In recent years, the charm of oriental culture has won a lot of praise at home and abroad for its wonderful presentation in the game. For example, during this period of time, black myths were popular at home and abroad, and "Journey to the West" was popularized by overseas players.

In recent years, game manufacturers have paid more and more attention to the presentation of excellent traditional culture in games, and have received a lot of praise from players, and IGG's "Lords Mobile" is one of the representative members.

Recently, an IP linkage of "Lords Mobile" has once again attracted a lot of attention in the game circles at home and abroad, and the reason is very simple, the object of this linkage is too heavy.

At the end of August, "Lords Mobile" officially announced that it would launch an IP linkage with the Terracotta Warriors and Horses of Qin Shi Huang.

With the official announcement of the linkage news, the expectations of players have also reached a peak, and many players have begun to leave messages under the official announcement news, and even began to play various memes.

Not only that, but the launch of the crossover event also helped Lords Mobile to be recommended by the Apple App Store and Google Play Store in many countries and regions, further out of the circle.

National-level IP endorsement, "Lords Mobile" linkage to the next level

It is not easy to get a national IP like the Terracotta Warriors and Horses of Qin Shi Huang, and at this point, "Lords Mobile" can get the opportunity to cooperate with this time, in a sense, it is also the product itself and the manufacturer that have been recognized by relevant units. For a gaming product, that's a sure in itself.

And the achievements of Lords Mobile itself are also obvious to all. According to IGG's latest financial report, Lords Mobile, which has been in operation for 8 years, will have a revenue of more than 1.3 billion Hong Kong dollars in the first half of 2024, and more than 710 million registered users worldwide.

Outstanding results + a huge user base at home and abroad have given "Lords Mobile" a lot of advantages in cultural communication, and the linkage object is a world-renowned cultural monument such as the Terracotta Warriors and Horses of Qin Shi Huang, and the situation of strong cooperation has also benefited both parties a lot.

The Terracotta Warriors and Horses of Qin Shi Huang do not need much introduction, as the "Eighth Wonder of the World" is so famous that in 1987, the Mausoleum of Qin Shi Huang and the Terracotta Warriors and Horses Pit were approved by UNESCO for inclusion in the World Heritage List.

So far, more than 200 foreign heads of state and government have visited the Terracotta Warriors; In addition, the terracotta warriors and horses have been exhibited in more than 80 cities in more than 40 countries and regions overseas, with more than 20 million overseas audiences. It can be said that the Terracotta Warriors and Horses of Qin Shi Huang is an extremely important cultural business card of China to the outside world.

Such a blockbuster IP is undoubtedly a rich treasure for "Lords Mobile". In terms of IP popularity, the name of the Terracotta Warriors and Horses of Qin Shi Huang is enough to attract overseas players to come and find out, and it lowers the understanding threshold of overseas players in the publicity stage; For domestic players, it is also a unique experience to be able to appreciate the charm of the Terracotta Warriors and Horses of Qin Shi Huang in the game.

On the other hand, from the perspective of IP fit, there is a high degree of compatibility between the gameplay characteristics of Lords Mobile's own strategic confrontation and the ancient military and tactical culture represented by the Terracotta Warriors and Horses of Qin Shi Huang.

In particular, the game's strategic battle elements such as the lord system, multi-class confrontation, and formation changes that are highly respected by players have similarities with the ancient military tactics and command art reflected by the terracotta warriors. The linkage between the two parties is undoubtedly a great help for players' immersive gaming experience. The Terracotta Warriors and Horses of Qin Shi Huang can also take this opportunity to digitally present their brilliant culture in the game and attract more people.

Because of this, no matter from which point of view, the linkage between "Lords Mobile" and the Terracotta Warriors of Qin Shi Huang is a win-win situation.

Double line goes hand in hand, fun and sense of presence bring an immersive experience

In terms of the specific form of linkage, "Lords Mobile" has also put a lot of effort into it. In general, the linkage between Lords Mobile and the Terracotta Warriors is divided into two lines: in-game and out-of-game, combining digital game cultural narratives with offline linkage activities, and adopting a way that players prefer to carry out traditional cultural narratives in the current cultural context.

First of all, in-game, Lords Mobile has designed a lot of interesting game activities based on the combination of various elements of the Terracotta Warriors and Horses. For example, "Tomb Hunting" combines the concept of exploration of the Mausoleum of the First Qin Emperor, integrating allusions to the Terracotta Warriors and Horses, Qin Tombs collections, etc., and players need to explore in specific theme levels to find the corresponding props, and these props can also be exchanged for various linkage benefits in the in-game archaeological supply station.

