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備受期待的“國(guó)產(chǎn)3A游戲之光”《黑神話(huà)：悟空》于8月20日正式上線(xiàn)發(fā)售，隨即登頂微博熱搜第一，上線(xiàn)一小時(shí)內(nèi)steam 在線(xiàn)人數(shù)便已突破百萬(wàn)，成為Steam 史上在線(xiàn)人數(shù)最高單機(jī)游戲。

在2024年8月6日至13日的周銷(xiāo)量榜中，《黑神話(huà)：悟空》位列全球周銷(xiāo)量冠軍，并在美國(guó)、新加坡、泰國(guó)、加拿大、巴西、意大利等12個(gè)地區(qū)霸榜。

這款游戲取材于中國(guó)人最耳熟能詳?shù)纳裨?huà)故事，從劇情到技能的滿(mǎn)滿(mǎn)元素暗含著中國(guó)人獨(dú)特的情感聯(lián)結(jié)，文化上的共情讓《黑神話(huà)：悟空》收獲了無(wú)數(shù)玩家的力挺。有人將《黑神話(huà)：悟空》之于中國(guó)游戲行業(yè)的意義，比作成“流浪地球之于中國(guó)科幻電影”，在一定程度上代表著中國(guó)本土開(kāi)發(fā)商在全球舞臺(tái)上具備的頂級(jí)游戲工業(yè)化水平。

聲量與流量接踵而至。據(jù)不完全統(tǒng)計(jì)，包括英偉達(dá)、海信、聯(lián)想、滴滴青桔、瑞幸咖啡、京東等超10個(gè)品牌已宣布與《黑神話(huà)：悟空》開(kāi)展品牌聯(lián)動(dòng)，取景地文旅為之沸騰，還帶火了A股市場(chǎng)的一批概念股。

《黑神話(huà)：悟空》的走紅是否是偶然？刷屏背后帶給我們哪些啟示？近日，長(zhǎng)江商學(xué)院李洋教授在中國(guó)日?qǐng)?bào)的頭版文章中分享了他的觀(guān)察與思考。

在李洋教授看來(lái)，《黑神話(huà)：悟空》的“破圈”是高品質(zhì)制作水準(zhǔn)和精品化內(nèi)容的成功示范，也是產(chǎn)品主義的回歸。中國(guó)游戲行業(yè)的出海之道在于如何使用國(guó)際化視野的語(yǔ)言講好自己的故事，而《黑神話(huà)：悟空》的全球熱捧，是中國(guó)文化創(chuàng)新與傳播的一次成功案例，也是一個(gè)新的起點(diǎn)。

李 洋

長(zhǎng)江商學(xué)院市場(chǎng)營(yíng)銷(xiāo)學(xué)副教授MBA項(xiàng)目負(fù)責(zé)人EMBA項(xiàng)目學(xué)術(shù)主任高層管理教育項(xiàng)目學(xué)術(shù)主任

Q：《黑神話(huà)：悟空》游戲上線(xiàn)3日全平臺(tái)銷(xiāo)量就超過(guò)1000萬(wàn)套，作為中國(guó)本土自主研發(fā)的第一款三A游戲，您認(rèn)為它的影響力有哪些？

李洋：中國(guó)游戲產(chǎn)業(yè)雖然起步較晚，但用戶(hù)基礎(chǔ)龐大，近年來(lái)發(fā)展迅速，已成為全球最大游戲市場(chǎng)之一。

《黑神話(huà):悟空》成功實(shí)現(xiàn)了跨圈層的爆發(fā)傳播，引發(fā)的現(xiàn)象級(jí)熱潮和影響力遠(yuǎn)遠(yuǎn)外溢出了游戲行業(yè)，也點(diǎn)燃了有關(guān)游戲IP對(duì)國(guó)內(nèi)消費(fèi)和文化出海影響的宏大討論。

Q：《黑神話(huà)：悟空》的“破圈效應(yīng)”給國(guó)產(chǎn)游戲產(chǎn)業(yè)生態(tài)帶來(lái)哪些啟示？

李洋：這款游戲是高品質(zhì)制作水準(zhǔn)和精品化內(nèi)容的成功示范，也是產(chǎn)品主義的回歸。

我們還是要堅(jiān)持產(chǎn)品為核心的經(jīng)營(yíng)和營(yíng)銷(xiāo)思維，把產(chǎn)品做到極致，才能吸引和留住客戶(hù)，抓住更多的市場(chǎng)機(jī)遇。

