The reasons why the glory of the king recommended traditional culture.

Senian is here. Around 65438+1October 14, the glory of the king updated its new annual edition, introducing players into the story line of Chang 'an through two CG animations, Dawn and Sleepless Chang 'an, and officially announcing the annual start of Chang 'an Tournament.

This is the first time that the glory of the king put forward the concept of competition year. On the basis of setting up a stall once every quarter, the core of Competition Year is to enhance the narrative continuity of the four seasons and tell a long-term story in years.

For many the glory of the king players, the four seasons of each year have become the dimension of recording time to a certain extent, and the settlement at the end of each season and the concept update of the new season are particularly worth looking forward to. Under the new competition year mode, the glory of the king players will have new expectations besides ranking settlement: what will happen next season?

Giving full play to the vitality of long stories is also a breakthrough attempt made by the glory of the king in IP content creation and marketing. After more than five years of precipitation, it has accumulated more than 1 100 million DAU per day. The glory of the king has already become a national game, and the beginning of the tournament year can be regarded as the glory of the king's brand-new thinking and play of IP.

Narrator, take the first step in the IP competition year

The narrative of the 20021Game Year begins with a CG animation: Sleepless in Chang 'an is set in the bustling night of Shangyuan in Chang 'an, and there are two Wu Zetian, pointing to a hidden Chang 'an crisis. The story of Changan Sainian will revolve around the core theme of guarding Changan.

Old players in the glory of the king are no strangers to the story of Chang 'an. In the cartoon "Prosperous Chang 'an" serialized by the glory of the king on 20 18, Chang 'an's regional worldview has taken shape. In the following three years, the glory of the king released CG such as Chang 'an Forever, Allies, Adventures in the Canyon, Dawn, and wrote a short story about Chang 'an. However, due to its independent narrative and long time span, players did not perceive a clear story.

The glory of the king will have more space and time to tell a complete story after the opening of Chang 'an Tournament Year. This is the new idea of IP construction shown by the glory of the king in its sixth year. Through long-term narration, the past frame world outlook has more thickness and vitality.

Within one month after the version was launched, the players in the glory of the king have been immersed in the prosperous capital Chang 'an, becoming the "destiny" of "guarding Chang 'an". The IP content marketing of the remake of "the glory of the king" is carried out around Chang 'an Tournament Year. It can be concluded that the main idea of its marketing is to narrate around the main line and give players an immersive and creative content experience inside and outside the game.

In the game, the glory of the king focuses on the construction of the world outlook.

First of all, the glory of the king built a fascinating Chang 'an Shangyuan Night with high-quality CG content, fireworks, cruise ships and lighting. Secondly, "the glory of the king" organically connects the heroes in the region with the king Chang 'an through the story lines such as royal parade, three squares fighting for the first prize, float praying, and other scenes such as Changle Square, Quchi Square and Ying Restaurant, showing a vivid world of the king Chang 'an for the players, and helping the heroes to compete for the first prize of Shangyuan Festival through ranking in the game, making use of the limited time of float praying to let the players play deeply.

In this process, players will deeply participate in the plot, launch new adventures under the leadership of heroes, appreciate the diversified and prosperous square city ecology of Chang 'an, and finally uncover the whole picture of events under the undercurrent and relieve the crisis of Chang 'an. Through the combination of ranking, core gameplay and plot, during the game, * * * completed the IP narrative of Changan Tournament.

As for the details, the glory of the king also invited many experts to participate in the textual research of the details in the game, and * * * created the King Chang 'an. This time, the glory of the king launched a one-year strategic cooperation with the history department of Peking University, and started the IP*** creation plan of Changan Sainian, and jointly built music and dance with the teachers of Beijing Dance Academy, and jointly built the spokesperson costume of the glory of the king Changan Sainian Spring Festival film with the teachers of Beijing Institute of Fashion. Experts in many fields have created more detailed and elegant details of Chang 'an City among the kings, and the overall quality of Chang 'an games has been improved. The world outlook based on this is obviously more vital.

The regional worldview of Chang 'an in the game is gradually taking shape. In addition to games, the glory of the king has also continuously expanded IP content through various rich forms of bearing, increasing player participation.

On the one hand, the glory of the king has created activities to enrich players and invited them to participate in the construction of the King's Changan World.

In this year's landscape competition, "the glory of the king" extended the middle-aged content of Chang 'an Tournament to the theme of the track, attracting a large number of players to depict Chang 'an in their hearts with the broad creative platforms of the three major tracks. This kind of activity mode deeply built with players has built an emotional bridge between the glory of the king and players, and also made the world of King Chang 'an more complete. In addition, the glory of the king officially released a clue poster outside the game, which incorporated more clues and settings in the form of a plot creation contest, allowing players to participate in the creation of * * * in Chang 'an area for discussion and speculation.

