You can find out by sorting out the spatialization cases of game IP，Aiming at the positive expression of IP and the diversification of monetization paths，Game IP is trying to be more practical、More active content production、A more substantial spatialization model of the value-added process。Ruibiao Research presents you seven sets of combinations of game IPs embedded in the cultural and tourism space，Discover the genetic integration point between game IP and cultural tourism space。

Data display from the Game Working Committee of the China Music and Digital Association，The number of game users in China reached 6 in 2018.2.6 billion people。

Since 2010，The domestic game market is 26.High-speed expansion with a compound annual growth rate of 2%，The actual sales revenue in 2018 has reached 2144.400 million yuan。

Same period，The compound growth rate of my country’s domestic travel arrivals and tourism income is 12 respectively.9% and 19.2%。

Since the advent of "Legend of Blood" in 2002, it has attracted 70 million registered users，The game industry has accompanied several generations of Chinese people for nearly 20 years，Becoming a post-80s generation、Post-90s、Common memories of those born in 00s and even those born in 10s。No matter what the social evaluation is，“Games” have become one of the national forms of entertainment and leisure，And gradually moving closer to modern cultural IP。

Although the growth rate of output value，The game industry has greatly exceeded the cultural and tourism industry that also provides "happy" products，But in terms of total consumption and per capita consumption，The cultural tourism industry is even better。2018，Per capita expenditure on domestic tourism is 926 yuan per trip，is 2% of the per capita gaming expenditure of game users.7 times。Maybe that’s why。Heading game companies have successively begun the offline layout of game IP，Adopt various methods to expand IP awareness，Feed back the online monetization path。

Under the existing “IP-traffic-monetization” model，Game IP continues to explore the industry in depth，Looking for more ways to monetize and recreate。

Change the game with mature literary and animation IP，is a common way for game industry IP to achieve progressive traffic conversion。Similar to this，Theme parks are also the primary path for offline reproduction of game IP。

2018，Tencent obtained 65 of the top 50 domestic revenue games.2% of income。Based on oligarch-level game IP，Tencent has made extensive attempts to transform game IP into theme parks。

July 2018，Tencent cooperates with Chimelong Water Park，Launching the "Honor of Kings" themed event，As a mobile game character、Scene IP is the entry point，Main IP visual products。For example, Zhuang Zhou hero theme sky curtain animation、Luban Collection Skin Star Sky Dream Same Style Rocket Coaster、Xiahou Dun rides the wind and waves U-shaped skateboard、Zhong Wuyan Beach Liying Super Big Pendulum, etc.，Also equipped with the 188bet sports betting app download two-dimensional offline standard cosplay show、Derivative product sales and common theme makeup、P picture transformation、A simple nested game IP project such as lantern riddle guessing。

From the actual effect，“Glory of Kings x Chimelong Water World” also failed to break through the simple “OEM” monetization plan。Although the activity for more than 2 months has attracted better attention from gamers，But the so-called IP empowerment，In the end, it only touched the exterior painting of the existing play facilities，without changing its core attraction attributes。Not to mention，Except Ticketing and Derivatives，The OEM-style combination of game IP and theme parks is difficult to bring about more stable transformation scenarios。

On how to implant game IP in theme parks，The player base is much more creative。Based on the gameplay and character characteristics of King of Glory，Some players proposed the following attractions:

Zhen Ji-Da Qiao Water Park，Wang Zhaojun Ice and Snow World，Liu Chan-Zhong Wuyan Lotus Cup，Mengqi-Lu Bu Trampoline，Gao Jianli-Cai Wenji singing room，Descendants-Genghis Khan Shooting Range，Su Lie whack-a-mole，Liu Bei-Bull Demon Bumper Car，Dharma Boxing Ring，Baili kept his promise and played balloons，Baili Xuance Circle，Miyamoto Musashi jumping machine，Nakolulu Double Flying。

In project feasibility、IP fit，As well as overall immersion and alternative monetization methods，The solutions provided by players seem to be more in line with business reality。

Another case of game IP spatialization where “fans are more active than the company” is the “World of Warcraft” theme park。

World of Warcraft is a classic game developed by the famous game company Blizzard，can be considered as the “companion IP” of many post-8090s generation。World of Warcraft has a complete virtual worldview，The 2016 IP-adapted film scored 4 days and 8 in the country.500 million，Box office results totaling 1.3 billion yuan。