首先《黑神話(huà)：悟空》的美術(shù)和視覺(jué)效果做得非常的好，非常細(xì)膩有質(zhì)感，也成功融入了植根于中國(guó)藝術(shù)、富于東方韻味的元素和道具。

此外，游戲中建筑、雕塑等生動(dòng)逼真的場(chǎng)景，高度還原于多處著名歷史古跡，游戲因古建筑的美大放異彩，靜默的歷史遺跡因游戲的熱度而煥發(fā)新生，游戲的輿論“破圈”帶動(dòng)了地方文旅的“出圈”，虛擬與現(xiàn)實(shí)雙向賦能，也為游戲行業(yè)和文旅產(chǎn)業(yè)的創(chuàng)新發(fā)展提供了新的思路。

最后這款游戲的文化屬性很強(qiáng)，成功激發(fā)了民族情緒的共鳴，也符合中國(guó)人對(duì)國(guó)家崛起和文化自信的期待?！逗谏裨?huà)：悟空》的全球熱捧，是中國(guó)文化創(chuàng)新與傳播的一次成功案例，但它不應(yīng)成為終點(diǎn)，而是一個(gè)新的起點(diǎn)。

Q: 為什么這款游戲可以成為全球“頂流”? 預(yù)示著哪些國(guó)產(chǎn)游戲出海的新趨勢(shì)？

李洋：作為國(guó)民經(jīng)典IP，《西游記》借助“悟空”的海外跨界圈粉開(kāi)啟了跨文化傳播的新篇章。

這款游戲在全球范圍內(nèi)持續(xù)爆火，可能是中國(guó)文化對(duì)外輸出的最有利的方向，也是通過(guò)獨(dú)特的傳統(tǒng)文化元素提升中國(guó)國(guó)際影響力的有效維度。

這里主要有以下幾方面原因：

首先，載體從書(shū)籍變成了游戲，這是很不一樣的。原著書(shū)籍無(wú)法再創(chuàng)作，但拍成電影或者做成游戲可以為經(jīng)典作品改編與傳播加分賦能。

年輕一代是互聯(lián)網(wǎng)和數(shù)字技術(shù)的原住民，隨著數(shù)字化時(shí)代的到來(lái)，從某種意義上講，文學(xué)名著制作成游戲比翻拍為電影更能推動(dòng)全球性的、尤其是在國(guó)外年輕人中的傳播。傳統(tǒng)文化的“老”IP，現(xiàn)在有了全新的數(shù)字化的載體，而且是數(shù)字化時(shí)代最前沿的一種大媒體形式——游戲。

第二，中國(guó)并非沒(méi)有過(guò)全民熱議并在海外造成影響的國(guó)民游戲，而中國(guó)國(guó)民級(jí)的游戲在海外、特別是英語(yǔ)世界的傳播遇冷，可能與語(yǔ)言的門(mén)檻有關(guān)。

《黑神話(huà)：悟空》的海外版本的翻譯非常地道、亮眼，既傳遞了孫悟空桀驁不馴等各種語(yǔ)氣，又完美詮釋了原著的情感與價(jià)值觀(guān)，這是特別厲害的。平鋪直敘的翻譯會(huì)使故事的吸引力大打折扣，這對(duì)我們的對(duì)外傳播工作者也提出了更高要求。

從游戲的翻譯、美工設(shè)計(jì)乃至陜北說(shuō)唱的細(xì)節(jié)質(zhì)量都可以看出，制作方肯定請(qǐng)到了各個(gè)領(lǐng)域的高手來(lái)參與其中，這就是精品邏輯，做就做到極致。

第三，近年中國(guó)游戲行業(yè)出海如此成功的重要原因，就是用國(guó)際化視野的語(yǔ)言來(lái)與海外用戶(hù)交流。

中國(guó)游戲出海的挑戰(zhàn)在于如何在尊重原著的同時(shí)又能適應(yīng)不同文化背景和審美習(xí)慣的觀(guān)眾，機(jī)遇在于如何利用跨文化創(chuàng)作的優(yōu)勢(shì)打造出一種獨(dú)特的魅力和吸引力。

《西游記》是中國(guó)的神話(huà)IP，與《指環(huán)王》等國(guó)際奇幻IP一樣，也有主線(xiàn)、有懸念、有打怪、有核心人物、有峰回路轉(zhuǎn)。

