GameLook report/Recently, “Light Yu” held an anniversary music festival offline.
Different from everyone’s impression of traditional summer music festivals: restlessness, explosiveness and big-name gatherings, in this “Light-seeking Movement” anniversary music festival, accompanied by the opening of Hu Mengzhou and Ma Yinyin’s “Trace”, a group of players comfortably Sitting around in front of the stage, taking photos with Coser, listening to moving stories told by music, you will encounter beauty unexpectedly on this wonderful night.
Not only the anniversary music festival, at the beginning of this year, 1.6 million players around the world participated in the Aurora Season concert online at the same time. In the ethereal and beautiful singing voice of Norwegian singer AURORA, “Light·Yu” builds an imaginative interactive space, and realizes the emotional connection of many people under the impact of the unique and touching grand experience.
Unusual plans made GameLook gradually realize that: Compared with usual, the series of actions of “Light Yu” this year seems to be a little different.
An unconventional big move, a multi-dimensional attempt to connect tens of millions of people
Since the beginning of this year, “Light Yu” has indeed made a series of “unconventional” big moves. First of all, it is the “empty nest project” exposed at this year’s Netease Games 520 conference.
Previously, “Light Yu” has provided players with eight-person rooms, trying to solve the urgent needs of different types of players for emotional interaction. On this basis, the “Empty Nest Project” is tantamount to creating a brand-new space with a colorful paradise theme for players, where thousands of souls can meet and realize emotional connections.
The player’s virtual avatar “Children of Light” can move freely in a multi-person virtual space, socialize freely, and hold virtual parties-from this perspective, the empty-nest project seems to be pushing “Light Yu” towards last year’s most exciting. The popular “Metaverse” concept, that is, a virtual world that reconstructs online intimate interactive experiences is approaching in great strides.
Indeed, following the perspective of the forward-looking video, players set foot in this cloud town in memory for the first time. In this intimate community like a peach blossom garden, they are greeted by familiar faces. People are united as one, this wonderful experience is only a glimpse, and it is hard to hide the excitement inside.
Players can participate in activities and performances here, get along with friends as in reality, and also meet other new friends. In the unexpected encounters with more faces, there will be emotional resonance that touches the soul. From an operational point of view, as the game enters its fourth year, the “Empty Nest Project” is a direct manifestation of the challenge of more new content and possibilities in the long-term development of “Light Yu”.
This kind of attempt also happened outside the game: also in May, “Light Yu” released the first seasonal song: the night travel season promotion song “Twilight Passage”. Conveying the unique emotional value of “Light Yu” in the previous way of the game not only arouses the resonance of core players, but also allows this emotion to flow into the hearts of more new users.
In the music reviews of the players, there are many stories and memories about beautiful encounters. If other promotional songs are calls to meet new friends, then “Twilight Passage” is more like a reunion between old friends after a long absence, gathering those fragmentary and precious memories in the form of music. This song is not only a long-lost heart-to-heart exchange between players, but also an in-depth conversation between “Light Yu” and players.
On the day of the anniversary music festival, when the melody of “Twilight Passage” suddenly sounded, the players on the scene couldn’t help singing softly in chorus, and the audience waved star lights at the same time. Everyone has already been imperceptibly involved in the unique and beautiful community of “Light·Yu” atmosphere.
Not long ago, “Light Yu” launched a brand new annual brand film. Compared with last year’s 17 brand films, this year focuses more on colorful individuals and sparks of souls. Colorful soul encounters have bred more full-loaded nice story. And this kind of emotional transmission that touches the background of the soul instantly arouses players’ desire to share their own experiences. When countless romantic and colorful memories hit, the game naturally rushed to the hot search on Weibo, becoming a unique and bright color on the list.
Among them, many players shared their colorful encounters in the game, or the stories that happened with their “Children of Light” friends. “The moments we have experienced and the people we have met have left a touch of color in our hearts, and this color itself is composed of me and you in the story.” Rich and delicate emotions in the player It flourished in the warm and fertile soil shared by the community, which resonated with a series of other players.
From the Aurora music season at the beginning of the year to the recent “Light Seeking Movement” annual music festival, “Light Yu” continues its own advantages in music narrative: it is designed with people as the core, expressing the unique emotional resonance of the game in the form of music , thus involving different circles of users. Use music and games as a carrier to establish connections and leave echoes of shared memories.
Not only that, from the “empty nest project” in the game to the season promotion song outside the game, “Light Yu” is obviously still trying to design more types of interactive methods, centering on the core of “people”, touching players from multiple dimensions And pan-users, let more people see, hear and talk about “Light·Yu”, and continue to create emotional resonance with millions of users, thereby further expanding its own IP boundaries.
