Shulou(Shulou.com)11/24 Report--

On October 19, the Cologne Asian Games Show (Gamescom Asia) kicked off in Singapore. In this grand event of global gamers, we also saw the Level Infinite who won the honors such as "the most anticipated PC Game" and "Best multiplayer Game" with a number of new products at the Cologne Show in Germany.

Since its establishment on December 8, 2021, Level Infinite has released more than 30 products, including "PUBG MOBILE", "Goddess of Victory: NIKKE", "Magic Tower International Edition" and other works have achieved good results overseas.

Among them, "PUBG MOBILE", as a representative mobile game launched by Tencent, is still active in the global market five years after its release under the operation of Level Infinite. Especially in Southeast Asia, through the operation mode of "headquarters + region", Level Infinite has extensively mobilized local cross-cultural content creation institutions and talents, improved the quality of localized content, and continuously launched exclusive activities according to the cultural and language differences between different countries and regions, greatly enhancing the sense of immersion and belonging of local players.

E-sports 's achievements in the field are even more commendable. According to people's e-sports, starting from the basic national events, including professional players, grassroots players, e-sports organizations, clubs, live streaming platforms and sponsors, PUBG MOBILE has joined more than 80 cooperative organizations, held more than 400 games in Southeast Asia every year, and was successfully selected as the official event of the Southeast Asian Games, which not only promoted the development of local e-sports industry. At the same time, it also gradually establishes the trust and emotional connection of the public to the products, and finally realizes the broken circle of the game.

In this year's "PUBG MOBILE" World Special tournament (PMWI) co-organized with Gamers8, the total prize money reached an astonishing 3 million US dollars. PMWI has a total viewing time of 9.65 million hours, with a peak audience of 640000. Such a steady growth of watching data, as well as a richer international tournament system, show that the globalization of mobile tactical competitive categories is coming. About "PUBG MOBILE" this e-sports ecosystem is how long-term operation, in the fierce competitive world how to continue to bring freshness to users, has become one of the most interesting research topics in the industry.

At the Asian Cologne exhibition, Level Infinite shared a new interpretation path. Oliver Ye, Level Infinite Southeast Asia release producer, spoke at the conference on behalf of Tencent. With the theme of "from zero to infinite possibility ── discusses the long-term operation of e-sports 's ecology", he expounds in detail how Level Infinite relies on the inspiration of the operation strategies of "film narrative" and "sports star-making" in "PUBG MOBILE" to create the popular "e-sports story". These stories effectively narrow the emotional distance between the audience and the works, and give them a sense of achievement and identity to share glory.

Three elements to support the "stage"

PUBG MOBILE has built a complete pyramid competition framework to create more diversified development opportunities for contestants. Level Infinite not only creates a strong and ornamental competitive stage, but also catalyzes the emergence of more outstanding achievements, so as to set a new benchmark for the whole industry and further promote the sustainable development of e-sports industry.

The tripod is the most stable. Oliver Ye also sums up the process of building e-sports 's "stage" into three points: "POTENCE", "PYRAMID" and "PARTNERS", that is, "3P theory".

What is "potential"? Oliver Ye is interpreted as "building a solid game foundation", and this "game foundation" can be understood as a product qualified to move forward in the field of e-sports, which is determined by the product's own game attributes, market acceptance, user size and other factors.

There is no doubt that "PUBG MOBILE", which emphasizes "high-quality" competition, has this "potential" and "high-quality" game quality, which is the basis of building a perfect e-sports system. The innovation of competition products needs to be completed through competitive and ornamental tuning. Competition is an important factor in encircling the first batch of fans and maintaining the core fans; appreciation is to make more people understand under the design category that has always been regarded as "not good-looking and understand", and it is the "potential" to expand more user circles. Level Infinite has made this clear for a long time, so since the release of the game, it has established a complete operational framework to facilitate continuous resource investment on the competitive side, relying on the performance of high-quality products to add weight to the "potential".

