Crossover: 2014

Chapter 142 The arrangement is clear and plain (2)
Lin Hui asked: "What do you think about the IP shaping of the game "Hill Climb Racing"?"

Huang Jing smiled lightly: "Are you testing me?"

Lin Hui: "Why did you say that?"

Huang Jing: "You already understand that what I just said means that you want to shape the IP of the game.

Then I feel that with your mind, you should have already thought of what to do in terms of shaping IP. "

Lin Hui said modestly: "I do have some ideas.

But one person counts the short and the other counts the long, I still want to hear your suggestion. "

Huang Jing: "What kind of perspective do you need me to provide advice on?
How about giving suggestions from the perspective of Apple staff?
Or should I make suggestions as a purely technical person? "

These words made Lin Hui feel something strange.

There is nothing strange about what Huang Jing said.

The key is that Huang Jing's tone of voice made Lin Hui feel a little hint.

This suggests nothing to do with hormones.

It's a bit similar to the feeling of an olive branch being thrown at the workplace.

Ordinary people may not be particularly able to understand that feeling.

Lin Hui is very familiar with this feeling.

Lin Hui tried to start a business when he was a sophomore in his previous life.

Although that venture ended in failure, Lin Hui did not gain nothing.

Lin Hui gained a lot of rare experience through that entrepreneurship.

These experiences have always been regarded by Lin Hui as the most precious wealth.

The days of starting a business are also regarded by Lin Hui as the most beautiful time.

Although that time was shrouded in the haze of entrepreneurial failure.

But it doesn't matter, failure itself is not terrible, the terrible thing is never really starting.

All in all, the entrepreneurial experience in the previous life allowed Lin Hui to judge Huang Jing's intention of showing favor.

Lin Hui was also willing to accept Huang Jing's overtures.

Since rebirth, Lin Hui has cooperated with Huang Jing the most times.

Based on the principle of using familiarity instead of rawness.

Huang Jing is undoubtedly an ideal future subordinate.

And Huang Jing's resume is also very beautiful.

Computer-related majors in US books + US masters, plus working experience at Apple.

There is no problem at all for this resume to go to any major domestic factory.

Even if she is going to a top Internet company, if Huang Jing is willing to put more thought into the interview, it will not be a big problem to get a job smoothly.

Speaking of the situation Lin Hui is facing now.

Although the forest ash funds are still in short supply at this time.

However, compared to the initial difficulties, Lin Hui's financial problems have been greatly alleviated.

On the contrary, it is the manpower problem, which has always troubled Lin Hui.

The current forest ash also has a lot of energy.

Want to develop for a long time.

It is still inevitable to embark on the road of "recruiting troops and buying horses".

After all, a person's energy is limited after all.

And as the value of forest ash increases.

Now Lin Hui is still complacent, and the self-proclaimed career work will most likely mean a high opportunity cost for tomorrow's Lin Hui.

Lin Hui is growing up, and in the future Lin Hui doesn't need to do some things by himself, and it will be over after giving orders.

In short, talents like Huang Jing are now willing to come to Lin Hui at the early stage of entrepreneurship.

It is not an exaggeration to say that it is a timely gift.

Even so, Lin Hui didn't show too much excitement.

Because Lin Hui knows very well that being too active will lead to passiveness.

After pondering for a while, Lin Hui responded: "Whether the advice you provide from the perspective of Apple's official personnel or from the perspective of a purely technical staff is very precious to me.

As long as your suggestions are valuable to me.

However, if possible, I still hope that you can give me some advice from the perspective of a partner. "

Although Huang Jing's role in the future is likely to be Lin Hui's future subordinate.

Lin Hui also used the more etiquette term "partner" when expressing it.

Of course, Lin Hui's expression is not entirely polite.

Lin Hui really hopes that all partners who cooperate with him in the future can go on.

But this is indeed a bit of a luxury.

Many Internet companies start their businesses in less than a few years.

The upper-level personnel have basically changed seven or eight times.

But Huang Jing didn't think too much about it.

Lin Hui's attitude seemed to be in line with Huang Jing's expectations.

Huang Jing became active: "I am really honored to be your partner.

