Core Insights - A new emotional consumption model called "Cos委托" is emerging among young women, where they pay to hire Coser (usually female) to role-play as virtual game "lovers" for a carefully designed date [1][21] - This model reflects a pursuit of ideal intimate relationships and self-affirmation in a world where maintaining real-life relationships has become increasingly costly [1][21] Group 1: Emotional Consumption Model - "Cos委托" allows individuals (referred to as "单主") to hire female Cosers to embody male characters from otome games for a day [5][21] - The pricing for these services varies widely, ranging from 300 to 2000 yuan for a full day, with an average service duration of six to eight hours [9][21] - The emotional value derived from these experiences often outweighs the financial costs for participants, with some individuals spending over 100,000 yuan on such services [9][21] Group 2: Participant Experiences - Participants often report feelings of hope and emotional fulfillment after these experiences, which can help alleviate feelings of loneliness and despair [17][21] - The interactions during these dates are designed to simulate genuine romantic experiences, with Cosers paying close attention to the emotional needs of their clients [19][21] - Many participants express that the companionship provided during these dates is more valuable than the extravagant experiences themselves [20][21] Group 3: Industry Dynamics - The industry is still relatively niche, with most Cosers initially engaging in this work part-time or as a hobby before transitioning to paid services [5][21] - As the industry grows, issues such as pricing disputes and quality of service have emerged, leading to a rise in consumer complaints and "挂条" (warning notes) on social media platforms [25][29] - The majority of Cosers are female, and there is a notable preference among female clients for female Cosers due to safety concerns and a better understanding of emotional needs [29][21]

Core Insights - The article discusses the changing dynamics between voice actors (CVs), players, and game developers in the gaming industry, particularly in the context of character voice changes and player expectations [1][2][3] Group 1: Voice Actor Changes - The recent departure of CV Wu Lei from the game "Love and Producer" has been met with mixed reactions, with some players celebrating the change while others express dissatisfaction with current CV performances [1][2] - The industry has seen a trend of CV replacements due to various issues, including personal controversies and declining performance, leading to a more cautious approach from developers when selecting voice actors [2][7][11] - Players are increasingly vocal about their expectations for CV performances, leading to significant backlash against CVs who do not meet these standards, as seen in the cases of Zhao Yang and Wu Lei [11][15][17] Group 2: Industry Dynamics - The relationship between CVs, players, and developers has shifted from a mutually beneficial arrangement to a more adversarial one, where each party holds the other accountable for quality and performance [18][20] - Developers are now more inclined to keep CV identities hidden to mitigate backlash and player dissatisfaction, reflecting a broader trend in the industry [26][28] - The introduction of AI technology in voice acting is becoming a consideration for developers, as it offers a potential solution to the challenges posed by human voice actors, although concerns about authenticity and emotional connection remain [30][32][34] Group 3: Market Trends - The gaming market is witnessing a decline in the willingness to invest in high-profile CVs, as seen in the case of "Shining Nikki," where a CV was replaced without prior notice, leading to player protests [22][24] - The pricing structure for CVs remains relatively stable, with rates ranging from 100 to 500 per line, but the overall market dynamics are shifting as developers seek cost-effective solutions [24] - The industry's future may hinge on how well it adapts to these changes, particularly in balancing player expectations with the realities of voice acting performance and the potential integration of AI [34]

