The glory of the king has an average of 65.438 billion daily active users, and China has made global history through self-research.

Bian Xiao Press: Not the peak! Not a breakthrough! No ex! From 2020 to now, the average daily active users are 654.38+0 billion.

Tencent games announced today that since 2020, the glory of the king has reached 65438+ billion daily active users, making it the first game product in the world with "1 billion" daily active users. At this point, China's self-developed IP has truly created history, which also represents that China's games have achieved a symbolic lead in the world.

"We will jointly inherit China culture and make Guochuang have more possibilities." The glory of the king announced its mission as well as the data. In the past five years, the glory of the king has continuously inherited China culture, enriched the inheritance of China culture through innovative digital expression, and entered the hearts of contemporary people in a more contemporary way. At the same time, based on its huge users and ecology, the glory of the king has continuously activated various fields of cultural and creative industries, giving Guochuang more possibilities.

Nowadays, "the glory of the king" is not only the most popular and national game among players, but also makes breakthroughs in IP construction, becoming the most potential self-developed IP. At the same time, under the new situation of the rapid development of digital culture industry in China, the glory of the king is also constantly exploring issues such as founding the country, inheriting traditional culture and social responsibility, effectively leading the development of the industry. Today, as a pioneer in cultivating cultural symbols in China, the glory of the king, which gathers the emotions of hundreds of millions of users, has stood at the highest level of domestic mass entertainment products.

This is also a milestone in the development of digital culture industry in China. In recent years, domestic games represented by the glory of the king have paid attention to high-quality development, and Timis has become a household name.

1. The most popular national game

The glory of the king is undoubtedly the most popular game. With its strong product appeal, the glory of the king not only attracts traditional end-game players, but also makes a large number of users who have never been in contact with team sports feel its fun with its leading position on the mobile side.

This also means that the glory of the king is loved by the biggest users-on the one hand, the diversity of users of the glory of the king is amazing, which has opened up all circles, making the diversified gameplay of the glory of the king above the competitive bottom attract everyone; No matter whether players like sports or socializing, they can find what they want. Its exquisite design and balance make sports categories more friendly to most people and let more people really enjoy the game.

On the other hand, it also meets the diverse needs of players and users. Starting from the hero, the glory of the king made efforts and attempts, made multi-dimensional thinking and design, and made historical figures and pure original heroes become flesh-and-blood characters, thus having real emotional connection with many people and this role/hero.

With such a large number of users, the complexity of technical requirements has reached an unprecedented level. Therefore, the glory of the king's technical team started from scratch and developed rapidly. At present, the glory of the king has taken the lead in realizing the technical scheme of mobile game frame synchronization, mobile network optimization scheme, asynchronous dyeing technology, frame synchronization disconnection and return technology, frame synchronization anti-plug-in technology, game AI technology, mobile phone hardware collaborative optimization system, mass user online service technology and so on, benefiting almost all PVP games of Tencent.

Socialization based on excellent quality makes the glory of the king a new social way for young users in China. The addition of social elements and relationship chains has brought wider spread to the glory of the king. The glory of the king relies on WeChat and QQ account to log in the game, and the humanization and convenience of social experience have precipitated a large wave of fans for the glory of the king, which is further loved by users.

It can be said that it was after the glory of the king that games became an important part of popular culture in China. Its phenomenal cultural infiltration and huge surrounding ecology make games keep pace with traditional pop culture types such as music and movies and become the most popular entertainment lifestyle. According to the statistics of Prospective Industry Research Institute, from 20 15 to 20 19, the number of users in China mobile game market increased by1500,000, and the important driving force behind this growth is undoubtedly the glory of the king.

Now, the glory of the king, who has ascended the throne of national games, has completed the leap from products to IP, and polished it into the most influential pop culture symbol with its strong vitality.

2. The most potential self-developed IP

The glory of the king is a game experienced and loved by hundreds of millions of players. Not only can it become a highlight in the history of domestic mobile games, but it can also become a real IP. This is the glory of the king's goal. Over the past five years, with the continuous improvement of products, the glory of the king has also made continuous efforts in other game categories and content carriers, becoming the most concerned and potential IP development in China.

