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用精品游戏讲好中国故事(品牌论)

2018年09月01日 20:29来源:网络整理手机版

  8月26日晚,在鏖战几乎整整一天后,2018年雅加达亚运会电子竞技表演赛上,中国队以2比0战胜中国台北队,获得亚运会电竞项目首金。电子竞技,作为一项运动进入雅加达亚运会表演赛,并将在2022年杭州亚运会上成为正式比赛项目,这意味着人们对电子游戏的看法正在发生变化:电子游戏从原先的“不务正业”,变成了为国争光的体育赛事,甚至是文化产业的主力军。

  让我们拿游戏与电影做一个横向比较,会发现游戏产业产值的惊人。据《2017年中国游戏行业发展报告》的数据显示,2017年国内游戏业整体收入为2189.6亿元。而2017年全国电影总票房为559.11亿元。也就是说,作为绝对主流的文化产业——电影业,其产值也已被电子游戏产业大大超越,千龙电影网,且后者仍在保持高位增长。在这一背景下,着力引导游戏产业健康发展应该成为关键词。

  游戏产业属于文化产业,其发展也要从“产业”和“文化”两个方向用力。

  从产业角度看,应该大力支持优质本土游戏厂商,打造国产游戏品牌。长久以来,中国电子游戏市场都是美、欧、日、韩的“跑马场”。近年来,随着中国游戏厂商积累渐厚以及移动端游戏市场勃兴,国产游戏发展突飞猛进。数据显示,2017年国产游戏收入为1420.7亿元,占据国内游戏市场近65%的份额。同时,中国游戏厂商也制作出了一些爆款产品。

  这样的发展势头也体现在国产游戏的海外成绩单里。2017年中国自主研发的网络游戏海外市场收入达82.7亿美元,远超影视等其他出口的文化产品营收。今年6月,央视财经曾报道,2017年韩国手游市场排名前20的游戏中,中国手游多达16款,其总销售额高达11.6亿元。国产游戏的海外影响力和市场地位都在提升,目前中国已经成为重要的游戏输出大国。

  从文化角度看,应发挥电子游戏的文化载体作用,让游戏“出海”讲好中国故事。在互联网时代的软实力竞争中,电子游戏因其极具带入感和感染力等特点,正成为越来越重要的表达载体。比起单向度的文化宣教,游戏能够在娱乐互动中传递出特定的文化和知识,德德搜书吧,因而往往更受欢迎,也更能抵达用户内心。

  在今天,虽然中国已成为游戏输出大国,但游戏类型较为单一,一些游戏还处于模仿美、欧、日、韩模式的阶段,对中国故事的讲述以元素符号居多。未来,国内游戏厂商应加强在剧情、世界观、视觉、操作体验等方面的设计,用更为内在、更为柔性的方式,讲好中国故事,传播好中国文化。目前来看,以武侠文化为主题的国产游戏在这一方面表现较为突出,成为海外用户竞相追捧的产品。

  总之,利用游戏“出海”讲好中国故事,既是国内游戏厂商的责任使命,也是其与世界同行竞争的制胜法宝。游戏的核心价值是好玩,开发出更好玩、更有区别度的游戏产品是取胜的关键。笔者相信,依靠中国优秀传统文化这个宝库,从中国这个古老文明向现代化转型的生动实践中汲取营养,广大游戏厂商们只要脚踏实地,匠心打造,就一定能够创造更多具有世界影响力的游戏精品。

(责编:袁勃)

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