2023年第一天，网易+茅台的“元宇宙游戏”冲上了免费总榜第一 游戏公司开始和酒业打交道。文／严锦彦近日，一款名为《巽风数字世界》的“元宇宙”App吸引了葡萄君的注意。它在202...
游戏公司开始和酒业打交道。
The game company started dealing with the liquor industry.
文/严锦彦
Man/Yang Jin-hyun
近日，一款名为《巽风数字世界》的“元宇宙”App吸引了葡萄君的注意。
In recent days, a meta-cosmap app, called The World of Digital Winds, has attracted the attention of grape kings.
它在2023年元旦上线，首日便登上了iOS免费榜总榜第一，上线三天注册用户已经超过一百万，直到目前依然保持在免费总榜Top 3。
It went online on the first day of the 2023 New Year's Day and has been on the top of the iOS free list, with more than one million subscribers registered for three days and has remained on the free list of Top 3 until now.
超过了抖音、拼多多、微信
据公开信息及企查查资料显示，《巽风数字世界》出自巽风科技（贵州）有限公司，该公司由茅台集团旗下茅台文旅与网易集团旗下网易好物共同出资成立，前者持股51%，后者持股49%。 According to public information and research sources, Windwind Digital World is a company founded under the flag of the Maotai Group Mandarin and 茅台在数字世界再做一遍”。 At the 2023 market workshop held by the Maotai Group the previous days, the Chairman of the Board also stated that “The wind will repeat the hundreds of millions of dollars in the digital world”. 01 这到底是一款什么产品？ What kind of product is this? 在《巽风数字世界》中，网易还原了现代茅台酒的起源地“成义烧坊、荣和烧坊、恒兴烧坊”三大手工作坊，以及周边景观。玩家可以在这个“平行世界”中游览、探索、社交、购物、做任务等等。 In "A href ="https://xueqiu.com/S/NTES? From=status_stock_match" 根据角色姓名，系统会为你算上一卦 By the name of the role, the system will tell you a story. 在创建角色后，玩家首先会跟随NPC向导，简单游览一遍地图，了解茅台酒起源地的历史和酿造环境。随后，玩家便可进入探索和做任务的环节。 When a character is created, the player follows the NPC guide and simply looks through the map to understand the history and the brewing environment of the place of origin. Then the player can enter the exploration and tasks. 比如，你可以成为义工，在街道上救助流浪猫，清扫落叶； For example, you can be volunteer workers, rescue stray cats on the streets, clean leaves; 探索地图，找到散落在各地的工法宝箱，打开后会获得有关茅台酒的工艺与历史介绍； (b) Explore maps and find industrial treasure boxes scattered around the area, which will be opened and provided with a description of the process and history of the mahogany; 参与调研任务，采摘高粱或小麦，交付给NPC用于酿酒； Participation in research missions to pick sorghum or wheat and deliver it to NPC for wine making; 又或者是参与每日答题活动，当然答题的内容也与茅台酒息息相关； Or participate in a daily question-and-answer event, the content of which, of course, is also linked to the drinking of the mahogany; 而在“巽风集市”系统当中，玩家则可以购买茅台相关的实体周边和数字藏品，又或者是网易的部分商品。 In the 从目前体验来看，《巽风数字世界》的玩法还较为单一，大多日常任务都是以跑图为主的环境互动，并且在跑图时并没有明确的地图指引，如果将其作为一款游戏来评价，它应该很难算得上是有趣。 From the current experience, the Play World is still relatively homogeneous, with most day-to-day tasks of environmental interaction dominated by a map, and there is no clear map guide at the time of the map, which, if evaluated as a game, should be difficult to calculate as interesting. 不过，根据官方的说法与描述，它的定位或许更加偏向此前的“元宇宙”概念——是一个支持多人在线的虚拟空间。比如，在1月5日晚，茅台将会在《巽风数字世界》里同步举办兔茅线上发布会；在未来的更新计划里，官方还表示会加入虚拟地产的家园系统，并逐渐扩大地图的场景和可交互内容。 For example, on the evening of 5 January, 02 那么它是怎么火起来的？ Then how did it get on fire? 这款产品之所以能在几天内收获如此高的热度，或许原因还是落在了茅台身上。 Perhaps the reason why this product is so hot in a few days is because . 首先，在《巽风数字世界》上线前后，茅台官方的数字营销App《i茅台》就为其设置了半屏的宣传页。作为注册用户超3000万、日活用户超400万的茅台酒申购平台，《i茅台》的导流作用应该不会小。 First, 其次，在《巽风数字世界》中，用户参与刚刚提到的任务、探索、答题、消费、邀请好友，皆可获得虚拟积分——巽值。 Secondly, in The World of Digital Winds, users are involved in the tasks just mentioned, in exploration, in answering questions, in consumption, and in inviting friends and friends to obtain a virtual score — the value of the logarithm. 在巽值排行榜中排名前40万的用户，会在活动时间结束时，收到不同价值的奖励，比如前1万名的用户，将获得茅台兔年发布会在《巽风数字世界》中的主会场门票，并100%获得茅台的兔年生肖酒数字藏品。 At the end of the campaign time, the top 400,000 users ranked in the list of values will be rewarded with different values, such as 值得注意的是，拥有该数字藏品的用户，也能获得贵州茅台酒（癸卯兔年）的购买资格。而这款具备投资收藏价值的生肖酒，对用户的吸引程度也是肉眼可见的。 