"Guofeng" game is eye-catching, 2023ChinaJoy camp: retro Yu Garden Jiuqu Bridge, Huxin Pavilion booth | game | eye-catching

From the Huamu Road subway station, without looking at the map, you can follow the surging crowd all the way to the most popular anime event in the summer. On July 28th, the 20th China International Digital Interactive Entertainment Exhibition made its debut at the Shanghai New International Expo Center. Due to the influence of typhoon weather, the sun is nowhere to be seen, which is considered a "heavenly blessing" for game enthusiasts who plan to spend a whole day at this 120000 square meter exhibition.

To enhance the viewing experience, this exhibition adopts a reservation ticket sales model, which reduces the viewing density through methods such as daily entry, no on-site ticket sales, and increasing the width of the channel. There is no offline ticket sales at the exhibition site, and visitors need to purchase tickets with their real names in advance and swipe their ID cards to enter.

The game "National Style" is eye-catching

Shuttling through the exhibition hall, cosers dressed in costumes occasionally pass by, as if blurring the boundary between virtual and reality. Game exhibitors can either restore grand game scenes on site or bring the latest game trials, making players feel at home.

In this gaming world, the beautiful "national style" is eye-catching. The Shengqu Game Booth located in N4 Hall "moved" Shanghai Yu Garden to the scene. Entering the exhibition booth, colorful lanterns hang above, and below are winding Jiuqu Bridge and Huxin Pavilion. The ancient architecture highlights a unique cultural charm. There are also inheritors of intangible cultural heritage such as sugar paintings and dragon and phoenix characters on site, and players can experience a "garden dream" on ChinaJoy. It turns out that Shengqu's online game Legendary World has recently started cross-border interaction with Yu Garden. On line, Legendary World launched a customized "Yu Garden Map", which meticulously recreates the Jiuqu Bridge, the pavilion in the center of the lake and the surrounding related buildings. Popular buildings such as Green Wave Corridor and Jingrong Building will meet players in the game. Off line, a giant national style birthday cake 3.5 meters high appeared on the gold square of Yu Garden Mall. The cake takes the "Luoxia Island", a novice village of the "Legend World", as the creative prototype, and sets off with the mountains and rivers of national style, and the beautiful peach blossom scenery, becoming a new popular punch in point in Yu Garden.

Shengqu Game moves the "Yu Garden" to the scene and Shengqu Game provides

"Legendary World is an online game with oriental fantasy theme. In terms of content creation, it refers to myths and stories such as The Book of Mountains and Rivers, The Story of Sought Gods, The Records of Found Relics; and Yu Garden is a landmark building in the old city of Shanghai, which has a history of hundreds of years, and the two are quite consistent." Hu Xin, assistant director of Shengqu Game, said, "The game also cooperates with time-honored brands such as Huxin Pavilion and Tonghanchun Hall to create a co branding activity, and will launch co branded tea drink packages, Yuanbao tea gift boxes, and limited peripheral gifts."

The booth at Xishanju remains as ancient as ever. The game "Swordnet 3" under its umbrella is one of the representative works of domestic PC games, set against the backdrop of the Tang Dynasty world, integrating various elements with traditional Chinese cultural characteristics such as poetry, song and dance, silk, guqin, and drinking culture. At the booth, the most eye-catching ones are none other than exquisite high-end dresses. Among them, the Shaolin themed haute couture from Swordnet 3 also appeared at the 2019 Paris Fashion Week in France. "The design of the dress takes into account the elements or colors of various schools in the game. As long as you play this game, you can immediately recognize which school's clothing it is." The booth staff explained that combining the game with fashion design is also a way to promote Chinese culture. "Going out in a trendy form and stepping onto the international stage." Player Zhou Xuan specially wore Hanfu to the "Swordnet 3" booth. She said that she has been playing this game for seven or eight years, and the most attractive thing to her is the "Chinese style". "I have met many friends in the game, and since 2017, I have come to ChinaJoy every year."

MiHoYo's new game "Collapse: Starry Sky Railroad" participated in ChinaJoy for the first time as an independent IP, and the booth was in the form of a giant physical device, almost restoring the core element of the game "Starry Sky Train" in a 1:1 ratio. The giant balloon device with the mascot "Wuwubo" image is also very eye-catching, and the interactive game designed with it attracts a large number of players to participate. Another popular product of Mihayou, Genshin Impact, appeared on the partner Yijia and Xiaomi booths. In addition to experiencing the content of the game, Genshin Impact and Yijia jointly displayed three products for the first time on the same scene, and also welcomed cos performances of many popular characters, such as walnuts, Xiangling, granulated sugar, etc.

"Star Dome Train" appears on ChinaJoy miHoYo, providing

What are the possibilities of "game+"

While immersing oneself in the gaming world, the social value attributes of games are also highly valued; The possibilities brought by "game+" are increasingly being valued.

"The ChinaJoy exhibition is paying increasing attention to the importance of social responsibility and social value of games," said Wang Xuan, Vice President of Le Element. This summer, Le Yuan collaborated with Shanghai Science and Technology Museum and Shanghai Natural History Museum to jointly carry out public welfare science popularization activities for rare species, with its subsidiaries "Happy Consumer Music", "Idol Dream Festival 2", and "Happy Aquarium"; Players take on the role of "patrol officers" and explore the habitats of rare species such as giant pandas in high mountains, deep valleys, primitive forests, fertile plains, and snowy mountains, uncovering the mysteries of biodiversity. Among them, the cumulative number of participants in the "Happy Consumption" activity exceeded 1.1 billion. "The social value of games is not limited to entertainment and education, but can also be extended to other fields such as health, social networking, public welfare, etc. The gaming industry will have more opportunities to collaborate with other industries to create new value together." Wang Xuan said.

"Happy Consumption" collaborates with Shanghai Science and Technology Museum and Shanghai Natural History Museum to provide music elements for rare species public welfare science popularization activities

MiHoYo activates the vitality of intangible cultural heritage through storyline short films, documentaries, creative gameplay, and other forms of interaction between virtual and real. In the new spring short film "Fish Lantern" launched by Miha Youyou, the "Sea Lantern Festival" in the game "Genshin Impact" is intertwined with the 600 year old Shexian Fish Lantern Festival in Anhui Province, telling a moving story of "a thousand miles away from home, a lamp burning home". In addition, Genshin Impact also launched the Journey of Liuguang Picking up Relics, which shows the fairy family legend and market life in the Liyue area in the game in the form of intangible cultural heritage.

"Every year, we are catching the forefront of the development trend of the industry. ChinaJoy focuses on content. From the era of online games to the era of page games, mobile games, and now to the state of pan entertainment and multicultural integration, ChinaJoy has grasped the development characteristics of the game entertainment industry in each period." Luan Xun, senior vice general manager of Shanghai Hanwei Xinheng Exhibition Co., Ltd., revealed that tickets sold out early this weekend, showing the young generation's consumption power in the anime field.

It is reported that there are nearly 500 Chinese and foreign exhibitors from 22 countries and regions participating in this ChinaJoy event. Among them, there are more than 200 exhibitors in the BTOC exhibition area, with an exhibition area of over 100000 square meters; There are nearly 300 exhibitors in the BTOB exhibition area, with an exhibition area of nearly 20000 square meters. There are nearly 100 foreign-funded BTOB enterprises, accounting for 35%. The global industry's attention to this year's exhibition is constantly increasing.