Core Insights - The growth logic of the ACG (Anime, Comic, and Game) sector fundamentally conflicts with the internet's demand for scale, as platforms seek broad growth while ACG's commercial value relies on deep engagement within niche communities [23][24]. Group 1: Market Growth and User Engagement - Xiaohongshu has accumulated a significant number of ACG users, with content publication in this category growing by 175% year-on-year, second only to fashion and food [1]. - The general ACG user base is projected to reach 503 million by 2024, nearly half of the total internet users, with the market size expected to reach 597.7 billion yuan [2]. - Major internet companies, including Tencent and Bilibili, are heavily investing in ACG content, with Tencent Video planning to release nearly 90 ACG projects by 2025 [3]. Group 2: Consumer Spending and Demographics - The Z generation, which constitutes a core part of the ACG user base, has a disposable income of 13 trillion yuan, with 95% being ACG users who show a higher willingness to pay for ACG content [4]. - The ACG peripheral market has seen significant growth, with the market size increasing from 5.3 billion yuan in 2016 to 102.4 billion yuan in 2023, representing a compound annual growth rate of 52.7% [7]. Group 3: Content Creation and Monetization Challenges - Bilibili's animation short dramas have shown promising growth, with monthly revenue surpassing 10 million yuan and a year-on-year growth rate of nearly 140% [5]. - Despite the growth in ACG content, Bilibili's IP derivative product revenue has been declining, dropping to 4.7 billion yuan in Q1 2025, marking a 4% year-on-year decrease [12]. - The ACG industry faces a structural contradiction of high traffic but low conversion rates, with many platforms struggling to monetize effectively [17][20]. Group 4: Market Dynamics and Competition - The competition for ACG content is intensifying, with platforms like Douyin and Kuaishou reporting billions of views on ACG topics, indicating a growing interest [3]. - The overall internet user growth is slowing, with the mobile internet monthly active user count reaching 1.235 billion by 2024, leading to a more competitive environment for user acquisition [21]. - The ACG market's potential is significant, but the reliance on niche communities poses challenges for broader market penetration [23][24]. Group 5: Future Outlook and Strategic Implications - The ACG sector's growth may not be sustainable without innovative content and effective monetization strategies, as evidenced by Bilibili's struggles with user growth and revenue generation [13][14]. - The increasing costs of content licensing and the reliance on external IPs for revenue generation are pressing concerns for companies in the ACG space [15][16]. - As the internet landscape evolves, companies may need to adapt their strategies to navigate the complexities of the ACG market while addressing the challenges of user engagement and monetization [22][27].

（文/观察者网 万肇生；编辑/张广凯） 目前已有玩家联名发律师函，相关话题7日登上微博热搜，相关讨论量达到2.4万。 据中国电子商会旗下消费者服务保障平台"消费保"统计，近一年来，来自网易《世界之外》和叠纸《恋 与深空》两款游戏玩家的投诉，占近一年来乙女游戏总投诉的九成。 | 序号 | 游戏名称 | 品 | | --- | --- | --- | | 1 | 世界之外 | 66. 23% | | 2 | 恋与深空 | 23. 94% | | 3 | 恋与制作人 | 6.10% | | র্ব | 如善 | 1.66% | | 5 | 光与夜之恋 | 1.23% | | 6 | 未定事件簿 | 0. 47% | | 7 | 时空中的绘旅人 | 0. 37% | | | | 来源:消费保数据研究院 | 仅7月29日至7月31日短短3日内，《恋与深空》玩家投诉量累计超1500条，众多投诉案例均指向游戏最 新活动"沈星回·暗蚀国王"。 玩家钟女士（化名）在投诉中就表示："我观看（新卡池）PV技能前瞻展示，加之活动前叠纸四处广告 宣传超强战斗力，让我毫不怀疑地氪金购买礼包。因此我在7月25-至26日期间共花费1461元 ...

Core Insights - The rise of "Otome" games, designed for female players, reflects a significant shift in the gaming industry, driven by emotional consumption and a growing market for female-oriented content [2][19][20] - Players are increasingly investing substantial amounts of money in these games, with some individuals spending over 160,000 RMB, indicating a trend towards high emotional investment and consumer behavior [1][3][6] - The market for Otome games is expanding rapidly, with the female gaming market in China reaching 8 billion RMB in 2024, a 124.1% increase year-on-year, highlighting the growing influence of female gamers [6][19] Group 1: Emotional Consumption - Players are willing to spend large sums on in-game purchases and related merchandise, driven by emotional connections to characters and narratives [1][3][19] - The concept of "emotional consumption" is emerging, where players seek fulfillment and identity through their virtual relationships, reflecting deeper societal trends among women [20][23] - The Otome game market is evolving from a niche to a mainstream segment, with major companies like Tencent and NetEase entering the space, indicating its commercial viability [4][19] Group 2: Market Dynamics - The total revenue for popular Otome games like "Love and Deep Space" reached approximately 5.87 billion RMB in 2024, outperforming other well-known titles [5][6] - The number of female gamers in China has surpassed 300 million, accounting for nearly half of the total gaming population, with a significant portion engaged in Otome and related genres [6][19] - The rise of "Guzai" (merchandise) consumption, where players purchase character-related products, is contributing to a robust secondary market, further enhancing the emotional connection to the games [8][9] Group 3: Emerging Services - New service industries, such as "Cosplay commissions" and "Dream manuscript" artists, are developing around the emotional needs of players, providing personalized experiences that deepen engagement [10][13] - The "Dream Girl" service industry is gaining traction, where players can hire individuals to embody their favorite characters, reflecting a unique intersection of gaming and real-world interaction [10][12] - Traditional retail spaces are adapting to this trend by creating immersive experiences centered around Otome game IPs, enhancing customer engagement and driving foot traffic [15][18] Group 4: Cultural Impact - The phenomenon of Otome games is reshaping cultural narratives around female identity and emotional expression, as these games provide a safe space for exploring relationships and self-worth [19][20][23] - The emotional investment in these games is not merely a financial transaction but a reflection of broader societal issues, including relationship anxieties and the search for identity among young women [20][23] - The industry is urged to balance commercial interests with social responsibility, ensuring that the emotional needs of players are met without fostering dependency on virtual relationships [23]

