TDW2024: Kuro Producer Q&A Wuthering Waves Global Operation Strategy, Shortcomings and Future Plans
Summary
TLDRIn this insightful speech, Mr. Li Solon, the producer of Kuro Games, discusses the global operation strategies for 'Wuthering Waves.' He emphasizes the importance of global independent distribution for content games, sharing the benefits of a direct connection with users for immediate feedback and optimization. Solon also addresses the challenges faced post-launch, including localization and content quality, and outlines the company's creed of delivering engaging gameplay and rich content. He concludes with future directions, focusing on character development, immersive experiences, and adapting to global preferences, all within the framework of an open world.
Takeaways
- 🎮 Mr. Li Solon, the producer of Kuro Games, discussed the global operation strategies for their game 'Wuthering Waves'.
- 🌏 Solon emphasized the importance of global self-publishing and the benefits of a simultaneous global release to ensure the game's content remains fresh and relevant to all players.
- 🔄 Solon shared that Kuro Games' journey to global self-publishing was a gradual process that took seven years from conception to implementation in 2024.
- 📈 The game 'Wuthering Waves' has seen significant success with nearly 8 million downloads and over 10 million social media followers, exceeding initial expectations.
- 📊 Despite the success, the game's rating on TAPTAP is 6.3, indicating areas for improvement such as localization and plot experience.
- 🛠 Solon highlighted the need for a scientific approach to address performance issues, suggesting the use of monitoring platforms to identify and prioritize the most critical problems.
- 🔧 Kuro Games learned from past experiences, particularly the importance of a unified global version to avoid time-limited wear and tear on content and to maintain the joy of content creation for the team.
- 🎨 The future direction for 'Wuthering Waves' includes focusing on character development, world-building, deep-sea exploration, and enhancing player interaction within the game.
- 🌐 Solon aspires to promote Chinese culture and aesthetics globally through the game's世界观 (world view), which is expansive and can incorporate various regions beyond the Chinese style.
- 🤖 The game's development will be underpinned by a scientific method and data-driven insights to cater to the preferences of a global audience and to create immersive and engaging content.
- 💖 A key takeaway from Solon's approach is the importance of loving the game, the players, and the team, as this passion is essential for long-term success in the gaming industry.
Q & A
Who is the speaker in the provided transcript and what is his role?
-The speaker in the provided transcript is Mr. Li Solon, the producer of Kuro Games.
What is the main topic of Mr. Li Solon's speech?
-The main topic of Mr. Li Solon's speech is the global operation ideas of the game 'Wuthering Waves'.
What does Mr. Li Solon emphasize as the biggest benefit of global self-publishing for content games?
-Mr. Li Solon emphasizes that the biggest benefit of global self-publishing for content games is the ability to use the shortest chain to connect with users and to hear their feedback most efficiently.
How long did it take Kuro Games to achieve global self-publishing from the initial idea to implementation?
-It took Kuro Games 7 years to achieve global self-publishing from the initial idea in 2017 to the actual implementation when 'Wuthering Waves' was launched in 2024.
What is the significance of having a global same version for content games according to Mr. Li Solon?
-According to Mr. Li Solon, having a global same version for content games is significant because it ensures that users worldwide have the same fresh experience and that developers can receive genuine feedback on the content, regardless of their location.
What was the initial approach of Kuro Games towards global distribution before they decided to self-publish?
-Before deciding to self-publish, Kuro Games initially relied on publishers for the overseas distribution of their games.
How does Mr. Li Solon describe the process of Kuro Games learning to distribute their games overseas?
-Mr. Li Solon describes the process as a long period of learning and practice, where Kuro Games gradually built up their publishing capabilities through the experiences with their game 'Punishing Gray Raven'.
What is the current download count and social media following for 'Wuthering Waves' as mentioned in the transcript?
-The current download count for 'Wuthering Waves' is close to 8 million, and the game's global social media following has exceeded 10 million.
What are some of the current shortcomings of 'Wuthering Waves' that Mr. Li Solon discusses in his speech?
-Some of the current shortcomings of 'Wuthering Waves' discussed by Mr. Li Solon include issues with localization, plot experience, performance, work order squeeze, content quality control, bugs, and immature operations.
What is Mr. Li Solon's approach to addressing performance issues in 'Wuthering Waves'?
-Mr. Li Solon's approach to addressing performance issues involves using scientific methods, such as setting up a performance monitoring system to quantify and identify the most critical issues that need to be addressed.
What is the creed of Kuro Games when it comes to making products, as stated by Mr. Li Solon?
-The creed of Kuro Games when making products is to stick to good gameplay and good content, focusing on creating fun experiences and conveying interesting stories and values.
How does Mr. Li Solon view the role of character creation in the future of content games?
