A high-quality, three-dimensional IP has strong vitality and requires multiple content forms to carry, and games are one of the very important ones. It can enrich the IP content through innovative interactive forms and continue the IP value and connotation.
From pan-entertainment to new cultural and creative, IP has always been the top priority of Tencent’s business content, and it has already achieved initial results. For example, the "League of Legends" that has been screened in the industry recently, from end games to e-sports to comics With the global ecological layout of, big movie and mobile game matrix, Tencent and Jiantou have maintained close cooperation and accumulated rich experience.
And IP building is a systematic project, not a single business can achieve. Games and animation are Tencent’s two dominant industries. By integrating the content ecology of the two business groups of IEG and PCG, it seems that the incubation of its own IP has become Tencent’s first choice. The mobile game "Fox Fairy Little Matchmaker" has become the first to eat Crab man.
is Tencent's gold medal national comic IP, "Fox Fairy Little Matchmaker" has a score of 8.9 on Douban, the popularity of comics on the Tencent animation platform is 14.3 billion, and the number of animations on the entire network is 5.1 billion. At the same time, the huge fan base has a lot of opponents High expectations, the pressure of adapting mobile games can be imagined.
On October 31, the Guofeng two-dimensional mobile game "Fox Fairy Little Matchmaker" independently developed by Tencent Game Northern Lights Studio was officially launched and successfully topped the App Store free list, giving players and the market a satisfaction The answer sheet not only met the two-way needs of anime fans and gamers, but also tried various ways to break the circle. What did Tencent do in the incubation of this gold medal national comic IP?
Turning pressure into motivation: How does the mobile game "Fox Fairy Little Matchmaker" achieve its original flavor?
The formation of a successful IP is hard-won, and there is no shortcut. Unlike "League of Legends"'s game first and then IP, "Fox Fairy Little Matchmaker" actually became the gold medal IP of National Comics through long-term accumulation before the animation IP was adapted for mobile games.
has been serialized from comics in 2012, to anime in 2015, and finally adapted into a mobile game in 2019. The development of the IP of "Fox Fairy Matchmaker" can be described as a step by step, with high ratings and popularity of comics and animation. It also proves that Tencent has achieved initial results in the creation of IP underlying content over the years. After upgrading to a new cultural and creative strategy, Tencent began to pay more attention to the construction of IP ecology, through the construction of IP cultural value, upgrade the way to shape IP, such as this animation IP adaptation of mobile games is a good attempt.
For mobile games adapted from animation IP, the top IP comes with a huge fan base, which has natural advantages in terms of traffic import and worldview building, but animation fans often hear that their favorite IP is changed to a mobile game, except Excitement is often accompanied by worries. After the process of manga to animation, and then to mobile games, it is easy to lose the classic content of the original work, and the restoration of the IP core is the one thing that fans care about most. If
wants to wear its crown, it must bear its weight. Highly popular IP also requires animation IP adaptation of mobile games to reach a relatively high standard. Therefore, in the creation of mobile game products, the "Fox Fairy Little Matchmaker" mobile game was handed over to the Northern Lights Studio, which has created the classic national style terminal game "End of the World and Bright Moon Knife". The latter has a wealth of national style MMORPG fields. Experience, this is also one of the reasons why the two sides have attracted attention after the strong alliance. The
animation IP adapted mobile game is not a simple transplant of the IP plot, but to reproduce the essence of the original in the game. The mobile game "Fox Fairy Little Matchmaker" uses the original 3D cartoon rendering method to maximize the original scenes with different characteristics. According to the producer Zhang Jingxuan in an interview before, the team had communicated with the animation producers as early as 3 years ago. , Invited the original author Xiaoxin to serve as the chief appraisal officer of the mobile game, and also admitted that he had lurked the player group to watch players discuss the plot and gameplay. The production team of
also attaches great importance to animation. Zhang Jingxuan revealed that he has watched animation countless times and invited the director of the animation series Wang Xin as a game consultant. In accordance with the original animation process, he created an in-game animation for fans and hands. An interactive world praised by gamers.
