In today where the digital culture economy is booming, IP has become an important bridge connecting creativity and market, tradition and modernity, culture and technology.On November 4, the 2024 Game IP Ecological Conference was held in Suzhou. Representatives in various fields such as games, literature, animation, and other fields gathered together to discuss the market value and operation of game IP.
Yu Binhe, the person in charge of the public relations of Xishanju Games, share the experience of IP operations
Yu Binhe, head of the game brand public relations, shared the exploration and practical experience of Xishanju in the process of creating a boutique IP.In the long -term operation process, Xishanju has always adhered to the development model of content research and development as its core, research and operation, and layout of multi -track tracks such as martial arts, science fiction mechs, and two -dimensional.At the same time, the game IP is the core, creating a wealth and huge cultural ecosystem of music, animation, opera, peripherals, e -sports, cultural tourism, etc.; from a single game IP to innovative operation of multi -dimensional and multi -level cultural IP, it is the world.Players create the ultimate, rich, and diverse experience.
Focus on IP cross -border ecology, explore multi -level cultural value
an excellent game IPThe reason why it is able to cross the long river of time is the core cornerstone of the market is the unremitting pursuit of fine content and the continuous investment in long -line operation strategies.
Among the fine IPs of Xishanju, the most well -known is the self -developed IP "Swordsman Love".In 27 years, "Swordsman Love" IP is well -loved by players at home and abroad, and "Jianwang 3" is a 3D martial arts game.
After the launch of "Jianwang 3" in 2009, he always insists on continuous deep cultivation and optimization and upgrading of game content.In 2017, the remake of self -innovation was launched. In June this year, it was upgraded to the "Sword Net 3 Unbounded" with the entire platform interoperability, asset inheritance, and unbounded social.In the past 15 years, "Jianwang 3" has grown from a single game to a cultural IP symbol that spans more fields.
The long -term charm of "Sword Net 3" not only originated from its fine content, but also in the in -depth mining of cultural value. It continues to be driven by innovation and culture.Continuously enrich and expand the connotation and border of game IP.
Music is one of the representatives of the Xishanju cultural cross -border."Jianwang 3" has more than 300 original tracks so far. Thousands of times have been on the list of major music platforms, accumulating 1.5 billion playback volume, and released 4 Yinle albums, with a total sales of more than 9 million.The 12th anniversary theme song "Vientiane Changan" boarded the CCTV Lantern Festival party this year.The classic music album "Rucha" and mango TV linkage, through the integration of ancient style elements and modern music, convey the feelings of rivers and lakes and the inheritance of traditional martial arts culture.
"Sword Net 3" and multiple TV programs linkage
""Sword Net 3" IP derived from the "Sword Net 3 · Herbal Liver Bald and Swordsman" series of animations incorporate strong martial arts elements such as Changan, sword fisting, Jianghu martial arts, and cultivation of the heart, conveying the spiritual core of martial arts and unruly martial arts.The total number of broadcasts on the entire network exceeds 600 million, and the latest season audience scores as high as 9.8 points.In September this year, "Jianwang 3. Xia liver gallbladder Shen Jianxin (third season · below)" was also selected as the list of excellent online audiovisual works in the second quarter of 2024 in the State Administration of Radio, Film and Television.
The animation works adapted from "Sword Net 3" are widely popular
traditional cultureRe -empowerment, digital transmission positive energyChinese culture is profound and long.Under the background and new opportunities in the new era, Xishanju is also constantly exploring the digital IP of the game, allowing traditional culture to realize digital expression, and promote the creative transformation and innovative development of culture.
In June this year, with the launch of "Jianwang 3", Xishanju opened a special plan for promotion of non -heritage, linking the Emei Womens Kung Fu Group, restoring the Tang Dynasty food culture "burning tail tail tail tail tail tail tail tail tail tail tailBanquet, explore richer cultural value through the form of games.
In October, Xishanju joined the Dunhuang Museum and the Dunhuang Grottoes Protection Research Foundation.Showing the customs and customs that are unique to the Silk Road.In the game, the excellent traditional culture such as Dunhuang murals, statues, and Han Great Wall ruins has been digitized to reappear, allowing players to find their love for Chinese characteristics in the games exploration, and give a new look of traditional culture.
"Sword Net 3" annual new expansion film "Silk Road Word" shows the local customs of the Silk Road to the majority of players
At present, the game is becoming a vivid medium for practical cultural self -confidence.These cross -border linkage practice allows outstanding traditional culture to gain new vitality, and also allows new generations to form digital connections and traditional culture, and establish cultural identity.For Xishanju, these players are also the main force of expanding the IP border of the game.
Xishanju uses the "chivalry spirit" as the core of the game, gather thousands of love players, and give full play to the advantages of the game platform through the "online plus and offline" public welfare closed loop.In -depth mining of games and positive kernels, actively implementing the companys responsibility, righteousness and love for the country, society and people, and exploring more possibilities for social development of the game IP.
From Tiandge to the flood donation, from the Red Mountain Zoo to the anti -war veteran, from purifying the ocean to the desert ecological restoration, and the eight consecutive years of love donation books, etc.Together with love players, we will continue and use physical strength to continue and expand the concept and spirit of "Xia" in the new era.
Xishanju "Jianwang 3" joined hands with love players in the latest expansion film "Silk Road Word", donated to the Dunhuang Grottoes Protection Research Foundation "Mogao Grottoes 009The protective display project of "No." Cave.
"Jianwang 3" pledges Mogao Grottoes protection display project
This year, this year, this year, this year, this year, this year, this year, this year, this year, this year, this year, this year, this year"Jianwang 3" annual public welfare project focuses on helping the disabled field, starts the "Xinyu Language" of gaming in the game, and allows the knights to participate in the process of helping people visually disabled through popular science interaction., Promote more content about basic sign language.During the game, the public welfare fireworks donation activities were opened, and all the donations were raised to the Zhejiang Provincial Disabled Welfare Foundation for artificial improving public welfare assistance projects.
Public Welfare Action is also part of IP operations
R & D category breakthrough, globalizationIP diversified expansionBased on the accumulation of the IP of the "Swordsman Love" IP years, looking at the forefront of the era of globalization and the frontier of culture, Xishanju is not limitedIn the martial arts track, strategic expansion of multiple areas such as the second dimension and science fiction mech.
After years of grinding and exploring, Xishanju layout the science -science mech track, and the new generation of IP "Solution Machine" is heavy.As a game with the theme of science and science mech in the future, "Limited Machine" uses mech as a cultural carrier, presenting the advanced and progressive progress of future world technology, emphasizing the Chinese cultural concept of "technology to good".
Based on the e -sports attributes of the current gameplay of "Solution", Xishanju uses e -sports as its most important IP operation field.At present, competition systems at all levels are already being prepared.In the future, "Limited Machine" will launch urban competitions, Internet cafes, and university events. After the foundation is complete, it will establish a global professional competition system and gather the top events of the winners of major events as the global e -sports of "Solutions".The highest stage.
The R & D category of Xishanju further expands
It is understood that Xishanju will further explore furtherThe breadth and depth of the IP of the IP of "Solution", expand to many fields such as animation, peripheral models, new cultural and creative, scientific education, science fiction, etc., enrich the value expression of the IP of the "Limited Machine", and broaden its cultural influence.
On the road to digital IP operations, Xishanju has always adhered to inheritance and innovation.In the future, Xishanju will also be in awe, follow the past, inherit and carry forward these valuable wealth, use technology as the wing to look at the future, use an innovative perspective and method to contribute wisdom and strength to inherit cultural self -confidence, promote industrial prosperity, and contribute wisdom and strength.
