Many people may not realize that the development of open world categories has entered the second stage!
The previous stage was characterized by the explosion in the mobile game field. At present, there are 64 games that are only calculated on TapTap that clearly marked the "Open World" tag, which has not yet calculated many reserve products from major manufacturers. As for the characteristics of the second phase, it is the future that the top open world products are actively exploring - greater openness and deeper value based on it.
The "super digital scenario" that has become the focus of the industry topic in the past two years is one of the development directions of the second stage, but various experimental cases before have always "almost felt". At the annual cooperation ecological exchange meeting held by " Peace Elite " on October 26, the peaceful and open world presented gave a truly imaginable and implementable "super digital scenario" answer.
. "Peace Elite" builds an open world with developers and players
"Open World" is the most mentioned keyword at the annual cooperation ecological exchange meeting of "Peace Elite", but few people can clearly explain how "Peace Elite" does it step by step. Huang Xinlong, the planning director of "Peace Elite" of Tencent Interactive Entertainment Photonic S Studio, told Game Daily that this is a long evolutionary process, but its underlying layer is the open attitude that "Peace Elite" has always adhered to.
In order to connect players' real life and adventure world, the "Peace Elite" team has made many layouts in terms of technology and ecology. For example, according to the information disclosed at the investment promotion conference, the "Peace Elite Developer Ecology" platform has accumulated more than 5,000 developers, and an open editor can allow them to participate in the project of creating a peaceful and open world. The R&D team is still continuing to pre-research on a number of new technologies to lower the development threshold and allow more creative teams to participate.
The upgrade of the peaceful open world will provide these developer teams with more creative space.
It is worth noting that in the process of "Peace Elite" evolving into an open world, the players of "Peace Elite" also played an extremely critical role, and they accompanied the game to become the most suitable group for the open world.
Compared with other competitive games, winning or losing is no longer the only core of the players' cognition of "Peace Elite". A large number of players are studying special and novel gameplay in the game. For example, when the vehicle skin appears, the "film" business is popular in the game, and many players also drive the Maserati in the game and set up stalls in the island. Players have played all kinds of new tricks in shooting games.
So what the Peace Elite team needed to do in the past was how to provide players with an open environment where they can play more comfortably and better play their creativity. For example, the Four Saints version and the Creation Paradise mode developed based on the island map provide players with a large number of new props and new experiences, while the constantly enriching Oasis Qiyuan mode provides players with various gameplay outside of PVP.
At the moment, the open world has become a label recognized by players and is gradually affecting the overall game direction. This is also the prerequisite for the upgrade of the open world of "Peace Elite".
. Run with realistic logic to open the open world of "Peace Elite"
"Super Digital Scene" needs to be closer to people's lives and society, so it must have high realistic characteristics and run with logic that can be recognized and recognized by people, which is also the natural advantage of "Peace Elite".
is different from the fictional world scenes of most game products. The high realistic "Peace Elite" is very close to real life, and players are more likely to accept the situation of combining reality and reality. For example, during the launch of Tesla vehicle skin, "Peace Elite" added "charging piles" on both sides of the road. For example, there is a beverage vending machine in the desert map, which can collect signal value drugs by starting. Moreover, the use of medicines in the game will have the sound of opening the can, which can provide a stronger sense of substitution.
Of course, what many people may ignore is urban design (such as high-rise buildings, garages, gas stations, churches) and terrain design (such as mountain tops, coasts, basins). These are elements that have been verified to be creative and adjustable, and have enabled players to realize cloud tourism, cloud campus and other experiences in the game. In the previous cooperation with Metropolitan Museum of Art, the game restored Metropolitan Museum of Art 1:1. Players can realize cloud exhibitions in the game and resonate with the world's humanities and arts. In the future, Yuntan Store can also be naturally integrated.
As Huang Xinlong, the planning director of "Peace Elite", shared: The Peace Elite that has been upgraded again will build a super-large and realistic open world. This open world will have a complete entertainment, social, transportation, economic and commercial system like the real world. All the gameplay content, cross-border content, e-sports content, social content, etc. in the Peace Elite in the past will become part of this open world.