Core Perspective - The article explores the contrast between idealized romantic narratives in games and the harsh realities of modern dating and marriage, particularly through the lens of female players who engage with otome games like "恋与深空" [2][5][19] Group 1: Game Features and Marketing - The 4.0 version of "恋与深空" features a wedding-themed event that enhances player immersion with realistic companionship functions and collaborations with media and popular artists [2] - The game aims to provide players with a tangible sense of romance, contrasting with their real-life experiences [2][5] Group 2: Player Experiences and Realities - Players like 小恩 find it difficult to separate the game's romantic ideals from their real-life experiences, leading to feelings of fear and frustration when faced with the realities of arranged dating [4][6] - Many players experience societal pressure regarding marriage, often feeling like passive participants in their own romantic lives due to family expectations [5][6] Group 3: Emotional Impact of Family Dynamics - 小恩's experiences with her parents' troubled marriage shape her views on relationships, leading her to have low expectations for her own romantic future [7][19] - The frequency of arranged dates creates tension within her family, highlighting the generational conflict regarding marriage expectations [8][19] Group 4: Coping Mechanisms and Personal Growth - Players like 木木 use otome games as a means of emotional support, finding solace in the characters and narratives that offer a sense of understanding and validation [12][14] - The article illustrates how these games help players navigate their feelings about relationships, allowing them to assert their own standards and desires in the face of societal pressures [16][21]

Core Insights - The new version 4.0 of "Love in Deep Space" has successfully attracted a large number of players, ranking third on the sales chart and fourth on the Xiaohongshu follower growth list, gaining over 130,000 followers in a week [1] - The success is largely attributed to the new "Oath Card" theme, commonly referred to as "Wedding Card" by players [1][5] - The introduction of wedding cards in otome games is not new, but it continues to capture attention, with many games having previously implemented similar themes [3][5] Game Mechanics and Themes - The wedding card in "Love in Deep Space" appears to follow a "fake marriage" narrative, where players assume the role of a wedding planner, leading to a wedding-themed storyline [5][6] - The wedding scenes are set in a fantastical "anomaly space," emphasizing romantic vows rather than the institution of marriage itself [5][8] - Players have expressed mixed feelings about wedding cards, with some openly sharing their fears of marriage on social media, marking a shift in player sentiment [6][7] Player Sentiment and Emotional Exploration - The current discourse among players reflects a calm expression of fear regarding marriage, contrasting with previous aggressive or narcissistic comments [7] - Players' reasons for disliking wedding cards vary, with some citing personal experiences and others feeling that marriage signifies the end of romance [6][8] - The game serves as a safe space for players to explore their feelings about relationships and marriage, allowing for emotional introspection [8] Commercial Strategy and Market Trends - Wedding cards have become a significant marketing strategy in the domestic otome game market, with successful implementations in various titles leading to increased revenue [9][10] - The core user demographic for otome games is primarily aged 18-30, a group that seeks emotional connection and companionship through gaming [10] - The introduction of wedding cards is seen as a way to fulfill emotional needs, providing a sense of belonging and security that may not be present in real-life relationships [10] Industry Challenges and Opportunities - The female-oriented gaming market remains underdeveloped, with high expectations from players leading to challenges in content creation and community engagement [11][13] - The presence of wedding cards represents a deepening of content in female-oriented games, addressing emotional needs and enhancing player engagement [13] - The industry's evolution towards more sophisticated emotional narratives and gameplay mechanics indicates significant potential for growth and innovation [13][14]