Today, "the glory of the king" is not only a team competitive game, but also has evolved into a game matrix covering more categories. It has created its own strong IP influence in the fields of e-sports, TV series, animation, stage play, virtual idols, network variety and so on, and has been upgraded from game culture to national culture IP. At the fifth anniversary celebration, the glory of the king officially announced its latest progress in IP derivative: the glory of the king's first authorized film and television drama "You are my glory" (starring Dilraba and Yang Yang), Penguin Film and the glory of the king's first 3D hero comic drama, as well as two new IP tours for kings, namely "Departure" and "Dawn".

Previously, in the "IP Evaluation Report on High-quality Development: 20 17-20 18" jointly issued by the Organizing Committee of Beijing Cultural Fair and Hope Think Tank, the glory of the king ranked fourth among the 274 head IPS in the report, and was the only game IP that entered the top five, ranking first in the IP value of native games. It can be said that the glory of the king is a self-developed IP rooted in the soil of China, which can practice the export of China culture and break the chain of western contempt.

At the same time, the glory of the king is a self-developed IP that originates from the essence of Chinese culture and inherits and enlivens traditional culture. It insists on taking China culture as the core and tells excellent IP stories about China. In the past five years, with the gradual expansion of the glory of the king's user groups, the King Team has constantly expressed and amplified traditional culture by younger and more contemporary means, and created a series of well-received cases. Nowadays, the glory of the king is promoting China culture to younger groups and making China culture younger in more ways.

3. The representative of China's cultural digitalization.

Compared with the traditional offline cultural industry, the digital cultural industry, which is dominated by Internet native content, has developed rapidly. It is reshaping the content of cultural consumption, changing consumption channels and scenes, innovating consumption experiences and concepts, and influencing people's lifestyles, social ways and expressions.

Under this trend, while opening up the IP industry chain, the glory of the king has realized the ecological expansion of high-quality IP, which is not only conducive to prolonging the life cycle of the game, but also expanding the breadth of IP value.

As the representative of China's cultural digitalization, the glory of the king 1 100 million daily active users have great IP value behind them. Based on this, the glory of the king has an accurate insight into the market demand, constantly develops multi-style galleries, actively expands cooperation customers in various fields, and makes efforts in model toys, clothing, daily necessities, stationery, 3C, beauty cosmetics, fast-moving consumer goods and so on. In 2020, IP authorized GMV will increase by 9 1% compared with 20 19. Today, the glory of the king also announced an in-depth cooperation with Burberry, which will provide consumers with a brand-new experience consistent with the existing lifestyle through the combination of physical goods and online games. Zhang, President of China, said: Adding the brand's unique style elements into the tencent games environment will enable customers to interact with the brand in a more novel and free way.

I believe that in the near future, the glory of the king will provide a new carrier and innovation engine for cultural consumption, and promote the expansion and upgrading of China's cultural and commercial values. As a game rooted in China's local culture, it will continue to explore the derivative fields of digital culture and create a digital culture IP with China characteristics.

In addition, the glory of the king teamed up with Harbin Ice and Snow World to build the world's largest ice and snow cultural and creative scenic spot, and joined hands with Chimelong Happy World to launch the joint activity of "the glory of the king Theme-Summer Carnival". Constantly connecting with offline creative cultural tourism enterprises has become the driving force for their transformation and development. In June 5438+February last year, the famous conductor Li Xincao conducted three the glory of the king Game Acoustics Symphony Concerts, which were dominated by China Symphony Orchestra, the first echelon in China, and achieved good results for more than 60% of the young people in each concert.

Cultural industries, especially minority industries such as elegant art and traditional culture, seem to find a point of convergence with the public. The glory of the king has become a pan-ecological connector spanning the most fields, effectively promoting the creation of multi-content cultural industries. In the future, the glory of the king will further promote the development of related creative subjects in more ways through its strong ecology.

4. Pioneers and leaders of national e-sports

Speaking of the glory of the king, you can't leave Mei Tian's studio. The sound of "Timis" at the opening of the glory of the king has already become an indispensable part of more people's lives. Nowadays, as a game R&D team independently developed in China, Mei Tian Studio Group has become the most competitive game studio in the world in terms of technical ability, user scale and mobile e-sports, and its many well-known game products have become important players in today's game market.

