The author | Liu Xiaotu
Editor| Li Chunhui
For "Glory of the King", which suddenly brushed his face at Universal Studios Beijing (in fact, the cooperation between Universal Studios Beijing and Tencent IP was officially announced last year, but everyone did not expect such a big battle), there are two voices on the market:
In the little red book, "Yuhuan sister looked at me" and "Shangguan Wan'er who flipped backflips is too cool", "The glory of the king float is good" "I saw the living Li Yuanfang" on the vibrato, and the "glory of the king who punched the king in Universal Studios" brushed by Weibo, are all fans of "Glory of the King" in the "New Year". One of the joys of Glory of Kings players today is a fateful encounter between a companion and the game's hero at Universal Studios.
On the other hand, there are many questions about why Universal Studios chose "Glory of Kings". Considering that Glory of Kings is the first and only Original Chinese IP to enter Universal Studios Beijing's seasonal events, accepting such cross-examination is also the only way for pioneers.
It's a bit like when Chinese actresses first started making their faces in Hollywood blockbusters. Whether it is a dragon set vase that is pleasing to the Chinese market and full of a sense of violation, or an oriental charm that has independent value and that Chinese users really like to watch, after all, it depends on actual performance.
But what is certain is that as the Chinese market becomes more and more important and the local cultural awareness of Chinese users becomes stronger, such cooperation will only increase and deepen. The trend is irreversible, you may wish to be less discriminating, more confident, and see how our IP is playing in international theme parks.
Something new
Last year, Universal Studios Beijing officially announced that it and Tencent would cooperate to add Tencent's game IP to seasonal activities. At that time, the melon-eating masses only thought that it was a shallow play, but they did not expect that today's hero meetings, theme float parades, and characteristic peripherals are all complete. Three points of curiosity and three points of anticipation of four points of trepidation are the first impressions of Hard Candy Jun and many players on "Glory of Kings" entering Universal Studios Beijing.
As one of the hottest popular IPs at present, there are actually many cooperations between "Glory of kings" and offline theme parks, museums and scenic spots. According to the incomplete statistics of hard candy Jun, "Glory of the King" has entered more than 10 offline entertainment scenes such as Chimelong Water Park, Nanyue Hengshan Tourism Area, Harbin Ice and Snow World, and Wuhan Garden Expo Park Scenic Area.
Objectively speaking, the overall response of cooperation is good, the content themes have their own characteristics, and the forms of expression are quite rich. For example, the "Summer Carnival Season" cooperated with Chimelong Water Park is the first time that "Glory of kings" has tried to cooperate with a large amusement park, restoring the elements of popular games in real scenes, grafting them into amusement facilities, drone performances, interactive booths and so on.
Creating offline experiences for different target users is an important part of the ip building process of King.com.
However, even if the experience provided by "Glory of Kings" in conjunction with Chimelong Water Park and Harbin Ice and Snow World has been quite rich, there are still many people who are worried about its cooperation with Universal Studios Beijing.
How to say it, or the opening analogy of hard candy Jun, this is the domestic top power idol and Hollywood veteran stars to make movies, fans and viewers have mixed feelings.
Judging from the results, "Glory of Kings" and Universal Studios Beijing show a high degree of adaptability. A "King glory hero event", the king glory hero parade, the king glory hero meeting, special surroundings and other content, tourists can see, can play, can buy, can listen, enjoy immersive entertainment experience and natural social interaction.
Playing through all the projects, Hard Candy Jun feels that each has its own focus and fun, and I have to say that I like it the most, that is, the parade. The reason is that there are too many elements. In social media such as Douyin, Weibo, and Xiaohongshu, the most returned pictures and videos are also this piece of content.
After all, this is the only parade show that incorporates IP story and interactive experience among universal theme parks around the world; under the premise of adapting to the trend culture, this innovative form of interpretation has pushed forward in terms of content advantages, interaction levels and cultural atmosphere.
Players often joke that "Glory of the King" is a "music company" that has made many highly recognizable musical works such as "Red Flame Tassel" and "Forever Chang'an City". Landing at Universal Studios Beijing, the "Glory of the King" float came, and as soon as the music sounded, it quickly introduced people into the world of kings. Hard Candy Jun came to hear the song and ran to the crowded audience for a fun parade.
The float restores the big ship of "Chang'an" in the "Glory of the King" Chang'an Racing Year CG, which is very ancient. The heroic actors standing in the middle have their own advantages, the appearance of the face as Gongsun Li, the cute as Cheng Biting Jin, the handsome as Shangguan Wan'er, the domineering queen Wu Zetian, etc., only hate their eyes are not enough, and the photos are not fast enough.
Unlike ordinary flat models, the real cosplay is to enter the world even inside. The actors on the float of "Glory of the King" can be seen to have undergone strict screening and long-term training, whether in action, expression or voice, they are trying to fit the hero role as much as possible, giving people a strong sense of realism and substitution.
The most surprising thing is the rich plot of the float parade: after Sikong Zhen presents flowers to the queen, the atmosphere suddenly changes, and the anti-guest reveals his ambition, so that the hard candy jun who is watching below pinches a handful of sweat for the queen... Moreover, Fu Hua Dao also shows sincerity and intentions, and the martial arts action choreography is also amazing enough - ask, who can refuse the Shangguan Wan'er who has backflips on the spot! She jumped, and both the hard candy king and the onlookers unconsciously exclaimed in amazement.