In order to enhance fans' sense of substitution in the game, the mobile game "Fox Fairy Little Matchmaker" has added many classic characters and scenes in the original, and even the mission settings in the game are very in line with the original image. The dubbing in the game invites actionThe original crew of the painting, whether it is plot, dubbing, animation, or battle scenes, can make people "play in one second".
In addition, mobile games also attach great importance to the binding of animation IP cores, starting with the four major love stories in China, and using reincarnation as the starting point, the core values of love, dedication, and bravery will become the main line throughout the game. Let fans and players have a stronger emotional resonance for the game.
allows players to create their own stories: the worldview extension and unique social gameplay of the gold medal animation IP adapted mobile game
Although the influence of IP is very important, as an animation IP adapted mobile game, the quality of the product itself is the competitive mobile game The market is the capital to settle down.
For RPG games, the ups and downs, and the touching storyline keeps players still fresh after many years; for MMO games, social gameplay innovation is the only way to maintain long-term user engagement. In addition to restoring classics and ensuring high quality, the mobile game "Fox Fairy Little Matchmaker" also attaches great importance to the expansion of the world view and unique social gameplay.
On the basis of inheriting the animation world view, mobile games can also extend more IP content. For example, with the addition of the Red Fairy Inn function, players can interact with the characters who have settled in, give gifts, increase their favorability, and can also invite other scenes to trigger the egg plot, such as the revenge of the wife and sister of the white tail Hongxia, the first time for the rich and the king The hangover and the inner activities during the exchange with Dongfang at the beginning of the month are all enriching and supplementing the original IP worldview. In addition, the inn can also buy furniture and decoration to give players a more sense of belonging.
social gameplay, "Fox Fairy Little Matchmaker" mobile game has added a dream-seeking system. Players who reach level 25 can open the "AI Little Matchmaker" and use the functions of seeking love, confidant and fun. Among them, the function of searching for relationship understands the player's personality and hobbies through dream interpretation and questioning, and matches like-minded partners; the confidant function can record the intimacy between friends, and when the highest-level acacia is lit, you can become a confidant; the leisure fun function is Contains three small copies that need to be teamed up with friends. While enhancing the fun of the game experience, it can also improve the degree of mutual understanding.
In terms of player-to-player communication, the "Fox Fairy Little Matchmaker" mobile game also has a built-in game community, allowing players to solve a variety of needs such as community communication, experience exchange, and problem feedback in the game. The unique dream-seeking system is perfectly combined with the IP theme "Encounter Love", which not only takes care of the emotional needs of fans, but also increases the immersion of the game experience and improves the interactive experience between players. The results of
's opening brought not only joy to the team, but also confidence in polishing the product to its best condition. While enjoying the game experience, the players who come here enthusiastically put forward many opinions and suggestions of their own. In the face of player needs, the official did not evade problems, but actively responded positively: answering questions, acknowledging deficiencies, and most importantly publishing solutions and expressing attitudes, so that players can feel at ease.
includes the refinement space for modeling fineness that players pay close attention to, the optimization direction of the game plot, and the adjustment of welfare intensity, etc. The official mobile game "Fox Fairy Little Matchmaker" has announced an improvement plan.
If the project team took active actions based on user voices and external feedback, on November 2 it launched the bonus of 10 consecutive draws and S card "Red Fairy White Moon" for all players. According to GameLook,
's research and development attitude towards progress, continuous optimization preparation based on a long-term basis, and the determination to sincerely listen to users’ voices and actively improve are also the best way for game manufacturers to treat players’ opinions. "Mobile games still have considerable room for improvement in the future.
Breaking through the Dimensional Wall: How does Guoman create an IP ecology?
IP is a cultural symbol that can carry a wide range of user emotional needs. On the basis of high-quality products, the mobile game "Fox Fairy Little Matchmaker" also focuses on the creation of IP ecology and broadens the IP boundary with new interactive forms.
