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国产游戏“抱团出海”正当时(中国品牌在海外)

2018年09月01日 22:52来源:网络整理手机版

国产游戏“抱团出海”正当时(中国品牌在海外)

  八月二十二日,玩家在腾讯游戏平台(WeGame)体验中国游戏。
  (腾讯供图)

国产游戏“抱团出海”正当时(中国品牌在海外)

  8月22日,一名男子经过科隆游戏展中国展区。
  新华社记者 罗欢欢摄

国产游戏“抱团出海”正当时(中国品牌在海外)

  8月22日,玩家在腾讯展台提供的中国折扇上书写自己的中文名字。
  本报记者 彭训文摄

国产游戏“抱团出海”正当时(中国品牌在海外)

  玩家在上海百家合公司展台前排队体验游戏。
  本报记者 彭训文摄

国产游戏“抱团出海”正当时(中国品牌在海外)

  8月22日,人们在德国科隆国际游戏展上参观。
  新华社/路透

  在刚刚落幕的德国科隆游戏展上,来自当地的12岁男孩列农克斯在腾讯游戏平台(WeGame)上体验完一款名叫《河洛群侠传》的武侠游戏后,被其中的武术招式、精美画面和充满中国风的音乐深深吸引。在工作人员指导下,他将自己的中文名字一笔一划写在一幅中国折扇扇面上,小心装进书包里。他说:“游戏为我打开了认识中国的一个新途径,我现在对中国传统文化的东西更感兴趣了。”

  “让世界领略中国游戏的风采。”这是亮相本届科隆游戏展的腾讯、游族等30多家中国游戏及硬件商希望传达出的明确信号。经过十来年匠心培育,中国游戏产业呈现百花齐放状态。国际相关机构近期发布的数据显示,中国游戏市场以379亿美元占据全球份额的27%。

  那么,国产游戏如何才能真正“走出去”?如何处理好“出海”过程中可能遭遇的文化冲突、法律障碍等挑战?如何把海外市场做大、做牢固?

       

  以平台为“船”

  搭载优秀文创出海

  8月22日,科隆游戏展正式向公众开放。很多玩家都新奇地发现,来自中国的游戏展台多了起来。

  位于10.1展区的腾讯游戏平台(WeGame)今年首次在科隆游戏展亮相。但对于这个游戏平台,很多海外玩家并不陌生。无论是腾讯游戏代理的《英雄联盟》《穿越火线》等热门网游,还是近期发行的《饥荒》《天际线》等国际知名单机游戏,都使该平台声名远播。目前该平台的近百款游戏,千龙电影网,已吸引海内外逾2.7亿玩家体验、下载。本次展会上,10款在该平台上线的国产单机游戏进行了展示,这些游戏多以中国传统武侠或少数民族文化为背景。十几台电脑边,经常出现玩家扎堆或排队体验的情景。

  “我们的目标是提供一个整合性的国际化游戏平台,它像一艘大船,助力中国优秀文创作品走向世界。”深圳市腾讯计算机系统有限公司互动娱乐PC游戏平台部产品总监王伟光对记者表示,以前有很多中国游戏经常在国际上成为“爆款”,但很难持续运营,究其原因,主要在于缺乏平台支撑。

  据介绍,腾讯正在打造的WeGame平台海外版将设置中国游戏“出海”专区,专门发布体现中国优秀文化、契合海外玩家习惯的国产游戏,同时提供电竞、直播、社区等符合当地文化和更受年轻人欢迎的长线运营支持。

  其中,《河洛群侠传》《隐龙传》《紫塞秋风》等中国传统文化风格浓郁的作品深受现场玩家的喜爱。来自科隆一所学校7年级的玩家拉玛尔,在父母陪伴下体验了国产武侠动作角色扮演游戏《紫塞秋风》。该游戏的故事发生在位于中国甘肃的古丝绸之路上,拉玛尔需要扮演一名侠客,通过学习各种激烈、新奇的武术招式实现升级。在身后,工作人员会不时向他介绍一些操作技巧和注意事项。他说:“中国游戏中角色的打斗充满魅力,其中的大漠、敦煌、古代金城等场景也让人惊讶和难忘。”

  《紫塞秋风》由上海百家合信息技术发展有限公司发行。该公司市场总监王曼乔对记者表示,这款游戏的故事灵感来源于敦煌莫高窟壁画所记录的战争场景,玩家能在游戏过程中被中国古丝绸之路文化的厚重感吸引。

  上海百家合公司可谓名声在外。5年前,《中国(上海)自由贸易试验区总体方案》印发,外资获准在中国自贸区从事游戏游艺设备的生产和销售。由中国东方明珠新媒体股份有限公司与美国微软公司共同投资建立的上海百家合公司,成为上海自贸试验区“001”号备案企业,中外游戏产业合作由此进入新阶段。

  此次科隆游戏展上,由该公司发行的《紫塞秋风》《文嘉》等6款游戏亮相,它们还通过腾讯WeGame、微软Xbox One等游戏平台推向海外。王曼乔表示,公司通过提供专业海外主机游戏发行服务,向腾讯、微软等知名游戏平台推介优质国产游戏,逐渐获得了海外市场认可,这也将成为公司的主要业务方向。

  以游戏为“媒”

  连接海内外文化

  近年来,随着国内文创产业市场竞争不断加剧,众多企业逐渐将下一步增长希望寄托于海外。游戏成为众多文创产业中“出海”较为成功的一类。相关统计数据显示,2017年,中国自主研发的网络游戏在海外市场的实际销售收入达82.7亿美元,同比增长14.5%。中国“出海”游戏中,收入超过100万美元的已经增至243款。在出口地域上,中国游戏在亚洲、欧美、中东等地区实现了“多点开花”。

  “如果要列举在国家间文化传播中损耗较低的艺术形式,游戏是其中一种。”在腾讯互动娱乐市场总监廖侃看来,游戏把文化、知识融入玩乐之中,能够把不同国家的优秀文化连接起来。

  在此次亮相科隆游戏展的国产游戏中,由几名中国“90后”年轻人研发的《尼山萨满》不算是最耀眼的,但绝对算具有中国传统文化韵味的游戏之一。

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