To satisfy players, but also to let passers-by fans and public tourists have an interest in the King of IP itself, have a preliminary impression, which is undoubtedly the "King of Glory Hero Parade", or the greatest value of the cooperation between "Glory of Kings" and Universal Studios Beijing. As can be seen on social media, many tourists will go to learn more stories of "Glory of the King" after experiencing the float parade on the spot, and it is only a matter of time before the fans are circled.
At present, the "Glory of kings" game group where Hard Candy Jun is located has been in a struggle for the vote for the "float top stream". But this is obviously difficult to produce results for a while and a half, and every hero has something on his body, which is difficult to choose!
Why Glory of Kings?
If you only use personal feelings to answer the question of "Glory of Kings and Universal Studios are not compatible", it is inevitable that it will be biased. Let's take a look at a few sets of data:
After the launch of the cooperation between "Glory of Kings" and Universal Studios Beijing, search for "Universal Studios" in major indexes, and we will see many peaks that emerge during this period. On Baidu alone, Universal Studios' search index rose as much as 400%.
It is not only loyal players who create the volume of communication, but also the media at home and abroad. Overseas media such as "Attratiocns", "Superpixel", "Intergame" and so on have shown great concern about the entry of "Glory of the King" into Universal Studios Beijing, and have highly recognized the construction and incubation of the IP in the report.
Obviously, "Glory of kings", as the first Chinese original IP to land on Universal Studios' seasonal activities, is relatively successful in terms of consumption, dissemination and topics.
In China, the IP landing offline scene has always been a problem. Online activities can ignore the synchronization of time and the distance of space, and the dissemination of content is stronger. The IP landing line is not the case, under the limitation of time and space, it is difficult to make a splash of IP without a volume.
The volume here refers to both the volume of content and the volume of influence.
Therefore, although it is not uncommon for game IP and international theme parks to cooperate, most projects stay in the authorization of virtual assets, which is conservative but prudent.
At present, the super IP in Universal Studios Beijing: Harry Potter, Transformers, Kung Fu Panda, Minion, etc., all have obvious commonalities: a systematic and malleable world view, and a certain emotional consensus in the vast group.
In this comparison, we will find that the combination of "Glory of the King" and Universal Studios Beijing is actually not a forced pull, but a one-by-one match, two-way empowerment. Behind this once again reflects universal studios' IP selection criteria, and also shows the IP advantages of the glory of the king.
Since the birth of "Glory of Kings", it has long formed a large and rigorous unified world view setting. Under this world view, high-quality content is continuously created, becoming flesh and blood on the IP skeleton, allowing users to immerse themselves in the world view experience in an all-round way. Landing at Universal Studios Beijing this time, "Glory of kings" shows an oriental story with strong national style elements, so that Chinese tourists can quickly receive and resonate.
Step into the "World of Kings"
In fact, "Universal Studios Beijing: Glory of the King" is an extremely important piece of the king's IP map, but it is only one piece.
Looking at the construction and operation of the "Glory of Kings" IP, it is not difficult to find that the entire incubation process is systematic and orderly: constantly transplanting the national memory represented by traditional culture, classic culture and trend culture to the original content, while creating a new social currency, constantly condensing consensus and breaking new ground.
This kind of cross-border empowerment can not only maintain existing fans, enhance the reputation of the game, but also bring considerable industrial value. This is reflected in the pull of "Glory of Kings" on Universal Studios Beijing's offline passenger flow and online topic degree.
If this is the icing on the cake, there are many more "two-way" stories.
For example, in the field of empowerment segmentation, "Glory of the King" not only leverages the incremental market for its own products, but also brings development opportunities to partners in various fields by virtue of its diversified forms such as music tour and evening program cooperation.
For example, in niche art, "Glory of Kings" has toured many symphonic concerts in various places over the past few years. The data shows that the full attendance rate of "Glory of the King" in several performances in Hangzhou exceeded 80%, far exceeding the industry's high-quality performance standard line. What is even more exciting is that young people have begun to take the initiative to enter the concert hall to contact the elegant art through the window of the King's Symphony Concert.
In the extension of the offline scene, the parade floats that shuttle through Universal Studios Beijing, the image of Pei Huhu that appears in the Foshan subway, or the drone fireworks that bloom in the Chimelong sky are both bonds and nutrition, and work together on the core fans and potential users of the king.
Bonding means that they bring fans particularly close to IP, provide them with a diversified consumer experience, and constantly strengthen each other's emotions. Nutrition means that IP cooperation brings participation, topicality and cultural influence, providing a good opportunity to tap potential users. I believe that many passers-by fans who brushed the "Glory of the King Parade" began to sit still.
The essence of the so-called IP is not simply a story or character, but the emotional consensus of a group of people. "Glory of kings" has never stopped creating national memories, and hard candy jun has not let go of the idea of watching the king parade float again, and buying a round of king heroes around the impulse.
For many content forms and entertainment forms, we first came into contact with the paradigm and rules set by overseas products, so the first contact with localized content always felt "violated". Just like people who are accustomed to watching Japanese comics in those years watch national comics, and people who are accustomed to watching American dramas watch National dramas, it is like seeing the glory of the king at Universal Studios.
When will this sense of discord disappear? Not only the polishing of the product, but also the replacement of the user. People who grew up watching Harry Potter grew up and made the wizarding world the hottest attraction at Universal Studios Beijing. And those young people who are accompanied by the king from youth to maturity will have a different perception.