. Going towards the "super-number era", "Peace Elite" has become an excellent base for cross-border
In the past, we can see the combination of large manufacturers' products and cross-border brands. Due to the lack of "super digital scenarios", it is difficult to make qualitative breakthroughs. The results are mostly concentrated offline, and relying on the influence of IP to create social communication.
So whether it is the game industry or cross-border brands, they are looking forward to the arrival of "super digital scenarios" that can break the boundaries. And what kind of attractiveness does the Peace Elite have? Luo Li, head of Tencent Interactive Entertainment Photonics' IP Marketing Officer, shared with Game Daily: "Entertainment" is the first step for all brands to choose Peace Elite's super digital scene marketing. In the game, brands can truly achieve in-depth interaction with the indigenous people of the digital world. Really use good content to promote users' interest and enhance their awareness and purchasing intention. For example: In the cooperation with L'Oreal Hair Salon, combined with the characteristics of L'Oreal Hair Salon shampoo products in reality, the interactive form of shampoo shampoo in the game was customized, which triggered a craze for the island players to shake their heads.
From this cooperation and exchange meeting, we also saw that "Peace Elite" will open interactive movie gameplay to the brand for the first time and the gameplay is independent. Imagine that in the future, catering brands can restore the cooking process in Peace Elite, beauty brands can create thousands of makeup faces in Peace Elite, and brands can also deeply implant information into video games to achieve in-depth communication between players and brands.
And from today's ecological exchange meeting, we also saw that "Peace Elite" Open World has given a formula to help brands stand in the C position of the digital world.
In the golden digital business circle created by Peace Elite, brands can choose different types of digital stores, scarce brand parks, double-storey flagship stores, street-facing stores, and flash locations. The four major stores help brands seize the marketing position in the virtual world. This is also the first step to entering the digital world.
From store decoration to opening events, Peace Elite also provides a variety of imaginative solutions with its digital power of gaming. Help brands gather popularity here and reach in-depth communication.
As mentioned above, the official insists on exploring a better combination of entertainment and brand marketing.
For example, the previous cross-border linkage between "Peace Elite" and L'Oreal Hair Salon, L'Oreal Hair Salon "Puspeng Hair Salon Cabin" was implanted in the island map. Players use their magical head-shifting through interaction with the device. After the brainwashing gameplay was launched, the number of check-in exceeded 10 million in just one week, the number of readings on Weibo and exceeded 50 million, and the number of views on related topics on Kuaishou exceeded 250 million.
Personalized gameplay interaction + strong social game atmosphere + the driving force of experts, making sharing and discussion a peaceful shampooing of hair becomes the "daily" of players.The entertaining interactive method also avoids the possibility of player resistance caused by the hard implantation of traditional marketing. In addition, the digital spokesperson of "Peace Elite" Jie Li's sales with the new shape of "high skull top and fluffy ponytail" further stimulated players' interest in purchasing.
And relies on the power of gaming technology. In digital scenarios, brands can also customize their own super digital scene events, opening celebrations, virtual press conferences, experience brand production factories... With realistic operation logic plus the infinite brains of the digital world, they can achieve in-depth communication with young people.
"The scene selection is richer, the interaction form is deeper, and the cooperation is longer timely." This is the summary of the IP market leader Luo Li's new experience of marketing upgrades bringing "Peace Elite" open world.
It can be seen that the Peace Elite Open World brings a global solution to the brand under the super digital scenario.
. The entire ecological content is open to help the peace elite move towards a larger open world
The ecosystem connected by "Peace Elite" will also evolve with the upgrading of the open world. From the data, we can see that the annual event content of "Peace Elite" has exceeded 32 billion, making it one of the most watched mobile game events.
Xu Zhuoer, head of the e-sports business of Tencent Interactive Entertainment Photonics "Peace Elite", said at the "Peace Elite" cooperation ecological exchange meeting: will realize the multi-terminal connection of the peaceful ecosystem in 2023, creating a marketing closed loop from exposure to conversion. There are both game APPs and community positions that directly communicate with players; there are also e-sports events that create content for a long time and interact with e-sports audiences; coupled with the influence of major copyright platforms and anchors, the e-commerce platform will be finally opened up, forming retail conversions, and realizing the harvest of game e-sports traffic.