Although Blizzard has never planned to implant this super IP with a background story that could last three days and three nights into the real space， But this does not prevent the fan community from self-imagination。Someone planned 10 partitions for this purpose，World of Warcraft theme park with hundreds of items。

actually，A theme park using "World of Warcraft" as a gimmick，Opened as early as 2013，That is now Changzhou Play Valley。Moor Manor at the opening of Play Valley、Star Legend、Star Legend、Mysterious Beast Continent、Temple Mount and other projects，All from classic game IP，But the corresponding copyright has not been obtained。After many years of operation，The controversial parts have been gradually removed。At the same time, Play Valley itself is also undergoing IP incubation，Get involved in online games、Animated short film、4D movies and other fields，In order to reverse the online IP and online traffic from the final transformation scenario。Currently，IPs such as "Journey to the West" and "Super Dimension Battle D"，Failed to get out of Play Valley yet。

Obviously，For the core traffic group of game IP，What impresses them most is not the IP visual image，But the gameplay、Real restoration of special details and storyline。or，Can the immersive experience of the game be restored to the real scene，is the most important。

Exception in this regard，It is a children’s game IP。If targeting children，Visual IP element implantation，Can already meet the needs of the core group。Of course，This is still far from meeting family consumption needs。

"Angry Birds" is a typical case。As a Finnish national game IP，Globally，The theme parks are all parent-child oriented、Communityization、A down-to-earth strategy，Including mainland Finland。Maybe that’s why，Zhejiang Haining invested 20 million to build the 188bet online sports betting Angry Birds Theme Park in 2013，Not yet included in Dianping，There are also very few comments on major OTAs。Compared with the expectations of the local government at that time，The current situation is obviously far different。

This has nothing to do with the scope of application of IP itself。For limited audiences、IP has weak connotation、For games with strict policy control，The path to commercial realization is bound to be limited。

In fact，Over the years，There are not many cases where game IP can be well integrated with amusement park scenes。2013，Fangchenggang City once planned to implant the casual game "Dantantang" with a monthly revenue of 100 million at that time，Developing a theme park，Planned 1757875 square meters，Investment 6.USD 600 million。But the project eventually disappeared without a trace。May 2018，Hubei Shiyan officially confirms the creation of "Shenming Valley·PlayerUnknown's Battlegrounds Theme Park"，Planned construction land of 700 acres，Total investment is about 2.800 million yuan。It is estimated that the annual turnover will be 50 million yuan after completion and operation，Annual tourist reception: 500,000，Annual tax revenue of 2 million yuan，Create employment for 100 people。Although this news caused a huge sensation in the gaming circle，But the progress is still unknown。

Even Tencent’s “Honor of Kings”，It seems that it failed to win enough attention in Harbin Ice and Snow World。Although the promotion of Ice and Snow World increased the passenger flow by 27%，But based on on-site photos, videos and online reviews，15,000 square meters 1:1 restored canyon battlefield、90% rendering game character ice sculpture、80,000 cubic meters of snow, etc. The scene in the promotion，Not impressive。

Although the existing scope of use is limited，But reproduced through integrated IP，The applicable scope of game brands can also be redefined。From a single entertainment IP to a diversified IP for all，The game industry is already exploring，Some intermediate products have been formed that can be combined and implemented。

(1) Cultural Heritage+

2017，Tencent and Dunhuang Academy reached strategic cooperation。Tencent is based on the new cultural and creative strategy，Integrate different products and service capabilities，Export a digital document preservation solution。The Dunhuang Academy focuses on its scientific research results，Combined with Tencent’s digital cultural preservation solution，Let’s carry out innovative exploration and cooperation in digital cultural preservation，Further expand the influence of Dunhuang Grottoes culture around the world。“Honor of Kings” can be said to be one of the more successful cross-border cooperation projects。

In process，Tencent design team had in-depth exchanges with Dunhuang Academy，After 6 months of long polishing and repeated choices of version 37 design。For Tencent，The "Flying" series of game skins jointly produced by both parties，An online monetization method that can feed back game IP。For Dunhuang Academy and Dunhuang Scenic Area，Use character skins in games to express traditional culture，Dunhuang IP is not just the national memory in the loess pavilions，It has become a regenerated IP that is contemporary and playable。

It also resonates with cultural heritage，Ubisoft’s “Assassin’s Creed” series of games，Because it is well made，In the Notre Dame Fire，It can even restore the original appearance before the fire。

(2)Music Festival+

IP reproduction from games to music，It is one of the easiest ways to achieve resource cooperation。While uniting with Dunhuang IP，"Glory of the King" also invited the well-known musician Han Hong、Fang Wenshan and others composed the theme song。October 188bet app 2018，"Glory of the King" held its third anniversary concert at the Chengdu Rubik's Cube Performing Arts Center，Star lineup includes Li Yuchun、Han Hong、Jingteng Xiao、Mayday、Hua Chenyu、Mao Buyi et al，More than 800 cast and crew members，The preparation period reaches 285 days。2019，"Glory of the King" has also reached a tour cooperation with the China Symphony Orchestra，New Year’s concert tour to be launched in December，The city and specific time are yet to be determined。

