How to break the game “Small but scattered” by “Script Kill” in a year increased by nearly 10 times
2021-09-21 11:32:44Source: Chengdu Commercial Daily
“Today’s room has been booked in advance by the players, and we are preparing props and scripts for them.” On the morning of September 19th, on the 15th floor of Block B, First City, Chunxi Road, Chengdu, a company named “play plus Script Detective” In the “Case Hall” script killing shop, three staff members are setting up the scene and placing drinks. “Including drinks, the per capita fee for the player is about 100 yuan.”
On the first day of the Mid-Autumn Festival holiday this year, the “Lejing Impression·Ren·Drama Game” Script Killing Experience Hall in Anren Ancient Town, Dayi County was also full of business. “All holiday sessions have been booked. Players are on their way here today. We mainly provide an immersive consumer experience for two days and one night.” When a reporter called to inquire about holiday consumption, the store staff said.
The immediate experience of the stores in the urban area and the immersive consumption of two days and one night in the suburbs have become a new entertainment and leisure choice for urban young people. Earlier, a set of store openings crawled from Dianping showed that as of January this year, the number of offline stores in Chengdu has reached 708, ranking first in the country, surpassing Shanghai and Beijing. However, relevant industry insiders in Chengdu said that with the continuous changes in the consumption patterns of young people, the Chengdu script-killing industry is in a transitional period. To form high-quality scale and brand effects, especially the exploration of capitalization, there are still many The way to go.
How to crack “small and scattered”?
Good service and social stickiness are the key
Script kill, originated in the United Kingdom, is a kind of real-life role-playing game, the whole process is based on the script, guided by the (DM) game host to complete the entire game. As an emerging offline entertainment method, with its unique social experience and game links, it has attracted the favor of many “Generation Z” (the generation born between 1995 and 2009) young people, and has become the most popular offline board game store in China. One of the games.
The reporter randomly searched multiple locations in Chengdu and found that the relevant scripts can always be found without going too far. Behind the gathering of stores, Chengdu seems to have become a major consumer center for “script killing” in the country.
At present, the scale of script killing stores in Chengdu varies in size. Some stores cover an area of tens of square meters or more than 100 square meters, and some cover more than 1,000 square meters. The larger screenplay experience halls are often not selected. The rental cost has become the direct cause of opening a store in the city center. As a result, some large-scale script killing experience halls have chosen to be opened in locations outside the city center.
Specifically, what are the industry pain points in the Chengdu script-killing consumer market? According to Yang Tao, the person in charge of the Script Killing Experience Center in Chengdu, there were only about 120 Script Killing Experience Halls in Chengdu last year, and there are currently more than 1,000. Among them, there is a status quo of “old broken small”, and some script killing experience centers have been opened. In residential buildings, this kind of storefronts settled quickly and were in a barbaric growth situation. At the same time, the growth rate of Chengdu script killing stores has even surpassed the growth rate of the player group. Recently, there has been a phenomenon of museum transfers in the industry. Small stores tend to have weak anti-risk capabilities and are susceptible to changes in market winds. In addition, some scripts with higher investment quotas, larger floor space, and better service levels are increasing, and the design, comfort and luxury are improving, and consumers’ sense of experience is constantly refreshed. These factors will accelerate the industry. “Old and broken little” cleared out.
“In essence, the script-killing industry attaches great importance to the quality of scripts. In some places, excessive emphasis is placed on the component of interpretation. This phenomenon should be avoided. The essence of script-killing is the script + immersive experience, and attention must be paid to the improvement of service awareness and the cultivation of social stickiness. Said Yang Tao, the person in charge of the Script Killing Experience Hall of the “Board in the Bureau”.
How to become bigger and stronger?
Improve scale effect and brand effect
In the Mengxiang Planet 107 Cultural and Creative Park in Chenghua District, Chengdu, the “Universal Magic Immersive Theater” is attracting some young people who have a higher demand for script-killing consumer experience. “At present, we have thousands of new costumes in our store, many of which are limited editions.” In the clothing section of the store, Li Yong, the founder of “Universal Magic Immersive Theater”, introduced her concept of operating a screenplay experience hall.
In the script killing circle, the script is one of the “housekeeping skills” of a store. For the “boxed version”, you can buy it at any store; for the “city-limited version”, generally speaking, only two or three experience centers in a city can buy it; and the “exclusive version” is the only scarce resource in the city. . This means that whoever has a good exclusive or city-limited script can attract more customer resources in the industry or give players more diversified choices.
“For script-killing conventions and industry summits across the country, we will take the initiative to go out and dock script resources. And we are also cultivating our own script writers, creating original IP content creation teams, and building’immersive theater, immersive reasoning, Immersive cultural tourism’ three immersive consumption scenarios.” Li Yong’s plan is to push the store to the development path of scale and branding. In response, she admitted that because it is a new store, some obstacles may be encountered in the early stage, such as the scarcity of talents in the industry.
Scripts kill stores and take the road of scale and branding. How does the capital market look? Recently, Shanghai-based screenplay game and immersive entertainment company “Detective Notes” announced the completion of tens of millions of yuan in Series A financing. After the news was released, it attracted the attention of the capital market.
“Our team is also working with some investment institutions and industry organizations to pay attention to potential investment targets in the experience economy track represented by script killing. Through interviews, we found that some small-scale scripts in Chengdu kill store entrepreneurs, and they have a more mental attitude. I prefer to do a good business, lack the concept of capitalization, and have limited understanding of the upstream and downstream patterns of the industry. Without deep thinking about the industrial chain, it is difficult to have a sensitive capital market sense.” Liang Chenchao said in an interview with reporters.
According to reports, it is estimated that the size of China’s physical script killing market will reach 15.42 billion yuan in 2021. “Does it occupy the upper reaches of the industrial chain? Is there a stable supply of scripts? How to maintain the repurchase rate of products? Can the innovation of acoustic and optoelectronic technology be used to bring consumers a brand-new consumer experience and imagination?” Liang Chenchao said , How to solve the above-mentioned problems, or some factors worth considering in Chengdu script to make the entrepreneurial team bigger and stronger.
Chengdu Commercial Daily-Red Star News reporter Ye Yan, intern reporter Song Jiawen
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