New exploration of Tencent's e-sports business: digital IP integrates offline scenes and builds a new format of cultural consumption.

On the afternoon of July 26th, 2022 Tencent E-sports Annual Meeting was held in Hangzhou International Expo Center. Hou Miao, Vice President of tencent games and General Manager of Tencent E-sports, attended and released the new annual development strategy of Tencent E-sports: in the future, he will continue to carry out in-depth cooperation with the city to help the city e-sports industry from three dimensions: events, industrial infrastructure and urban business scenarios. Build Hangzhou? A new sample of Asian e-sports cities? At the same time, with the help of digital IP's faster iterative ability in content, it continuously injects new content into the offline real scene of the city, helps the real economy to create a brand-new consumption experience and industrial form, and builds a healthy and sustainable e-sports industry ecology. (Speech by Hou Miao, Vice President of tencent games and General Manager of Tencent E-sports) Subtitle: E-sports business scene continues to heat up. Digital IP+ urban industrial gameplay will be upgraded again. According to the "2022 Asian E-sports Industry Development Report" jointly released by Tencent Youdao, Tencent E-sports and the Asian E-sports Federation, by 2022, over 70% of netizens across the country will support more linkage between their cities and e-sports. Among all kinds of e-sports integration scenarios, entertainment and experiential e-sports integration scenarios have significantly improved the interest and future willingness to pay of e-sports users in China. Among them, over 40% of e-sports users in China are looking forward to e-sports related short videos, e-sports related animations and e-sports related variety shows. More than 35% of e-sports users in China are interested in e-sports related offline scenes, such as e-sports theme experience hall, e-sports combined theme exhibition activities and e-sports combined amusement park. (Scene Fusion Research Report) As a new sport deeply loved by young people, e-sports has a positive impact on more and more offline scenes. From the authorized landing city of the event to the E-sports Experience Hall of Station V, we will provide the public with an immersive experience of industrial culture charm by injecting digital content combined with offline scenes, and then we will go to the landing practice of Tencent E-sports X Tims coffee flagship store and Tencent E-sports X Shangri-La theme hotel rooms. E-sports, as a brand-new super digital scene, helps the real economy of offline venues recover through digital IP scene service and cross-industry connection. Tencent E-sports, a new carrier of consumer interaction, is promoting more and more opportunities for industrial cooperation with more cross-circle fields, providing more imagination for the development of urban e-sports. Virtual human+digital interactive experience+official event ip, new exploration of e-sports business. It can be seen that through several years of accumulation, Tencent E-sports has accumulated a relatively deep accumulation and leading edge in the IP and digital interactive experience of official e-sports events. In recent years, Tencent Content Center has made important progress in the research and development of virtual people around the future technology direction. Virtual people such as Xing Tong and Zhan Lele have also won the love of a large number of fans and become an important element to attract users' attention. Therefore, in the latest business practice of Tencent e-sports, a model of virtual human+digital interactive experience+official event ip three-dimensional creation is proposed, which is explored in e-sports hotel for the first time. Today, the Goose Hotel built by Tencent E-sports and Encounter Technology in Hangzhou * * * also officially opened the internal test. Virtual manager of the first e-sports hotel: at the VEEGY meeting, Hou Miao invited one? The mysterious guest "VEEGY" introduced the Golden Pavilion Hotel. VEEGY is the first interactive hotel virtual manager in China, which can provide users with an immersive e-sports digital content experience during their arrival at the store. Let me know when you are in the shop. Hello, Vicky? Can stimulate managers to interact and get information from them? Someone who knows how to play e-sports? Massive watch game recommendation. (Virtual manager of the first e-sports hotel: VEEGY) Digital content construction: 5-dimensional interactive testing experience In addition, the hotel also designed professional-level e-sports talent testing from five dimensions: hand speed, eyesight and strategy. Through digital interactive content, users can experience the training methods of professional e-sports players in an immersive way. (Professional e-sports talent test) E-sports IP integration enhances the atmosphere and social experience. Jinge Hotel integrates the event IP with the hotel scene, and is equipped with five customized theme rooms: KPL, PEL, CF series events, QQ Speeding S League and AG Club to enhance the social scene experience through the event atmosphere. In addition, Jinge Hotel cooperates with 12+ e-sports eco-brand to fill the e-sports atmosphere into every detail that users can perceive through joint hard design and customized products. At the same time, Tencent e-sports will also be launched in conjunction with full-tour e-sports this year? Tencent e-sports scene certification program? Provide business solutions around events, content and traffic for more offline city scenarios. (Partner of Jinge Hotel) With the in-depth application of digital technology and digital content on a global scale, more people, more industries and more cities will be given new imagination space, and new opportunities will be ushered in under the mode of continuous innovation and iteration. In the future, Tencent e-sports will also plan to land more new e-sports scenes, including but not limited to e-sports hotels, e-sports experience halls and e-sports malls. , which aims to provide more scenario empowerment solutions for industry partners. With the infinite potential of the future development of digital content, Hou Miao also sent invitations to more interested partners to jointly build a new scene ecology of e-sports, bringing completely different fresh experiences at all levels of society through digital IP content, and helping e-sports become an important lifestyle of the public.