Source: Guangming.com

The integration of digital economy and real economy has become a general trend. In recent years, whether affected by global digital transformation or the disruption caused by the epidemic, many traditional enterprises have begun to seek digital survival. The national level attaches great importance to this. At the beginning of the year, the "14th Five-Year Plan and Outline of Long-term Goals for 2035" emphasized that: we should give full play to the advantages of massive data and rich application scenarios, promote the deep integration of digital technology and the real economy, and empower It can transform and upgrade traditional industries and give birth to new industries, new business formats and new models.

Under the new development and planning landscape, how can the digital economy, as a new engine of economic development, effectively help the real economy carry out digital transformation, achieve business growth and leaps, and thereby improve the efficiency of industrial development? This key topic is constantly being explored and practiced in all aspects of government, industry, academia and research. Among them, games, an important part of the digital industry, may provide innovative ideas and become a catalyst for the integration of data and reality.

Breaking through application boundaries

Games are gradually becoming a "super digital scene"

According to the "2020 China Game Industry Report", the scale of China's game users in 2020 has reached 665 million people, the continuous growth of the game industry itself will inevitably lead to the rapid development of related industries. With high-quality content, many domestic head game IPs have gradually become pop culture symbols of contemporary significance. When games integrate into more digital life and production scenarios, this "ninth art" also breaks through its inherent entertainment attributes and shows the tension of connecting more social values.

First of all, with IP as the source and rich content expression, games can not only absorb excellent culture, carry vertical domain knowledge, and create cultural communication media and functional products that go beyond entertainment, but can also be integrated with real-life Brands and industries in different fields have joined forces to open up new social and consumption scenarios. For example, in recent years, "Honor of Kings" has continued to cooperate with Dunhuang, the Great Wall, the Forbidden City, "National Treasures" and other cultural preservation institutions and cultural programs to promote the popularization of traditional culture among young people; "Tianya Mingyue Dao Mobile Game" has cooperated with international brands Armani joins hands to explore a new win-win path for games and traditional brand marketing.

Secondly, with the development of technology, games continue to embrace cutting-edge technologies such as AR, AI, and cloud computing, expand their forms and types, and become a testing ground for cutting-edge technologies; and the new technologies accumulated by the game industry It is also widely used in different fields to help improve social production efficiency. For example, the high-fidelity and real-time rendering capabilities of game engines are subverting the production processes of traditional industries such as construction, medical care, and industrial manufacturing. The automobile manufacturer BMW once used the simulation environment of game engines to complete the reconfiguration of its Munich factory, and Design and production planning of its new models.

Finally, beyond the product itself, the game industry is inherently interconnected and can drive the comprehensive development of upstream and downstream industries through the role of the industrial chain. Taking the e-sports events derived from games as an example, this "digital sports" scene has now become an industry with an annual output value of nearly 140 billion, with 500,000 employees. It not only directly drives related industries such as venues, content, and live broadcasts, but also The prosperity of enterprises also further radiates to urban and regional economies, helping local areas to enhance their vitality in the digital age.

As games continue to break through their own boundaries and interact with many users, industries and even local cities, infinite possible application scenarios and spaces have been extended, and the understanding of games from all walks of life has been constantly refreshed. . In January this year, Tencent Games took the lead in proposing the concept of "super digital scene" in order to expand the value space of games in the digital society and promote games to "better connect virtuality and reality, past and present, time and space", thereby Make it “a better way to connect people, people and society, and different industries” (Ma Xiaoyi, senior vice president of Tencent).

Based on this, innovative practices using games as a medium to link the digital economy and the real economy and assist the digital transformation of traditional industries have begun to get on the right track. One example worth learning from is "Tencent Games Life", a B2B2C marketing platform owned by Tencent Interactive Entertainment.

Breaking the existing ceiling of the industry

"Tencent Game Life" helps stimulate the real economy

It should be pointed out that for traditional industries and brands, games are The combination can be called a marketing highland. The traffic and emotional connection of hundreds of millions of users can help them "flexibly" access the Internet and be accepted by the public with a younger, more popular and open attitude; at the same time, games can also provide more personalized content experiences, helping traditional industries and brands to achieve digital and scenario-based business transformation.

These values ??are also directly reflected in Tencent’s cross-border practice of games and life. With the popularity of games and e-sports events, Tencent Game Life has gradually become the most successful marketing service "middle platform" to help various industries and game content ecological growth, linking Tencent's brands including "Honor of Kings", "Peace Elite", " Many leading game IPs and e-sports events, including "Happy Landlord", "Happy Mahjong" and "Tianya Mingyue Dao", provide multi-dimensional motivation for traditional enterprises to move towards digital business transformation.