At the same time, from the sharing of Wang Guanyu, head of operation cooperation of Tencent Interactive Entertainment Photonics "Peace Elite", we can also see that Peace has always embraced all circles with an open attitude. "Peace Elite" has been constantly enriching its connotation and extension over the past years. From platform channels, to game creators, game anchors, etc., open up a broader cooperation ecosystem. At present, a channel ecosystem covering more than 200 traffic platforms inside and outside Tencent has been established. In terms of content ecosystem, it has also joined hands with the entire network live broadcast platform, long and short video platform, including B station Kuaishou, etc. to achieve a rich daily exposure of content. In terms of the player community ecology, "Peace Elite" continues to operate tens of millions of core users, including platforms such as cooperative WeChat and Weibo Taptap, as well as its own Peace Camp and other content platforms. The creator ecosystem operated in a finely intensive way can continuously input content into these content platforms and community positions. In cooperation with world-class game developers, we have jointly built a "peace elite game creator ecosystem" with more than 100 game developers teams to create unlimited content in the open world.
users will not just stop in the virtual world experience. In real life, "Peace Elite" will continue to have in-depth interaction with users through channel traffic, social communication, content ecology, peripheral operations, etc.
We can see that the core of "Peace Elite"'s judgment on super digital scenes is to make better openness and pay more attention to interaction to bring deep connection between the brand and the players. This may be the key point that other open world products and super digital scenes are missing, and it is also the scientific path for cross-border brands to reach the target users most.
Conclusion: Just like the theme of this cooperative ecological exchange meeting "Open World, Open Imagination", entering the peaceful and open world of super digital scenes has indeed given the industry and cross-border more room for imagination. It can be expected that the results of this cooperative ecological exchange meeting will be verified by the market within the next 1-2 years, and will usher in a new era of openness.
Of course, what many people may ignore is urban design (such as high-rise buildings, garages, gas stations, churches) and terrain design (such as mountain tops, coasts, basins). These are elements that have been verified to be creative and adjustable, and have enabled players to realize cloud tourism, cloud campus and other experiences in the game. In the previous cooperation with Metropolitan Museum of Art, the game restored Metropolitan Museum of Art 1:1. Players can realize cloud exhibitions in the game and resonate with the world's humanities and arts. In the future, Yuntan Store can also be naturally integrated.
As Huang Xinlong, the planning director of "Peace Elite", shared: The Peace Elite that has been upgraded again will build a super-large and realistic open world. This open world will have a complete entertainment, social, transportation, economic and commercial system like the real world. All the gameplay content, cross-border content, e-sports content, social content, etc. in the Peace Elite in the past will become part of this open world.
. Going towards the "super-number era", "Peace Elite" has become an excellent base for cross-border
In the past, we can see the combination of large manufacturers' products and cross-border brands. Due to the lack of "super digital scenarios", it is difficult to make qualitative breakthroughs. The results are mostly concentrated offline, and relying on the influence of IP to create social communication.
So whether it is the game industry or cross-border brands, they are looking forward to the arrival of "super digital scenarios" that can break the boundaries. And what kind of attractiveness does the Peace Elite have? Luo Li, head of Tencent Interactive Entertainment Photonics' IP Marketing Officer, shared with Game Daily: "Entertainment" is the first step for all brands to choose Peace Elite's super digital scene marketing. In the game, brands can truly achieve in-depth interaction with the indigenous people of the digital world. Really use good content to promote users' interest and enhance their awareness and purchasing intention. For example: In the cooperation with L'Oreal Hair Salon, combined with the characteristics of L'Oreal Hair Salon shampoo products in reality, the interactive form of shampoo shampoo in the game was customized, which triggered a craze for the island players to shake their heads.
From this cooperation and exchange meeting, we also saw that "Peace Elite" will open interactive movie gameplay to the brand for the first time and the gameplay is independent. Imagine that in the future, catering brands can restore the cooking process in Peace Elite, beauty brands can create thousands of makeup faces in Peace Elite, and brands can also deeply implant information into video games to achieve in-depth communication between players and brands.
And from today's ecological exchange meeting, we also saw that "Peace Elite" Open World has given a formula to help brands stand in the C position of the digital world.
In the golden digital business circle created by Peace Elite, brands can choose different types of digital stores, scarce brand parks, double-storey flagship stores, street-facing stores, and flash locations. The four major stores help brands seize the marketing position in the virtual world. This is also the first step to entering the digital world.
