In Ding Xu's eyes, whether it is script killing, former board games, or even ktv, they serve a core service.

social contact!

Comparing script killing with other offline entertainment formats, we can see that the popularity of script killing is due to the strong repurchase ability, store service scenarios, and social attributes.

First of all, script killing is a game that burns after reading. The traditional game rules such as werewolf killing and Monopoly are fixed, which makes players easily lose freshness. However, script killing games are more similar to movies, and are one-time consumption. The script is constantly iterating, which attracts players to continue to repurchase.

In order to continue to attract players, shops also need to continuously purchase new scripts. At the beginning of the store opening, 50 notebooks are purchased at one time, and then 5 new scripts will be released on average every month. If there are major holidays in that month, it will increase to about 10.

Secondly, script killing is also a few offline entertainment that relies heavily on the service scenarios of stores. For example, mahjong halls only require a pair of mahjong and a table. Online KTV is also easy to replace some functions by apps such as singing bars, but script killing is difficult to bypass the store.

On the one hand, good scripts are scarce products, such as city-based books, which can be set up tens of thousands of dollars, which is difficult for individuals to bear. On the other hand, a complete script kill game includes scenes, decoration, and DM field control.

Finally and most importantly, script killing is the well-deserved new social king.

In terms of the new recruitment process, the game usually starts with six or seven people, which means that most people have to start the group buying mode if they want to play scripts. In order to gather the team, most people will work hard to mobilize all social circles, such as friends, colleagues, friends of friends, colleagues, etc.; or send group information in a large group to recruit teammates online.

Successfully turning customers into salesmen also brings extremely high customer unit price. Due to the rigid threshold for starting with a script killing 6 people, to be precise, the average price of a script killing customer is not 200, but 1,000.

In terms of game experience, the types of script killing are ever-changing, but whether it is an emotional book, a happy book or a reasoning book, one of the major criteria for a good script is that there are no marginal characters.

In a script kill, the ratio of male to female participants is usually 1:1, that is, three women and three men, four women and four men, and some scripts are also allowed to cross-dress.

The relationship between players is connected in various ways: couples, secret love, extramarital affair, illegitimate children, etc. Players interpret couples, hostile relationships according to the script, and have a strong interactive experience.

Strong social symbols and social connections help players break the ice quickly and also help create sparks of love. This trait has become a weapon for many blind date platforms.

From this perspective, script killing can be called Pinduoduo in the board game industry?

Both are social fission, the difference is that if you keep asking others to cut a knife, you will get blocked, but if you keep playing scripts to kill, you may get love.

iQiyi, China Literature Group, Tencent Animation and other capital tycoons have entered the market one after another, starting the road to script killing and adapting.

The soul of the game lies in the script, and the script is a one-time consumption and requires a steady supply of content from the upstream. High-quality creators are scarce resources in the industrial chain.

However, the upstream also faces pain points in all content industries: high-quality content is difficult to be continuously produced on a large scale, and it is mainly based on the small workshop model.

The downstream is divided into offline physical stores and online game apps. Online apps face the dilemma of poor script quality and difficult to ensure experience. Offline books are divided into desktop books and real scene books, but these are actually two completely different business models.

The real-life script takes the krypton gold route, attracting visitors with high investment scenes and clothing. What actually sells is the experience of dressing up and checking in, which can be regarded as a variant of traditional escape room.

With high rent, high decoration costs and high script procurement fees, the average customer price of real-life script kills is relatively high, about 200-500 yuan/person/time. Currently, the two-day and one-night immersive script kills in Chengdu and other places have an average customer price of up to 1,888 yuan/person.

Real-life script killing consumes a new experience, and most people can only consume it once. This is similar to Internet celebrity stores. Most people will not go again after checking in once. Therefore, real-life script killing often adopts the form of fast opening and franchise, which continuously attracts traffic and expands the influence.

The larger number of desktop scripts focuses more on the script itself, and attracts old customers to return by constantly changing scripts. The offline store of desktop scripts is generally located in bad locations in good locations, such as entrepreneurial parks or dilapidated buildings. The core competitiveness lies in the good scripts and the DM's field control ability.

From the business perspective, the pain point of script killing stores is that the maximum turnover rate is fixed and there is no room for optimization. A script killing takes about 4-6 hours, and a room can open up to 4 games a day.

The script kills the peak and peak seasons with obvious differences. You can receive more than a dozen guests every day on weekends and holidays, but there may be only one on weekdays.

To ensure profits, the key is to lower the decoration costs and ensure attendance. What can be achieved in this round of reshuffle are the kings of introversion.

On the one hand, part-time authors do not have the energy or channels to sell scripts, so they can only sell scripts to the publisher, allowing the publisher to get 50% or even 80% of the share.

On the other hand, offline stores need publishers to initially screen the script and continuously purchase new books from the issuer. The publishers earning both ends naturally become the most profitable link in the industrial chain.

Famous studios have a great say in their voice, and they can even pay first and then pay for their money, which can be regarded as a new generation of housing expiration policy.

Some stores will skip the test of this process when the top publishers launch new scripts and directly buy scripts blindly. The top publishers can achieve a profit of tens of millions.

In a word, you can summarize: the upstream depends on your fate, the downstream is in the inner circle, and the middle-stream earns both ends.

The current various script-killing projects are more like entrepreneurial projects for literary and artistic youth to break away from the life of big factories and animals, and do not have the value of long-term investment.

The reason is that the script kills the upstream content works that cannot be mass-produced, and the downstream is extremely scattered and the ceiling is visible to the naked eye. The remaining top online apps have become the protagonists of capital hunting, but they are also facing the dilemma of being alive every day and half dead.

But it is this extremely non-standardized industry that realizes the most difficult problem: to bring new and new humans grown in Generation Z to offline, or to start with six people?

The script killing is the happiness that only single nobles can truly experience, providing an immersive and relatively safe social situation. Players put on the role cloak and spend a different life together: tangled love, bizarre and dangerous murders, and wars of golden swords and iron horses...

Then take the case and push the evil.

Compared to dinner-style blind dates that can never be full, the script does not need to be scorched and find topics, and is afraid that the air will suddenly be quiet; compared to the quiet and disturbed cinema, there are more expressions and undercurrents in the words.

Ding Xu was very curious. Even when K12 was facing sudden brakes and online games and fan circles were cooling down, where would Generation Z go?

Who can master the time of Generation Z? Maybe he has mastered the next Pop Mart?
Chapter completed!