Nowadays, what we can see is mostly made of information fragmentation with the tide of short videos. Among the offline consumption programs that can enable the young to put down their phones, "role playing detective game" ranks in the front position. The role playing detective game gives each participant an identity with respective plots, and all participants collectively find out the truth of the story through different clues and stories. With the hit of reasoning variety shows at home and abroad, Who's the Murderer being a representative, the role playing detective game then has successfully attracted the public and has also gradually helped develop some related online and offline game venues. The final result is that this original niche with 2D style becomes one of the preferences for the contemporary young people to realize the purposes of team construction, entertainment and social contact. During the epidemic, online "role playing detective game" was especially popular among the young, cultivating a lot of novices into faithful fans, which lays a foundation for the rapid growth of offline venues.
With the advantages of high immersion and strong experience, the "role playing detective game" has reached the 10-billion RMB market scale in 2019. Driven by capital, by the end of 2020 the number of offline stores in China has exceeded 30,000, and stores are gradually developing in the second and third tier cities. In 2020, there were more than 3,100 new related enterprises in China, a 63 percent year-on-year increase from 2019. Due to the popularity of this game, a new offline mode of "cultural tourism + role playing detective game" has been born, which combines the game content with real scenes like scenic spots and mountain villas, with the playing time being more than 24 hours. Many players are quite interested in this mode.
In terms of cultural tourism and entertainment market, as early as 2019, the General Office of the State Council of the People's Republic of China issued the paper of Opinions on Further Stimulating the Potential of Culture and Tourism Consumption, requiring the development of a new generation of immersive experience-based cultural tourism consumption content. The demand from cultural tourism attractions for entertainment equipment has also shown some new characteristics regarding tourists' upgraded consumption.
1. The proportion of mechanical rides is decreasing, while the experience-based interactive scenic spot attraction is increasing. The interaction experience for tourists is proactive and it is a process for individuals to experience pleasure through observation or operation. As a result, more and more "low cost but with good experience" items will be introduced to the theme parks, such as VR products.
2. The proportion of mechanical amusement equipment with height restriction requirements for tourists is reducing. The changes in these indicators are mainly caused by the match between project positioning and visitors, which also indicates that more and more theme parks are enhancing the overall experience and attaching importance to the parent-child group.
3. The application scenarios of amusement equipment are becoming more diversified. Another trend of the large-scale amusement industry is breaking away from amusement parks and theme parks. In the future, the amusement equipment will appear in more and more large commercial centers, and the combination with architecture is also another new trend.
4. More and more parks have personalized customization requirements. Now, more and more parks will require the second themed packaging customization of the equipment to meet its own requirements of combining with the theme and storyline of their own park, or combining with the IP image for design and packaging.
According to the big data of Meituan, immersive experience has developed into a fashionable leisure and entertainment project that people of all ages, especially young people, can accept and are willing to participate in. About 75 percent of related consumers comes from young people aged 20 to 35, who are very interested in game elements such as experience, story, fun, art, night tour, etc. Behind the popularity of immersive experience, in fact, is the change of consumption demand. With the general improvement of people's consumption level and the gradual diversification of consumption demand, many people are no longer satisfied with staying out of the business, but pay more attention to the freshness, experience, and interactivity of cultural tourism activities. The experience economy arises at the historic moment and ushers in a new era of "everything is applicable for immersion".
※The article is published in the GTI Magazine Issue No. 195 in Mar. & Apr. 2021 |
