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英文解说当网游遇见了新型的IP开发

时间:2017/6/15 12:12:44 点击:

  核心提示:Wouldnt you be excited and willing to pay for your favorite game characters in front of you in Block...
Wouldn't you be excited and willing to pay for your favorite game characters in front of you in Block New Year paintings or ceramic and purple sand products? With the arrival of the "cultural and Natural Heritage Day" in June 10th, cultural relics departments and cultural relics departments all over the country are actively carrying out various kinds of celebrations. In fact, in addition to the cultural relics departments and cultural relics units, many cultural enterprises have also maintained a high degree of attention to the development, utilization and protection of cultural heritage.如果你喜爱的游戏人物以木版年画或者陶瓷、紫砂制品的形式呈现在你的面前,你会不会感到兴奋并愿意为此付费?随着6月10日“文化和自然遗产日”的到来,各地文物部门、文博单位都在积极开展各类庆祝活动。其实,除了文物部门和文博单位之外,很多文化企业也一直对文化遗产的开发、利用和保护保持着高度的关注。

英文解说当网游遇见了新型的IP开发

"Moon bright moon knife" National Wind Music Festival
The day before the game, the Tencent "Horizon moon knife" 2nd Anniversary interactive conference, Tencent Inc said they have invited Taohuawu woodcut New Year paintings of national representative inheritors for real Zhida online "Horizon moon knife" custom theme "only China Wind" wood painting years gift, publish the works will be held in the Tencent in August this year, the "Horizon moon knife - the country wind music festival". In addition to woodcut, Tencent also will prepare embroidery, censhi antique wooden boat and a series of non genetic elements into IP to create the game, let these have been in the history of traditional crafts with sparkling in the game back to life.
Non heritage help game IP depth development
In the pan entertainment era, the game has become one of the most people entertainment, as the "king of glory" "onmyoji" "hero alliance" "and" the horizon moon knife and Mobile Games not only has a large number of online game player, and each issued new roles and skills are able to set off in the online discussion. Therefore, how to fully and quickly polymerization fans and popularity, to create high-quality IP has become the game company focused on thinking and discussion of the problem. In cooperation with the Suzhou Taohuawu woodcut New Year paintings heritage Fang Zhida development line derivatives and hold the "Horizon moon knife - China Wind Music Festival" is the Tencent for the game IP increase the cultural connotation and the line extends the depth of trying to make.

"From the country support program," the best in all the land of wind heart Ji 'bird's nest' concert to the horizon moon knife "in the wind to the carnival and the real Zhida cooperative development game derivatives, Tencent continues to try new content, in order to make the" Horizon moon knife "of this game IP is more fulfilling. Instead of using traditional culture as a gimmick, we hope to add a cultural heritage and uniqueness to the game through the integration with the intangible cultural heritage." In this "Tianya moon knife" 2nd Anniversary interactive conference activities, the relevant person in charge of the Tencent Inc introduced "Tianya moon knife" in the game IP build on the attempt and efforts.《天涯明月刀》国风音乐盛典

日前,在腾讯游戏“天涯明月刀”的两周年互动发布会上,腾讯公司便表示他们已经邀请了桃花坞木版年画的国家级代表性传承人房志达专门为网游“天涯明月刀”定制主题为“唯我国风”的木版年画贺礼,该作品将于今年8月份在腾讯举办的“天涯明月刀·国风音乐盛典”上发布。除了木版画之外,腾讯还预备将苏绣、岑氏仿古木帆船等一系列非遗元素融入到游戏IP的打造上,让这些曾在历史长河中熠熠生辉的传统技艺在游戏中焕发新生。

非遗助力游戏IP深度开发

在如今这个泛娱乐时代,游戏已经成为了大多数人娱乐消遣的方式之一,像《王者荣耀》《阴阳师》《英雄联盟》《天涯明月刀》等手游和网游不仅拥有大批玩家,而且每次新角色、新技能的发布都能够在网上掀起热议。因此,如何充分快速的聚合粉丝与人气,打造高品质IP便成为了游戏公司重点思考和探讨的问题。与苏州桃花坞木版年画传承人房志达合作开发线下衍生品以及举办“天涯明月刀·国风音乐盛典”就是腾讯为游戏IP的增加文化内涵以及线下延伸做出的深度尝试。

“从天下第一国风扶植计划、‘心时纪’鸟巢音乐会到‘天涯明月刀’国风嘉年华活动再到与房志达合作开发游戏衍生品,腾讯在不断尝试新的内容,以期使‘天涯明月刀’这一游戏IP变得更为充实。我们并不是将传统文化作为噱头使用,而是希望通过与非物质文化遗产的融合,为游戏增添一份文化底蕴和独特性。”在此次“天涯明月刀”两周年互动发布会活动中,腾讯公司相关负责人介绍了“天涯明月刀”在游戏IP打造上所作出的尝试和努力。

