Gaming > Gaming

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NETEASE, Hangzhou / NETEASE / 2024

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Original Content

Overview

Credits

Overview

Why is this work relevant for Gaming Entertainment?

Racing Master offers an authentic car-handling experience combined with enjoyable gameplay. It’s a game that takes you on a journey of constant growth and the opportunity to make new friends, as the road never ends.

Background

It stands out as a ground-breaking Chinese sim-car mobile game. To match the game, our main concept behind the video is to enhance the story background with the theme of “New Start”.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

Car culture is a universal language that transcends borders. With global launches in mind, we have incorporated elements from around the world, including renowned European sports cars from various eras, JDM, real-world tracks, cities (including Chinese cities), and a wide range of brands. While it is undoubtedly a racing game where all players strive to be faster, we still adhere to the rules of real races and aim to prevent cutthroat competition, striving to create a harmonious blend of different cultures.

Describe the strategy & insight

The theme of the video is “Start”. The protagonist reaches a crucial race that will bring him to a new height after enduring numerous challenges. However, victory is never guaranteed at the starting point. The protagonist temporarily loses his lead in the intense race, prompting him to reminisce about the beginning of his racing career. He reflects on how his team was formed, the training he underwent, and his previous races. Each race had served as a fresh beginning for him. As his mind returns to the present race, he embraces this new start and push himself to overtake his opponents and even his own limits, reaching yet

Describe the creative idea

One important aspect we considered during the creation of this video was how to foster connections and friendships among people and portray the essence of teamwork. By portraying the passage of time and varying race levels, we have fused all these elements together. Through a blend of reality, memories, and growth, we have depicted the entire story in a sketch-like manner, adding an extra layer of depth and the bonds between individuals to the game.

Describe the craft & execution

The abundance of high-quality game assets greatly facilitated the video production process, making it faster and smoother. We also drew inspiration from real racing videos to ensure realistic race performances. However, the process was not without its challenges. We were notified that the game would initially launch in China mainland before a global release, necessitating several content adjustments to cater to the Chinese audience without disrupting the overall development schedule. Through concerted efforts, we managed to deliver the video with the required changes ahead of the original schedule.

Describe the results

Racing Master is a game that is still in the process of establishing its name in the industry. The video has played a significant role in helping a broader audience understand the game. The visual symbols in the video maintain a strong connection with the game, creating a distinctive visual style and effectively promoting a globally enjoyable and commercially successful car racing game.

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