What is the Pyramid? Imagine the shape of the pyramid, the broad and compacted bottom, as the height rises, it finally converges on one point, symbolizing the stars from all over the world and different regions, climbing step by step, meeting at the top, competing for the final "spire".

ZUXXY, from Indonesia, won the Esports Awards "Mobile Game of the year Award" by e-sports in 2020. Think back to 2018, when ZUXXY was still an unemployed young man loitering in the streets wearing flip-flops, and the future was at a loss. And when he stepped into the PUBG MOBILE arena, when Level Infinite noticed the bright spot of the youth, everything began to be different. Level Infinite follows his growth, writes his inspirational stories, and constantly improves the competition mechanism, so that excellent players like ZUXXY can get more exposure and development space.

The "stage" defined in Oliver Ye's speech is a fully framed, sustainable and highly ornamental e-sports ecosystem.

In fact, this ecosystem needs to be supported by a large number of boutique events, so Level Infinite's Southeast Asian team hosted campus competitions and local championships in Southeast Asia as early as 2018 when "PUBG MOBILE" was first released to identify early potential players. By 2019, the Southeast Asian Championships will be established, and the competition levels and promotion rules will be set to enter the best players for the PUBG MOBILE Global Championships.

In the process of building e-sports 's ecosystem, Level Infinite is also constantly improving to make players from various countries and regions more competitive, enhance the appreciation of the event, and also make the "Pyramid" more stable. In order to further strengthen the competition between divisions and stimulate its defense of local honor, Level Infinite introduced the "PUBG MOBILE Super League" in the regional championships to create more stage opportunities and create more e-sports stories.

What is a "partner"? The choice of this kind of partner does not only depend on commercial value, but can better develop e-sports 's industry and jointly build e-sports 's cross-industry influence with suitable partners. "We need to locate, collaborate and invest in like-minded partners who share the same goals with us," says Oliver Ye. "or simply, we can use the audience's interest as a fulcrum to target audience groups that need to reach which tags of interest."

For example, by adjusting the channels of the live broadcast platform, expanding from the traditional Facebook and YouTube to TikTok, to ensure that the content of the event can be effectively delivered to young fans through the emerging media platform, and to help the e-sports team, such as VPE and BTR, to build the club brand, thus driving the development and growth of the player team, and having more energy and resources to invest in the event.

Oliver Ye mentioned that they have expanded the category of cross-border cooperation beyond traditional mobile phone brands and FMCG brands. "this will make our operation smoother and easier to attract local audiences." It is worth mentioning that PUBG MOBILE e-sports is referring to the cooperation model experience of traditional sports and constantly innovating, based on the local actual situation, to explore more customized digital event goods and business models, so that e-sports can achieve more in-depth localization and integrate into the daily lives of local users.

With a solid game foundation, with the correct pyramid structure and competitive direction, as well as the support of more than a dozen leaders from different industries in Southeast Asia, "potential", "Pyramid" and "partner" have built a stage for e-sports 's narrative of "PUBG MOBILE", and the achievements are obvious to all-"PUBG MOBILE" has become the No. 1 tactical competitive game category in Southeast Asia.

"the stage" has been set up, and it's time to show the plot tension on the stage.

Compose "plot Story" with "confrontation"

Grasping the special notes of "confrontation" comes from thousands of practical combat experiences. In the red-blooded Southeast Asian Premier League (PMSL), the national anthem rose one after another in the audience; on social media, "INDOPRIDE" (Indonesian pride) has been tagged to post hundreds of millions of times. This competitive enthusiasm and glorious spirit are engraved in the bone marrow of the people of Southeast Asia and become their internal needs.

Among the e-sports community in Indonesia, the BTR team is the most famous. It is known as the "Miracle team" and is regarded as NBA Jordan by local fans. Because of its outstanding strength and brilliance, it has gathered a large number of true love fans-admittedly, a lot of black fans.

