Game Development: Starting with Recreating the Anime Game Style

Chapter 273 is all about retaliating.

For a "private enterprise"

The boss's attention is a prerequisite for a department's rapid development.

Chu Chen frequently referred to the Starry Night peripheral mall as a "vertical e-commerce" in internal meetings.

"The potential for vertical e-commerce in the ACG (Anime, Comics, and Games) sector is very high."

Chu Chen always said this.

Having been there before, Chu Chen has always felt that the vertical e-commerce category for ACG (Anime, Comics, and Games) has great potential, just like how Bilibili became the YouTube of China by virtue of its ACG label.

A niche e-commerce platform focused on anime and manga culture may well have the potential to become the next "e-commerce Bilibili".

In 2017, Bilibili's merchandise store generated 8 million yuan in revenue, and by 2024, that figure had exceeded 100 million yuan.

Of course, this number is nothing for Bilibili; it could even be considered a failure.
However, for Chu Chen, Bilibili's failure was not because there was no market for vertical e-commerce platforms specializing in anime and manga, but because they had taken the wrong path.

If anime-themed e-commerce is only focused on anime-related content, it is destined to fail.

Looking at it from a future perspective.

The domestic ACG (Anime, Comics, and Games) e-commerce market has gone through two phases. The first phase is the "Taobao-type" model, such as "Dimensional Warehouse," which many people may not be familiar with.

They have no independent IP and no influence. They are basically just a "Taobao sub-channel". Without independent IP, it means that the revenue of this vertical e-commerce has to pay for IP costs.

The lack of influence is even more important. If you have no influence, it means you still have to spend money on promotion and marketing, and you can't solve the problem of "why should people buy merchandise from you?"

So naturally, almost no one knows about Dimensional Warehouse.

On the other hand, some companies that are capable of doing it are unwilling to do it.

For developers of anime-style games, making quick money in the virtual world is too fast and too easy, whereas investing in physical merchandise involves significant costs, operations, management, and supply chain considerations.
Doing all this troublesome work might ultimately not be as profitable as making money from a single skin.

Like StarCraft, they created things like FGO gift boxes and special Tanabata outfits. Although they made a lot of noise and sold well, not many people followed suit...
That's the reason.

However, Chu Chen had a different view. On the one hand, he was well aware that engaging in physical industries could boost official trust. On the other hand, he had a different perspective on the surrounding areas.

It's different from what most anime and game enthusiasts think of as merchandise.

Other people's surroundings are premium products.

But in Chu Chen's eyes, the surrounding area was where Xingchen could use its brand premium to seize the normal market.

"Brother Yue, what do you think we're actually selling?"

Perhaps because they were still some distance from the Xiaomi launch event, Chu Chen managed to chat for a few more minutes.

"What is it?"

Yue Xiuyuan paused for a moment. The question was rather broad, and he carefully considered his words.

"It is the derivative value of IP, the monetization of the fan economy, and an extension of brand culture."

Chu Chen nodded.

"Yes, but not entirely."

"What we're actually selling is a trustworthy brand."

"A trustworthy brand?"

Yue Xiuyuan pondered the word, feeling as if he had grasped something, yet it was separated by a thin veil.

Seeing Yue Xiuyuan's thoughtful expression, Chu Chen continued speaking.

"Let me give you an example."

You know Xiaomi's Mijia, right?

Upon hearing Chu Chen's words, Yue Xiuyuan immediately understood.

Since the Mijia brand was officially launched in March last year, over a year has passed. Although Xiaomi's mobile phone business has been somewhat "struggling", the Mijia ecosystem has performed very well.

Many people are studying the Mi Home mode.

Yue Xiuyuan's mind seemed to have been struck by lightning. His previous thoughts on "brand culture extension" focused on "culture," the added value of the game IP. But Chu Chen's words led him to a completely different dimension.

Instead of relying on IP to get fans to buy products out of love, the company uses the "Starry Sky" brand itself to endorse product quality, thereby entering a broader consumer market that goes far beyond the realm of anime and manga.

Having worked in the e-commerce industry for over a decade, Yue Xiuyuan certainly understands the value of "brand trust".

"But boss, we are a game company."

Chu Chen glanced at him.

"Have you ever wondered why Xiaomi, a company that makes mobile phones, can also sell air purifiers, toothbrushes, and induction cookers quite well?"

From a future perspective, although Xiaomi has various problems, it is undeniable that many consumers in China trust Xiaomi.

Especially in unfamiliar areas.

So, the question remains: what does it take to trust a brand? Xiaomi started out making mobile phones, so why do people trust Xiaomi when buying washing machines and power strips?
Chu Chen thought about it and realized that this was actually the same as live-streaming e-commerce in later generations. Why are some live-streamers able to sell products?

To put it bluntly, these streamers can really gain the trust of his "family".

Can the stars do this?

Even though Starry Sky Games is a game developer, Chu Chen felt it might not be impossible. The reason was simple: Starry Sky Games could reach a wider range of young people.

If the quality around the stars can be well controlled, this might not be impossible.

Why can Huawei's cars sell well? Because of Huawei's brand. So, can the merchandise sold in Star Mall be the other way around, so that players aren't just drawn by the collaboration?

Rather, players are drawn by the collaboration, the slightly higher price, the guaranteed quality, and the fact that it's a collaboration they like.
These collaborations don't necessarily have to be so exaggerated. Some art elements, without the appearance of characters, can be used in everyday life.

"Therefore, our merchandise store shouldn't just sell pillows and standees with my wife's picture on them. Those are fan-oriented products, which are our core business. But our goals should be much bigger."

"If a garbage bag with a monster design is of better quality and more interesting than other garbage bags in the same price range, why wouldn't players just buy a pack from our store when they need to buy garbage bags?"

"If a co-branded water bottle is made of safe materials, has good heat retention, and features a simple design with subtle details, why shouldn't it become the first choice for young people's daily hydration?"

Chu Chen paused and looked at Yue Xiuyuan.

"Our products are designed to attract players who buy them because of the 'StarCraft' brand. They might come for the collaboration, but they stay because our products are genuinely good and reasonably priced. They are willing to pay a reasonable brand premium for that trust and quality."

“Even the collaboration of everyday products can be more subtle.”

Chu Chen tapped his fingers lightly on his knee.

"It doesn't necessarily have to be a complete character printed on it. It could be a logo, a signature art element, or a reference from the game."

"For example, the apron pattern of G36 in 'The Final Battlefront' can be made into a real apron; the lucky bell in 'Travel Frog' can be made into a small pendant. Those who understand will smile knowingly, and those who don't will also think that the design is quite unique. This is the kind of product that can truly integrate into life and expand our audience."

Yue Xiuyuan was completely speechless.

Sometimes chatting with Chu Chen is like this: even if you think you understand your boss's intentions perfectly, he can always come up with something that makes you think further during the conversation.

Chu Chen's logic, strictly speaking, is not vertical e-commerce; it's about using games to incubate a lifestyle brand.

A "Xiaomi" for young people.

"I understand, boss. What we want to create is a Muji wrapped in anime, or even a Xiaomi ecosystem wrapped in anime."

"That's understandable."

Chu Chen nodded approvingly.

When he thought of Xiaomi, he immediately thought of the collaborative phone that they were working on.

"So, this collaboration with Xiaomi..."

"No... This collaboration with Xiaomi is actually a ploy to stab the Hardcore Alliance in the back."

"."

　Vertical e-commerce is not the main focus, so don't worry. We'll keep the length under control. It's mainly to lay the groundwork for some game-related content later.

　　
　
(End of this chapter)