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“雷火”成单机圈负资产,《归唐》救的是网易品牌
Xin Lang Cai Jing·2025-06-25 11:22

Core Viewpoint - NetEase's new game "Return to Tang" has sparked mixed reactions, with international players expressing excitement while domestic players voice skepticism regarding its authenticity as a single-player game and potential monetization strategies [1][3][4]. Group 1: Game Overview and Reception - "Return to Tang" is set during the An Lushan Rebellion in the Tang Dynasty, told from the perspective of an ordinary messenger, and has garnered over 14.4 million views on Bilibili [1]. - The game's trailer has received high praise from overseas players for its graphics, especially in the context of the success of "Black Myth: Wukong," leading to high expectations for another Chinese AAA title [3]. - Conversely, domestic players have raised concerns about the game's potential shift to a monetized model, fearing it may become a service-oriented game despite being marketed as a single-player experience [3][9]. Group 2: Player Concerns and Studio Response - Players have criticized the trailer for lacking sufficient gameplay footage, with many believing that the high proportion of CGI raises doubts about the game's actual quality [8]. - The studio, 24 Studio, has responded by asserting that the trailer consists entirely of real gameplay footage, with 70% being cutscenes and 30% actual gameplay [8]. - Concerns about the game's commercial model persist, as players recall similar past experiences with other titles that transitioned from single-player to multi-platform service games [9]. Group 3: Marketing and Trust Issues - NetEase's history of aggressive marketing tactics has led to a general distrust among players, particularly in the single-player game segment, where players prefer substantial content over marketing hype [4][12]. - The studio's previous titles, such as "Nirvana in Fire," have been associated with over-marketing, which has negatively impacted player trust in new releases [12][13]. - The company aims to rebuild trust by delivering a genuine single-player experience and reducing unnecessary marketing efforts [17]. Group 4: Development Insights and Future Directions - The development of "Return to Tang" has been ongoing since 2018, with a focus on creating a high-quality AAA game, reflecting the studio's commitment to the single-player genre [3][14]. - The studio has engaged with other domestic teams, including the developers of "Black Myth: Wukong," to enhance its development process [16]. - Moving forward, the company is encouraged to showcase more actual gameplay content to alleviate player skepticism and build anticipation for the game's release [19][21].