Top-stream content creators earn tens of thousands a month, and the future will become the norm for entertainment
Three or four years have passed since the "script killing" that emerged in China around the end of 2016.
This emerging thing, which is called "contains tens of billions of market size and nearly tens of millions of consumers" in the industry, has also received widespread attention.
At the 3rd Chengdu (International) Digital Entertainment Expo (IGS Expo), which opened in Chengdu on October 1, gathered a number of domestic practitioners in the field of script killing.
Chengdu Commercial Daily-Red Star News reporters had a live conversation with a number of industry insiders to get a glimpse of new trends in the industry.
Some people say that script killing has ushered in the "3.0" era. Not only has the content been updated iteratively, but the gameplay and scenes are also more diverse.
Another phenomenon is that more and more C-end players have penetrated into the upper and middle reaches of the industry, and some players have become content creators.
Someone revealed: "It is normal for top-tier content creators to earn tens of thousands or hundreds of thousands a month." There are also players who have teamed up to change their careers, starting from the middle of the industry, and testing new gameplay and new scenes.
Script kill enters the "3.0" era
Content, gameplay, and scenes have been iterated
"Script Killing has entered the 3.0 era, and there have been iterations in script content, gameplay and other fields." At the scene of the event, Director of Public Relations at Sanqian World Culture Media Co., Ltd. (hereinafter referred to as "Sanqian World") Headquarters Forestry Bo (industry name "Shark") Pepper") told reporters.
Three Thousand World is a local Chengdu company established in 2017. Its business system covers the entire industry chain of offline interactive games, involving content creation, script distribution, store management and other businesses.
Taking the 1.0 era three years ago as an example, Forestry Bo said that in terms of scripts, the basic conditions for a high-quality script in the 1.0 era are: a reasonable case combined with a complete story composed of complex character relationships.
However, as the audience is increasing and the market is becoming more and more mature, players are not simply satisfied with the demand for the form of scripted games (that is, a pure reasoning game), and have higher requirements for the content of the story.
Diversity, upgrading, and iteration are also the views of Liu Cong, co-founder of Inverse Vision.
Inverse Vision is an industry service provider with independent research and development of the ring screen system, mainly focusing on high-quality script content, driven by technology to upgrade the immersive space entertainment experience, and serving scripts to kill shopkeepers.
The reporter experienced the "4D" ring screen script killing of the reverse vision on the spot.
It is a closed space with four walls forming a ring screen. There is an interactive desktop screen in the center of the space. When playing a game, players sit around the table. As the story advances, the table will display functional screens that promote the plot. Players can With this interaction, the audio and LED lights on the top will also change according to the needs of the story, reflecting the effect of sound and light synchronization.
"The player experience affects the industry trend. Upgrading the player's game experience is our original intention to build this project." Liu Cong said that Inverse Vision is a new branch of the industry, mainly cooperating with content exporters in the script killing industry.
Through the creation of high-quality scripts promoted by the publisher, the content of the second round of the screen is then promoted to offline stores.
"Script killing has content and form. It can combine all walks of life, such as culture and travel, to revitalize young people's cognition of traditional industries. It can also be combined with education and other industries to entertain and teach." Forestry Bo believes that script killing is The starting point for offline immersive entertainment will be equipped with more scenarios and more functions in the future.
Immersive entertainment is also the power point of the three thousand worlds.
Three Thousand World had previously cooperated with relevant departments of Luodai Ancient Town to create a hundred-person script-killing project "The End of Han Dynasty" in Luodai Ancient Town.
Indoors, they also created a super immersive theater "Qing Ming", an experience mode that combines the form of desktop script killing with the characteristics of the secret room game.
"This game can have multiple endings, and the player's decision may affect the plot and even the ending. This model also has the possibility of allowing'fever' players to'swipe' more, which is more commercial value than traditional scripts. "
Top-tier content creators earn tens of thousands a month is the norm
But good authors are difficult to copy
Forestry Expo believes that at present, script killing has formed a relatively complete ecosystem, that is, script creators, script publishers, and offline stores have established upper, middle and lower reaches.
The script creator creates the script, the script publisher publishes and promotes the script, sells it to offline physical stores, and the physical store pushes the script to the players.
From the perspective of the industry chain, content creators are at the bottom of the supply chain.
For the time being, there are two business models for creators: one is "buy-out", that is, a fixed price is paid to creators; the other is "divided", which is based on transaction sales, to creators A certain percentage of share.
According to the industry average level, the current buyout purchase prices are generally concentrated in the range of 7,000-1.5 million yuan, and the share ratio of the split-type method to the creator is 3:7 to 5:5.
The current price of boxed scripts is in the range of 300-700 yuan, while the city-limited and exclusive price will reach 2,000-5,000 yuan.
So, does the industry's "script killing content creators monthly income of 100,000" really exist?
"For top streamers, a monthly income of tens of thousands or hundreds of thousands is the norm." Another industry insider who did not want to be named said that most top streamers are the signboards of the corresponding issuers.
"They may be able to produce a work that can make a profit of one or two million in one month." Some content creators who are good at business may also integrate creation and distribution, and this category is likely to develop into the head of the industry.
On the other hand, from the perspective of the cooperation model, the cooperation methods between Three Thousand World and content creators are divided into three types: receiving contributions to the society, signing a team, and cultivating a fixed team by yourself.
According to the observation of Forestry Expo, because of the low industry threshold, content creators are also emerging in large numbers.
So, will there be a surplus of scripts?
He denied the reporter's statement.
"The current market consumption rate of scripts is much higher than the rate of script output, and the market is still in short supply." The reason is that for store owners, script kills are basically "one-off consumables", and stores need to keep "new". ".
And this new rate is basically a month to buy 5-7 new scripts.
"But it is difficult for a top-tier content creator to copy." He said that a good script must have both story and gameplay, and if a script needs to become popular, the comprehensive factors are complex, and the quality of the content cannot be the only argument.
Some people in the industry are also trying to sort out the qualities and writing skills of a good script, and are also considering whether it can form a mass production template.
But at present, these attempts have not been effective, because "no matter the quality of creation and the speed of creation, creators are unstable. We all know that even if it is now the hottest "Fried Chicken", the next work may not be Guarantee this output quality."
Players are penetrating the middle and upper reaches of the industry
In the future, script killing will become the normal entertainment
Another phenomenon observed by the reporter is that more and more C-end players and outsiders are also forming groups to make their debut, and even penetrate into the upper and middle reaches of the industry.
In the eyes of Forestry Expo, players are the most important link in the entire industrial ecological chain and an "energy reserve pool."
"Players may become authors, they may become publishers and authors who work closely together, or they may become a store owner." Some of the content creators who work with them are such players.
This phenomenon has also been confirmed in the team of Inverse Vision.
Liu Cong's team comes from all walks of life, such as director, film and television, software and hardware technology development, and so on.
The founding team got acquainted with each other because of their love of playing scripts, and finally formed a group to "debut".
Regarding the future of the industry, both of them expressed optimism: “Relevant reports show that script killing is the offline consumption scene second only to sports and fitness and movies. It is foreseeable that script killing will become a standardized and normalized one in the future. entertainment."
Chengdu Commercial Daily-Red Star News reporter Peng Xiangping