First-class content culture – Microsoft’s demands, Activision Blizzard’s capital
In the national drama market in 2022, “The Beginning” will explode.
Games are one of the important channels for cultural output, and cultural prosperity is an important symbol of comprehensive national strength.
On the evening of January 18, a piece of business acquisition news “detonated” the world.
Microsoft issued a statement saying that it will acquire Activision Blizzard for $95 per share in an all-cash deal valued at $68.7 billion, the largest acquisition in Microsoft’s history and the largest in the history of the gaming industry.
After the transaction closes, Microsoft will become the world’s third-largest gaming company by revenue, and will accelerate the growth of its gaming business across mobile, PC, consoles and cloud, and more importantly, help build Microsoft’s Metaverse operations system, namely “Metawindows”.
Obviously, the core purpose of this acquisition is to give priority to grabbing market share in the digital economy in the future.
Microsoft Acquires Activision Blizzard Press Images
At present, with the development of science and technology, game content and its native technology are being used more and more diversifiedly in global production and life, ranging from aerospace to small food, clothing, housing and transportation. Therefore, using game technology and scenarios to more closely connect the real world is the general trend of Internet development, a fixed path for regional economic development, and a very core part of global technological competitiveness.
Looking at it this way, Microsoft’s acquisition of Activision Blizzard has undoubtedly rolled up a new round of technological waves, and the game industry has been placed in a more strategic position.
Under this objective situation, domestic game companies should also speed up their pace, increase technological innovation and upgrade, enhance cultural value, strive to walk side by side with international leading technology companies, and even achieve “overtaking on the curve” to comprehensively enhance their international competitiveness.
After all, games are one of the important channels for cultural output, and cultural prosperity is an important symbol of comprehensive national strength. The competition of game content form and technology is essentially to snatch the right of global cultural discourse.
First-class content culture – Microsoft’s demands, Activision Blizzard’s capital
In a company statement, Microsoft CEO Satya Nadella said: “Games are the most dynamic and exciting entertainment category on any platform today, and will play a key role in the evolution of the Metaverse platform. We are making a difference to the world. Deep investment in best-in-class content, community and cloud to usher in a new era of gaming that puts players and creators first and makes games safe, inclusive and accessible to all.”
World-class content is the fundamental appeal of Microsoft’s acquisition of Activision Blizzard.
When it comes to Activision Blizzard, the post-80s and post-90s generation are familiar, and the company’s series of “Warcraft”, “Diablo”, “Overwatch” and “Call of Duty” can be called collective memories.
The reason why these games are loved by the public is not only the diverse gameplay, but also the exquisite production and rich cultural connotations.
Taking the “Diablo” series as an example, the map scenes all have rigorous style prototypes. An iconic building throughout the first, second, and third generations of the series, Tristram Cathedral is a sanctuary for players. Its architectural style is typical of European medieval Gothic style.
The towering spires, colorful rose windows, and concave pointed arches are all representative elements of the Gothic style.In the real world, the classic of the same type is Notre Dame Cathedral. It was the first Gothic building in the world, leading the architectural trend in Europe at that time.
Players “walk” near Tristram Cathedral, and they can really feel the Gothic style culture.
Take the “Warcraft” series as an example. This game that has swept the world has a grand world view. From the beginning of its birth, it has integrated many cultural elements from all over the world. The Knights of the Silver Hand, the Ravenholdt Thieves Guild, the ever-changing city-state human kingdom, the magical city of Dalaran protected by shields, the cunning dragons who like to lie in their lair, etc. These are typical of European and American fantasy cultures. element.
The image of Titan in the game is exactly like the gods in Greek mythology. Amanther, the father of the gods, is like a combination of Uranus, the god of the sky and Zeus, the father of the gods, while the name of the Titan High Council Pantheon comes from the worship of Greek gods. Ancient Roman architecture of the gods. Ulduar’s name comes from the Norse god of winter, and Freya is the goddess of life in Norse mythology.