Now that you've said that, I'll share my opinion.

The reason why I suggested you to shape the game IP before is because the game IP can easily generate some added value.

Shaping game IP can make it easier to connect games and game players, increasing the stickiness of games to players.

At the same time, if the game IP is shaped, it is also easy to absorb traffic and generate derivatives.

Derivative realization is easy to understand.

As for the adsorption flow, I believe you are also aware of it.

To some extent, traffic is basically equated with the topicality and popularity of games and game-derived content.

In short, I think shaping the game IP will be of great benefit to the game itself.

And after shaping the IP.

For the daily operation of a game, it is easy to get twice the result with half the effort.

Some non-IP games require difficult operations to achieve.

IP games can be easily realized by hyping up the popularity of IP..."

Lin Hui can understand this.

Isn't the operation of a well-known mobile game such a strategy?

All kinds of ceramics are used to achieve the purpose of hyping up IP and achieving momentum.

Huang Jing continued: "As for the IP of the game "Hill Climb Racing"?
I haven't worked in a similar job before, but fortunately, from a global perspective, we have a lot of successful experience to learn from.

Take Blizzard's Warcraft IP as an example, which gave birth to "Warcraft" and "World of Warcraft".

The former pioneered the integration of real-time strategy games and role-playing games, and has been active in the field of world-class e-sports for a long time.

The latter is the holder of many online game records and is the pinnacle of MMORPG games.

Not only that, it originated from the IP of "Warcraft", and also produced "Hearthstone".

It is quite powerful that an IP can generate such a large value.

The success of Warcraft IP is largely due to its full grasp of the three major elements of IP:

——"Emotional Positioning", "Unique Visual Symbols" and "Profound Story Content Spread"

It can be said that if we want to create a successful IP, we must also achieve these three elements.

As far as the current "Hill Climb Racing" game is concerned.

On the last two points, it seems that you have done very thoughtful.

In v1.0.0 of the game Hill Climb Racing you introduced livery for vehicles.

In the v2.0.0 version, you added 20 new livery to the game, which further strengthened the attribute of the paint in the game.

It wasn't that there were no vehicle skins in other games before.

It is difficult to arouse the player's interest in the painting that is almost the same as in reality.

Instead, it's the new 2D livery you have in the Hill Climb Racing app that feels novel.

(ps: ...not metaphysics, if you are interested, it will be expanded in detail later when it involves 2D visual effects)

I previously read the player comments of the game "Hill Climb Racing" on twitter.

Many players feel that the livery you introduced into the game is very charming.

This kind of charming painting has become a unique visual symbol in the eyes of a considerable number of players.

Very popular with these players.

It can be said that you have done a good job in creating a unique visual symbol.

As far as crafting a story that goes far, you've done a great job.

Although in the introduction to the game "Hill Climb Racing".

What you have written about Newton Beal is not detailed enough.

But this is also an advantage. Short stories have a natural advantage in dissemination compared to long stories.

With more than [-] million active downloads worldwide, it is not an exaggeration to say that the story in the game introduction of "Hill Climb Racing" has spread far and wide.

In this case, I think the focus of your next work on shaping IP should be mainly on [emotional positioning].

Specifically, how to complete the emotional positioning of the protagonist Newton Bill in the game "Hill Climb Racing".

To start from the level of IP.

Generally speaking, IP can be divided into three levels: presentation form, content and value.

Therefore, when shaping the specific approach to IP, we usually start with the three tasks of presentation form, content and value.

Hill Climb Racing is a casual game.

It's a casual game, we don't need to spend a lot of time on promoting values.

And now the presentation form of this game is quite mature.

At least in a short period of time, "Hill Climb Racing" should not make any changes in the presentation form.

Therefore, it involves the emotional positioning of the protagonist.

We can only work on the content of the game.

You have already introduced it in the introduction of the game "Hill Climb Racing".

Newton Bill was interested in conquering various complex terrains.

But why does he insist on this?

I feel that it is perfectly possible to detail the reasons why Newton Bill was obsessed with conquering various complex terrains.

Thus completing the emotional positioning of Newton Bill.

