A big trick hidden behind the scenes.
Text/Ikamitsu & Thomas's Skull
I really didn't expect that the 6th anniversary of "Glory of Kings" could be done to this extent.
Let's start with what was posted during the period. In the first public video screen, the new king's glory IP game "King's Glory World" shows a vast world of kings and a fairly expressive ACT battle scene from the perspective of "a newcomer to Minoru Academy".
It's an open world
Another game that has already been exposed: Codename: Breaking Dawn has also released a new CG. The host's introduction is also worth speculating: "The only rule that does not define the way to fight is to fight." Obviously, this is a heroic action action competitive mobile game under the IP ecology of the king. However, more accurate information is still needed on how to play it.
In addition to the game, The King has also released a large number of IP derivative content. For example, the animated drama "Glory of the King", which is in production, announced the three leading actors of Jiao, Yao and Li Bai; in the concept film of the Hero Series Film Plan, the two brothers of Baili Shouyue and Baili Xuance personally appeared in the promotion; the daily Fan series "Is the King?" The first season of "The Stars" was announced to be broadcast next year, and the first Chinese original musical "Picking stars" of The Glory of Kings is also coming.
It's also worth mentioning the stage – which shouldn't be the focus of the game grapes. But this "Co-Creation Night" battle is really too big, it is a unique evening that truly belongs to the glory of the king.
Let's talk about its lineup: in addition to the professional players, voice actors, commentators and KOLs common in game activities, many dancers, performers, martial artists, non-genetic heirs, and even Olympic champions also have many performances; and "National Style Girl" Ah Li also brought a wonderful song and dance performance.
The dancer's performance was very professional
Since it is completely based on IP content derivation to customize, the design of the party itself is not at the same level as the difficulty of the ordinary party. In an interview with Southern Weekend, the project team said that almost every cultural and creative program has experts in the corresponding field to guide, from music, choreography, props, costumes, to the characters, composition, design, and patterns in specific cultural creativity, all of which have been carefully arranged.
In addition, its star lineup is also bright enough: Shen Teng, Zhou Shen, Li Xian, Liu Yuning, Zhang Xinzhe, Deng Ziqi, etc., throughout the whole process.
Shen Teng participated in the whole process of hosting
After watching the nearly 3-hour party, I can only sigh that the glory of the king has broadened my understanding of game activities and game IP. But the really important tricks are hidden behind these contents. If you're careful, you'll find that almost every show points to one sentence, the game's new branding proposition: "Welcome to glory of kings."
But wait, hasn't this Slogan been seen somewhere before?
01 "Welcome to the Glory of Kings":
How is this sentence still true?
To be honest, when I first learned the news, I even suspected that the project team was teasing me. Isn't this the copywriting that the narrator repeats every time he enters the game? Why can it also be called a "new brand proposition"?
But the project team told me that this well-known opening voice of the game was the conclusion they came to after continuous exploration and discussion, and returned to the essence - it carried the future development strategy of the king.
The reason for this is not difficult to understand: jumping out of the simple game behavior, as an IP, what can the king bring to everyone? What is its value, success factor and core?
The answer is looming.
In terms of products, "Glory of kings" has always emphasized the characteristics that everyone can play, most people can get started, and every position can be played, emphasizing the "highlight moment" that belongs to everyone. Although this simplifies the operational dimension to some extent, it also gives the game the potential to become a national level.
On culture, King IP has always been committed to conveying the positive values of Chinese culture to players, and hopes that it can get universal resonance from human beings. From the perspective of modern times, on the one hand, the life philosophy and life aesthetics of "all things in life, animism" in traditional Chinese culture are recovering; on the other hand, the trend of people's pursuit of individual beauty and universal values is also very obvious. In a sense, this is exactly what Glory of Kings has focused on in recent years.
Updated poster for version 3.0
So these elements are connected to form a more specific strategic direction: they hope that through continuous evolution, they will become an IP that can not only carry China's excellent culture, but also face the world, and link each player.
So at the beginning, the core of King's Glory is to encourage everyone to find their own shining point - this is not only at the level of the game, but also reflected in all aspects of king IP co-creation. There was once a player who liked to dance, but she was devastated because she was not admitted to the civil service; later, she saw the dance related to the skin of the glory of the king "meet the flying sky", so she uploaded her own flip on the B station, and she did not expect to be loved by fans, and this experience gave her great encouragement. Today, she is a well-known KOL with more than one million followers.
There are many similar contents on the B station
Later, the glory of the king began to dig inward, in the series and carrying of traditional culture, to build a memory of the times that belongs to today's people, and to turn those little-known cultures into a popular trend again.
Steve, the art director of Glory of Kings, told us that when he first started studying oriental aesthetics, they just set up some concepts according to the cat: "Such as blank space, virtual reality... What others do, we do. At first glance, it feels like that, but when you look closely, you'll find that there's nothing in it, and you can even pick out mistakes."
But later, they realized that in order to express the cultural carrier of the game, they needed to accumulate a larger amount of knowledge and do more and better design. So in the past 6 years, they have summarized the method from more books and materials, from the painstaking efforts of experts and scholars for decades, and then to the field investigation, and finally formed the design.
"Dunhuang has a story. When the Lezun monk Yun traveled here, saw that there was a golden light on the Mingsha Mountain, and felt that he had sensed the guidance of the Buddha, so he excavated the first Buddhist cave on the cliff wall, and the Mogao Cave was born. You may not understand this story, but if you go to that place and see the desert, the poplars, the cliffs and the sunset, you will understand."
