Black Myth: Wukong Goes Viral: How Chinese Gamemakers Can Learn From Its Success (AI Translation)

【周刊提前读】黑神话悟空出圈 国产游戏如何借鉴

"Black Myth: Wukong," a AAA game developed by a Chinese team, was released globally in late August. Within four days, it sold 10 million copies, generating over 3 billion yuan in revenue, making it one of the most remarkable cultural phenomena of the summer [para. 1][para. 2][para. 3]. The game is inspired by the classic Chinese novel "Journey to the West" and is set in ancient Chinese architecture, drawing the interest of industry professionals, researchers, and even casual gamers who previously had little interest in video games [para. 2]. Daniel Ahmad from Niko Partners highlighted its significance as the first true AAA Chinese cultural IP game, contrasting it with successful Western IPs like "Overwatch" and "Cyberpunk 2077" [para. 3].

Upon its release on August 20, 2024, it attracted 1.08 million players within an hour on Steam, surpassing the record held by "Cyberpunk 2077" [para. 4]. The game's peak number of online players on Steam reached 2.22 million the next day, making it the only Chinese game among the top ten most played games on the platform [para. 4]. The game was released simultaneously on PC and Sony's PlayStation console [para. 5]. On August 23, Game Science, the game's production company, announced that it had sold over 10 million units, outpacing titles like "Elden Ring" and "Monster World Palu" in sales speed [para. 6].

"Black Myth: Wukong" has transformed perceptions of gaming [para. 9]. A demo released four years ago accumulated over 59 million views on Bilibili, setting the stage for a successful launch [para. 8]. Unlike typical AAA games that require extensive development time and large teams, "Black Myth: Wukong" was developed over six years by a team of 140 people [para. 10]. According to Gamalytic, as of September 6, the domestic-to-international player ratio stood at 8:2 [para. 12]. For Chinese players, the game, based on "Journey to the West," holds familiar cultural touchstones, extending its appeal overseas primarily through local IP utilization [para. 12].

The one-time purchase model of "Black Myth: Wukong" deviates from the "pay-to-win" strategy employed by large gaming companies like Tencent and NetEase. Nevertheless, it has shown lucrative prospects. Analyst forecasts estimate sales could hit 20 million units on Steam alone, generating over 5 billion yuan in revenue [para. 13][para. 14]. The game's impact is paralleled to significant sporting milestones, noted by experts to symbolize a breakthrough in a field traditionally dominated by Western developers [para. 15].

In addition to boosting game-related revenue, "Black Myth: Wukong" has stimulated tourism and hardware sales [para. 15][para. 16]. Marketing collaborations and crossover initiatives with brands like Luckin Coffee and discussions about future cultural and tourism integration show the extensive influence of the game. These cross-industry efforts have led to substantial visitor increases in cultural heritage sites featured in the game [para. 21][para. 23].

Regulatory support from the Chinese government has also played a role, as noted by Zhejiang Publication & Media, the game's publisher. The game’s rapid approval indicates governmental backing for high-quality domestic games [para. 24]. This support aligns with the overall stability in game license issuance, enhancing industry confidence [para. 25][para. 26].

Game Science, founded by former Tencent employees, embarked on producing "Black Myth: Wukong" driven by dissatisfaction with current gaming trends and a desire to create more content-rich games [para. 34][para. 36]. Despite the challenges, including competition from game piracy and the niche market for console games in China, the game managed to set a new standard in the industry [para. 46][para. 47].

The game's success story has also been bolstered by global marketing efforts, although the smaller scale compared to Western developers represents a new frontier for Chinese game developers [para. 54]. "Black Myth: Wukong" has received mixed reactions internationally, balancing between criticisms for a lack of inclusivity and performance issues, and praise for its innovative approach to ARPGs [para. 57].

"Black Myth: Wukong" stands as a testament to China's potential in AAA game development, inspiring further ambitions among Chinese gaming companies. The domestic market, traditionally inclined towards smaller-scale projects, now sees the viability of AAA games, paving the way for more homegrown "seekers of the sutras" to follow this pioneering path [para. 67].