“Warcraft” character map
In the expansion pack “Mysteries of the Pandaren”, we also saw oriental elements such as pandas, dragons, stone arch bridges, Chinese knots, and glazed tiles.
It goes without saying that when players enjoy the game, they are also subtly influenced by the relevant culture.
Ninth Art – The Cultural Value of Games
Games are one of the most important forms of entertainment in the new era. In a sense, they are actually the same as ancient songs and dances. On the one hand, they are a mirror image of entertainment life, and on the other hand, they are a concrete manifestation of cultural transmission.
The content of the game is complex and full of possibilities.
There is such a saying: Film integrates literature, music, dance, drama, painting, sculpture, and architecture, and is the eighth largest art in the world, while games jointly integrate film and are the ninth art.
For example, the literary elements in the game, a game with a large volume contains an intricate story line, the main line and the branch line should be ups and downs, the characters or NPCs should have diverse shapes and personalities, and the lines should have different styles, even Some game commentary requires a rhythmic poetic style.
“Monopoly 8” character map
Another example is painting and vocal elements. The design and quality of the game screen determine the player’s sense of experience. Every frame of a high-quality game is a high-definition wallpaper, and matching vocal music can further create a sense of cinema and immersion.
Of course, the game also has a self-contained social function. Friends from all over the world make acquaintances and interact with each other’s lives and hobbies.
In short, the game provides a perfect space for creators to release their imaginations in a technological way, and provides an ideal context for players to feel emotions.
Looking back at the development history of games, games produced in different periods and regions have obvious cultural symbols.
In the PC era, 20 years ago, “The Legend of Sword and Fairy” opened the door to the aesthetics of national-style games; in the classic “Monopoly” series, characters from different countries used their own languages to lead players to know and familiarize themselves with different countries. Maps; “Three Kingdoms” will use combat and strategy to the extreme; “Age of Empires” and “Civilization” series indent the world map and development history into the computer.
Screenshots from the Civilization series
In the era of mobile games, “Honor of Kings” and the Chinese Folklore Society have been deeply cultivating national culture, planning and holding “Glory China Festival” activities, popularizing festival customs and inheriting festival culture; the series of “Paper Wedding Dresses” focusing on women’s perspectives continues The beauty of the national style, while incorporating folk elements, expresses traditional culture from a novel perspective; the “Harry Potter” licensed game once again leads everyone into the magical world.
The above-mentioned games all use distinctive cultural symbols, or use the story line as the output path, or use the characters as the perspective, or use the map as the guiding clue, to lead the players to appreciate the beauty of Daqian culture, and to empower the game itself and culture in both directions. value.
Based on its unique cultural attributes, we can see more functions of games beyond entertainment, and see their super media power to spread and promote culture both internally and externally.
China has been around for 5,000 years, and there are endless good stories to tell.
Therefore, it is also the mission and responsibility of domestic game companies to establish the best, widest, and most effective communication path and dig a higher space for culture to go overseas.
The game industry should actively create and give play to the energy of games, serve to improve national cultural soft power and international cultural discourse power, build a foreign discourse system, and enhance the creativity and appeal of foreign discourse.
Tell Chinese stories well, spread Chinese energy, and express Chinese characteristics.
In today’s world, human civilization has made great progress in both material and spiritual aspects. On this basis, how to make the imaginative idea into a more realistic reality, enjoy the fantasy time and space, and explore the more dimensional world is the primary issue of the head technology industry.
In this regard, Microsoft’s acquisition of Activision Blizzard for US$68.7 billion has obviously brought inspiration to relevant domestic industries: choosing the essence of culture, supplemented by technology carriers, and seizing the technological dominance and discourse power in the new era.
It is expected that in the future, domestic game companies will intensively cultivate “cultural soft power + technological hard power”, create more games with rich cultural value and user experience, and work together to promote the development of China’s game industry and other industries.
Remarks: All the pictures on the cover and the text are from the Internet
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