Warcraft wants cross-border fire, how hard it is! -World of Warcraft, world of Warcraft-IT information
On June 8 the release of Warcraft, as expected, is very hot at the box office. I have a friend in order to play world of Warcraft game that year, in 2004, their computer memory upgrade and now it seems, belong to the mainstream 2GB, recently, he rushed into the theater with their families ... ...
In movie theaters the week before, in my circle of friends is crowding the screen by various Warcraft movie experience, that man, of course, also published many nostalgic and excited-state links. I have worked on world of Warcraft game on social, cultural and economic impacts, and in the name of the Warcraft example published a book, but when a friend asked me why not to contribute at the box office, I just asked him one: really good? Next, hardly surprisingly silent ... ...
There is no doubt that world of Warcraft is a "Super IP (original)". In the game world, to "wow" the name game, I get into a fire. Such as stand-alone times the Warcraft series of games, from 1994 's first generation, to the 2003 third generation, popular from generation to generation, even electronic arena is still on the "standard", not to mention the online game world of Warcraft, its users billions of dollars, can be described as "history". Even small pieces, such as in the PC end and play card games on the mobile the legend of furnace slag, produced from 2014 to date, are often among the top ten games list.
Once out of the game, Warcraft charm began to decrease . Indeed, it is has a powerful game system. I am most impressed by is the 2010 Haiti earthquake, veteran collectors of peripheral products Shi Yihua told me the news: Warcraft Taiwan regional operators zhifandi is auctioning around the limited edition products, raising money for Haiti relief. "That is a very rare peripheral products! Look at this, Taiwan Li Wei, head of Blizzard Branch donated dog soldier statue, limited to 200, it's Blizzard award outstanding employees or top prizes, money can not buy, I wish I knew how to have a good ... ... "
Game entities "toy" will be able to successful fundraising, which in the game industry is a very powerful message. However, the world of Warcraft is nothing, as early as in 2008, the United States, Florida, a company that has only 14 employees, through the authority of the genuine, manufacture and sale of world of Warcraft in-game blade of legends "frostmourne", achieving annual revenue of $ 2 million.
Back to see, as a collection of statues, but Blizzard internal benefits; the latter seemingly mass consumption, in fact, has relied on $ 379 to $ 479 price and become "collectible". Real will for the statue and "frostmourne" paid, belong to the world of Warcraft fans are particularly rich in "hardcore" fans.
Wow most of the peripheral products are personalized products, and essentially just for "VIP-class" players. So to speak, in the movie before the introduction of Warcraft, world of Warcraft, this super IP, which is the game world "explosions". Warcraft movie this product, just for "VIP-class" fan service, reduced to a daily level of consumption. But the business is often just "deal".
Game IP: why hard to cross-border hot? While world of Warcraft has specific books, had a detailed narrative, but in the eyes of the vast majority of world of Warcraft players, it's just a game. Even world of Warcraft has a similar "diffuse power the universe" Grand worldview, it is difficult to diffuse power "superhero", in a great "story tree" under branches scattered leaves.
"I know how many races in world of Warcraft game, and a variety of ethnic fighting and weaknesses, and know how beautiful the scenery is of the land of Azeroth. For world of Warcraft's story, I really don't remember. I'm playing a game, in the open copy, scattered fragments of stories in the game, I don't care too much. Unless, there's a puzzle task waiting for me to finish, but I will complete the task, instead of ' reading '. "One of the senior players of world of Warcraft to ridicule me.
《魔兽》想要跨界火一把，有多难！ - 魔兽,
魔兽世界 - IT资讯
6月8日电影《魔兽》上映，不出所料，票房很火。我有一位朋友，当年为了玩《魔兽世界》游戏，在2004年就把自己的电脑内存提升到现在看来还属于主流的2GB，最近，他拖家带口地冲进了电影院……
在电影上映前一周，我的朋友圈里被各种魔兽观影体验刷屏，那位仁兄当然也发表了很多怀旧与激动并存的相关链接。我曾研究过《魔兽世界》游戏对社会、文化和经济的影响，并以《榜样魔兽》为名出版过一本书，但当朋友问我为什么不去贡献票房时，我只是反问了他一句：真的好看吗？接下来，就是毫不意外的沉默……
毋庸置疑，《魔兽世界》是一款“超级IP（原创作品）”。在游戏世界里，以“魔兽”冠名的游戏，总是出一款火一款。如单机时代的《魔兽争霸》系列游戏，从1994年的第一代，到2003年的第三代，代代火爆，甚至至今依然是电子竞技场上的“标配”，更不用说网游《魔兽世界》，其用户量过亿，可谓“史上最强”。即使是小作品，如在PC端和移动端上玩的卡牌游戏《炉石传说》，自2014年出品至今，也常常位列游戏榜单前十名。
可一旦跳出了游戏圈，魔兽的魅力就开始明显下降了。诚然，它是拥有强大的游戏周边体系的。我印象最深的是2010年海地发生地震时，资深的周边产品收藏者施益华告诉我一则新闻：魔兽的台湾地区运营商智凡迪正在拍卖限量版的周边产品，为海地灾民筹款。“那可都是极其罕见的周边产品啊！你看这个，台湾暴雪分公司负责人李威捐出的狼骑兵雕像，全球限量200个，这可是暴雪公司奖励杰出表现员工或高层的奖品，有钱也买不到，我要是能有一个该有多好啊……”
用游戏的实体“玩具”就能成功进行募捐，这在游戏行业里是一个极为震撼的消息。然而，这对《魔兽世界》不算什么，早在2008年，美国佛罗里达州一家仅有14名员工的公司，就曾通过获得正版授权，制造和销售《魔兽世界》游戏里的传奇之刃“霜之哀伤”，实现年收入200万美元。
回过头看看，作为募捐用的雕像，不过是暴雪公司的内部福利；后者看似大众消费，其实已经依靠379美元至479美元的售价而成为“收藏品”。真正会为这样的雕像和“霜之哀伤”付费的，属于《魔兽世界》粉丝中特别有钱的“骨灰级”粉丝。
《魔兽世界》的周边产品大多数都属于个性化产品，而且基本上只服务于“VIP级”游戏玩家。可以这么说，在电影《魔兽》推出之前，《魔兽世界》这款超级IP，也就是游戏世界的“爆款”而已。而《魔兽》电影这款产品，只是从为“VIP级”粉丝服务，降低到日常水平的消费。但这样的生意，往往只是“一锤子买卖”。
游戏类IP为什么很难跨界火爆呢？尽管《魔兽世界》出过专门的书籍，有过详细的故事叙述，但在绝大多数《魔兽世界》玩家眼中，它就只是一款游戏。哪怕《魔兽世界》有类似“漫威宇宙”一样宏大世界观，却很难像漫威“超级英雄”们那样，在一棵巨大的“故事树”下开枝散叶。
“我知道《魔兽世界》游戏里有多少种族，以及各种族的战斗力和弱点，还知道艾泽拉斯大地的风景有多美。可对于魔兽的故事，我还真没记住。我在玩游戏，在开副本，游戏里七零八落的故事碎片，我没太在意。除非，有一个拼图任务等着我去完成，可我也只会完成任务，而不是去‘读书’。”一位《魔兽世界》资深玩家如是向我吐槽。