"Are the old irons ready?" 3, 2, 1, link!"
With the final prize, the appearance of Shi Yuzhu's collector's edition of Red Moutai, the anniversary live party cooperated by Zhengtu and Kuaishou was pushed to a climax.
53° Flying Moutai, Gold Bars, Bicycles... It's either a $1 deal or a $0 draw. Although I would like to try my luck, unfortunately, this benefits live broadcast is only available to the players of the Journey series.
And that's just part of the 16th anniversary celebrations. In this 16th anniversary celebration, all the ends of the journey and mobile games will open the exclusive hero version, bringing new battlefield gameplay and competitive PK, and brand events and IP cooperation content will also be released one after another. In fact, anniversaries have always been an important node in the journey to expand the influence of IP.
The way of play is generally divided into three layers, maintaining old users, creating new content, and breaking the IP boundary with cross-industry cooperation.
01
When the 15th anniversary celebration of the journey began last year, a "Real National War Builder" theme event was held in Wuxi's Three Kingdoms City. Pulled a group of core players of the journey offline and held a large player offline emotional meeting. While enjoying the live PK, while giving awards to excellent players, and finally allowing players to experience riding horses.
This may seem like a simple old user feedback activity, but it is actually a continuation of the research and development concept of "close to the players and creating a journey together" emphasized by Shi Yuzhu in 2019.
The so-called co-creation journey is to involve players and development teams in the design of gameplay. Now a large number of gameplay in the Journey series come from the Co-creation Of the Journey Plan, which is proposed by the player and optimized and implemented on the basis of the opinion of the development team. For example, the "Spring of the Small and Medium" version, family optimization, reforged family BOSS, dart car gameplay upgrades, and so on.
In the 3 years from 2018 to 2021, Zhengtu began to build a complete and mature player communication system. Specifically, it is to cover players in various regions from Chengdu, Shanghai to Hangzhou through the annual fixed player meeting, carnival and other forms. In addition, some senior players are selected from the journey players to form the "Journey Player Group" as the main communication channel between the development team and the players.
02
If you pay a little attention, you will find that in previous years, most of the cross-industry cooperation of Zhengtu IP focused on film and television, animation, cultural creation, etc., such as the "Journey" big movie, classic Chinese comic implantation, etc. But this year, the journey is basically based on different industries in IP cooperation. Will strengthen the connection between the game and real life, emphasizing the breaking of the circle.
For example, in cooperation with the high-speed rail Harmony, huge car stickers were posted, and posters and videos in the style of passion for the journey were placed in the carriage.
Cooperate with Shanghai Lechuan International Travel Service to send out travel awards for players; work with Dicos to create an exclusive National War theme store, providing National War Elite Package + Happy Journey Package; Golden Sauce Wine, Oak Wine, WAT Cocktail, Jay Chou Chao Brand PHANTACi, Tide Shoes LALAMOXLAB, N-TRON..... Wait, the journey is basically to cooperate with food, clothing, housing and transportation. In the future, cultural and creative cooperation such as museums is also on the way.
Based on the idea of connecting the game with reality, we will also see that Zhengtu put some physical rewards, such as Liquor such as Wuliangye, into the drop list of the game BOSS, put the Chinese Supermodel Competition into the Giant Park, and displayed the Zhengtu National Tide Costume at the West Bund Art Center in Shanghai.
03
Putting aside cross-border linkage, Zhengtu IP is still constantly strengthening and creating its own content value.
Among them, the continuous introduction of new products is the most core and key. Now the journey series has "journey", "journey 2", "green journey", "journey remake version", "journey 08 version", "journey 2 classic version", "new journey" and other 8 terminal games and 3 mobile games, as of now the cumulative flow of series products has exceeded 30 billion yuan, the cumulative registered users of more than 500 million person-times, there are still about 2 billion revenues per year.
Facing the future, Zhengtu has reserved 4 products: the overseas distribution of "Journey Online", the overseas distribution of "ZGAME", as well as the mobile game of "Journey Web Edition" and the mobile game of "Original Journey". Not only should we go to the sea to add new users, but also pay attention to the remaining users on the previous end tour page games.
In addition to the game itself, Zhengtu is still using novels, movies and other carriers to continuously tap the IP potential. For example, on October 10, the movie "Journey" adapted from the game of the same name was broadcast on the CCTV6 movie channel of CCTV6. Director Chen Desen ("October Siege"), Zheng Baorui ("Kill the Wolf 2") executive producer, starring Liu Xianhua, He Rundong and Lin Chen, produced according to the specifications of cinema films, with a total investment of nearly 300 million yuan.
While crossing the circle and expanding the circle of culture, there are also breakthrough developments in the field of combat that the journey has always been good at.
At the end of 2018, the expedition team put forward the concept of "national war e-sports", and successively launched a new plan for national war e-sports covering the end and mobile games, and in 2020, with the goal of "the founder of the real national war", the grandeur of the ancient cold weapon war was integrated with the majesty, the big scene of the national war, and the elements of bloody e-sports. It has successively created the "Journey 2" El Dorado War League, the "Journey" Ten Thousand National War Super League and other high-quality events, and successfully launched the concept of national war e-sports.
epilogue
Finally, when we look back, when "Journey", a game with a history of 16 years and the creation of the free mode of Chinese online games, will remember its record of setting a record of 2.1 million simultaneous online players in 2008, and will also sigh the persistence and efforts behind the growth of Zhengtu from a product to a value of 10 billion IP after so many years.
Even in today's domestic market, the Journey series still has its significance. For Giant Network, the value growth of Zhengtu IP represents the prosperity of the entire company. I believe that with the continuous resource investment of Giant Network, the influence of Zhengtu IP will continue to increase. While deeply transforming core users, we can reach more pan-users, from online to offline, and firmly engrave the journey into everyone's brain. At that time, the journey may no longer be a game IP, but a cultural IP.