In Oliver Ye's view, this is a very noteworthy "story origin". As the organizer of the event, it plays a more important role in the promotion of the event. Excavate and enlarge the story behind the results of the event, so that players know more unknown perspective, in order to conclude a more profound emotional resonance. Therefore, in the course of the event, the content team magnifies the drama and shining points according to the player's personality label through fair and true agenda setting. At the same time, when BTR is facing challenges, through the release of "famous scenes" wonderful moments, evoke players'"memory killing", spontaneous unity and support.

In addition to focusing on event data and star players, how to make sports narrative more in-depth? Oliver Ye also cited the case of the PUBG MOBILE SUPER LEAGUE (PMSL) league.

During the league, due to the outstanding performance of Thai players, fans humorously renamed the event to "PUBG MOBILE SAWADIKAP LEAGUE (a league dominated by Thai professionals)", and the discussion increased rapidly.

When the team discovered the situation, they immediately created a new topic based on the incident, giving questions such as "can teams from other countries catch up?"what different strategies will Thai players take to gain a lead again?" And other competitive issues to maintain the heat of discussion, while maintaining the fair and objective publicity of the event, so as not to go too far.

What the Level Infinite team has always insisted on doing is to use these "competitions" or "competitions" that are focused by local players to create a narrative agenda and shift the topic to a healthier, more interesting and sustainable direction. "We have been following and participating in conversations with local fans, observing and digging up their latest feedback and discussion hotspots on our e-sports event."

"plot" stands in the "stage", perhaps still some formalization. Long-term operation, but also need to deeply explore the uniqueness of the content, enhance the connotation of the theme, like the finishing touch, quietly and skillfully make it vivid.

Enlarge the highlights and dig deep into the uniqueness of the "participants" to make the story more memorable.

Using the "headquarters + region" team structure, we can not only collaborate to produce characteristic content that resonates with players everywhere, but also ensure that more local demands and technical support can be immediately responded to. This orderly full-link layout has greatly promoted the benign development of the ecology of PUBG MOBILE e-sports.

The team will continue to train its players and work with club teams to help IP break the regular cycle. In addition, create your own IP around players, teams and countries and regions, and combine real-time hot trend topics to produce topic content that fans are interested in. Oliver Ye stressed that another key to creating uniqueness is to track and combine trends and online hotspots in different countries and regions in a timely manner.

"as you can see here, our team has hundreds of employees, headquarters and regions perform their respective duties, so that we can build a strong localization team to operate timely topics and connect with local players in a two-way manner. This has also accumulated tens of thousands of content deposits for e-sports ecology every year." Oliver Ye concluded.

In addition, a complete e-sports ecosystem needs the joint efforts of multiple participants. Not only professional e-sports players, but also grass-roots players who grow up with the game, as well as technical teams that quietly provide support for the event behind the scenes.

There are more "behind-the-scenes heroes", such as event technology, anti-fraud system, event-specific server, multi-platform live broadcast, and so on. An attractive script is not only the protagonist outstanding, the existence and efforts of each character, the achievement of the integrity of the story.

Facts speak louder than words. With an attractive "stage", a plot full of competitive elements, and a deep excavation of the uniqueness of "participants", Level Infinite has created a localized e-sports narrative, "anti-guest-oriented" on the localization track in Southeast Asia, and established a healthy e-sports ecology of sustainable development.

In the process of Chinese manufacturers going to sea in Southeast Asia, "PUBG MOBILE" is not a special case among the products that show a high degree of marketing adaptability in the face of complex regions. Whether it is through the "head office + region" team configuration to ensure timely resource allocation and perfect local full-link layout, or by building a multiple matrix of integrated marketing for market distribution, Level Infinite achieves cultural integration, user pioneering and revenue growth through multi-module operations such as continuous optimization of purchase volume, IP linkage and talent cooperation, these models and mature methodologies summarized from the actual combat are worthy of reference by more overseas manufacturers.

"It's your turn to create your own engaging story. (now it's your turn to join this story full of infinite possibilities)," Oliver Ye concluded, hoping to inspire more participants to work together to build a sustainable e-sports ecosystem.

There's still a long way to go, so let's see.

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