Core Insights - The "Yuanjie Neo World" in Xuhui District, Shanghai, is a new landmark that merges gaming IP with real-world experiences, featuring a 1.9 km long metaverse street that integrates "metaverse technology + two-dimensional creativity + urban renewal" [1][19] - The area showcases large-scale installations from popular games, creating a unique "dimension-breaking" landscape that attracts fans and visitors [1][19] Group 1: Integration of Gaming and Urban Space - The street features iconic installations such as the 7-meter tall "Honkai: Star Rail" Sam Mecha and the giant dragon Bolukes, alongside other game-related sculptures, enhancing the area's appeal [1][5][7] - The integration of two-dimensional culture into urban infrastructure includes interactive elements like the "Xiu Xiu" mascot and themed urban furniture, blurring the lines between virtual and real [7][9] Group 2: Economic and Cultural Impact - The area is home to major gaming companies like Tencent, NetEase, and miHoYo, providing a strong IP foundation that drives foot traffic and fan engagement [9][19] - The "Yuanjie Summer Carnival" scheduled from July 18 to August 17 will feature various IP-themed activities, enhancing community participation and consumer engagement [12][19] Group 3: Innovation and Development - The Xuhui District aims to position the area as a hub for innovation and creativity, with the establishment of professional incubators to support game companies from inception to growth [17][18] - The collaboration between gaming companies and local businesses is expected to foster a co-creation ecosystem, encouraging fans to actively participate in the development of the area [9][19]

Core Insights - The rise of emotional consumption, particularly through services like Cosplay commissions, reflects a growing trend among young consumers seeking emotional and social fulfillment [1][2][20] - The domestic otome game industry has seen significant growth, with over 300 million female gamers in China, creating a core user base for Cosplay commission services [1][12] Group 1: Emotional Consumption Trends - Emotional consumption is becoming a new growth driver in the economy, with services like Cosplay commissions transforming virtual emotions into real-life experiences [1][2] - The phenomenon of "compensatory psychological satisfaction" drives demand for these services, allowing consumers to pay for idealized companionship [2][20] Group 2: Market Dynamics - The Chinese two-dimensional industry has experienced explosive growth, expanding from 18.9 billion yuan in 2016 to 221.9 billion yuan in 2023, with a compound annual growth rate of 42% [10] - The surrounding derivative industries, including Cosplay commissions, are expected to continue growing, with projections indicating the two-dimensional content market could reach 110.58 billion yuan by 2026 [10][12] Group 3: User Experience and Challenges - Users report mixed experiences with Cosplay commissions, with about one-third of experiences being unsatisfactory due to issues like lack of professionalism and quality [4][5] - The industry faces challenges such as the "killing familiarity" phenomenon, where service quality declines after initial positive experiences [4][5] Group 4: Safety and Regulation Concerns - The lack of industry standards and regulations raises safety concerns for consumers engaging in these services, particularly regarding personal safety and emotional well-being [20][22] - Experts emphasize the need for early legislative and regulatory attention to establish service standards and protect consumer rights [22][23] Group 5: Industry Perspectives - Service providers express concerns about the commercialization of Cosplay commissions, fearing it may lead to a decline in service quality and emotional value [19][21] - The industry is characterized by a significant disparity in service quality and pricing, with some providers charging excessively high fees without corresponding service quality [7][9]

Core Insights - MiHoYo is developing its first flagship game using Unreal Engine 5, focusing on an open-world urban environment with high-quality narrative experiences and various gameplay elements [2][8] - The game emphasizes a "true" romance simulation aspect, indicating a significant focus on character relationships, building on MiHoYo's previous successes in this genre [5][6] - The project reflects MiHoYo's strategic shift to explore new genres and break away from its previous titles, which have seen user overlap and competitive challenges [8] Group 1: Game Development Focus - The flagship project aims to create a high-quality narrative experience with elements like open-world exploration, procedural generation, and real-time online synchronization [2] - Job postings highlight the need for creative storytelling that intertwines psychological themes and urban legends, drawing inspiration from successful narrative-driven games [2][4] Group 2: Artistic Direction - The game will explore various artistic styles, moving away from traditional Western AAA realism, with a focus on high-quality 3D character design and realistic physics [4] - The project requires a deep understanding of both realistic and stylized character aesthetics, indicating a blend of artistic influences [4] Group 3: Historical Context and Market Position - MiHoYo previously attempted a modern urban-themed AAA game, "Project X," which was ultimately canceled due to development challenges [5][6] - The emergence of other urban open-world games in the market, such as "异环," has prompted MiHoYo to re-evaluate and re-launch its urban open-world project, potentially reviving elements from the canceled project [6][8]