-Mr. Li Solon views character creation as a crucial aspect of content games that must be constantly rethought and improved to resonate with players and to provide a more immersive experience.
What is the vision for the future gameplay of 'Wuthering Waves' as outlined by Mr. Li Solon?
-The vision for the future gameplay of 'Wuthering Waves' includes focusing on four major sections: characters, the big world, the deep sea, and interaction, with the goal of creating a more immersive and interactive experience for players.
What does Mr. Li Solon believe is essential for a successful long-term operation of a content service game?
-Mr. Li Solon believes that a successful long-term operation of a content service game requires a scientific method and a correct mindset, which includes loving the game, the team, and the players.
Outlines
🎮 Global Self-Publishing and Content Strategy
Mr. Li Solon, the producer of Kuro Games, discusses Wuthering Waves's global operation strategies, focusing on the benefits of global independent distribution and the importance of maintaining a global same version for content games. He reflects on the evolution of Kuro's publishing capabilities, which took 17 years to build and were significantly influenced by the experiences with Punishing Gray Raven. Solon emphasizes the value of direct user feedback for optimizing game content and the team's gradual realization of the advantages of self-publishing since 2017. The narrative also touches on the challenges and learnings from the global launch of Wuthering Waves in 2024.
🌐 Addressing Localization and Development Challenges
This section delves into the post-launch realities and shortcomings of Wuthering Waves, highlighting the game's performance on platforms like TAPTAP and its social media presence. Solon acknowledges the game's initial low rating and discusses the critical areas for improvement, such as localization quality and plot experience. He shares his approach to tackling these issues by employing scientific methods for performance monitoring and iterative verification of localization to ensure it resonates with a global audience. The summary underscores the commitment to investing in content creation and avoiding ineffective branch work, aiming to enhance user satisfaction and game quality.
🚀 Future Directions: Gameplay and Cultural Impact
Solon outlines Kuro's creed of adhering to enjoyable gameplay and rich content, showcasing the company's history of innovation across different game projects. He details the future vision for Wuthering Waves, which includes developing an immersive open world with interactive characters and environments. The goal is to create a game that not only entertains but also conveys meaningful stories and cultural elements. Solon expresses the desire to promote Chinese culture globally and to adapt the game's content to align with the preferences of different regions, ensuring a universally appealing experience.
💖 Long-Term Commitment to Content and Community
In the final paragraph, Solon emphasizes the importance of a long-term mindset for sustainable game development and operation. He stresses the need for love and passion for the game, the team, and the players as a driving force for success. The summary captures the essence of creating a content service game that can stand the test of time, suggesting that an open world framework offers endless possibilities for innovative gameplay and challenges for the development team, ultimately benefiting both the players and the company's long-term vision.
Mindmap
Keywords
💡Global Self-Publishing
💡Content Games
💡Global Version
💡Localization
💡TapTap
💡R&D (Research and Development)
💡Gameplay
💡Open World
💡Long-term Operations
💡Creed
💡IP Power
Highlights
Introduction of Li Solon, the producer of Kuro Games, who will share his experience on Wuthering Waves's global operation ideas.
Emphasis on global independent distribution and the benefits of Kuro's global same version approach for content games.
The importance of a short feedback loop with users for efficient optimization and improvement of the game.
Kuro's journey towards global self-publishing, which took 7 years from conception to full implementation in 2024.
Learning from Punishing Gray Raven's limitations and the commitment to a global version for Wuthering Waves.
The significance of a global version for maintaining content freshness and relevance for users worldwide.
Challenges faced in localization and content quality control as areas for improvement after the launch.
The current state of Wuthering Waves with over 8 million downloads and a TAPTAP rating of 6.3, indicating room for enhancement.
The strategy of focusing on scientific methods to address performance issues and user feedback systematically.
The role of Kuro's creed in guiding product development with a focus on good gameplay and content.
Future directions for Wuthering Waves, including character development, world-building, deep-sea exploration, and interaction.
The intention to promote Chinese culture and aesthetics globally through the game's world view.
The importance of creating characters that resonate with players and the strategy for character development.
The approach to scientific content creation that caters to global user preferences and cultural differences.
The vision for an open world in Wuthering Waves as a framework for innovative gameplay experiences.
The necessity of a correct mindset for long-term success, emphasizing love for the game, players, and team.
