| In recent years,the domestic IP boom has continued to heat up,and the cross-media operation of game IP has also become a major trend.However,most of the game IPs have not been reasonably developed,the game life cycle is short,and many high-quality IPs are buried.Therefore,the operation of game IP needs to seek innovative ideas and mechanisms.In the context of media integration,cross-media narrative theory emerged,advocating that narrative elements should be systematically dispersed in different media to provide audiences with diverse consumer experiences,which coincides with the pan-entertainment operation of IP.Jenkins’ s cross-media narrative theory emphasizes "fan culture" and "collective wisdom",and believes that audiences migrating in different media have a decisive influence on promoting brand communication and enhancing the vitality of game IP.Therefore,this article introduces Jenkins’ cross-media narrative theory,taking "Onmyoji",a game IP that spans multiple media and has been operating for four years,as an example,to discuss the innovative strategy of my country’s game operation from the perspectives of producers and audiences.From the perspective of the producer,this article analyzes the case of the game IP "Onmyoji" and extracts the successful experience of game companies in actively promoting game IP generation,derivative development,and dissemination.The research found that: the game IP generation process needs to pay attention to interaction Cultural nature,the development process needs to pay attention to differentiation,and the communication strategy should increase the degree of interaction and participation.From the audience’s perspective,this article interviewed 20 "Onmyoji" players in depth,and participated in the observation of the exchanges of fans on social media platforms,and explored the consumption,communication,and re-creation behaviors of fans,as well as the underlying behavioral motivations,in order to reverse it.Instructing game makers on the development and operation of game IP,the research found that fans consume for love and identity,create to enhance the link between each other,and are driven by emotions to spread;at the same time,fans’ personal abilities,aesthetic differences and society Traits such as identity play an important role in the behavior of fans.Finally,combining the two,a cross-media innovation strategy for game IP is proposed,including three aspects: "content","marketing" and "user". |
