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经典文化如何破圈?麦家联手游卡探索全新方式

时间：2021-11-29 18:00:31阅读：93861次
近期,游卡签约著名作家麦家共同开发《风声》IP的消息在网上引发了热议。一方面,这是继去年《风声》电视剧热播后,《风声》IP又一重量级动作;另一方面,游卡作为一家文化创意平台,会如何打造基于《风声》IP
风声
  • 风声
  • 战争 剧情 惊悚
  • 周迅 李冰冰 张涵予 王志文 黄晓明 苏有朋 英达 石兆琪
经典文化如何破圈?麦家联手游卡探索全新方式
经典文化如何破圈?麦家联手游卡探索全新方式
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近期,游卡签约著名作家麦家共同开发《风声》IP的消息在网上引发了热议。一方面,这是继去年《风声》电视剧热播后,《风声》IP又一重量级动作;另一方面,游卡作为一家文化创意平台,会如何打造基于《风声》IP的产品,也让不少网友感到好奇。

两大优势助力游卡实现文化IP破圈

多数人对于游卡的了解可能源于《三国杀》,这款2008年上市的桌游产品,不仅掀起了一股全民三国杀的热潮,也彻底引爆了中国桌游行业。在这款游戏中,玩家不仅能体验到非常浓厚的三国文化,也能通过独特的玩法获得不同的娱乐体验。在随后的数字游戏时代,游卡乘胜追击,围绕《三国杀》IP相继推出了多款数字游戏产品,成为了行业中线下游戏向数字化转型最成功的企业。据悉,“三国杀”系列仅线上产品注册用户就已突破2亿,月活用户更是超过了千万,成为现象级的网络游戏。

国民游戏三国杀

除了探索不同载体的产品之外,游卡也积极围绕文化IP进行外延式的拓展,大胆切入电竞赛事、文创周边、影视综艺等泛娱乐体验场景的打造中,推出了一批拥有良好用户口碑的互动产品,丰富了用户跨场景沉浸式体验文化IP的需求。

对于这样的成绩,在游卡副总裁、《三国杀》创始人杜彬看来,离不开游卡两大优势。第一是精准的文化解析力,能够长期坚持不懈地对内容进行扩充和优化,使IP的生命力历久弥新;第二是以线上线下协同运营为策略,使得文化IP能以更丰富的形态,更多样的场景呈现在用户面前,满足用户不同的需求,把这样的娱乐体验打造成一种生活方式。据杜彬透露,今年上半年游卡推出了以“狼人文化”为核心的CCG创新游戏《狼人对决》,后续还在持续研发以山海经文化、中国传统神话等为背景的业务线产品,丰富文化IP矩阵内蕴,扩大文化IP矩阵规模。

随着,麦家与游卡合作开发《风声》IP,不少业内人士表示,过去围绕《风声》IP的开发领域比较聚焦,侧重于影视类,选择与游卡合作后,将充分发挥双方在“IP内容价值”+“多元场景开发能力”的协同效应,率先在桌游、剧本推理等互动文化场景中进行尝试,后续还会基于游卡多元场景的优势,继续探索网络游戏、文创周边等更多形态和可能。未来,一个更立体的《风声》IP生态就会呈现在读者的面前。

创新表达已成为经典文化发展的重要途径

事实上,麦家与游卡这样的合作也是近年来优质文化IP破圈的缩影。随着中国国力的不断提升,人们对于传统文化IP的需求正在不断加强,越来越多的优质文化IP开始探索破圈之路。今年春节期间,河南卫视的舞蹈节目《唐宫夜宴》“火出圈”,14名女舞蹈演员,用婀娜多姿、灵秀飘逸的舞姿展现了唐朝少女从教坊赶赴夜宴的全过程,节目中还穿插了水墨画,展示了妇好鸮尊、莲鹤方壶 、贾湖骨笛 、簪花仕女图等国宝。整个舞蹈除了保留了原本的韵味之外,还大量加入了水墨画、国宝、VR等特效,让虚拟场景和舞台结合,将大唐盛世的繁花锦绣表现得淋漓尽致,让不少网友直呼过瘾。

除了,通过融合技术来进行创新表达之外,还有像故宫通过IP赋能来实现场景式拓展,推出故宫胶带、故宫日历、“故宫喵”等一批爆款文创产品,让故宫中的文物以具象化的形象“激活”。同时,故宫还与影视机构合作,通过打造热播综艺节目《上新了故宫》和纪录片《我在故宫修文物》等方式,让有600多年历史的故宫,成为了网红大IP。

当下的中国,拥有数量庞大的优秀文化IP,它们当中有许多还尚未被开发出来,如何用创新的表达方式来激活它们是值得我们去思考的。今天,游卡和麦家的合作或许给了我们一种新的思路,用年轻人喜爱的方式来调用他们的积极性,不仅能让年轻人能更主动的去认识、热爱、传承中国优秀传统文化,也能使得IP本身得到更大的提升。

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