Source: Financial community
Figure 1
Tan Yanfeng, Vice President of Sheng Qu Games, was invited to attend the Tencent Game Cloud Salon
Developed by Sheng Qu Games, adapted from the novel of the same name and deeply linked with the 2019 hit drama, the mobile game "Qing Yu Nian" is an MMORPG with 3D next-generation art quality. The game was officially launched on March 25 this year, ranking first in the iOS free list and top 10 in the best-seller list for three consecutive days; on April 29, the "Qingyu Nian" mobile game ushered in the public beta ceremony and released the first major version update.
Use the game to tell the story of the good celebration of the rest of the year
In Tan Yanfeng's view, the IP of "Qing Yu Nian" can be liked by everyone because it has a good story, as well as many character images with thick ink under this story, the setting of ancient and modern integration, and so on. The core goal of Sheng qu games' adaptation of IP gamification is also to let users feel that the "Qing Yu Nian" mobile game is a game with a "story", so it comprehensively enhances the user's IP immersion experience from the dimensions of screen, content, and distribution.
Figure 2
The "Celebrating the Rest of the Year" mobile game opened the public beta ceremony
Specific analysis, the "Qing Yu Nian" mobile game on the screen has restored many classic scenes according to film and television dramas and novels. For example, the inspection institute in film and television dramas, the scenes of hundreds of poems in front of Fan Xiandian Hall, as well as Kyoto in Qingguo and the imperial city of Northern Qi, follow the style of "Tang style and Han rhyme" set by film and television dramas and novels.
In terms of story plot, on the basis of polishing the plot, the production team has produced a large number of original characters' storylets, exclusive plots, strange stories, and temple-related exploration plots, etc., shaping the distinct personality and full personality of the game characters. At the same time, a large number of plot drawings, animations and story copywriting in the game are conducive to enhancing the immersive experience, and multiple story ending settings also give users a new experience content.
According to the production team, many MMO on the market are more inclined to data and gameplay modules, so the "Qing Yu Nian" mobile game is more content-oriented to a certain extent. In addition to the company's support department, 30% of the R&D team is engaged in content, and this proportion may be around 10% in the usual type of MMO team.
At the distribution level, Sheng Qu Games adheres to the strategy of giving users an immersive IP experience, not only inviting film and television actor Song Yi to endorse, but also playing a topic such as "Qingyu Nian 1.5 Seasons" to attract their attention according to the target users' expectations for TV series; at the same time, the game launched a series of content similar to Qing Yu Nian Fan foreign dramas around the spokesperson, and developed interactive gameplay related to the spokesperson to continuously strengthen the user's IP memory.
According to the Weibo platform, on the day of the game's launch, the single-day reading volume of #Qingyu Nian 1.5 Seasons alone reached 530 million, and the Weibo topic "Qingyu Nian Mobile Game" was on the hot search list, and the total number of related topics read in a single day reached 880 million. In view of this public beta ceremony, the game continues to continue the topic heat, combining the role of Uncle Wuzhu played by Tong Mengshi with the new version of the "Temple Survival" gameplay to achieve a rise in popularity again.
"Qingyu Nian IP has a great influence in the field of novels and film and television, and the user composition is also very rich, so the game will pay attention to two aspects in research and development and distribution: one is to balance the needs of different users, and the other is to do a good job in the combination and mobilization of IP distribution resources." Tan Yanfeng added.
Industry chain collaboration Practice the cross-media narrative value of IP
It is worth mentioning that the development of Qingyu Nian IP is also a model innovation. Tan Yanfeng believes that in the past, IP development was the creation of IP products by different participants in the industrial chain in their respective advantageous fields, and many classic online adaptations such as "Notes from the Tomb Robber" were born. However, the content production in this mode is more often separated from each other, and many products are simply superimposed on stories and content in different forms, which is difficult to ensure the quality of content, resulting in the value of IP cross-media narrative not being fully utilized.
Figure 3
Celebrate the year of IP creation
Therefore, from the overall consideration, the synergy effect of the IP industry chain is becoming one of the directions of industry exploration. In this process, high-quality IP sources, strong development capabilities and layout across multiple content forms are indispensable, completing the transformation from borrowing the "Dongfeng" of IP heat to jointly creating IP value to upgrade "Dongfeng".
In Qingyu Nian IP, many parties in the IP industry chain have reached a unified strategic goal of cooperation, that is, to make an excellent content ecology, so that Qingyu Nian will become an IP loved by users and chosen by users. At the beginning of the establishment of the game project, Sheng Qu Games took into account the health of the entire Qingyu NIAN IP content ecology, ensuring that the addition of the game party can make the Qingyu Nian IP matrix more perfect and more dynamic.
It can be seen that in the process of creating the ip quality content of "Qing Yu Nian", all parties in the IP industry chain have maintained a close cooperative relationship. Not only sheng qu games, reading group, etc. participate in the production of film and television dramas; in the game creation, sheng qu games and the drama party, the copyright party of the novel, etc. closely cooperate, for example, the project team has rushed to the film and television base to visit the class, on-site inspection of the overall framework, style and related details of the building and scene, in order to better restore the game scene.
Tan Yanfeng said that the "Qingyu Nian" mobile game is not only a simple IP adaptation product, but also an important section in the IP ecology of Qingyu Nian, which can give ip new connotations through a strong interactive carrier such as games and new content created by secondary creation, and also provide greater space for IP value creation.
In addition, on what kind of IP to choose for game development, he also introduced some of his understanding, mainly four dimensions: one is to choose the head IP of the subdivision field, in the current game distribution and research and development investment is relatively large, the head IP will help the game win at the starting line; the second is to choose the IP that users like, not only the IP that the user knows; the third is to choose the IP that the development team is familiar with, and can quickly find the core gameplay; the fourth is that the IP side is the object of long-term cooperation, and the two sides trust and support each other , jointly do a good job in the addition of IP development.