**The virtual anchor joins the “anti-fraud” team, and the digital human race is “rolled up”**
The identity of Gubao Longji has changed recently. She is the first virtual e-sports anchor IP under Perfect World. As the UP master of station B, she has 205,000 fans, and her daily job is to broadcast games and publish interesting short videos.
Recently, she updated her introduction to “Propagandist of Shanghai Anti-Telecom Network Fraud Center”, and an anti-fraud promotional video had more than 50,000 views on station B.
I have to say that there are already a lot of virtual anchors on station B, but few have the “official administrative title”. According to the plan, Gubao Longji is still preparing for anti-fraud promotion in the live broadcast room.
“This is a start. I hope to show higher quality, better design, and more interesting soul to the vast number of users.” Gu Liming, Senior Vice President of Perfect World and President of Perfect World’s E-sports and Platform Business, accepted the first Finance interview said.
Virtual anchors devote themselves to public welfare
In recent years, telecommunications network fraud has been the hardest hit by the youth network environment, and it is imperative to cultivate youth anti-fraud awareness. If you want the “public security speed” to surpass the “fraud speed”, prevention is the key. In 2021, the National Anti-Fraud Center will urgently stop paying more than 320 billion yuan of funds involved, intercept 1.55 billion fraudulent calls and 1.76 billion fraudulent text messages, and successfully prevent more than 28 million people from being deceived.
What prompted the cooperation between Shanghai Anti-Fraud Center and Perfect World E-sports? And why is Gubao Longji serving as a propagandist?
“This is a collaboration with the Minhang Public Security Bureau. I think it’s very interesting, because it’s different from the very official propaganda before. For the younger generation, it’s too official and may be ignored. Make it a little more interesting, then start from scratch. Iâ??ll finish reading it at the end.â? Gu Liming told Yicai that it was â??a matter of courseâ? for game users to tell about the fraudulent scenes of â??game account tradingâ? that are very common among young people in a humorous and interesting way, and to conduct anti-fraud publicity. The social attributes of virtual anchors can amplify the amount of sound transmitted, and can also achieve interactive communication.
Perfect World E-sports will launch CS:GO virtual anchor Gubao Longji at the end of 2020. After less than 2 years of trial operation, it has accumulated a certain amount of digital technology and operational strength, and has successively launched CS:GO virtual anchor Eternal Girl and DOTA2 virtual anchor dodo. Gubao Longji provided the later virtual anchors with experience in operation and personnel design, and also accumulated a group of loyal fans in the process.
In the comments below this anti-fraud video, when the audience was actively looking for their favorite virtual anchors to appear and count the duration of the “officially recognized” cooperative video, some people also shared the online fraud they had encountered.
This achieves the purpose of cooperation of the Shanghai Anti-Fraud Center: on the one hand, through short videos, comics, interaction between the police and the public, and other methods favored by the Gen Z crowd, a series of content can be launched to promote anti-fraud knowledge, and on the other hand, the two sides have also established a long-term The anti-fraud center police can also learn about different types of fraud methods at the first time.
It took three months from planning to execution for the virtual idol’s public welfare publicity linkage, which coincided with the Shanghai epidemic prevention and control battle. “If you are cheated of money while staying at home, the blow will be even greater. The members of our project team also hope to do something meaningful to the society. We attach great importance to this cooperation and repeatedly see how it can be applied during the production process. It is a good communication scenario that the younger generation will not only understand, but also accept it. I believe this case is just the beginning, and there may be many cases to continue to cooperate, I want to make it better.” Gu Liming said.
The track “rolls up”
It has to be said that in recent years, the track of virtual digital people has “rolled up”. Whether in commercial scenarios or major releases, more and more virtual people are starting to “card slots”.
The representatives of singers include Hatsune Miku and Luo Tianyi active on the stage; Liu Yexi, who relied on a virtual beauty expert not long ago, quickly became popular on short video platforms; virtual hosts and virtual guests appeared on the podium of high-end conferences There are also many of them. For example, Lingyuan yousa from Station B, Microsoft Xiaobing, Xiaoai, and Baiduâ??s Xiaodu have all appeared at the World Artificial Intelligence Conference; at the major press conferences of large companies, virtual humans also acted as Technical representatives appeared, such as the “digital clone” of Nvidia CEO Jen-Hsun Huang.
According to data from Tianyancha, there are more than 288,000 virtual digital human-related enterprises in my country, and nearly 70% of the virtual human enterprises have been established within one year, and the industry has entered an explosive period. From the point of view of the registered capital of enterprises, over 60% of enterprises have registered capital of less than 5 million yuan; from the point of view of the establishment time of enterprises, nearly 90% of enterprises were established within 5 years, and 63.96% of enterprises were established within 1 year.
Among them, the game companies are leading their peers. Taking Perfect World as an example, Gu Liming revealed that there are currently dedicated teams serving three virtual IPs. They are planning for the development of virtual digital humans, and will also temporarily allocate personnel according to the projects undertaken, “For example, we will also think We use these virtual anchors to do art education and training with some schools, and we are still cooperating with Chinese intangible cultural heritage music, and some classic brands and intangible cultural heritage culture need to be inherited.â?
However, although the breaking of the two-dimensional circle provides a relaxed atmosphere for the birth of virtual idols, the cost of technical empowerment is high, and it is difficult for virtual people to repay the blessing of capital and the love of the audience in the short term.
“Today’s virtual live broadcast economy is mostly based on the modes of bringing goods, advertising, and rewards, which have ‘wear and tear’ on the audience of consumers, and it is necessary to minimize the ‘wear and tear’.” He is optimistic about the model, which is similar to the current New Oriental Live Broadcasting. This way of adding value to goodwill, and consider it a kind of micro-innovation. “It’s not that the previous live broadcast has been overturned, but by giving the live broadcast different content and different angles, we are incubating this continuous business model.”
The judgment of Perfect World Esports is that with the continuous optimization and iteration of technologies such as 2D and 3D motion capture, the global virtual anchor industry is in a stage of rapid development. There are also platform soils for virtual anchors to display in China, behind-the-scenes teams of virtual anchors, and a considerable number of fans who love virtual anchors. In the next five years, the virtual anchor industry will continue to develop rapidly and vigorously. Focusing on virtual anchors, the company has experimented with live broadcast content, video content, game content, graphic content, digital applications and interactive products.
“Our assessment of the virtual digital human is first of all attention, but at each stage, the requirements for its indicators are different. At which stage, what is the focus of its development and what it needs to operate has purpose and planning.” Gu Liming believes that the original intention of creating a virtual digital human is to empower a living soul with technology, and this soul should be designed to be beautiful and interesting.
Gu Liming divides the life cycle of virtual digital human IP into different stages, “Everyone may have ‘wear and tear’ with the development of IP life cycle in terms of acceptance. They like it in the first three years, and they may not like it in the next three years. I think This is a natural phenomenon. How to turn it into an ‘evergreen tree’, while gaining attention, can continue and operate stably for a long life cycle, not just a flash in the pan, ‘blooming’, this is what we strive for goal and direction.”
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