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On August 11, the 2024 Paris Olympic Games came to a successful conclusion. The Chinese delegation achieved a good result of 40 gold, 27 silver and 24 bronze medals. The number of gold medals set the best result in overseas Olympic Games.

The connection between the Paris Olympics and the gaming industry is unprecedentedly close. At the opening ceremony, an Olympic torchbearer wearing a white cape and wearing a French Revolution costume was seen walking through Paris. This figure is exactly Arno, the protagonist of Assassin's Creed: Unity, the most famous game IP of Ubisoft.

In addition to the great respect given by the Olympic organizers to game manufacturers, GameLook also noticed that the close relationship between this Olympics and games is also reflected in the contestants. As the post-00s gradually enter the peak period of their competitive state, a youth storm has already swept the Olympic arena, and of course many of these young contestants love games, which also makes game-related elements frequently appear in the Olympic arena.

For example, GameLook previously reported that in the women's gymnastics team finals, Zhou Yaqin, a Chinese gymnast, used the original music "Light of the Light" from "The White Forbidden Zone" as the soundtrack for her free gymnastics event. The Japanese synchronized swimming team also chose the soundtrack "Beautiful Song" from "NieR: Automata" at this Olympics.

If the examples of using game music in the above-mentioned competitions are more of a recognition of the musical level of the game music, then the examples of athletes like Pan Zhanle, the gold medalist who broke the world record for men's 100-meter freestyle, and Luo Shifang, the women's 59kg weightlifting champion who broke three records in a row, who have actually played or are playing domestic mobile games, may better illustrate the development of the domestic game industry. It is indeed a matter of pride for domestic game manufacturers that their products are "favored" by Olympic champions.

Pan Zhanle was found to have playedGenshin Impact, I also recently bought the "Genshin Impact co-branded shoes"

Take Pan Zhanle, for example, who won two gold medals in the 100m freestyle and 4x100m medley relay at this year's Olympics. Not only did he impress the world with his strength, he was also widely loved by the audience for his frankness and quick words during interviews.

Pan Zhanle's signature on Weibo, "Although I have no intention of competing, I know the suffering of the people," is a line from the popular character "Zhongli" in "Genshin Impact." Pan Zhanle was blunt in a live broadcast, saying that he had not played "Genshin Impact" for a long time and that the copywriting was revised three years ago.

Recently, some foreign netizens noticed that the pair of sneakers Pan Zhanle wore during his trip to Paris was a joint model of Anta and the character "Xiao" in "Genshin Impact".

GameLook also checked and found that this co-branded sports shoe was only put on sale in May this year. This may mean that although Pan Zhanle no longer plays the game "Genshin Impact" for various reasons, he still pays attention to related news, or still has a certain love for the IP of "Genshin Impact".

Foreign players said that "Genshin Impact" is already likePokémonIn that way, it will become a household name, which will also drive the vigorous development of game peripherals. The linkage between "Genshin Impact" and various physical goods is the best proof of this.

A win-win situation for players, officials and gamers

The example of weightlifting champion Luo Shifang may be a better example of game marketing. On August 8, Luo Shifang broke three records in a row and won the gold medal in the women's 59kg weightlifting category.Love and Deep Space》, the game officials went to Luo Shifang’s personal social media account to express their blessings on the 9th.

Unexpectedly, the official congratulations also received a response from the Olympic champion himself. Luo Shifang even half-jokingly complained, "It would be better if the card was not so difficult to draw."

The official of Love and Deep Space was also very "handsome" and immediately announced that they would give the Olympic champion 1 million diamonds and a lifetime gilded monthly card (1 million diamonds is equivalent to about 6,666 draws if converted into card draw resources). They also "shared the joy with the people" and issued certain rewards to the entire server to celebrate Luo Shifang breaking three Olympic records and winning gold medals.

The players of Love and Deep Space all said that this is the feeling of "one person's success brings prosperity to the whole family". Players outside the circle said that the game officials took advantage of the popularity of the Olympic champion, the player himself got a cracked account, and all game players also got free rewards, which can be said to be a win-win situation for all three parties.

In GameLook's view, the interaction between "Love and Space" and the Olympic champion is certainly a very successful marketing activity from the perspective of game marketing.

After all, compared to actually inviting an Olympic champion to be the spokesperson for your product, the cost of interacting with an Olympic champion and distributing in-game resources is obviously much lower, and this kind of interaction seems more down-to-earth. It is a true two-way effort between game manufacturers and Olympic champions. In the future, players of Love and Space can pat their chests and say, "I am playing the same game as the Olympic champion."

summary

In short, the Chinese delegation has achieved such impressive results in this Olympics. The strength shown by the young generation of athletes on the field and their vitality off the field have demonstrated the vigorous development of China's sports industry. The fact that games can be integrated into the daily lives of athletes shows that games are now playing an increasingly important role in people's entertainment activities.

As the saying goes, culture and sports are inseparable. I hope that both the Chinese sports industry and the Chinese gaming industry can go further and showcase their style on the global stage.

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