"It is rare to hold such a final, especially in the current epidemic situation. But the high temperature of Hangzhou's summer vacation still cannot stop the enthusiasm of players." Pan Silai, general manager of the Joker business unit of NetEase Interactive Entertainment and producer of "Identity V", said in an interview that the tickets were sold out in a very short time. It can be seen that everyone is looking forward to this standard e-sports event at the Asian Games.
Finals Live
In fact, this is not the first e-sports competition of "Identity V" in Hangzhou. The 2021 Cloud Animation and Game Industry Fair was held in Hangzhou. As an offline branch venue, the COAIV (Call of the Abyss) global finals of "Identity V" was held in the final hall of the Tennis Center of Hangzhou Olympic Sports Center, and has become a hot topic among young people, just like this year's IVL Summer Finals.
It can be said that the entry of e-sports into Asia has brought new opportunities to the development of Hangzhou's e-sports industry, and the development of local game e-sports companies in Hangzhou will also be further accelerated. Last year, NetEase Esports Global Event Center officially settled in Gongshu District, Hangzhou, and it was already in the first place.
"Identity V" is a game launched by NetEase in Hangzhou. The entire R&D team is in Hangzhou, with a strong "Hangzhou charm". How to develop in new opportunities nowadays? At this moment when e-sports has shown huge potential in cross-border integration, how should we promote the high-quality development of regional digital cultural industries? Producer Pan Silai all has his own thoughts.
"Ten Years of Hardening a Sword" The cumulative number of players has exceeded 300 million
Enter the NetEase Building in Binjiang, Hangzhou. Most of the young people are coming and going. Pan Silai explained, "The current average age of the team is around 25 years old. They are very energetic and easier to communicate with players."
Time back to 2008, Pan Silai also came to NetEase just after graduating from college and has been working until now. Over the past 14 years, he has participated in the development of "Tianxia 3" and "Dragon Sword" and has become the producer of "Identity V".
"Being a producer at NetEase requires a proposal for a product project." Pan Silai said that this process is difficult and needs to pass the company's complete review process, while producers need more experience and creation accumulation.
In 2018, "Identity V" was officially launched, and the entire platform ranked first on the App Store list on the day of public beta. At present, the cumulative players have exceeded 300 million, successfully opening up a new asymmetric confrontation competitive market and building the world's first asymmetric confrontation event system.
It can be said that "Identity V" is a product of Pan Silai's "Ten Years of Sharp a Sword", and he has long been familiar with the layout of the e-sports industry. "In August 2018, we held our first e-sports competition. Since its establishment in 2020, the IVL Professional League has attracted many professional clubs to settle in." Pan Silai said that with the professionalization of e-sports in "Identity V", its influence has further expanded, and content creation has become more and more rich, and we can do more meaningful things.
Cultural content drives vitality and drives industrial development
Details the development history of NetEase games, it is not difficult to find that many of NetEase's products have extremely strong life cycles.
According to Zhiyan Consulting Report, generally speaking, the life cycle of PC games is 3-5 years, the life cycle of web games is 6-19 months, and the average life cycle of mobile games is 6-12 months. After reviewing the company's products, we can find that many mobile games have an average life cycle, and "Identity V" is one of them.
Pan Silai said that in a comprehensive game company, every type of game has its own characteristics. "The game is essentially the creation of cultural content. Most of the players in "Identity V" are young people. They are willing to express themselves and accept the diversity of culture, and can always maintain their love."
The core gameplay of "Identity V" is asymmetric. This is a game form different from other competitive games. At the same time, the world view and storyline it shows is more profound than that of ordinary competitive games, and the cultural output will be richer.
In Pan Si's view, the continuation of charity and traditional culture is the same proposition. When your works or products have a certain influence, the cultural output effect will be better.
He remembered that the first charity event was about children's safety. Combined with the social hot topics at that time, he launched game props. At the same time, a list of such events that are more famous in history and affect legislation is combined with relevant visual symbols and image design and clothing layout design. "It can be integrated into the game more naturally, making players feel that this thing happens around them, not a slogan-style publicity."
It is understood that "Identity V" has successively launched many activities related to charity and traditional culture in the past four years, such as shadow puppetry activities, panda charity, etc., which have received wide participation and praise from players.
Pan Silai believes that games and e-sports can integrate a lot of cross-border, and can play a role in promoting the development and promotion of technology, tourism, cultural creativity and other parties. "A game will bring many derivatives. We also cooperate closely with regional enterprises in Hangzhou and surrounding areas, and even drive the development of regional chain-related industries. We will explore more new content to empower the industry in the future."
keeps up with the new pattern of e-sports development and adheres to the idea of going overseas in culture
Statistics show that in 2021, the annual output value of Hangzhou's animation and game industry reached 32.85 billion yuan, a year-on-year increase of 26.9%.
As e-sports competition officially joins the Hangzhou Asian Games, Hangzhou is targeting key links such as enterprise cultivation, talent introduction, platform construction, and event implementation to promote breakthroughs and innovations in the e-sports industry.
As a representative of local game e-sports companies and products in Hangzhou, NetEase Games’ global layout has also been further accelerated. Pan Silai said that Hangzhou has developed rapidly in recent years. As for e-sports, Hangzhou's e-sports industry is backed by Shanghai's emerging industries, which will generate many new opportunities and may eventually form a new pattern.
His plan for the next layout and development in Hangzhou is very clear, that is, to do a good job in e-sports and go overseas while doing a good job in cultural development. "We have held five sessions of the global competition. This year's finals have participated in a total of 168 countries and regions around the world, with 410,000 teams and more than 1.7 million registered players." Pan Silai said that games and animation are both cultural industries. What we have always done is to give high-quality content to players and output high-quality cultural content through diversified methods.
Since "Identity V" was launched, online and offline competitions have been continuously launched, and both through offline comic exhibitions and live broadcast platforms have achieved good communication effects. Currently, it is a popular mobile game in Japan. In the e-sports arena, the development of events in the Japanese competition zone is becoming more and more formal and perfect, and there are more than 10,000 e-sports players so far.
At the end of the interview, Pan Silai said that after years of development, the idea of cultural overseas development has also changed. He would have done some output of Chinatowns, traditional festivals and customs before. "I think we can also output what the world looks like in the eyes of Chinese people? For example, Hollywood can do Kung Fu Panda, and Japan can use the Romance of the Three Kingdoms to create animation and games. They are all good reverse ideas and have achieved good results."
Now, NetEase Games has ranked second in the "Top 52 Global Publishers" list for five consecutive years, and many products have achieved good reputation and achievements in many regions around the world. In addition, NetEase Games has successively established first-party studios in Canada, Japan, the United States and other places in recent years, promoting the construction of a global R&D system.
(China Daily Zhejiang News Agency)
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