It is not difficult to be specific at the technical level. This function can be realized by introducing some plot easter eggs into the game.

Interact with players through easter eggs...

And it appears in the form of easter eggs, so we don't need to deliberately promote it.

Players themselves will be very interested in digging these easter eggs.

You might even want to keep these Easter eggs a little more secretive.

In this way, players will have enough fun to discover.

As for what kind of emotion to give Newton Bill, this is more troublesome.

It's not that you can just give an emotion casually.

This kind of emotion is best to have a certain resonance with the player's psychological level.

Only in this way can the player's sense of identity with Newton Bill be deepened.

As for what such an emotion should look like.

I don't think it's a good idea either, it's probably something that can only be left to a professional. "

As expected of a professional, this incisive analysis gave Lin Hui a little more impression of Huang Jing's business.

As for what Huang Jing expressed.

The idea of ​​introducing easter eggs in the game coincides with Lin Hui's previous idea.

Lin Hui also thought about IP shaping by setting some plot easter eggs in the game.

Two-phase confirmation, it seems that it is advisable to improve the story of the game characters and content by setting plot easter eggs in the game.

Lin Hui said: "The idea of ​​setting up plot eggs is really good.

Do you have any other suggestions besides setting easter eggs? "

Huang Jing thought for a while and said, "In the v2.0.0 version of the game "Hill Climb Racing".

You've introduced some new characters.

In these characterizations you also introduce female figures.

I think you can give corresponding names to these female images other than Newton Bill.

At the same time, treat it as a character in the game.

Use this character to interact with Newton Bill to a certain extent.

In order to improve the integrity of the story in the game.

Doing so complements Newton Bill's emotions. "

Lin Hui praised: "This idea is indeed not bad, I didn't think of it before.

And this is not very complicated to achieve from a technical level. "

Huang Jing: "Hey, really, I feel like you've already thought about it, but you didn't say it on purpose."

Lin Hui has no habit of stealing credit.

Frankly said: "I really didn't expect it before, this suggestion is really good.

By the way, do you have any other good suggestions, don't hide your secrets..."

Huang Jing: "I have some other suggestions.

For example, further elaboration and analysis of the game content through web articles and the like.

Another example is the precise promotion of channels and the like.

In a short time, I think the safest way is to set easter eggs in the game.

This approach is relatively easy to implement.

As for other methods other than games, I don't recommend you to try them in the short term.

These measures outside of games certainly help shape IP.

But it is also easy to arouse the resentment of players.

In particular, it will arouse the resentment of domestic players.

On the whole, it is safest to set easter eggs in the game.

Moreover, setting up plot easter eggs will not only arouse the player's wariness.

On the contrary, it can stimulate the fun of players to explore, why not do it? "

Lin Hui knew what Huang Jing wanted to express.

If you don't pay attention to some methods in terms of IP architecture, it is really easy to be thankless.

At least domestically.

It stands to reason that the act of shaping IP does not affect the player's experience of the game.

Why does this approach arouse the resentment of players?
Of course, it was caused by the negative behavior of some domestic manufacturers who killed chickens and took eggs.

Many domestic manufacturers generally use IP as a "signature" to attract users to download and play when using IP.

The role of IP is generally used as an advertisement.

Discard after use.

It's just unilaterally using IP to serve the game.

The further shaping of IP by the game is completely ignored.

Excessive use without maintenance will only deteriorate the value of the game IP and eventually lose the value of the IP.

It has also led to the unfavorable situation that the domestic game industry is facing the lack of IP.

In addition, due to the lack of continuous maintenance of IP value by domestic game manufacturers.

Many games that originally had high-quality IP have also overdrawn their IP potential with a series of aggressive operations by game operators.

This kind of practice has led to a large number of high-quality IPs being reduced to low-quality games that users are dissatisfied with.

And even though the current domestic game manufacturers speak well.

In fact, the high probability of speculating on IP is to collect money.

This kind of behavior can be said to be seen a lot by domestic players.

It is precisely because of the behavior of such game manufacturers in the past.

As a result, if Lin Hui wants to make a difference in IP, he must pay attention to methods.

(End of this chapter)