On the other hand, the glory of the king is constantly trying to activate players' interest and expand the IP matrix in various innovative forms. After Sleepless in Chang 'an: Organ Trick was officially launched, the official authorized the adaptation of the script to kill the game. Players can feel the IP story content more completely and immerse themselves in it by playing the protagonists of Chang 'an game, such as Gongsun Li, Di Renjie, Li Bai, Yang Yuhuan and Shangguan Waner. 202 1 Before the Spring Festival, on the stage of CCTV Spring Festival Evening, the dance of the leading actor Gongsun Li also broke the dimensional wall. Wang Jiaxin, the main actor of Chinese Opera, plays Gongsun Li in the performance. Together with Chongqing Song and Dance Troupe, he vividly integrates the classical Han and Tang dances into the fashion rhythm, integrates the two elements into the top dancers, and also expresses the traditional culture in a younger way, showing the dance content in the IP core story intuitively and interestingly in an innovative way.

The linkage inside and outside the game makes the IP content of the annual edition of Changan Tournament break through the limitations of the game and be displayed on a broader stage.

"the glory of the king" constructs a real and sensible IP regional ecology through the multi-cultural connection and the * * * creation with experts and players, and tells the first "long story" on the king's mainland.

Based on the long-term IP narrative of competitive games, the glory of the king's breakthrough and its good effect will bring some new inspiration to the game industry and even the content industry-but another key question is, is this "long-term story" told by the glory of the king wonderful enough?

Pyramid of leaf king

In the development of content industry in recent years, the word "IP" has been plated with gold, but there has never been a clear standard to judge how to be an excellent IP.

The glory of the king, who grew up with a generation of players, has the potential to become a national IP. "Steady, we can win", "promotion" and "pushing the tower" have all become indelible memories in people's hearts. However, it is still a challenge for the glory of the king to enrich and upgrade IP content on the basis of long-term narration of world outlook.

Disassemble the glory of the king's Chang 'an IP content, and make a breakthrough in five dimensions: values, personality, stories, deductive methods and commercial realization. These five dimensions form a top-down "IP pyramid".

The first layer of the pyramid is values. Values are actually the core spirit of IP content, which represents the direction and knowledge of IP content and determines the life and influence space of IP.

Judging from the story line of Chang 'an, Wu Zetian and Si Kongzhen represent the pros and cons, and both of them are seeking to protect Chang 'an. However, Wu Zetian, who insisted on "gathering people's hearts", tried to stop the pursuit of "strengthening teachers" in order to truly protect Chang 'an's stability and prosperity. This is a story whose ultimate mission is to create prosperity, just as the most important image in CG symbolizes-auspiciousness and happiness.

Heroes of justice gathered together, and Qi Xin worked together to save Chang 'an. Behind this special story, the glory of the king's core value-"Celebrating the pluralistic world of life and emotion" runs through it. In the land of kings, every hero has different settings and abilities, and every player behind him is also a unique individual. However, in the confrontation of 5V5, players have repeatedly realized that this is a game that needs cooperation and mutual assistance, that is, "different people and different cultures" merge with each other in the game, but they are harmonious but different.

The pursuit of happiness, justice and multiculturalism in the story of Chang 'an Sainian, as well as the brave, United and unyielding qualities shown in the characters, are the values of human social stability. Just like the gourd brothers with one heart and one mind, the kind and innocent Snow White, the unique values of these characters are the immortal souls that support IP to travel through time.

The second level of the pyramid is personality. Whether it is the setting of the world outlook or the personalization of heroes, it can actually give the product IP uniqueness. Moreover, the personality of IP can reach the audience more accurately, and it can also produce content different from other IPS, so that the audience and IP have a stronger emotional connection.

Nowadays, the glory of the king's most remarkable IP personality is undoubtedly its cultural attribute.

In fact, since its launch, the glory of the king has been committed to improving the IP culture and "telling the story of China with games". 20 18 "the glory of the king" published a portrait skin of "Tian Fei" in Dunhuang Mogao grottoes. Art experts from Dunhuang Academy and 22 designers assembled by Tencent participated in the design and polishing of skin, and * * * put forward 37 different design schemes. In this year's business case Tencent: Integration of Technology and Culture, which was included by Harvard Business School, the creation of "Tian Fei" skin is one of the representative cases.

In the online world of Chang 'an, traditional culture also endows these heroes with thicker and fuller images, and constantly enriches and refines the setting background of heroes on the basis of players' cognition of individual heroes. For example, whether you are a player of the glory of the king or not, you know something about Di Renjie's impartial and rigorous personality. In the game, Di Renjie's role setting and gameplay are based on his status as a judge.

The combination of traditional culture and the glory of the king is not limited to the setting of a single hero or skin.