For cultural tourism projects，General concert、Music festivals and other activities，With celebrity IP and cultural appeal，Often able to quickly gather passenger flow in a short period of time。But traditional concerts often face the problem of too expensive celebrity IP，Even some music festivals themselves are expensive IP。Popular game IP may be a cost-effective route for this model。

(3) Stage performance+

Different from concerts and music festivals，The "stage performing arts +" model has many mature cultural, tourism and performing arts business models，In fact, it is more of a test of the stage re-creation of game IP。

August 2018，NetEase fantasy online game "A Chinese Ghost Story" Carnival was held at the Hangzhou International Expo Center。The highlight of this carnival，It is the "super-sensory immersive stage play" "Menghui Lanruo" developed by the online game。The cross-media art creative agency "Black Bow" serves as the chief producer。The immersive entertainment area is 416 square meters，The carnival ticket price is only 59-139 yuan。The carnival lasts only two days，Thousands of people attended。As a brand direction、Activities to cultivate IP，NetEase Games obviously did not consider recouping costs through ticketing。In the long run，NetEase Games hopes to give back to its loyal fans、Attract a group of potential pan-entertainment users。

At the same time，"Glory of the King" also did not miss the stage play mode。The stage play created by the Happy Twist Team for Honor of Kings will have its national premiere during the game’s 2019 anniversary；Shenzhen Radio, Television, Tourism and Sports Bureau has also decided to join forces with King of Glory to perform an innovative interpretation of Chinese dance。

Also，October 2018，The large-scale stage play "Jian Wang 3·Qu Yun Zhuan" was staged at Jincheng Art Palace in Chengdu，Co-produced by Chengdu Huansha Culture and Xishanju Games。

In cultural and tourist attractions，The performing arts in large theaters are forming a relatively mature production and marketing model for performing arts and dramas。Game IP is also seeking similar traffic outlets。Starting from the stage，The performance traffic monetization of game IP can be adapted to cities、Suburban、Scenic spots and other types of scenes。

(4)AR technology+

VR technology is to migrate the real world to the virtual world more realistically，This is also one of the key directions of game development so far。

AR technology embeds the virtual world into the real world。“Pokémon Go” is an AR game that is popular all over the world，Because it encourages players to play outdoors，naturally comes with cultural and tourism space attributes。However，Relevant companies did not track this hot spot in time，And the game also has cheats、Server and other problems quickly cool down，Become a meteor-shaped super IP。

The application of AR+ technology in scenic spots currently remains in small-scale indoor scenes，Pacific Future Technology’s projects in Malaysia are often regarded as the most cutting-edge application cases in the industry。However，Lack of known IP，Still the weakness of this type of technology-based immersive experience project。

Recent，Tencent launched the “Let’s catch monsters together·Yunnan is animistic” plan，The core is the online gameplay of "AR monster catching"188bet online sports betting ，Offline landing，And promote it to the key cultural tourism resources in Yunnan Province。Currently，The project is not in a hurry to promote the implementation of activities，Instead, we start with “IP Super Activation” customization，Co-create the “Golden Winged Bird” IP image with the Yunnan Provincial Museum。This direction is also similar to the well-known urban IP service provider "Kung Fu Animation" in the industry，But without the assistance of external creative agencies，Tencent has stronger in-depth propulsion than the latter。

The most creative thing among "Yunnan everything is animistic"，The item is not based on the in-game character、Character、The transplantation of content and other IPs is the goal，Instead, we pursue the transplantation of the interactive mode of the game itself，Enable human-computer interaction with AR as the core，Breakthrough into human-scene interaction，To complete the experience deepening of cultural tourism projects based on “tourism”。

A similar case is the AR treasure hunt themed event jointly launched by "Onmyoji" and KFC in 2017，But in comparison, it lacks the deep development layout of IP。

(5) Catering and Residence+

Those who have a deep understanding of the connotation and expression of IP，Of course there are also those who thoroughly explore the monetization model。Theme restaurant created with game IP、Hotel、Apartments and even communities，Although it is difficult to carry out additional IP content production，But there are also many implementation cases。

March 2019，The first theme store of "Westward Journey 2" and Little Sheep appears in Guangzhou，Mainly featured IP decoration of “Dahua 2”、coser waiter and theme dishes。The "Rainbow Island" game cooperates with a ten-year-old maid cafe in Shanghai，Launched IP theme store，But it is also limited to the layout and atmosphere of the store。The classic IP "Dragon Nest" under Shanda Games has launched cross-border cooperation with Sweetome Group，The "Dragon Nest" theme apartment has now been successfully launched，Judging from public reports，No different from some parent-child hotels blessed by animation IP。What’s worse，The Arcosur community in Spain ordered several streets with characters and scene elements from the Super Mario game，Use this as an attraction to potential home buyers。