In the era of end-game and mobile game, this studio under Tencent captured a difficult category; Through these products, we have also made the earliest and most effective exploration in the field of national e-sports cultural value.

The glory of the king is the pioneer and leader of national e-sports. It explores with a huge number of users and leading market awareness, and promotes e-sports to gradually become a representative competitive sport in the new era. The the glory of the king e-sports event meets the complete demand link of users from "watching" to "participating", and has achieved amazing and excellent data. Among them, in 2020, the average daily attendance rate of KPL Spring Festival travel rush increased by more than 50% from the previous month; E-sports Beijing 2020 the glory of the king World Cup Finals was watched by more than 570 million people. In the first half of 2020, the number of people participating in mass activities in the glory of the king increased 30 times from the previous month, exceeding 3 million. The national e-sports ecology has begun to take shape. What's more noteworthy is that the glory of the king International Edition (AoV), as the only product independently developed in China, was selected as the e-sports performance project of the 20 18 Jakarta-Jugang Asian Games. China also won the gold medal in this event, which is the first gold medal in the history of the Asian Games.

5. Practice the responsibility of corporate social responsibility

Over the past five years, "the glory of the king" has not only become a popular entertainment product, but also made constant breakthroughs in cultural values, providing more and more positive cultural traction for the whole society.

Since its launch, the glory of the king has been paying attention to the challenges faced by the game in the new era, such as issues related to the protection of minors. Starting from 20 17, the joint authorities in the glory of the king took the lead in putting into trial operation and introduced the most stringent uninsured measures at that time.

Since 20 18, the glory of the king has accessed a number of new technologies and functions based on Tencent Health System, such as "strengthening real-name verification by public security authoritative data platform", "face recognition verification at financial level" and "calculating the total duration of multi-account games based on natural person merger", which has effectively realized the management of minors.

At present, the protection of minors in the glory of the king has fully covered the "front-middle-back" link of the game, and the minors with real names have achieved "limited play, limited charging and curfew". Recently, in order to solve the problem that "children use their parents' identity information to bypass supervision", the glory of the king has also taken the lead in launching a face recognition verification process to screen users suspected of being minors.

In addition, the glory of the king has been actively inheriting the traditional culture of China, and let players feel and inherit the beauty of traditional culture in a more interesting and interactive way inside and outside the game.

Not long ago, the limited skin of "the glory of the king" based on "Bruce Lee" attracted wide attention of players. This is a skin with two voices in Cantonese and Mandarin. Wearing yellow clothes and waving nunchakus, the style of one stroke and one punch to the flesh awakens many players' memories of traditional martial arts culture. Besides "Bruce Lee", a series of symbolic creative symbols, such as Yue Opera, Dunhuang and Kunqu Opera, have appeared on the stage of "the glory of the king" in previous anniversary celebrations, re-activating the audience's cognition of many traditional creative symbols.

Cooperate with Dunhuang Research Institute to launch the skin "Flying" related to traditional cultural themes, and participate in the "Digital Provider" plan of Dunhuang Grottoes; From the skin of Zhen Ji's Kunqu Opera "Dream in the Garden" to the skin of Yang Yuhuan's Dunhuang "Tian Fei" to Shangguan Waner's Yue Opera "Female Xiao Sheng"; From the star skin of Li Bai's "Shangjietie" jointly launched with CCTV's "National Treasure" to the skin of Lu Ban's "Oriental Lion Dance", he was promoted as the promotion ambassador of South China Sea lion dance; At the beginning of the year, the Glory China Festival was launched, and a series of operational activities were carried out with the theme of traditional festivals in China. Through a series of well-received explorations, the glory of the king dug deep into the cultural connotation of cultural and creative symbols, and based on the glory of the king's unique digital expression ability, it became an important "contact" to connect traditional culture in the Internet age.

Behind the daily active users of 1 100 million, the glory of the king, as a leader in the field of digital content in China, handed over a proud answer sheet, which is a solid step taken by the digital culture industry in China, and also a confident gesture of IP developed by Ran Ran, China, facing the global market. The glory of the king, with its impressive achievements in changing the history of games, deserves to be among the global IP waves of games.

Breakthrough and progress, inheritance and innovation shine on every billion players, and in that canyon, the glory of the king is constantly climbing to a higher and wider dimension with unremitting perseverance and unlimited possibilities.