BILIBILI(US:BILI) 3 6 Ke·2025-05-13 06:24Core Insights - The Utopia Festi game music carnival (UF) aims to become the world's largest game music festival brand, showcasing a diverse lineup of 21 popular game IPs, including globally recognized titles like "League of Legends" and "Final Fantasy" [5][11][28] - The event is organized by EUPHORIC PRODUCTION, founded by Ayu, who has extensive experience in event planning and resource integration from his previous role at Bilibili [5][10][20] - The festival's ambitious scale and high production quality are driven by Ayu's commitment to delivering an exceptional user experience, even at the risk of incurring significant losses [12][26][27] Group 1: Event Planning and Execution - The process of securing IP rights for UF was challenging, particularly with overseas companies, but Ayu's persistence and strategic networking eventually led to successful partnerships with major game developers [7][9][10] - The production cost for UF exceeded 30 million RMB, reflecting the high standards set for the event [10][11] - Initial ticket sales faced difficulties, prompting the team to enhance marketing efforts and collaborate with influencers to boost visibility and sales [12][16][18] Group 2: Market Position and Challenges - UF's ticket sales initially fell short of expectations, highlighting the challenges of marketing a new format that lacks the built-in audience of traditional music festivals [13][14][28] - The event's capacity was later reduced by more than half due to venue restrictions, leading to projected losses of around 10 million RMB, which would impact the company's financial stability [17][18][28] - Despite these challenges, the festival is seen as filling a significant gap in the market for game-related events, with potential for future growth and brand recognition [28][29] Group 3: Vision and Future Plans - Ayu's vision for UF includes not only creating a successful event but also providing a platform for composers and performers to gain recognition and income [20][27] - The long-term strategy involves expanding UF's reach internationally, with plans to bring the festival to Japan, thereby enhancing its global brand presence [26][28] - The commitment to quality and user experience is prioritized over immediate financial returns, reflecting a belief in the potential for future profitability as the market for game music festivals develops [25][27][29]