The list of similar activities is endless.
It is foreseeable that the cultural content accumulated by these game IPs in order to create a world view will become an important boost for cultural tourism projects to achieve high consumption stickiness and long consumption chain in the future.
As more and more cities incorporate the e-sports industry into the urban development layout, various localities have successively issued favorable policies, such as the "50 Cultural creations" and "20 e-sports" released by Shanghai, and the "e-sports +" strategy that Guangdong has begun to implement. With the support of many favorable policies, on the one hand, it provides a better development soil for game IP, on the other hand, it also creates more possibilities for all-round integration with cultural tourism projects, and the future of "Glory of kings" will be more imaginative.
END