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一间电玩公司,重新定义运动产业


2020-06-14


一间电玩公司,重新定义运动产业

Riot Games 这间公司,电竞「圈外人」可能不太熟悉:它成立十年,只推出一款游戏「英雄联盟」,游戏的年收入十六亿美元,每天尖峰时间,有 750 万 玩家同时在线。不久前 Riot 被 «Inc.» 杂誌选为「年度最佳公司」Company of the Year,Inc. 说,Riot 正重新定义运动产业。

League of Legends, or LoL, as the fans call it, is a team-based online game that has continuously created momentum since itsdebut in 2009. It is free to download and play, while players can purchase extra characters as well as virtual clothing and accessories for them. The virtual goods yielded nearly US$1.6 billion in sales for Riot. Aside from the high quality of the game, credited to hundreds of artists and designers, what turned LoL into a global phenomenon? 
英雄联盟,或像粉丝们简称的 LoL,是一款团队对战线上游戏,2009 年推出以来至今声势不减。游戏本身免费,玩家可购买额外角色,也可以帮角色添购服装和造型饰品,这些虚拟商品为 Riot 创造的收益将近十六亿美元。游戏本身的高品质归功于 Riots 数以百计的创作人员与设计师,但除了高品质,还有什幺因素让英雄联盟风靡全球?

The League of Legends Championship Seriesis how Riot keeps the momentum going. Regularly scheduled events provide players a reliable source of income, and give fans steady opportunities to watch professional competitions. Dustin Beck, Riot Games'vice president of eSports, said in an interview:"We wanted to create a consistent league structure that is similar to FIFA, MLB or NBA. What that allows for is more fandom and more storylines around players, around teams, aroundrivalries." Peak concurrent viewership for the 2016 tournament finals was 14.7 million.

Riot 以英雄联盟冠军联赛持续创造热情。固定的赛程提供了玩家可靠收入来源,也让粉丝固定收看专业竞赛。Riot 的 eSport 部门副总裁 Dustin Beck 在一段访问中说:「我们开始就想创造类似 FIFA,MLB或 NBA 的联赛结构,以创造更多粉丝,更多玩家、队伍、竞赛的故事。」2016 年总决赛,高峰时线上同时有一千四百七十万观众。

Riot has also been investing in the quality of their live events and streams. Today, League of Legends eSports fans can seeplay-by-play commentary popular in traditional sports broadcast coverage. Likewise, Riot's announcers and analysts have all received extensive training, from basic speech best-practice to learning how to riff during technical errors. Many of these lessons came from a need to catch up to the rigor of traditional sports coverage.
Riot 
也不断提升现场赛事和直播的品质。传统运动赛事中普遍的实况解说,电竞迷现在在英雄联盟赛事也能看到。Riot 的播报员和分析师也接受广泛训 练,从基本的最佳讲评实例,到出现技术问题时如何即兴重複片段。其中许多课程都是为了掌握传统赛事报导的精髓。

Inc. indicates that "LoL is not mass market. LoL is one massive niche. And as the world continues tofragment and consumers spend more of their lives online, more gargantuan niches will rise up just like it --- with deeply passionate, demanding customers who devote largechunks of their lives to a world apart from everyone else. The next great challenge for business is understanding how to reach them and talk to them, and Riot is out on those frontlines."
Inc. 杂誌指出,「LoL 不是大众市场,它是一个大规模的小众市场。世界持续碎片化,消费者又把更多时间花在网路上,更多类似的庞大小众市场将崛起,有深厚热情与高度要求的消费者,会把大量时间投入没有外人的世界。企业的下一个巨大挑战,就是去了解如何接触这些消费者、与他们沟通,Riot Games 正是其中的先锋。」

  1. Debut 初次亮相,首次登台
    He made his major-league debut. 
他在大联盟赛事初次登场。
  2. Rivalry 竞争
    

Rivalry among business firms grew more intense. 
商业公司之间的竞争越来越激烈。
  3. Play-by-play详细报导的
    
George enjoys being a play-by-play announcer. George 
热衷于实况球评的工作。
  4. Fragment 碎裂; 碎片


    The plate broke into fragments. 
盘子碎了。
    Do not let the discussion fragment into a desultory conversation. 
不要让讨论支离破碎,变成没方向的漫谈。
  5. Chunk 大块;大部分

    
The company owns a chunk of farmland near the airport.

那间公司在机场附近有大片农地。



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