Transcripts
End of speech
We can know that Solon is sitting in the lower seat
Next to him
Next to him is the heart-moving Huang Yimeng
Please welcome Mr. Li Solon, the producer of Kuro Games
Let him share his experience with us
The topic is Wuthering Waves's global operation ideas
Hello, hello
Hello everyone
Let me introduce myself first
My name is Li Solon
Sol Lun Dui
Then
Today I will mainly introduce to you
Some simple ideas about Wuthering Waves's global operations
Then today I will mainly talk about three aspects
The first one is about the global independent distribution
And that is Kuro's global independent distribution and global same version
Some thoughts on this matter
Then the second one is actually our launch
Some situations after the launch of this product in Wuthering Waves
There are also some current shortcomings
Then the third one is to talk about it in general
Our thoughts and directions in the future
The first one is about our global self-publishing
The same version as the global version
Yes, that is, Kuro actually considered doing this spontaneously
In fact, we have been thinking about it for a long time
We have actually been thinking about it since 2017
We actually want to do this spontaneously
But what are the benefits of spontaneity?
Why do we always want to persist in pursuing this path?
In fact, our thinking is becoming
In fact, it is also gradually becoming clear step by step
Then I look back today
After the Wuthering Waves
Let me review it myself
I think the biggest benefit of spontaneity is that it is a game of content
For content games
I don’t quite understand the other things
For that kind of game
I think the biggest benefit is that
It can really use the shortest chain
and users
It allows our entire team to hear the voice of users most efficiently
When we can hear the voice of users most efficiently
Hear a feedback from users
Got it
It turns out that this matter is so serious
In fact, when we implement it
Let's optimize it
I think it is the most accurate and efficient
So I think this is my initiative
I think his biggest advantage
If what we make can become accurate
and can become efficient
Then I think the result will naturally become better
Yes
Then Kuro is actually doing this spontaneously
I think it is still quite good compared to our product
It's from action to open world
I think in this spontaneous thing
In fact, we are relatively conservative
It's from the time we proposed to do spontaneous
to the time we really achieved global spontaneous
In fact, it took 7 years
When we were actually working on the dual-project in 2017
We had already thought about doing it spontaneously
But when we really felt that we had the ability
and really did it spontaneously
It was actually when Wuthering Waves was launched in 2024
We actually summarized it through my own experience
In fact, we really learned through a long period of observation and practice
Then we completely mastered it
Yes
Then why do we say it is a long period of learning?
Because we actually have 17 years
Our entire publishing capability
In fact, it was slowly built up through Punishing Gray Raven
In fact, Punishing Gray Raven from the very beginning
We only did domestic self-release
In fact, we still release a lot of overseas
We still gave it to our publishers to release
In fact, during the period from 2017 to 2024,
We always felt that
When we may have mastered how to distribute domestically
We thought that we could invest some manpower now
to learn how to distribute overseas
At this time, we will discuss with our distributors
Can we take back some of the overseas parts?
Let us publish it ourselves
Yes
Then we can only say that we are lucky
That is, we have always
The publisher is very supportive of our work
and the previous publisher
So every time we come up with this idea
they are willing to return the publishing rights to us
Let us do it right
So we are actually like the famous teacher of Punishing Gray Raven
1.1 points
By 2024
We have completely recovered our products
We have entered a stage of global spontaneous development
Then I think for us
It may be a better information in the future
Even our Punishing Gray Raven was completely spontaneous
We also did it completely spontaneously in the Wuthering Waves
We can use some spontaneous experience of the two products
We can complement each other
After the information is connected internally
I think there will be a good one in the long run
Spiral upward effect
The second one is actually about the global version
In fact, I think after making Punishing Gray Raven
The biggest regret for me is that
Punishing Gray Raven actually did not achieve the global version
So when I was working on Wuthering Waves
When I started the project, I was very clear
I must make the global version the same
Why?
Because actually, when I was working on Punishing Gray Raven
I might have this feeling
But when it is really done
I think this feeling is very strong
Because I think the most important part of the content game
Actually, it is selling content
Then sell content
When users come into contact with this content
Does he feel fresh?
Did he exceed expectations?
I think this is very important
But if you can't make it a global version
Then except for overseas
When overseas users come into contact with these contents
It will definitely have a great time-limited wear and tear
If this content is from two years ago
I didn't play it until two years later
Then it's actually very difficult for you to really hear from the user
This is the first time he has come into contact with this content
Is his feedback real?
So I think for content games
Actually, the same version is a must for the whole world
It is a must
Then the second is for R&D
Actually, when we were making Punishing Gray Raven
there were some small things
Actually, for me, how should I put it?
It just touched me deeply
Before, Punishing Gray Ravenrd did not have the same version globally
In comparison, I actually have to invest a small part of the manpower
In fact, we often have to synchronize a lot of versions
Version transfer
Then version localization
Then I found that these classmates
Basically, after half a year
He will always come to you and say something
It's just that he doesn't know where his future direction is
This actually makes me very painful
Because I think he actually spent a long time
He actually didn't feel the joy of creating content, right?