《指環(huán)王》火遍全球的原因，就是更善于用別人聽(tīng)得懂的語(yǔ)言把自己的故事講出來(lái)。以往我們習(xí)慣于用封閉的邏輯去傳播《西游記》、《封神榜》，再加上翻譯的門(mén)檻，別人聽(tīng)不懂自然不覺(jué)得精彩。

現(xiàn)在《黑神話(huà)：悟空》把這些問(wèn)題都解決了，它巧妙化用了傳統(tǒng)文化元素、重新解讀了經(jīng)典，設(shè)定的神話(huà)背景、怪物、收集寶物和闖關(guān)情節(jié)是很樸實(shí)的，全世界都能理解的。

雖然有些細(xì)節(jié)的確是有較強(qiáng)的文化屬性，比如陜北說(shuō)唱、壁畫(huà)等等，但這款游戲妙就妙在它有很好的平衡，既有中國(guó)人才能看懂的西游記文化，也能引起沒(méi)有看過(guò)西游記的人足夠的興趣。

李洋教授觀(guān)點(diǎn)刊登于2024年8月26日中國(guó)日?qǐng)?bào)頭版文章《Hit game boosts sales of related products》

文章正文如下：

Hit game boosts sales of related products

Personal computers, Sony Play-Station 5 consoles and other derivative products are flying off the shelves in China, fueled by the overwhelming popularity of the newly launched Chinese-made video game Black Myth: Wukong.

The action role-playing game, developed by Chinese company Game Science and inspired by the 16th century classic novel Journey to the West, caught the fancy of gamers even before its launch on Tuesday, triggering a buying spree for advanced gaming consoles.

The sales of PS5 surged over 100 percent year-on-year between Aug 13 and Aug 19, according to Alibaba's e-commerce platform Tmall. During the same week, the sales of other electronic products such as laptops, keyboards and headphones for esports embraced robust year-on-year growth of over 80 percent, Tmall data showed.

Manufacturers of electronic products such as Sony, Ipason, Razer and Logitech saw their sales increase rapidly after the game was launched, the platform said.

Before Black Myth: Wukong hit the market, domestic coffee chain Luckin Coffee introduced an Americano variant inspired by the game, as well as free limited-edition 3D posters, cup holders and other accessories upon purchase of coffee combos.

While the special Americano was sold out at many Luckin stores, the company ran out of the 3D posters nationwide within seconds of their launch, almost crashing its online system.

"The buying frenzy demonstrated by male Chinese customers, who form the bulk of the country's video game consumer base, changed our perception about their purchasing power," said Yang Fei, chief growth officer of Luckin Coffee.

Black Myth: Wukong, which allows players to step into the shoes of one of the heroes of the novel, Sun Wukong, also known as the Monkey King, and navigate his epic adventures westward, sold more than 10 million copies globally within three days of its launch.

It became one of the fastest-selling video games of all time, according to VG Insights, a market research platform for video games.

Hailed as China's first Triple-A masterpiece, Black Myth: Wukong boasts excellent visual effects and could serve as a model for other Chinese video games aspiring to keep players across the world glued to their seats, industry experts said.

"The Chinese novel Journey to the West has been widely adapted overseas, and the image of Wukong has been popular for a long time. The game has combined both Chinese and international elements, thereby easily attracting wide global attention," said Li Yang, an associate professor of marketing at the Cheung Kong Graduate School of Business.

"Compared with Chinese books, video games boast a higher market penetration rate among young foreign consumers. The game's premium production and authentic English subtitles help accurately convey the emotions of the original novel. It has helped spread Chinese culture and export Chinese games to the world," he added.

China has become the world's largest gaming market, surpassing the United States, providing ample business growth opportunities for game developers, according to international data company IDC.

The popularity of Black Myth: Wukong has been similar to that of domestic hit films such as The Wandering Earth and Wolf Warrior II, observers said.

As the first high-quality domestically produced game comparable to overseas products is launched, many players will spontaneously promote the game, driven by a sense of national pride, thereby forming a positive word-of-mouth effect, according to Founder Securities.

Shen Yang, 31, a gamer and an office employee in Beijing, said: "Our generation read Journey to the West when we were young. Black Myth: Wukong gives me a sense of familiarity and national pride, as many visuals in the game are inspired by scenic spots in China. The production is also on a par with top-quality overseas games."