Huanrui Game has formed a diversified operation and marketing mode through IP authorization, and its enterprise positioning is IP operator. Through video game linkage, the comprehensive development of IP is what Huanrui wants to do and has been doing.
original title: first swim and then shadow Huanrui games explore new ways to play IP with reverse linkage
probably because Huanrui century film and television resources help, Huanrui game's CJ booth is somewhat "unsociable" in a number of game companies. There are not too many game trials and App box signs, replaced by a tall poster wall, if tourists pass by, they will probably think that this is a special area for movie stars to meet. 
different from other IP development models, Tianyu adopts the reverse shadow game linkage mode of swimming first and then shadow, which is a new IP development method of Huanrui game based on existing resources.
< strong > "Tianyu" is the latest mobile game product of Huanrui Game. It plays the new < / strong > 
" the Legend of White Snake "
founded in 2013, Huanrui Games is a wholly owned subsidiary of Huanrui Century. Relying on a large number of fairy knight-errant, fantasy IP and rich film and television promotion resources, Huanrui Games has formed a diversified operation and marketing mode authorized by IP, and its corporate positioning is IP operators. Through film and game linkage, the comprehensive development of IP is what Huanrui wants to do and has been doing. the reason why it is said that "Tianqi" is fresh, one is technological innovation, and the other is that the operation mode of this IP is to travel first and then film later, and then arrange similar schedules for launch after the production of the product is completed. For this kind of thinking, Pei Bei, vice president of Huanrui Games, said that this is not only a new attempt of movie games, but also a new way to maximize the value of the development of IP. 
Huanrui Game Vice President Pei Bei
Pei Bei said that Huanrui's film and television IP resources are rich, and the company has always adhered to the basic concept of strong combination and three-dimensional development in IP development. Take "Tianyi" as an example, the game development project cooperates with Snail Games, a leading domestic developer, and the products adopt a number of next-generation cutting-edge technologies to ensure the quality of the game in terms of operation and expressiveness.
on the other hand, the cooperation of the "Tianyu" project is to travel first and then film. Game development is ahead of the shooting of movies and TV series, and the launch time can be coordinated with film and television products to realize the mutual promotion of resources. Compared with the traditional movie and game linkage, this kind of reverse thinking helps to improve the quality of the game, because the game is developed before the film and television, and the method of playing the game will not be restricted by the content of the film and television drama, which to a certain extent improves the competitiveness of the game itself. After all, "No matter how IP is, it is only a pillar of derivative, and fun is the core competitiveness of a game product." < strong > Movie Game interaction needs deep development. < / strong > 
Pei Bei believes that excellent game products will certainly be favored by players, but when it uses film and television IP and combines with film and television depth, more film and television fans will find resonance in the game, the fun will also be upgraded, and the background and character settings of the game will become more complete because it is associated with film and television works. As a film and television IP, if there is a game product that is deeply connected with it, then the IP fans can find a place to experience the work more deeply, not just watching it through the screen, but personally participating in it, participating in rich activities in the game process, getting to know good friends, and becoming part of the story. and if the video game linkage mode wants to succeed, it should pursue a more in-depth linkage mode. in this regard, Huanrui Game strives to achieve a high degree of unity in all aspects of the game and film and television in the process of research and development, rather than just pursuing consistency on the surface. Take "Qingyunzhi" mobile games as an example, the game and TV series have been highly synchronized since the establishment of the project. The mobile game art team has gone to the scene where the crew was filmed, 100 actors participated in three-dimensional motion capture, film and television voice dubbing embedded games, and so on. All these make "Qingyunzhi" mobile games in the human setting, plot, picture, action, sound and other aspects to maintain a deep binding with the TV series. This deep cooperation not only improves the quality of games and film and television products, but also meets the different needs of IP fans. < strong > Huanrui wants to be a professional IP operator. < / strong > 
Pei Bei said that Huanrui Games, and even the whole Huanrui Group, is positioned to be a professional IP operator.
in essence, games, TV dramas, movies, anime, literature and periphery are all derivatives of IP. How to interpret an IP with a large enough structure and enough user base to users in a variety of forms and launch a variety of derivatives is a problem that all IP operators need to think about. in the future, Huanrui Games will continue to rely on the Group's film and television IP resources to derive all-round pan-entertainment around IP through cooperation, investment or setting up R & D teams. This derivative is not limited to games and film and television, and there may be APP, peripheral commodities and other derivatives in the future. Edit: mary
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