On May 3, with the topic related to the 2022 annual conference, "The Fifth Personality" once again rushed to weibo hot search and landed on the live hot chat TOP3.
This popularity is not uncommon, in the past four years since its launch, the game has repeatedly broken the circle due to the complementary external linkage and active player creation ecology, and has spread to the public circle. While gradually forming its own unique game culture, pan-entertainment IP content has also become one of the labels of "The Fifth Personality".
Today, in addition to two new characters, a new plot "Embers of Memory", and new gameplay "Breath of Rhapsody" and other game content, pan-entertainment derivative content has become the focus of the conference: the official not only disclosed the future brand cooperation and linkage objects, but also announced for the first time the player's long-awaited official drama.
A series of luxurious content updates, not only attracting the attention of a large number of pan-users, but also more effectively improving the enthusiasm of players, can't help but shout "this time is really big", "five treasures out of the air", "small broken tour into a big broken tour"...
It is also taking the press conference as an opportunity for GameLook to see from the game's pan-entertainment layout how "The Fifth Personality" systematically builds the IP ecology.
Attach importance to fan content and build IP as the first step
Attaching importance to fandom is the most distinctive label of "The Fifth Personality" itself, and it is also the first step in the game to build an IP ecology.
It can be seen that since the beginning of the public beta, the official convenience attaches great importance to the UGC creation of the player group. For example, the "Jack Princess Hug", which quickly became popular on the Internet at the beginning of the launch, came from the creativity of the player during the test period of "wanting the princess hug, wanting to fall in love and supervising"; later, in the official character design competition, the three popular characters based on the player's design were voted for.
This is not difficult to understand, after all, most of the core users of the game are young, and such players are very easy to empathize with new things, love to create, and are keen to spread their hobbies through the second creation. The official encouragement of fandom creation can obviously stimulate this part of the player's sense of identity and belonging to the game, significantly enhance the activity of the player ecology, and continue to increase the exposure of "The Fifth Personality" in the young user group.
For the same reason, the game has been strongly supporting fandom content creation for four years. Not only did he make audio comics for fan comic works such as "Fifth Kindergarten" and "Fifth Academy", but also took the initiative to publish them on official accounts. It has also held three consecutive "Fifth Art Museum Fan Competitions" to encourage more types of creation, and has also been favored by a large number of players.
Therefore, in the past two years, the scale of the "Fifth Art Museum Fan Contest" has been continuously improved, and it has continued to bring bonuses, new limited dynamic avatars, new limited avatar frames, peripheral and other generous reward upgrades for participating players. At the same time, the official held an offline award ceremony during the Call of the Abyss V Global Finals, which attracted more players to spontaneously create and participate by enhancing the sense of honor of the event.
Not only that, but the module content of the fandom competition is also increasing. Initially, the competition only covered four modules: Fan Illustration, Fan Humanities, Cosplay and Handmade Creation. With the expansion of the size of players, fan music, fan fashion and other directions have been added. The purpose of this design is to cater to the hopes and preferences of users in different circles, while continuously expanding the popularity of games in various fields of entertainment, and building IP value from multiple dimensions.
Obviously, the active guidance and motivation of the official has stimulated the creative enthusiasm of players, and constantly formed a unique game culture precipitation, attracting more young users to join. The influx of players in different circles not only helps the original relatively niche themes to break the circle, but also greatly promotes the entire IP ecology to be more active.
The pan-entertainment field is continuously linked, and the IP value is enriched in multiple dimensions
In contrast, the external in-depth IP linkage and continuous enrichment of the game ecological content output are the key steps for the Fifth Personality to complete the construction of the IP ecology.
Counting the IP linkage of the game in recent years can not be described as rich. From "Persona 5", "Bullet Debate" to "Edward Scissorhands", to "Junji Ito", "The Promised Neverland"... It covers popular IPs in different pan-entertainment fields such as games, comics, and movies.
On the one hand, these IPs are already favored by young people, and the topicality brought about by cyclical linkage can naturally enhance the exposure of the game and achieve the purpose of drainage and pulling new. On the other hand, these brands with different genres and spanning multiple fields are highly compatible with the characteristics of The Fifth Personality itself, making it easier to open up the user circle of both sides and help the game continue to expand the core player base.
Similarly, "Time Agent" and "Literary Wild Dog", which will soon open the linkage later, are not only highly topical among young users, but also two popular works full of elements of reasoning and suspense, which obviously have a lot in common with "The Fifth Personality".
Later, with the maturity of this style of play, "The Fifth Personality" also began to become more and more bold in the choice of IP linkage. Outside the game, not only actively hand in hand with well-known brands such as China Post, Lawson, and McDonald's. Even taking the initiative to try some seemingly "unlikely" cross-border linkages, such as pianist Lang Lang, and world-class artists such as trendy toy designer, UNDERVERSE founder and CEO Ashley Wood, bring opportunities for the game to go out of the circle, but also expand the IP value from different angles.
It is with the help of high-frequency cross-border linkage in the field of pan-entertainment that "The Fifth Personality" truly breaks through the restrictions of different circles and significantly enhances the exposure of this asymmetric competitive game in the public eye. It is also in this process that the game can be systematically constructed and enriched from different dimensions and enrich its own IP value.
The derivative drama "late but arriving" fills the last piece of the puzzle of the IP ecology
While the external linkage accelerates the precipitation of users, "The Fifth Personality" internally improves the game plot and character settings with the help of essence PV and plot MV, which is an important part of the IP pan-entertainment derivative content.
For a long time, the official insisted on making derivative animated short films based on the game's plot, and gradually launched with the update of the in-game version. As a show muscle link that NetEase is proud of, a series of high-quality animated short films can always trigger discussions and become an important link outside the game to further trigger player emotions. Among them, the B station of the Call of the Abyss V promotional video "Metropolis-Metropolis" has already exceeded 1.5 million views.
On this basis, the essence PV and plot MV that always bring surprises have repeatedly made players call for "please five treasures, is the animation good" and "when will the abyss series be out of the movie".
Nowadays, the new demand of players for IP pan-entertainment derivative content has finally ushered in substantial progress. At the press conference, it was officially announced for the first time that the bubble noodle fan "Arnold and His Cute Puppets" cooperated with Kanban is in preparation and will meet players in 2023.
Speaking of Kanaban, many netizens must be no strangers, this company has created a number of popular animations such as "Prison Break Rabbit", and is well known to the audience for making exaggerated and funny 3D animation styles. The two sides cooperate to create IP dramas, and their quality will naturally not disappoint.
After this news was exposed, it immediately triggered the high expectations of the player group: "Every time I say that the fifth person to make an animation is a joke, I didn't expect that The five treasures really did it" "My God, I really want to come out of the anime!" The little breakout tour has come out. ”
In GameLook's view, animation is undoubtedly a new attempt of "The Fifth Personality", and it is also a further step in its IP pan-entertainment layout. After the early opening of cross-border linkage, the official is trying to set off the immersive experience in the game through the new form of drama, and open up a larger circle of animation users, truly filling the last piece of the puzzle on the construction of IP ecological content.
Obviously, "The Fifth Personality" has continuously created a large number of unique styles of diversified derivative content with pan-entertainment layouts including fandom creation, cross-border linkage, and animation dramas. It not only expands the audience scope of the game, promotes it to the public vision, but also realizes the cultivation of multi-dimensional IP value and ecology through systematization, which is also the guarantee of the strong vitality of the game in long-term operation. From this point of view, it is inevitable that people will look forward to the game's follow-up pan-entertainment plan.
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GameLook Daily Game Industry Report
Global vision / depth is material