Steadily broaden the boundaries of IP, initially showing the infinite possibilities of “Light Yu”
In recent years, more and more game IPs are accustomed to expanding their boundaries through non-game methods, and “Light Yu”, which has been making big moves this year, is no exception.
As the game enters a long-term development period of stable operation, in addition to attracting larger-scale users through annual brand films and music festivals, the product itself has also announced a series of follow-up actions, such as empty nest projects, landing on PC and PS platforms, and The animation project means that the IP of “Light·Yu” is progressing steadily and over the long-term.
When explaining the team’s content iteration ideas, producer Chen Xinghan once cleverly compared “Light Yu” to a theme park. He believes that the operating model of “Light Yu” is very similar to Disney. In addition to constantly improving entertainment facilities and introducing new IPs that create emotional connections, it also provides users with unique emotional value.
In essence, behind the acceptance of “Light Yu” by players, it is inseparable from the three important emotional narrative tools of “language, environment and interaction”. With the unique “emotional engine”, the content conveyed by the game is never as obscure as a castle in the air, but a more sincere and powerful emotion.
Today, the game announced the launch of the empty-nest project and landing on multiple platforms, which is based on the extended action of this feature, that is, to amplify the transmission of pure emotions and realize the vision of connecting more people.
This is why compared with other games that expand IP, “Light Yu” pays more attention to concerts, linkage literature IP or animation, which are easy to resonate widely. In fact, it is also in line with the design idea of ”emotional engine”, that is, to use multi-dimensional language environment and interaction to convey pure emotion, the easier it is for players to be touched.
In the final analysis, judging from the series of “unconventional” actions of “Light Yu”, whether it is holding online and offline concerts, or announcing that it will log on to PC and PS platforms, or the announced animation plan, it means The IP expansion strategy of “Light Yu” has entered the acceleration stage.
In the process of entering long-term operation and continuously enriching the content in the terminal, the IP of “Light Yu” is like a big tree that grows vigorously, and each branch grows diverse and rich content, and these high-quality content grows At the same time, it is feeding back the long and luxuriant vitality of this big tree.
From a longer-term perspective, the long-term prosperity of the IP ecology is not only conducive to the gradual realization of Chen Xinghan’s vision of “connecting more people”, but also makes “Light Yu” gradually become an imaginative content interaction space across different carriers , to show the outside world more possibilities of “Light Yu” IP and even games as a medium.
In the recent anniversary interview, Chen Xinghan revealed some future development plans of “Light Yu” in advance.
He mentioned that the future development of “Light Yu” will continue to focus on three core values. The first is Deeper Connection, which means “the relationship and connection between people can be deeper, and we are constantly evolving in helping players express themselves.”
The second is Lower the Barrier, which lowers the threshold for new users to enter the world of “Light Yu”. He said bluntly: “As the player base of “Light Yu” continues to expand, we were surprised to find that many players may have never played 3D games, and it is actually very difficult for them to enter this world.”
Therefore, Chen Xinghan said that in the future, the early experience of “Light Yu” will be further optimized to make it easier for new players to get started. “It should be easy for ordinary people, even those who don’t play games, to figure out what this world is about and what they should do in this world.”
“In the end, I hope to make it a Life Style experience like visiting a park in my own backyard. So we are now focusing on how to create more ‘player-created’-based game activities for players, so as to reduce the number of tasks like clocking in at work every day. This kind of repetitive work, and these contents can also become one of the main reasons why other players come to “Light Yu”.
It is foreseeable that “Light Yu”, which continuously optimizes the game experience and lowers the threshold for getting started, will embrace a larger pan-user group in the future. In the warm and unique game community atmosphere, I look forward to the further implementation of the beautiful vision of connecting tens of millions of people.
epilogue
Since its birth, “Light Yu” has continuously stimulated the game circle’s unlimited imagination of the potential of art games. Since 2023, it has further demonstrated the long-term vitality of the game and the infinite possibilities of IP.
It is conceivable that for “Light Yu”, which has been successfully operated for four years and has countless fans around the world, games will naturally not be its only form, and concerts, multi-platform and animation may also not be the end of IP.
But what is certain is that with the long-term operation and upward development of IP, “Light Yu” is jumping out of the fixed narrative of the game and moving towards a digital interactive space that accommodates more imagination and has infinite possibilities. During the period, it will still take “people” as the core of all content design, and by triggering emotional resonance in different dimensions, it will reach users in different circles and drive a collective narrative from the inside to the outside.
As the brand film wants to convey, with the continuous expansion of the unique and beautiful community atmosphere of “Light Yu”, the future will truly realize the “meeting of thousands of colorful souls”.
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