Interview With Yamada Daisuki, Chinese Director Of Nandai Palace: The Game And Entertainment Industry Will Change Due To The Impact Of The Epidemic

For many fans in China, an 18.03-meter statue of freedom is enough to excite them.

In addition to the 21st century, journalists will enjoy a high degree of freedom in the 21st century. Behind the statue, Japan's well-known game entertainment group Wandai nanmenggong is trying to speed up the layout of China's market.

This year's epidemic has brought varying degrees of impact on all walks of life, but the game entertainment industry has become one of the few industries with less negative impact. Recently, Wandai nanmenggong released the "GCP", which will continuously deepen the regional linkage system in the development of China's market with Goldstar IP as the breakthrough point.

However, under the influence of the epidemic situation, the game entertainment industry has imperceptibly changed.

"The way the entertainment industry exists should change under the influence of the epidemic." Yamada, director of Wandai nanmenggong (China) Investment Co., Ltd., told the 21st century economic reporter that it was necessary for the market growth and change due to the arrival of 5g era. In the post epidemic era, considering the market environment, if we can't make a good response, then for the game entertainment companies, the situation will become very serious.

We will not copy Japanese models and products

21st century: affected by the epidemic situation, many industries have suffered great impact this year. Are games negatively affected by the epidemic? Will it affect the pace of investment in the Chinese market?

Yamada: affected by the epidemic, the offline interactive experience facilities of Wandai Nanmeng palace opened in Beijing are temporarily closed. However, the progress of our new amusement facilities is still delayed due to the new epidemic situation in Shanghai.

Recently, we have released the GAODA China plan. This is an important signal that our important IP "mobile soldier GAODA" is actively developing its cause in China. The products launched in China are almost all original plans for the Chinese market, and cover games, peripherals, images and other aspects.

21st century: as a foreign-funded enterprise entering the Chinese market, how to adapt to the Chinese market?

Daisuke Yamada: we have never thought of directly moving Japanese models and products to the Chinese market. We are always looking for joint development and cooperation with local partners to provide good products to Chinese consumers. For example, in the mobile game I was responsible for, I cooperated with Tencent to develop many original products in the Chinese market; in terms of products, I cooperated with Alibaba to sell products.

Wandai Nanmeng palace adheres to "IP centered" in the Chinese market. We have a lot of development plans for China's limited edition products, and there will be many in the future. For example, since last year, we launched the 12 zodiac series, which is the result of brainstorming within our company.

In addition, I am very interested in Chinese IP and look forward to cooperation. There are many ways of cooperation, for example, we can develop and operate with local excellent IP, or combine local IP with our IP. Recently, we are cooperating with Chinese animation "Assassin wu67" to develop and make peripheral toys.

In the process of China's market development, if we rely too much on market research data, it is easy to make a single product. Our entertainment industry focuses on providing "happiness". If we only focus on promotion programs, sometimes there will be many problems. Therefore, after a lot of consideration, we think we should develop unique products in China and carry out linkage and original planning with enterprises.

"21st century": China has a broad market, but at the same time, there are big regional differences. Consumers in developed coastal areas and inland areas should have different demands for commodities, which is a challenge for foreign-funded enterprises. So, how do foreign companies overcome these constraints?

Because of the difference between the 5g industries, I want to narrow the gap between regions. Secondly, compared with the situation when I started my career in China, the logistics system in mainland China is much more complete.

At present, we are also carrying out the business with digitalization as the core. Considering the necessity and demand of regional differentiation, it does not appear at this stage. Of course, we will also consider the differences between regions to a certain extent, but there is no strategic plan for regions at present. As far as "mobile soldier Gunda" is concerned, we hope that more people can understand and contact with Gunda's works. This is what we need to focus on.

Entertainment industry faces new opportunities

"21st century": due to the impact of the epidemic, people's time at home has increased significantly, which is a new opportunity for the game entertainment industry including online games. What do you think of this?

Daisuke Yamada: I think the way the entertainment industry exists should change because of the epidemic.

Due to the advent of 5g era, market growth and change is necessary. In the post epidemic era, considering the market environment, if we can not deal with it well, then the situation will become very serious for the game entertainment companies.

However, the market has always been moving forward. If we can make some achievements in the way of coping, as you said, seizing the development of the market itself is a great opportunity.

So, how to stand out? Enterprises need to have some kind of "weapon" that is attractive to users. For our company, this weapon is IP.

The 21st century: we also need to pay attention to the changes in the consumption concept and entertainment concept of the younger generation. As a game entertainment company, does this change mean an opportunity?

Yamada daisuki: the times are constantly changing, and everything such as family, consumption and lifestyle is changing. As a game entertainment company, if we want to bring "happiness" to everyone, we must always keep up with and grasp such changes. Providing quality entertainment products is still an important task for us.

At present, the concept changes of the younger generation in China are very big. I will take IP as an example to explain that at present, the demand for IP centered entertainment in China is increasing, which is also the biggest market feature. There are many kinds of IP, such as home entertainment, playing with friends, and playing alone. And there are also various ways of playing IP, which may be games, hand-held, or peripheral products.

In the changes of various concepts, the next point we must consider in the Chinese market is that "the charm of Chinese original IP is increasing.". Therefore, we need to effectively integrate IP, which can ensure the development of the industry and seize business opportunities.

"21st century": in China, "anti addiction" of online games has always been an important topic. As one of the directors of a game entertainment company, how do you view such social issues?

Daisuke Yamada: I don't think it should be a "problem.". In fact, not only China, but every country has its own culture, history and religion. If we want to promote our business and commodities in a country or region, we should respect the laws and regulations and customs of each place.

Of course, this kind of market cannot be developed continuously. If we want to have a long-term vision, we must develop moderately and healthily. We should neither restrict excessively nor have appropriate rules.

21st century: as a result of the impact of the epidemic situation, many industries are facing a situation that is quite different from last year's forecast. How do you judge the trend of the global game entertainment market? Does it affect your company's investment plan? Are there any new changes in the game industry?

Yamada: the epidemic has had a great impact on the industry and economy. But because of this, we should not be negative.

Being in Shanghai, I felt that because of the epidemic situation, many commercial activities stopped for about two months. However, it recovered soon afterwards, and all walks of life had the atmosphere of "trying to recover the losses caused by the epidemic", and the economy was recovering actively.

Our company is in the entertainment industry, its mission is to make people happy and active life. In the epidemic situation, the importance of entertainment is also rising, especially in the case of normalization of epidemic prevention and control, the demand for indoor entertainment is further increased. For our game entertainment industry, it means that the product quality has higher requirements.

Especially at this time of the epidemic, we need some positive energy news and news to encourage people. For example, in our GAODA China plan released this time, it is said that the Goda statue will be settled in Pudong, Shanghai next year. This project can make people and economy flow. People from all over China, including people from all over Asia, will think of Shanghai to watch and experience the real objects in a close distance. The industries around the statue, such as the catering industry and tourism industry, will create more employment opportunities. If there is employment, there will be consumption; if there is consumption, there will be financial revenue; if there is financial revenue, it will bring Shanghai citizens better Economic life will show more vitality. It may be a little exaggerated, but this is the opportunity for us to contribute to the society. The freedom in kind is as high as the statue, which creates an opportunity for us to contribute to the society.

After the outbreak, we will not adjust the company's business strategy significantly, but the epidemic also makes us think again about how to achieve a balance between economic benefits and social contributions, so as to better develop.