Last year, the glory of the king invited senior experts in literature and history to participate in the creation of the game worldview in the regional information piece "Three Three Raiders". In the construction of the glory of the king's world outlook this year, many details also have cultural roots. During the prosperous Tang Dynasty, Chang 'an was prosperous. The glory of the king is a metaphor of "Chang 'an, a city that never sleeps", symbolizing the prosperous Tang Dynasty. At the same time, Shi Rui, a teacher from Peking University History Department, was invited to create * * *, combining the king's world outlook with Chang 'an culture in the prosperous Tang Dynasty. Based on the "Square Market System" in the Tang Dynasty, there are three square markets in the game: Changle, Quchi and Ying Liquor. There are various forms in the version, such as scenes, utensils, songs and dances.

We can find that the interaction between the glory of the king and traditional culture is deepening from the surface, and the essence of details and cultural spirit of traditional culture are being integrated into the background and story context of the king's worldview, and integrated with the glory of the king, showing the brand-new charm of IP digital culture.

After having a charming IP personality, I came to the third level of the IP pyramid, which is the construction of the story.

All along, "the glory of the king" has been constantly filling in the hero's background story and regional worldview, making the king's mainland a fertile ground for "stories". For example, when the new hero Blue went online, after the release of Target, which tells the story between Blue and Blue, it quickly ignited the discussion of gamers and pushed it to a climax. This successful experience can also show the glory of the king's storytelling style, that is, taking high-light heroes as "traction people" to lead players to feel the whole IP content.

Back in the year of Chang 'an Tournament, on the basis of choosing the plot context drawn by the high-light hero's personal story, I merged the scattered and independent stories with the long-term narrative. Through the Chang 'an Tournament Year, the heroes of the King's Mainland can gather in one place to interact. Previous independent stories can be further developed and connected in series, leading players to understand and feel IP stories step by step.

For example, as the beginning of Chang 'an's long-term story, Q 1' s story selection is mainly suspense content. On the first night of Shangyuan Festival, the hero Gongsun Li mistakenly assassinated Wu Zetian, which led to the biggest mystery of "True and False Wu Zetian". In addition, there are many intriguing side story lines, such as where did Akashi Yin go? What exactly is the Chang 'an crisis? This provides a variety of possibilities for future stories, and the suspenseful plot obviously stimulates players' greater interest in the story.

As the hero of Q 1 narrative, Gongsun Li shows the growth of Gongsun Li in the first person through Diary of Ali and the glory of the king. After the launch of the annual edition of Chang 'an Tournament, many players can help hero Gongsun Li win the first prize of "First Prize and Three Pavilions" through ranking. In this process, players will be in the king's world of Chang 'an and participate in the development of IP stories with Gongsun Li.

The complex and unique personality displayed by details and participation makes the protagonist more attractive. The full heroic image makes the story more full, and also makes the emotional connection between IP and the audience closer.

Generally speaking, the first three layers of values, personality construction and story construction of the pyramid determine the value of IP from the content level. Taking Chang 'an Sainian as an example, the glory of the king chose to create IP content with traditional culture as the core, and integrated innovation with the world view of the king's mainland. Through digital means, the deep combination of culture and game content in the prosperous Tang Dynasty was realized in all directions.

After you have good content, you can consider the last point, the presentation form of IP, which is the fourth layer of the pyramid, and the multiple deductive ways of IP.

The glory of the king can present the story of Chang 'an Sainian in the form of script killing because of the suspense of the story. In addition, the dance of Gongsun Li, the leading actor in the network Spring Festival Evening, echoed the story of "winning the championship with one dance". With the further promotion of Chang 'an Tournament Year, there may be more possibilities of linkage and multiple presentations with out-of-game scenes in future stories.

In fact, the glory of the king has been constantly breaking through the boundaries of the game and expanding the value of IP. E-sports, music, animation and other forms are all manifestations of the glory of the king's IP value in more dimensions.

And the presentation dimension of IP is also increasing. "You are My Glory", starring Yang Yang and Dilraba, attracted great attention as soon as it was filmed. This is a story centered on the game the glory of the king, which has been officially authorized by the glory of the king. This is also a demonstration case of deep cross-border cooperation between games and film and television dramas.

Finally, all the above are finally reflected in the realization of IP business value.

After the opening of the competition year, the characters in the long-term narrative have been further enriched, and the values, personalities, stories and deductive methods of IP have become more vivid and diverse, which will ultimately help to enhance the commercial value of IP in the glory of the king. Part of the value is reflected in the realization of content and part in brand marketing. The glory of the king strengthened the emotional connection with the players through narration, which made them have deeper connection and fetters.

The games and stories that players like are endless sources of value.

It is not easy for the glory of the king to tell a long-term story with logic, individuality and temperature by using games as the carrier. Behind it, we can also see the glory of the king's efforts in IP content marketing. How will the story of Chang 'an evolve in the future? What are the new IP marketing methods of the glory of the king?

The story of the king's mainland is getting more and more exciting.