Nowadays, e-sports is going farther and farther on the road of industrialization, and at the same time, under the background of the rapid expansion of the e-sports ecological market, the scale of China's e-sports market has grown significantly. According to the "2021 China E-sports Industry Research Report" released by iResearch, the size of China's e-sports market will reach 182.6 billion yuan in 2021, with a growth rate of up to 23.9%, and will continue to maintain rapid growth.
Rapid growth also indicates that the industry is moving towards a new stage, in the context of social attitude changes, on the one hand, e-sports will become more popular and have a closer relationship with players; on the other hand, e-sports will also develop to a deeper level of sports, technology, and integrate with urban culture. Especially the latter, after the successful hosting of the League of Legends S10 Global Finals in Shanghai, many cities have also thrown olive branches to the e-sports industry.
Nowadays, with the gradual improvement of the industry, various localities have begun to attach importance to the construction of e-sports ecology and incorporate it into the construction of urban culture. In the "14th Five-Year Plan", the central government clearly proposed that "we should give full play to the advantages of massive data and rich application scenarios, promote the deep integration of digital technology and the real economy, empower the transformation and upgrading of traditional industries, and give birth to new industries, new formats and new models." "This move has named the diversified development of the cultural tourism industry, and also provided ideas for the establishment of a new type of relationship between e-sports and cities." Recently, the league of legends city hero championship east regional competition was successfully held in Yixian County, which also allowed countless users to see the spark of the collision with e-sports when traditional industries have explored the transformation of digital operations.
From October 21st to 24th, China (Huangshan) Homestay Development Conference and League of Legends City Heroes Championship East Regional Competition was held in Yixian County, and many leaders came to the scene. With the theme of "Huiyun Ancient Style, Debut Heroes", the event unites the node of China (Huangshan) Homestay Development Conference to combine the innovation of "E-sports X Cultural Tourism", such as the set of the finals that integrates the red and blue confrontation and the ink elements of Huiyun, the unique Huizhou ancient rhyme trophy created by the "black tea" craft in Yixian "five black" culture as the creative carrier, and the e-sports style homestay packaging, etc., to activate the unique chemical reaction between Huizhou's history and culture and e-sports.
It is reported that In his speech at the event site, Wang Dong, head of Tencent Game Life, analyzed the development of traditional industries around games and e-sports, and put forward the concept of multi-format operation such as "movie +", "game IP + urban commercial body" and "e-sports hotel".
In the speech, Wang Dong also mentioned the important role played by Tencent Game Life, as a scene marketing expert who connects the industry formats with digital cultural creation, Tencent Game Life uses games as a medium to connect the digital economy and the real economy and help the digital transformation of traditional industries. At this event, Tencent Game Life provided a one-stop solution for the homestay industry of "helping to attract customers - upgrading services - IP co-creation", which played a key role in exploring the transformation of digital operations.
After the event, Wang Dong accepted an exclusive interview with the game think tank and shared more details about the event and the transformation of digital operation.
The following is a transcript of the interview:
Game Think Tank: When you shared, you said "using games as a medium to connect the digital economy with the real economy and help the digital transformation of traditional industries", with the background of the homestay industry at our conference today, can you introduce it in detail?
Wang Dong: Tencent Game Life is a B2B2C innovative model marketing platform under Tencent Interactive Entertainment, which is committed to helping various industries and Tencent Games build a win-win digital marketing ecology for growth, through Tencent's popular game IP and e-sports events, providing multi-dimensional assistance for enterprises to move towards digital business transformation, focusing on today's homestay industry formats, we propose:
1. Based on the fundamental marketing needs of homestay industry merchants to obtain potential young users and long-term operation and transformation, launch joint member privilege cards, create customized IP atmosphere of homestay scene packaging, and interactive product functions such as game privileges based on LBS technology to open up online and next integration, to help homestay industry partners achieve cost reduction and efficiency, and achieve double growth of product efficiency;
2. Integrate the brand marketing and event operation node potential of a variety of games throughout the year, and provide long-term investment in the "cross-user" of operator households and games for the continuous cooperation of each homestay regardless of the off-peak season, and stimulate the user consumption up value;
3. In view of the strong interest demand of young people in participating in and watching e-sports events, create an official Tencent Games event service platform to provide a "one-stop convenient competition" solution, and the event activities are also an effective way to provide homestay industry merchants with a rapid gathering of popularity, help homestay merchants explore a wider range of potential tourism consumer groups with circle interest effect, and extend a diversified value-added revenue model for homestay merchants.
Game Think Tank: In the sharing, the cooperation between Tencent Game Life and Tujia has led to an increase in GMV by 360,000. How is this achieved?
Wang Dong: Tencent Game Life's bottom layer based on Tencent Games' open digital cultural and creative content and technology application are unique differentiation capabilities of the industry, and the performance of product strength is very eye-catching in this cooperation with Tujia platform. Through the merchant welfare area established in the game, the high-quality coupon content of Tujia Homestay will reach a large number of players through the game, and players can receive benefits while experiencing the game to meet the needs of life scenarios. At the same time, our breakthrough technology opens up the ordering product path of the game and the Tujia Homestay Mini Program, realizing the high fluency of players to complete the ordering process, thereby rapidly driving the growth of merchant GMV. We continue to upgrade our product technical capabilities and will launch more low-threshold, high-efficiency product marketing models.
Game Think Tank: In the whole homestay industry, do you have any other plans for Tencent Game Life?
Wang Dong: First of all, we will continue to open up the relevant capabilities of "Tencent Game Life Homestay Industry Solution" to the whole industry homestay partners, with the primary purpose of helping the digital operation transformation of the homestay industry.
Secondly, it can also be shared that in November this year, Tencent Game Life will join hands with Tencent Cloud and the hotel apartment PMS management system platform "Order is coming" to open e-sports event cooperation, jointly explore the deep integration of game event content and homestay, strengthen the entertainment content projects provided to customers in the homestay, enhance the customer's better scene experience, and make the homestay brand enhance the favorability and stickiness of the in-store users.
Finally, in response to the call of the state and the government to promote the integration and development of the digital economy industry, we welcome more homestay industry partners to work together to create a better future.