"Transformers" mobile game was launched, and the linkage between movies and games made the game a "fast-moving consumer product"

I do not know when, the movie game linkage, has become the standard in the film and television game circle. Recently, with the popularity of "Legend of Chuqiao" and the release of "Transformers 5", "Legend of Chuqiao" mobile games have been launched on the iOS platform; FPS competitive PC game "Transformers OL" has also been officially tested.

recently, with the popularity of Legend of Chu Qiao and the release of Transformers 5: the Last Knight, Chu Qiao Zhuan, a mobile game jointly released by Xishan World Tour and iqiyi, has been launched on iOS platform. The FPS competitive PC game "Transformers OL", independently developed by Tencent Photon Studio Group, has also been officially tested.

I don't know when the movie game linkage has become the standard in the film and television game circle. Whenever a film and TV drama becomes popular, all kinds of games of the same name will come by the wind. However, there are many video game linkage works, but the probability of success is less than 1%, and countless people have failed. It is recognized in the industry that the two works that can really be called popular styles are "A Thousand bones of Flower" and "A smile is very attractive".

" Transformers "mobile game launched, shadow game linkage turned the game into" FMCG "

since there are so many movie game losers, why can it attract so many successive entrants? Some people in the industry believe that the linkage between movies and games is the inevitable trend of pan-entertainment, and the entrance value of its invisible traffic is prominent; others believe that the linkage between movies and games can lead one side to the other, bringing about a win-win situation of "IP+IP" to a certain extent.

however, although the movie-game linkage has so many advantages, in the view of cultural and creative information, the film-game linkage is more of a pan-entertainment mode at the expense of the game effect, and the game work has become a fast consumer product of the movie-game linkage, eager for quick success and quick profit. I just want to make a wave of silly money by making use of the economic dividend of fans, which leads to the adaptation of many film and TV dramas as bad work. Even if it is like the popular style of "Flower Thousand bones" and "a smile is very attractive", it can only be a flash in the pan.

strong > what about popular style games? If not for a long time, it is only a flash in the pan / strong >

after the concept of self-shadow travel has become popular, many manufacturers have gathered to launch a large number of game works under this banner, and the entire game industry has also entered an IP arms race, IP prices are rising, almost all publishers are holding a few well-known IP, waiting for or actively through the appropriate products, teams to let IP realize, earn a wave of money.

however, except for some mobile games known as popular styles, such as "Flower Thousand bones" and "a little smile is very attractive", there are more people who fail to meet expectations in the mobile game market.

the movie "wreaking havoc in Heaven" has been released for 10 days, with a cumulative box office of 767 million yuan. However, authorized by Xinghao Entertainment and Palm, T4GAME made a mobile game with the same name as the movie "wreaking havoc in Heaven" developed by Tianyou, but never thought that the game was already cold before the movie was released, and the service announcement became the last news announcement of the game. On the other hand, the officially authorized mobile games of the Expendables 3 arrived late five months after the movie was released. When the movie is over, the quality of the game can hardly compete with the popular games on the market. Even if it is adapted by the Big IP, it is hard to escape the fate of rapid death.

but there are countless cases like "wreaking havoc in Heaven" and "Expendables 3", such as "Love of Love", "Seventh son: the Battle of the Devil", "Evil Power", "Legend of Zhen Huan", "Legend of Miyue", almost every popular film and TV series can find mobile games of the same name, and some games even have only one press conference and do not even have a chance to face the market.

of course, some people will say that these movie games failed because the release schedule of the game lagged behind, missed the peak of popularity, the game became a movie advertisement, or the theme of the game was inappropriate, the quality of the game was too low, and so on.

but what about the "thousands of bones" who escaped these drawbacks? What about "it's fascinating to smile"?

relying on the advantage of fans of TV series and original novels, the mobile game "Thousand bones of Flowers" ranked among the top three free and best-selling IPhone on the 10th day of launch. The number of new users on the first day of the game was more than 1 million, and the number of active users had already exceeded 10 million, and the monthly flow reached about 200 million. However, after the end of the TV series, the popularity of the movie game linkage has gradually weakened, and today's "Flower Thousand bones" mobile games have long fallen off the list. The mobile game "A smile" was released at the same time as the movie of the same name after the TV series, but it quickly fell from the third downloadable number on the day of release to the top 100 in the month after the film was released. The speed of its fall has to be sighing.

in fact, mobile games are originally "short-lived" products, while skin-changing products such as too homogenous play and lack of world outlook accelerate the death process of these game works, and their game life is so short that people can't bear to look directly at it.

under the general trend of pan-entertainment, film-game linkage should be more "film-game win-win". Nowadays, almost all game works have become the fast consumer goods of film and television works. How can we get rid of the status of fast consumer goods? How can we avoid a flash in the pan? Cultural and creative information believes that the movie game linkage is not impossible to win-win, but if you want to win-win, game makers also need to pick up their own "ingenuity."

strong > behind the game shadow travel linkage "FMCG" is the lack of ingenuity / strong >

at the beginning of the article, Wen Chuang Information mentioned that the FPS competitive PC game "Transformers OL" independently developed by Tencent Photon Studio Group has begun official public testing. In the game promotional copy, nothing attracts the most creative information than the game "using Unreal 4 engines for a total of three years". However, compared with many video game works, most of them can be made casually in a month or two after getting the IP. Can such works be good?

at a forum at the Shanghai Film Festival, Huang Wei, senior vice president of Sohu Changyou, cited "Flower Thousand bones" and "The Demi-Gods & Semi-Devils" as examples. He said: "Flower Thousand bones" is a phenomenal product in the movie game linkage. But how much water does it have now? The Demi-Gods & Semi-Devils has earned 30 billion yuan for the company in the past ten years, and now the running water can reach 2 billion yuan a year. "

he believes that in terms of the film production cycle and release cycle, any film, if not the continuation of the series, has no chance to become a popular style in the movie game linkage.

from the point of view of Creative Information, although the life span of game works cannot be judged arbitrarily in terms of game production time and film production and distribution cycle, works without "attention" are doomed to be difficult to last long. Therefore, in the movie game linkage, if the game wants to get rid of the fate of "fast consumer goods", it must polish the game products with ingenuity, and winning by game quality and word-of-mouth is the long-term way. No matter how much distribution and marketing is done, it is not as long as the product creativity and full marks of quality.

Mobile games of "Transformers" have been launched.

nowadays, the competition in the game market is becoming more and more red, and the homogenization of game products is intensifying. When there is no appropriate creative product, holding IP is undoubtedly one of the fast ways for game manufacturers to realize cash. However, if you can't manage IP well, it is undoubtedly a waste of IP.

Creative Information suggests that although not all IP are suitable for adaptation into games, since game manufacturers already have IP in hand, why can't they conduct in-depth research on IP according to the difference of IP, polishing game products with ingenuity, rather than following the crowd, perhaps adding a little bit of "ingenuity", you can maximize the value of IP, and the game can also get rid of the fate of "fast consumer goods". After all, before there was no concept of "shadow travel linkage", "The Demi-Gods & Semi-Devils" and "Meteor Butterfly Sword" had been brilliant and enduring because of the classic IP.

Edit: mary