In the national comic circle, "Ling Qi" became the first cooperative animation of Fox Monster mobile game IP linkage. In fact, one of the classic characters, Tu Shan Susu, appeared in the first season of "Ling Qi" animation. At the Ceremony of the Hades. The mobile game "Fox Fairy Little Matchmaker" also uses unique "Lingqi" elements to create a richer world of Tushan, realizing a comprehensive range of animation, film, and games across fieldsLinkage. Although
is a two-dimensional animation IP, the mobile game "Fox Fairy Little Matchmaker" also broke the two-dimensional wall. In cooperation with the popular star Di Lieba, the image of Di Li Leng Ba created by Tencent Animation was used as the player's S-level partner. Incorporated into the game, Di Ali Gerba was also invited to dub different skins of the character, which attracted a large number of fans' attention, further satisfied the emotional needs of animation, celebrity fans and mobile game players, and expanded the influence of Fox Demon IP force. While
conveys a positive and positive outlook on love to the audience through a romantic and beautiful worldview, the mobile game "Fox Fairy Little Matchmaker" has also officially opened online and offline, using games as a medium to pass on the traditional Chinese love culture.
, for example, in cooperation with the Hangzhou Municipal Government, launched a large-scale pure love parade activity "Fox Fairy Little Matchmaker", starting from the 51 West Lake Ring Road, the West Lake Jiuqu Bridge, post stations and traditional old-fashioned shops are connected in series, and also produced Check-in applet for West Lake attractions. The acacia tree in the work also officially appeared on the West Lake Tiandi Lawn. The classic character Tu Shan Susu was awarded the image of "anime bus" messenger, making Hangzhou the first "City of Pure Love" in China.
In March of this year, we launched an in-depth cooperation with the Shaanxi History Museum to integrate the traditional national style culture into the current trend culture. The allusions are the cultural relics of Tang grape flower and bird pattern silver sachets, ancient costumes, and the love stories between Tang Xuanzong and Yang Yuhuan. Will appear in the world of fox demon for the first time.
When the game was launched, the mobile game "Fox Fairy Little Matchmaker" also announced the cooperation with China Post and the Slender West Lake Scenic Area to create an offline "Red Fairy Post Office" with the characteristics of the Fox Fairy on the Slender West Lake. Fans can put their love letters in the post box to wait for fate, and take a photo with the post box to pick up the limited edition around the post office.
Not long ago, the "Fox Fairy Little Matchmaker" mobile game also announced that it would cooperate with the Yulong Snow Mountain, a 5A scenic spot in Yunnan, to create a real-world experience area of the Red Fairy Inn with the theme of "Pure Love" in the Blue Moon Valley at the foot of the Yulong Snow Mountain. . From the beginning of November, players can come to the Red Fairy Inn and the Acacia Tree to travel, confess, feel the love poems and water lanterns, and experience a unique love journey-this cooperation is also the first of the "Yunnan×Tencent New Cultural Tourism IP Strategic Cooperation Plan" One of the second batch of landing projects, it is hoped that through the new cultural and creative way, the fox demon IP will collide with the unique customs of Yunnan, and bring a fresh digital cultural experience to the "tour in Yunnan".
GameLook found that the cross-circle cooperation of "Fox Fairy Little Matchmaker" is not blindly "casting the net", but a linkage tailored to the core IP theme and ecology, such as the Red Fairy Inn, the Red Fairy Post Office, and Pure Offline collaborations such as the City of Love are all based on love, while Lingqi, Dili Lengba and Hangzhou cultural and creative activities are all realized through roaming linkage.
's diversified cross-industry linkage has allowed the IP of "Fox Fairy Little Matchmaker" to move from virtual to reality, satisfying the emotional needs of users in more scenarios, successfully expanding the ecological boundaries of the brand, and gaining IP value while successfully exploring more IP and The emotional interaction form of fans enhances brand awareness and enriches ecological connotation.
Conclusion
as the gold medal of national comics IP, the significance of the mobile game adaptation of "Fox Fairy Little Matchmaker" animation IP is not only to attract new traffic, but in the context of new cultural creation, Tencent's own effective exploration of IP incubation, mobile games The rapid success after the launch also proved the recognition of the market and users.
On the basis of high-quality products, the mobile game "Fox Fairy Little Matchmaker" also through the integration of diversified businesses, creates a rich and complete IP ecosystem across the circle, so that industrial value and cultural value are mutually empowered, and more people are involved. Knowing and understanding Guoman and at the same time falling in love with Guoman, while enriching and perfecting the IP ecology of the fox demon, let more people enter the world of the fox demon from more dimensions.
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