Compared with a single advertising model, Tencent Game Life has demonstrated more distinct advantages based on the collection of multi-category products and events, as well as the support of digital technology capabilities and scenario-based marketing capabilities:

First, the opening of rich game IP and event content can meet the marketing needs of different cooperative brands and merchants to obtain potential young users and long-term operation and transformation, including launching joint membership privilege cards and creating a customized IP atmosphere. Scenarios, as well as offline interactive activities based on LBS technology and other methods, help industry partners achieve cost reduction, increase efficiency, and integrate product and effect. For example, this year, Tencent Game Life's "King of Life" teamed up with Shanghai Metro to provide suggestions for smart travel in Shanghai. The zero-cost fun activities attracted more than 180,000 users to participate, and also guided Shanghai Metro's special APP - Metro Metropolis Received 80,000 downloads, promoting the popularization of Shanghai subway digitalization.

Secondly, by fully leveraging the operating nodes of different products and events, we can provide promotion assistance throughout the year regardless of the off-peak and peak seasons. In June this year, Tencent King of Life assisted China Post in organizing the "Glory of Kings National Competition Third Audition Competition Merchant Track-Glory Mail You Comprehensive Challenge". Through this long-term event, China Post's urban outlets welcomed a large number of young people While users and brands are rejuvenating, their private domain traffic has also grown significantly. In addition, facing the pain points of high customer acquisition cost and low repurchase rate in the catering industry, both Game Life and CoCo can carry out the "Honor of Kings" anniversary event. Through the linkage of online coupons and offline store competitions, CoCo can bring Direct income generation exceeding 10 million yuan.

Taking offline theaters as an example, according to data from Suning Financial Research Institute, the national single-screen box office output has been declining for many years, falling from 1.376 million yuan per block in 2015 to 2019. 911,000 yuan/block. Against this background, Tencent Game Life launched in May this year with many cinema brands including Dadi Cinema Group, UME Cinemas, Lumiere Cinemas, Suning Cinemas, Huayi Brothers Cinemas, and Perfect World Cinemas. Cooperation will transform the operation of theaters from a single, purely physical viewing venue to a "composite scene" operation surrounding movies, e-sports events, and game viewing scenes. This change not only helped physical cinemas to attract and focus on young users during the epidemic, but also increased users' stay in the store and secondary consumption conversion, and helped cinemas explore and operate diversified profit models.

Mature operational experience can also be expanded to local and urban areas, such as joining forces with the Honor of Kings KPL Alliance to help create an urban e-sports life circle. It is reported that Tencent Game Life has cooperated with the Shenzhen DYG team to assist the team's home landing in three aspects: "home event empowerment", "cross-border integration of commercial entities" and "creation of new business cards for urban e-sports", and through product technology, local The core capabilities and resources of opening up business districts and accurately operating fans will radiate to surrounding commercial entities, build an urban e-sports industry ecology, help enhance regional economic vitality, and create a new business card for urban e-sports.

According to statistics, Tencent Game Life Platform currently connects more than 1,200 brands and more than 1.75 million merchant stores across the country, covering 12 fields such as catering, retail, travel and transportation, and wine and tourism, helping various industries and games Content ecology achieves growth and wins.

Last year, Tencent Game Life directly drove merchants to generate nearly 200 million yuan in revenue and helped merchants save more than 300 million yuan in marketing costs.

It can be seen that in the integration and development of different fields and game ecology, Tencent Game Life has demonstrated efficient, convenient, diverse and long-term connection capabilities by virtue of its "middle platform" positioning, accelerating It not only integrates the real economy and the digital economy, but also promotes the healthy development of industries: merchants achieve "cost reduction and efficiency increase" in revenue through gamification marketing, and game IP also uses merchants to have richer interactions with players in life scenes. Through interaction, the two parties achieve each other's success, and win first and second first.

Based on positive value

The game industry fulfills social responsibilities

As the industry chain continues to mature and improve, games are becoming a driving force for the integrated development of the digital economy and the real economy. Will the "super digital scene" expand its application space in the future? The answer should be yes. But this not only requires the participation of more related industries, but also means that for game companies, it can tap more innovative values ??and possibilities.

On this year’s 99 Charity Day, Tencent Game Life has also made many active explorations. It has linked up with Tencent Charity to create an innovative "game + charity" scenario that connects merchants and players. During the event, brand merchants support charity actions by issuing love coupons. Players can receive charity coupons issued by random merchants after donating in the Tencent Charity Mini Program, and use them in the merchant's official mini program to enjoy full discounts, no threshold discounts, etc. rights and interests. According to statistics, merchants participating in this public welfare activity include dozens of well-known brands such as Hongxing Erke, China Post, and Weiquan, among which 8 physical brands cover more than 3,500 offline stores.

We hope that in the near future, Tencent Game Life can realize more connections between industries, further promote the in-depth integration of production, services, and consumption in traditional industries with digital formats, and explore more game applications. new scene. By then, the "super digital scene" of games will also release greater social value. (Ya Qiu)