Sable Cicada's Dunhuang Cooperative Skin: "Meet Hu Xuan"
If you look at the above process, you will find that the "2021 Co-creation Night" seen today is also like a large "exhibition" that tells everyone how many people, how many cultures and how many stories the king has linked in the past time.
And it is precisely because of years of trial and error and accumulation that the glory of the current king can gradually form its own cultural thickness by deconstructing itself, deconstructing traditional culture, and then reconstructing the content, and gradually forming its own cultural thickness, which leads more people and things.
So next, what kind of posture should an IP with the representative of the times have? And how to express it?
So the project team decided that the king should not only carry everyone's demand for the pursuit of highlight moments, but also need to have the characteristics of undertaking and building a cultural world, and ultimately need to have the temperament of inheriting Chinese culture. Just as the opening chapter of the evening party is "Friends come from afar, they are happy", "Welcome" is Chinese philosophy of life that has been passed down for thousands of years.
So everything is linked: because the glory of the king welcomes any player, it can achieve the highlight moment of ordinary people; because it welcomes more diverse cultures, it can present the beauty and historical accumulation behind different cultures. "This is the most precious part of the glory of kings."
6 years ago, "Welcome to the Glory of Kings" was just a game, and 6 years later, behind the same words, there is a larger and more imaginative world. The project team told me that everyone went around a big circle back to the starting point, only to find that the starting point actually had more connotations.
02 The "Glory of kings" created by all people
Standing at the node of the 6th anniversary, we can more clearly see the IP architecture of the glory of the king.
Based on the positioning of the representative of the times, the bearer of traditional culture and the highlight moment of everyone, starting from the construction of a "pluralistic world that celebrates life", with the attitude of "welcoming" all content and participants, to reflect the inclusive, enterprising, enthusiastic, and in line with the national sentiment of the current era, and finally let these ideas run through all business lines.
Based on this architecture, the project team focused the next step of IP on the direction of "co-creation".
For example, story creation. When it comes to IP, people will always think of long stories, but under the framework of the glory of the king, "writing stories" is a multi-party involved thing. The project team told me that when they reconstructed traditional culture and created the national memory of the current era, the practice was divided into three categories.
The first type is the part where the production team hopes that the king can integrate more with the memory of the times, and many cultural projects belong to this category; the second type is the part that the production team itself hopes to create a story, such as the content around Yun miao and Yixing; the third type is the part that is officially used as a cultural co-creation platform for players to create spontaneously, such as various creation competitions, skin designs in which players participate, heroes and stories created by players, and even traditional craftsmen.
Now many of The King's skin designs invite players to participate
This is a bottom-up logic: it is not to determine the direction of IP based on official opinions, but to absorb the views, essences and imaginations of all parties to shape a more diversified IP.
At this 2021 co-creation night, we can also see an extension of similar logic. New content, traditional cultural interpretations, popular songs and dances, performances by voice actors, content displays of KOLs, and the participation of many non-star creators all converge into one whole. This is not only the official expression, but also the creation of cultural creators in various fields, even individual works can be officially seen and valued, and put on the stage of the event.
Today, Glory of Kings has absorbed a large number of players from the military division, and its worldview construction will also be based on their imaginations, and through official adjustments to ensure the balance of worldview extension. "We encourage everyone to find their own interests, careers, dreams and pursuits, combined with the glory of kings, and encourage everyone to create." Simply put, all things can be glorified by kings."
Yun Miao has her own growth story, but it is not long
This reminds me of Disney's new character: The Heat of Lingna Bell: In this day and age, large stories are not just needed, and the approximate character settings, worldview settings, and short stories are enough, and more importantly, let everyone participate and grow with this character. And once the king shakes off this shackle, its impact will certainly be more profound.
So strictly speaking, the king has jumped out of the "IP to make a long story" and found his own way to go.
I remember that in September last year, we held a media exchange meeting with the development team of "Glory of Kings" at Chengdu Tencent Tianmei L1 Studio. Li Min, general manager of Tencent Tianmei L2 Studio and producer of "Glory of Kings", also rarely talked about "goals" at the event.
After reaching his current heights, he is more concerned about the emotional connection between Glory of Kings and the players. "In my opinion, if a product does not accompany a generation, or even multiple generations, it is difficult to become an IP. Now the best games in the world, in Europe and the United States, Japan, they have gone through the best stage, accompanied by a generation of young people. And in addition to the game, with animation, with other extended forms of content, constantly enhance and the user's emotional connection. Glory of Kings has gained the necessary foundation as a game turn into a mature IP."
Achieving this goal is not simple. "But you will have a sense of mission, in this era, I hope to have a work that represents China facing the world and is created by the Chinese people themselves, and truly leave memories on the world stage." You see that everyone works late a lot of overtime, and a lot of things don't account for the rewards, because everyone has this sense of mission in their hearts."
In the past 6 years, King of Glory has gradually grown from a multiplayer competitive game to a cultural IP with Chinese characteristics that can accommodate many classic cultures, carry many players' highlight moments, and walk out of its own development path. Perhaps, as Li Min hopes, it will slowly become a classic to accompany a generation in the future.
Game Grape Recruitment Industry Reporter/Content Editor,
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