With the intensification of competition in the game industry, the value of IP is increasingly valued by manufacturers. Many new projects have begun to dig deep and prepare around IP in the early stage of game development, and those games that have become classic memories in the hearts of a generation of players have shown their unfailing vitality in the development and utilization of IP. In this context, Fantasy Journey to the West, with its unique charm and profound cultural heritage, has become a very representative case.
Fantasy Journey to the West not only originates from the traditional Westward Journey culture, but also innovates in the inheritance, giving birth to a unique story that belongs to itself and its players. These stories transcend time and space, connecting every gamer who loves the game, becoming their shared memory and emotional bond.
Not long ago, the Dream Journey to the West was celebrated at the same time, and the carnival live broadcast event "Surprise Treasure Night" was grandly opened. This event is not only a tribute to the game's classics, but also a reward for the player's emotions. During the event, singer Miriam Yeung's "Pursuit of Love" and Dai Quan's "Joyful Youth" were sung one after another, and each song seemed to open the floodgates of time, allowing players to relive those good times spent in the game.
And the performance of the flying message on the Great Wall of Juyongguan pushed the player's emotions to a climax. The Kong Ming lanterns, which carry the wishes and memories of the players, slowly rise, and complement the ancient Great Wall, forming a moving picture. These images are not only a reproduction of the game's classics, but also a profound interpretation of the player's emotions.
Advancing at multiple ends, Fantasy Journey to the West creates a super IP legend
Since the public beta in 2003, with its unique charm and innovative spirit, Fantasy Westward Journey has gradually established a complete product matrix covering client, mobile and web H5. This matrix not only meets the diverse game needs of modern players, but also injects high-quality game concepts into each product, making the classic IP of Fantasy Westward Journey full of vitality.
The PC version of "Fantasy Westward Journey", as the largest number of simultaneous online users in Chinese mainland and still active in the online game stage, is amazingly vigorous. This product not only continues to innovate in content and gameplay, bringing players a rich game experience, but also actively explores the field of MMO e-sports, carries out cultural and tourism linkage that is deeply integrated with game content, continuously expands the game ecology, and integrates with excellent social and cultural trends.
And the "Fantasy Journey to the West" mobile game is another high-profile product. Since its launch in 2015, it has become a regular on the iOS best-selling list. This game has always been player-centric, constantly enriching the game experience on the basis of the core gameplay of MMO, and actively responding to the real needs of players, thus maintaining an amazing popularity curve and becoming one of the benchmarks for NetEase's long-term operation of mobile game products.
Fantasy Journey to the West won a music award
In addition, the launch of "Fantasy Westward Journey 3D Edition" brings players a more realistic 3D visual experience, which is not only close to the needs of modern players, but also gives the product more space for imagination and exploration in national style aesthetics. "Fantasy Westward Journey Web Version" integrates into the user's life in a lighter way, injecting new vitality into the fantasy IP. The launch of these products not only allows Fantasy Westward Journey to occupy a place in multiple subdivided game tracks, but also allows this IP to effectively reach users from all circles and with different device usage habits.
It is worth mentioning that after the unified brand image of Fantasy Westward Journey in 2022, multi-terminal products are no longer independent, but uniformly speak to the outside world. This unified brand image and marketing strategy further amplifies the influence of Fantasy Journey to the West, and makes people feel the heaviness and potential of this IP accumulation.
In the process of constantly exploring the influence of IP, Fantasy Westward Journey has gradually moved towards a broader world. Not long ago, Wikipedia updated the "list of the world's highest cross-media production revenue", and Fantasy Westward Journey is the only domestic IP on the list, with a valuation in the range of $5 billion - $10 billion. This achievement not only demonstrates the commercial value of Fantasy Westward Journey, but also proves its influence and recognition on a global scale.
The Fantasy Westward Journey team knows that a successful IP is inseparable from the support and love of players. As a result, they always put the player first, actively communicate with them, listen to them, and understand their needs. Whether it is the launch of the large-scale project "Dream Life", the "Youth Festival" that insists on holding offline exchange activities, or the annual carnival live broadcast ceremony co-created by multiple terminals, these well-planned activities not only enhance the players' sense of identity with the Fantasy Westward Journey brand, but also build a bridge of communication between the team and players.
And the emotional marketing of Fantasy Journey to the West is also a must. They do not simply play the sentimental card, but use practical actions to make players feel the sincerity and value of the operation team. From collecting the good messages of players, to carefully conceiving a warm blessing video, from inviting the first generation of Fantasy Journey to the West spokesperson to return to the performance, to creating a theme song that can evoke players' memories, these meticulous actions have made players deeply feel the warmth and companionship of Fantasy Journey to the West.
In addition, Fantasy Westward Journey also actively carries out content cooperation involving multiple social issues to convey positive energy and positive values. They advocate the spirit of national sportsmanship, encourage the understanding of aerospace science and technology, and present the grand view of traditional Chinese culture, hoping to enter the inner world of players and become a spiritual force that accompanies players to grow together inside and outside the game.
The unified development idea allows all ends of Fantasy Westward Journey to accompany the growth of players, and this companionship is not only a companion in the game, but also an emotional companionship. The Fantasy Westward Journey team knows that only by truly entering the hearts of players can we win their trust and love. Therefore, they always adhere to the player-centric, with sincerity and enthusiasm to infect every player, so that they can feel the unique charm of Fantasy Westward Journey.
The successful experience of Fantasy Westward Journey is of great significance for the entire game industry. It tells us that in the fierce market competition, only by insisting on innovation, focusing on quality, and respecting players can we find a way to succeed of our own. At the same time, Fantasy Journey to the West also reminds us that there are endless treasures in traditional culture, and as long as we dig and use them carefully, we will be able to create more game masterpieces with Chinese characteristics and world influence.