It is worth noting that users who own this digital collection are also eligible to buy the Kotama in Guizhou. This is a raw wine with a value for investment collections, and the user’s attraction is visible. 在《巽风数字世界》的聊天公屏上，我们能看到大部分对话都在交流答题、任务如何完成；在相关的社区里，很多用户都在互换邀请码，还有人对此出价；甚至，为了能在短时间内提高巽值，不少人还在巽风集市里大规模消费。 On the chat screen of Windstorm Digital World, we can see that most of the dialogue is about answering questions and how the task is accomplished; that many users in the communities concerned are exchanging invitations and others are bidding for them; and even that, in order to raise the value of the dialogue in a short period of time, a lot of people are spending on a large scale in the wind fair. 总的来看，在茅台的自有流量和关注度之下，《巽风数字世界》能如此火爆也就不奇怪了。 In general, it is not surprising that Wind World is so hot under the spontaneous flow and attention of . 03 游戏公司开始和酒打交道 Game is starting to deal with wine >/b> 除了网易以外，此前还有不少游戏公司已经与酒厂开始了深度合作。 In addition to 2021年9月，中青宝宣布研发元宇宙概念游戏《酿酒大师》，消息一出，此后的两个交易日内，中青宝股价连续涨停。由于股价异动，它甚至收到了深交所的关注函。 In September 2021, 去年，《酿酒大师》曾开启过内测，这款产品主要是以经营酒厂为核心的养成类游戏。特别的是，玩家不仅可以在这款游戏里酿酒，还可以线下“提酒”——即把自己在游戏中酿造的酒变为实物。另外，酒厂品牌将会获得NFT认证，供玩家进行拍卖。 Last year, the Maestro opened an internal survey, a product that is essentially based on a sorting game centred on running a wine factory. In particular, a player can not only make wine in this game, but can also “prove it” under the line -- that is, turn his wine made in the game into a physical form. Also, the wine factory brand will get NFT certification for auctions by players. 值得注意的是，玩家在线下兑换的实体酒由贵州金沙古酒酒业有限公司提供，该公司的实控人也是中青宝前董事长李瑞杰。 It is worth noting that the real wine exchanged by the player online is provided by Jinsaku Wine and Wine Co. Ltd. in Guizhou, which is also controlled by the former Chairman of the Board of Directors of 而在去年，巨人集团创始人史玉柱在《征途》嘉年华上，曾宣布旗下两大业务《征途》IP与黄金酱酒达成全方面的战略合作。 During the past year, the founder of the Giant Group, Szt. Stadium, announced a strategic partnership between the two major operations under the banner of the “Intendance” IP and the golden sauce wine in all its aspects on the occasion of the Expedition Carnival. 他们在《征途》系列游戏中增加了不少黄金酱酒的元素，并设计了“云酿酒”的定制玩法，玩家可以在游戏中体验酱酒酿造过程，并有机会获得对应的游戏道具和线下的限量联名酒。 They have added elements of golden sauce to the Tour and have designed custom games for "win-breeding" that allow players to experience the sauce-breeding process and have the opportunity to access the corresponding game props and the restricted number of wines below the line. 为什么游戏公司都开始与酒行业打起了交道？一方面，国内酒行业正在涉足数字领域，去年江小白、金沙古酒、洋河等多家酒厂都发布了数字藏品，且快速售罄，而《i茅台》的成功也让酒厂更加关注数字营销。另一方面，游戏公司则有着虚拟空间、社交系统的基础研发能力，且玩家早已有了为数字内容付费的习惯。由此结合起来，游戏公司与酒厂的合作也并不难理解了。 On the one hand, the domestic alcohol industry is entering the digital field. Last year's success of 从《巽风数字世界》来看，它还进一步打通了与《i茅台》之间的关系。比如《i茅台》里的消耗品小茅运，可以在《巽风数字世界》中兑换为一定价值的巽值与虚拟货币瑞羽。这或许意味着，茅台未来希望通过虚拟空间的游戏化方式，为线上用户提供更多社交功能与数字资产。 It also further connects with "i 不过，无论是对游戏公司还是酒厂来说，想要彻底走通这条虚实结合的异业合作路线，可能还需要一段时间。毕竟如果真的想要长久持续下去，首先还是得先打磨好产品内容。 However, it may take some time for a game company or a wine factory to get through this falsely integrated course of industrial cooperation. After all, if it is to be sustainable, the first thing to do is to sharpen the content of the product. 游戏葡萄招聘内容编辑， game grape recruitment editor, 点击「阅读原文」可了解详情 For further information, click to read the original text . ] 推荐阅读 recommends reading 无期迷途?|?原神抄不得?|?一人之下 I don't know what I'm talking about, but I can't tell you what I'm talking about. 漫威卡牌?|?MMO不行了？|?暴雪网易 A href="https://xueqiu.com/S/NTES? From=status_stock_match"crass="xq_stock" 原神音乐?|?仿徨2022?|?专访沐瞳 The original divine music, like 2022? 点击下方公众号名片，获取游戏行业更多信息 Click on the public card below to get more information on the game industry
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