"The 'immersive' element organically integrates science and technology, culture and tourism, which not only enriches the form of cultural display, expands the connotation of tourism, and drives consumption upgrading, but also allows tourists to get a new experience by virtue of unique scene creation, super interaction and rich emotions, and becomes the entrance of the fashion consumption platform for major scenic spots, resorts and business districts. At the 2023 "Immersion+" conference held on December 1, Wu Kefeng, deputy director of the Resource Development Department of the Ministry of Culture and Tourism, said.
Immersive games, immersive performances, immersive exhibitions, ......In recent years, the immersive industry has been in full swing and has become a new consumption scene for "Generation Z". The new entertainment experience model represented by immersion is also becoming an important means to expand the development of cultural tourism.
According to data released by Dianping, since August this year, the number of notes containing "immersive" keywords on the platform has increased by nearly 70% year-on-year, and "immersive" has also become a popular search keyword in Shanghai, Wuhan, Beijing, and Chengdu.
According to the research data of Xiaoheitan, the number of players covered by the immersive industry has exceeded 100 million, mainly young people aged 18-35, and their single consumption amount is 150-400 yuan. Lin Rui, commercial director of Shenzhen Xiaoheitan Network Technology, said.
What is the role you got today?"In immersive scenes, it's not uncommon to hear players asking each other questions like this. Why do Gen Z young people love immersive products so much?And why are they so obsessed with starting a new character experience?
In Lin Rui's view, immersive products meet the three needs of young people: entertainment, socialization and self-expression. "Among them, self-presentation is the value they want to get most in the game. Lin Rui said.
Lin Rui introduced that at present, in addition to script killing and escape rooms, immersive products have also derived many new scenes, such as immersive hotels, immersive markets, immersive party building bases, etc. So, why do these new immersive scenes appeal to young people?
Taking the immersive party building base as an example, Lin Rui explained: "In the past, the party building base was mainly based on theoretical Xi and investigation and research, but after these scenes are integrated with immersion, they suddenly become interesting, and most importantly, the immersive experience improves the sense of participation of young people, so that they can show their understanding of red culture in the experience." ”
The same goes for immersive bazaars. Lin Rui said that in the past, young people would hesitate to buy something in the market for a long time. In the immersive bazaar, through costume changes, role-playing, and interaction in the storyline, young people have a willingness to place orders quickly.
Lin Rui believes that immersive scenes can enhance the sense of participation of young people by discovering their interests, so as to achieve the purpose of spreading culture and promoting consumption, and this process has become more natural and easier because of "immersion".
In the current market, a good immersive scripted entertainment can easily cost three or four hundred yuan, which exceeds the consumption level of many young people
Let the ** go down, let the profit go up;Let the service threshold be lowered and the user experience improved;Let the product be full of stories and let the space be full of young people;Listen to the needs, complaints and pursuits of young people, change their thinking, change their cognition;Adhere to innovation and digitalization, and deeply integrate physical and digital. This is the experience summarized by Tulagu, the founder of Beijing Tiantu Wanjing Technology.
According to Tulagu, "Generation Z" has grown up with technology and digitalization, and traditional entertainment programs can no longer meet their spiritual needs. "Nowadays, young people spend money to consume, and what they buy is actually the 'five experiences', that is, personalized value experience, social experience, novel experience, story experience, and interactive experience. Tulagu said.
After understanding the spiritual and cultural needs of young people, Tulagu led the team to develop the "Omnisensory Hyperspace" and "Hypersensory Movie Tour" products.
Tulagu said that "full-sense hyperspace" is a new form of entertainment space, which is composed of AI perception sound field, AI perception light field, perception projection, perception card linkage system, etc. "Super Sensory Movie Game" combines the advantages of movies, script killing, escape rooms, board games and card duels, and realizes a high-quality offline social experience through technological means and patented technologies. It not only allows people to become characters, but also unleashes the player's emotions and connects them emotionally through psychology and game interactive design.
Due to the characteristics of "cinematic story + emotional experience + social interaction", playing every game of "Super Sense Movie Game" is like experiencing a real life. After the game is over, players are often reluctant to leave, but sit in place and talk about their "life choices" and "mental journey" in the game.
Tulagu said that he and his team developed this product with the original intention of "filling the space with young people, allowing young people to interact and get to know each other in the space, so that people who don't know each other and people who don't know each other can become good friends."
In the view of Li Yong, founder of Global Magic (Chengdu) Science and Technology Culture***, behind immersive entertainment products is a deep excavation of the bond relationship. "Compared with traditional cultural tourism products, immersive products allow young people to gain an emotional value in the process of deep participation. Li Yong said, "Today's young people have a clear need for self-expression and the right to speak. The immersive collision also allows young tourists to have a multi-dimensional and rich experience. ”
Hu Ningfeng, founder of Hangzhou Orange Wish Culture Strategy, believes that one of the reasons why immersive entertainment products are popular among young people is that they create more possibilities for young people to socialize.
Hu Ningfeng said that in the social networking, there are many application scenarios for acquaintance socialization and semi-acquaintance socialization, but there is a lack of scenes for stranger socialization, and immersive entertainment provides more possibilities for the occurrence, development and survival of stranger socialization. Well-known online games have a lot of communities, and many strangers have become netizens because of a game.
in web3In the 0 era, how to apply online social relationships to offline, offline online games, and the possibility of realizing the common relationship between online and offline are questions worthy of practitioners. Hu Ningfeng said. (China Youth Daily).