Catering and accommodation are important cultural and tourism consumption items，It can also be the implantation object of game IP。But for these final consumption formats，The vitality of content IP will determine the sustainability of this model。Unless more in-depth content development is carried out based on the game IP，Formation of integrated spatial IP，Otherwise, the catering and accommodation + model will be extremely vulnerable to the rise and fall of IP。

(6) Characteristic Town+

Superimpose a single consumption format，A town themed on game IP will also appear soon。2017 and 2018，"Wanyu Gravity" authorized by "Legend of Sword and Fairy"，In Chaoyang Joy City and Jiashan "Xinxitang Yueli" Ancient Scenic Area，Realized the implementation of immersive entertainment products，Interactive experience focusing on real-life NPCs and story core。

Based on this，Xishanju、Hengtong Culture and Tourism、The three parties of Blue City Group have reached a cooperation，Using Xishanju’s own martial arts game IP in Suzhou Bay Jinshan Science and Technology Cultural Tourism Industrial Park，Create a martial arts-themed town featuring immersive entertainment。The total area of ​​the project is about 2800 acres，The construction content is planned to include a game theme park、Ecotourism、Film and television base、Residential facilities, etc.。

But in town mode，Producive businesses often also occupy an important position，Even more important than consumer business。188bet sports betting app download In the above-mentioned Xishanju Martial Arts Town project，There is a game that integrates "industry, academia and research"、anime、Technology、Culture、Education and other industrial configuration layout。

More generally，E-sports towns have become an important model for the landing space of game IP，The nature of its industrial real estate is more distinct。

April 2017，Chongqing Zhongxian County announced that it will invest 4 billion to 5 billion yuan to plan and build an e-sports town。May of the same year，Anhui Wuhu Municipal Government signed a framework agreement with Tencent，Jointly build an industrial park project with the theme of e-sports - Tencent E-sports Town。Next，June，Henan Mengzhou Municipal Government announced plans to invest 2 billion yuan，Officially joined the ranks of e-sports towns。The Tianjing Lake E-sports Town in Taicang, Jiangsu is said to have gathered 57 highly competitive e-sports companies，Business covers e-sports event operations、Program production、Club Operations、Anchor Agent、Game development and other fields。Shiqiao Digital Entertainment E-Sports Town located in Xiacheng District, Hangzhou，seems to be one of the few e-sports towns where professional clubs are settled，At the same time, we also achieved “one-stop catering and entertainment”，Service and leisure integration”。

The characteristic town + model not only involves the content reproduction of game IP，At the same time, it also puts forward certain requirements for the industrial synergy within the region and the overall economic conditions outside the region，In the case of poor external conditions，The overall construction cycle is closer to the business logic of the industrial park。

Music、Intangible Cultural Heritage、Performing、Frontier Technology、Metro IP，has significant positive significance in the mainstream value system。The development of game culture to this day，Still controversial。Social group that controls the main direction of public opinion，Not fully accepting game IP。Don’t say like the Korean government，List the gaming and e-sports industries as important national strategies。March 29, 2018，The former State Administration of Press, Publication, Radio, Film and Television issued the "Notice of Important Matters for Game Application and Approval"，Completely suspend the issuance of game version numbers，Not reopened until the end of the year。2018 is therefore called the cold winter of the gaming industry。

actually，Even if there are no regulatory issues，Mobile Internet penetration is limited、The cost of online customer acquisition is rising rapidly、Industry characteristics such as the solidification of stock quality traffic and so on，It has also been announced that the days of conquering cities and territories for the game industry are about to pass，Deeply cultivate IP、The era of precise operation will come。

Just as the game industry’s excess development capacity is being transferred to foreign markets，The productivity of cultural and creative content in the industry，Also expanding into offline value-added links such as cultural tourism space。On the one hand，Game IP must grow from "naughty children playing games" to "moderate entertainment、The new generation of young people who teach through fun；On the other hand，The "Krypton Gold" game user group has been fully reached，Online will gradually become balanced in the alternation between old and new。

This is the biggest opportunity for cultural tourism projects。Offline business travel is a natural high value-added scenario，Also often comes with positive cultural IP。Judging from the aforementioned models and cases，Use the appropriate content creative agency as an intermediate aid，Choose the appropriate IP implantation mode，Able to channel huge online traffic into offline links with higher added value 188bet Online Sports Betting and Casino for single consumption，Thus promoting the two-way empowerment of game IP and cultural tourism real estate，Get out of the local optimum of each business value，Inspire new industry momentum。

*Source of this article: WeChat public account "Ruibiao Cultural Tourism IP Insight" (ID: rbgweixin)，Author: Canyon King RBG, original title: "From game IP to cultural tourism real estate，7 sets of combo skills can break the dimensional wall》.