Coupled with the various events triggered during the exploration, "Tomb Hunting" allows players to get a different leisure moment in addition to the game experience of Lords Mobile SLG's in-depth strategy. More activities such as "Copper Car Rally" and "Assembly, Terracotta Warriors" not only meet the entertainment needs of players for game linkage content, but also allow the Terracotta Warriors and Horses IP to enter people's lives in a richer and more diverse form, and imperceptibly complete the inheritance and development of culture.

On the other hand, the design of various co-branded props in the game also makes this collaboration more sincere, which not only plays the role of cultural narrative, but also drives players to participate more actively in the event, and feel the unique charm of the Terracotta Warriors and Horses of Qin Shi Huang in the process.

Taking the linkage avatar and emoji as an example, "Lords Mobile" obviously has a very accurate grasp of the current Internet culture, and avatars and emojis have become an important prop for everyone to express their personality and communicate at the moment, and many people can't even speak without emojis. From the point of view of the design of the emoji, the linkage terracotta emoji incorporates more interesting elements, more anthropomorphic, and more emotional, which can be said to well capture the needs of contemporary young users and help the linkage activities to gain more people's love and recognition.

In addition to the above-mentioned avatars and emojis, the unique castle and lord skins also provide players with a more immersive linkage atmosphere. For example, in the design of the "Fortune Treasure Palace", you can clearly see the design elements of the mythical beasts and traditional buildings in Chinese myths and legends.

Previously, there was a national style castle skin "Legend of the Lucky Dragon" in the game, and the design of the castle tower + Chinese dragon has always been popular with players. Since then, players have also been suggesting that there are more national style castles in the official, and this time the launch of the "Fortune Treasure Palace" can be regarded as a dream journey.

It can also be seen from the above content that "Lords Mobile" pays great attention to the combination of IP and game content in the linkage, even if it is a top IP that has long been world-renowned, it is necessary to find a suitable output method in the current cultural context and enter people's lives in a more relaxed and interesting way.

Secondly, outside the game, that is, the holding of offline-related activities, has also pushed the linkage between "Lords Mobile" and the Terracotta Warriors and Horses from the game circle to a broader circle.

It is said that this is a jade seal carved by Qin Shi Huang Li Si with a jade seal obtained from Zhao and his bi, and the book "Ordered by the sky, both longevity and Yongchang" eight big characters, in order to symbolize the destiny of Qin Shi Huang.

The linkage between "Lords Mobile" and the Terracotta Warriors and Horses of Qin Shi Huang did not leave the "heirloom jade seal" behind, and specially invited Liu Xiaoqiang, the representative inheritor of the national intangible cultural heritage "Zhenping Jade Carving", to cooperate in creating a joint jade seal, and the jade seal will also be given to players as an in-game event reward, and players will have the opportunity to engrave their own designated content on the jade seal. For players, what could be more attractive than having the opportunity to "engrave their own name" on the "heirloom jade seal"?

On the user side, the linkage between "Lords Mobile" and the Terracotta Warriors and Horses of Qin Shi Huang can be said to bring them multiple feelings. There are not only in-game linkage content to play and collect, but also meaningful customized intangible cultural heritage gifts, whether it is the atmosphere of the linkage or the image of the brand, it has taken a big step forward.

epilogue

It can be seen that the cooperation between "Lords Mobile" and the Terracotta Warriors and Horses is full of sincerity, and the form of cooperation and linkage inside and outside the game allows the linkage activities to cover as many people as possible.

Whether it is the design of in-game activities, props, or offline linkage intangible cultural heritage, it shows that Lords Mobile attaches great importance to linkage activities, and these are inseparable from Lords Mobile's long-term accumulation in the popularization and promotion of traditional culture.

A look back at some of Lords Mobile collaborations reveals that their love for traditional culture is truly ubiquitous. From Foshan woodblock prints to Huaxian shadow puppetry, from Weifang kites to intangible cultural heritage mounting skills, etc., all kinds of intangible cultural heritage and traditional culture have been presented by "Lords Mobile" in an appropriate way, and one cultural feast after another has also made the cultural core of "Lords Mobile" itself more stable.

Just as Black Myth exported Journey to the West culture overseas, what "Lords Mobile" has done is not only inheritance, but more importantly, through the integration of games and traditional culture and art, the charm of these excellent traditional cultures will be better conveyed to players at home and abroad, and its players and products will be connected with culture.

In the future, Lords Mobile will continue to expand its explorable space in terms of culture, after all, the heritage of traditional Chinese culture is too deep, and after having rich linkage experience and enough love for traditional culture, Lords Mobile will also bring players more cultural linkage feasts, and we, just keep looking forward to it.

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