From store decoration to opening events, Peace Elite also provides a variety of imaginative solutions with its digital power of gaming. Help brands gather popularity here and reach in-depth communication.
As mentioned above, the official insists on exploring a better combination of entertainment and brand marketing.
For example, the previous cross-border linkage between "Peace Elite" and L'Oreal Hair Salon, L'Oreal Hair Salon "Puspeng Hair Salon Cabin" was implanted in the island map. Players use their magical head-shifting through interaction with the device. After the brainwashing gameplay was launched, the number of check-in exceeded 10 million in just one week, the number of readings on Weibo and exceeded 50 million, and the number of views on related topics on Kuaishou exceeded 250 million.
Personalized gameplay interaction + strong social game atmosphere + the driving force of experts, making sharing and discussion a peaceful shampooing of hair becomes the "daily" of players.The entertaining interactive method also avoids the possibility of player resistance caused by the hard implantation of traditional marketing. In addition, the digital spokesperson of "Peace Elite" Jie Li's sales with the new shape of "high skull top and fluffy ponytail" further stimulated players' interest in purchasing.
And relies on the power of gaming technology. In digital scenarios, brands can also customize their own super digital scene events, opening celebrations, virtual press conferences, experience brand production factories... With realistic operation logic plus the infinite brains of the digital world, they can achieve in-depth communication with young people.
"The scene selection is richer, the interaction form is deeper, and the cooperation is longer timely." This is the summary of the IP market leader Luo Li's new experience of marketing upgrades bringing "Peace Elite" open world.
It can be seen that the Peace Elite Open World brings a global solution to the brand under the super digital scenario.
. The entire ecological content is open to help the peace elite move towards a larger open world
The ecosystem connected by "Peace Elite" will also evolve with the upgrading of the open world. From the data, we can see that the annual event content of "Peace Elite" has exceeded 32 billion, making it one of the most watched mobile game events.
Xu Zhuoer, head of the e-sports business of Tencent Interactive Entertainment Photonics "Peace Elite", said at the "Peace Elite" cooperation ecological exchange meeting: will realize the multi-terminal connection of the peaceful ecosystem in 2023, creating a marketing closed loop from exposure to conversion. There are both game APPs and community positions that directly communicate with players; there are also e-sports events that create content for a long time and interact with e-sports audiences; coupled with the influence of major copyright platforms and anchors, the e-commerce platform will be finally opened up, forming retail conversions, and realizing the harvest of game e-sports traffic.
At the same time, from the sharing of Wang Guanyu, head of operation cooperation of Tencent Interactive Entertainment Photonics "Peace Elite", we can also see that Peace has always embraced all circles with an open attitude. "Peace Elite" has been constantly enriching its connotation and extension over the past years. From platform channels, to game creators, game anchors, etc., open up a broader cooperation ecosystem. At present, a channel ecosystem covering more than 200 traffic platforms inside and outside Tencent has been established. In terms of content ecosystem, it has also joined hands with the entire network live broadcast platform, long and short video platform, including B station Kuaishou, etc. to achieve a rich daily exposure of content. In terms of the player community ecology, "Peace Elite" continues to operate tens of millions of core users, including platforms such as cooperative WeChat and Weibo Taptap, as well as its own Peace Camp and other content platforms. The creator ecosystem operated in a finely intensive way can continuously input content into these content platforms and community positions. In cooperation with world-class game developers, we have jointly built a "peace elite game creator ecosystem" with more than 100 game developers teams to create unlimited content in the open world.
users will not just stop in the virtual world experience. In real life, "Peace Elite" will continue to have in-depth interaction with users through channel traffic, social communication, content ecology, peripheral operations, etc.
We can see that the core of "Peace Elite"'s judgment on super digital scenes is to make better openness and pay more attention to interaction to bring deep connection between the brand and the players. This may be the key point that other open world products and super digital scenes are missing, and it is also the scientific path for cross-border brands to reach the target users most.
Conclusion: Just like the theme of this cooperative ecological exchange meeting "Open World, Open Imagination", entering the peaceful and open world of super digital scenes has indeed given the industry and cross-border more room for imagination. It can be expected that the results of this cooperative ecological exchange meeting will be verified by the market within the next 1-2 years, and will usher in a new era of openness.