英文解说当网游遇见了新型的IP开发

Taohuawu Suzhou Wood New Year pictures
Suzhou Taohuawu woodcut New Year paintings in 2006 was included in the first batch of national intangible cultural heritage, is one of China's three major woodcut New Year paintings, woodblock printing process of the wood New Year paintings from the Song Dynasty, illustrated by figure evolved to become the Ming Dynasty folk art genre, forming a unique style, have so far the development history of hundreds of years. With the continuous progress and development of the times, the contents and functions of the woodblock New Year pictures have been gradually faded. Nowadays, woodcut New Year pictures are more appreciated and collected by the public in the form of art. By combining with the game IP, on the one hand adds the elements of traditional Chinese culture and heritage for the game, on the other hand, with this form of the game board New Year paintings derivatives have been recognized also can make the game player, more young people to contact and understanding of our intangible cultural heritage." Beijing entertainment creators Culture Co. Ltd. (hereinafter referred to as "entertainment") CEO Gao Dongxu in an interview with reporters said.
Welcome users to upgrade and provide new ideas for IP operation
"Why the horizon moon knife" can become attached with Suzhou Taohuawu woodcut New Year paintings, and put it into the depth of the development of the game IP, which also benefited from the cooperation in the entertainment and imagination. "Although many IP have been fired in recent years, there are many cultural enterprises, including literature, games and many other cultural enterprises, which have different pain points and needs in the operation and marketing of IP. "Horizon moon knife" of this game Tencent as an example, although as a classic online games, it has developed more mature, but the line of derivatives development and IP depth operation there is a huge space, so it is imperative to find a new starting point." Gao Dongxu expresses.

Indeed, from the overall development of the current cultural industries, cultural enterprises in the construction and cultivation of IP are faced with two types of problems. One is for small and medium-sized enterprises want to foster a new culture of IP, in the same type of IP, but already after years of accumulation and accumulation, the head of IP itself polymerization fans stronger, the possibility of having to achieve higher commercial value. Occupy the market in these more mature development of the IP, in the capital and financial pressure is limited, the new head of how IP has become a major problem facing the development of small and medium-sized enterprise culture; on the other hand and online games "Horizon moon knife" IP development situation is similar, based on the mature IP the existing user, need to find a new starting point and development direction to maintain vitality.苏州桃花坞木板年画

苏州桃花坞木版年画于2006年被纳入第一批国家级非物质文化遗产名录,是我国三大木版年画之一,此木版年画源于宋代的雕版印刷工艺,由绣像图演变而来,到明代发展成为民间艺术流派,形成了独特的风格,迄今为止已经有几百年的发展史。“随着时代的不断进步和发展,原来木版年画的内容和功能已经逐渐褪去,如今木版年画更多的是以艺术品的形式为大众所欣赏和收藏。通过与游戏IP结合,一方面为游戏增添了传统文化的元素和底蕴,另一方面随着这种木版年画形式的游戏衍生品被玩家认可,也能够让更多的年轻人接触和了解我们的非物质文化遗产。”北京中娱创想文化有限公司(以下简称“中娱创想”)首席执行官高东旭在接受记者采访时如是说。

迎接用户消费升级 提供IP运营新思路

“天涯明月刀”缘何能够与苏州桃花坞木版年画结缘,并将其融入到游戏IP的深度开发之中,这也得益于其与中娱创想的合作。“虽然这几年很多IP已经陆续被炒热,但在IP的运营和营销方面,包括文学、游戏等多个行业在内的众多文化企业却存在着不同痛点和需求。以‘天涯明月刀’这款腾讯游戏为例,虽然作为一款经典网游,它已经发展的较为成熟,但是其线下衍生品开发以及IP深度运营尚有巨大的空间,因此寻找新的切入点势在必行。”高东旭表示。

确实,从当前文化行业整体发展情况看,文化企业在IP打造和培育上面临着两类问题。一是对于想要培育新IP的中小文化企业来说,在相同类型的IP中,只有原本已经经过了多年的积累和积淀,本身粉丝聚合力较强的头部IP,才具有较高的实现商业价值的可能性。在这些发展较为成熟的IP占领市场的情况下,在资本压力和资金受限的情况下,新IP如何出头便成为中小文化企业发展过程中面临的一大难题;另一种情况则与网游“天涯明月刀”的IP开发情况类似,针对已有用户基础的成熟IP,需要寻找新的切入点和发展方向才能够维持活力。

英文解说当网游遇见了新型的IP开发

In the entertainment creative corporate culture

"In order to conform to the current user consumption upgrade trend, at the same time as the IP development to find new ideas, the entertainment creators are working to promote the intangible cultural heritage and the integration of the development of various types of IP. The connotation and details of the traditional culture itself are very rich, which can provide fertile soil and nutrients for the growth of IP. For example, in addition to the woodcut year, the purple sculpture, ceramic technology and so on, can also be used as the bearer of IP derivatives. To promote the integration of development at the same time, we also try and operation mechanism, commercial complex Internet service establishments, game entertainment venues such as cooperation, for the different IP content development scene corresponding marketing programs, through a combination of online and offline, and formed a complete system of IP development and growth." Gao Dongxu says.中娱创想企业文化

“为了顺应目前用户消费升级的趋势,同时为IP深入开发找寻新思路,中娱创想正在努力推动非物质文化遗产与各类IP的融合发展。传统文化本身所具备的内涵和底蕴是十分丰厚的,能够为IP的成长提供肥沃的土壤和养料。比如,除了木版年画外,紫砂雕塑、陶瓷工艺等也能够作为IP的衍生品的承载形式。在推动融合发展的同时,我们也尝试着与商业综合体运营机构、互联网上网服务场所、游戏游艺场所等合作,为不同的IP量身制定相应的场景营销方案,通过线上线下结合,形成较为完整的IP研发和成长体系。”高东旭说。

作者:不详 来源:网络
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