So I think if I want to make a content-based game
If I want to invest in such people now
If everyone is invested in creating content
Wouldn't it be better?
But I think the answer is definitely yes
So I think when I was doing the Wuthering Waves
I was also very clear
We must let all the manpower invest in the content
Try to do less ineffective branch work
Yes, yes, and the second is to talk about the current situation and shortcomings
Then let me talk about the current situation
Before I shared this
I took a look
The downloads and attention of Wuthering Waves on TAPTAP
Then it is close to 8 million downloads
The current rating is 6.3 points
But when Wuthering Waves was launched
The lowest score was 05:03 points
The number of Wuthering Waves's global social media fans
Now it has exceeded 10 million
Just look at the current situation
If we look at our downloads and our turnover
I think it actually exceeded our team's original expectations
But the expected thing is uh
Our Kuro has always been in style
In fact, the expectations for product development are very low
Yes, when I was working on Wuthering Waves for more than 3 years
Every time I meet a candidate
The candidate will ask me what my long-term expectations are for this product
I will answer him very firmly
I think it's OK as long as we can survive, right
Because I think that actually making content games
In essence, we still hope to stick to long-termism
So at the beginning we still hope that this will be good for user expectations
That is, our own team's expectations can be lower
When you exceed expectations
You will actually have stronger faith
willing to do it and have a stronger sense of accomplishment
willing to continue to do it
Then
So in fact, the short-term business performance, downloads and users
actually exceeded our team's own expectations
Then I still hope that our team can pay more attention to
the part where we are actually lacking
For example, our score on TAPTAP is not very high
6.35.3
Why is it so low?
I think there are a few points that are worth paying attention to
The first one is our localization
The second one is our plot experience
Of course, localization is actually based on the world
The second is actually our story experience
Our performance
Our various work order squeeze
Our content quality control
We have a lot of bugs
Our operations are immature, etc.
In fact, these are the reasons why our ratings are not high
Yes
Then, for a large team, we
When encountering these problems
How do we solve them
How to solve it more efficiently
My own methodology
When we think that something like performance
If we think that performance is actually very broad and important
Then I will actually pull up a special line to pay attention to it immediately
Then I think something like performance
I will also talk about it below
That is to say, one of our core methods must be scientific.
For example, performance.
We actually have a lot of public opinion and cool feedback from the world now.
For example, the matter of public relations tickets.
We may have more than 100,000 tickets.
It may be our performance problem.
But performance issues are very scattered
It is actually very difficult to quantify it now
Which one is the most critical at the moment
It is the most important
Then how do you
How do you focus
Actually, this requires some scientific methods
We actually did some scientific construction before
On some performance monitoring and construction
All models in the world
Do we have a platform to pay attention to it
The frame rate of each frame
They are in different maps
Their CPU consumption
Their GPTU consumption
Their memory consumption
In fact, we have been buying this area before
In fact, we have not done enough
So it is also through
It is also because after the observatory
We think we need a better monitoring mode
to quantify all the problems as much as possible
Only by quantification
can we know what to do now
It is the most efficient for users in the market
Then for example, localization
In fact, we will also do a lot of localization
It is not just about grabbing one
You go and get it in
A classmate who may seem very experienced
I think synchronization is something you need to verify
You need to verify constantly
To verify localization
What kind of quality is the one that satisfies the users
So when we develop the internal version
We will go overseas to find many users
Try to come in and watch together
Hey, each version of our localization
Do you think there are any problems with this
Our nouns are translated
Do you think it is accurate?
Is it suitable for what we want to express to you?
Almost
Or you may think that our expression is actually wrong
You actually find it very difficult to experience
We will use a lot of these special projects to solve the problem
Then the third one
Actually, it's about some ideas and directions for the future
Yes
In fact, we have a creed when making products at Kuro
There is actually a creed internally
Our creed is actually to stick to good gameplay and good content
On the matter of fun and good gameplay
In fact, when we first made Battlefield Twintails
Then when we made Punishing Gray Raven
Then when we made Wuthering Waves
I think there are obvious experiences in all of them
All of them are clearly reflected
We hope to do something that users have never experienced
and it is fun
For example, when we were making Battlefield Twins
We came up with an innovative ballistic gameplay
When we were making Punishing Gray Raven
We came up with a match-3 game.
When we were working on the Wuthering Waves
We came up with a gameplay that combines action with the deep sea
That is what everyone understands as the gameplay of Pokémon
The essence of what we do is
We all hope that when we start the project
We have a set of gameplay that we hope users will play for a long time
He thinks it's fun
He thinks he's willing to play it all the time
The second is what we think is good content
That is, we hope that what we make is not only about fun gameplay
At the same time, we have content to convey to him
We have IP power
We convey some interesting stories to him in the long run
Good values and spiritual encouragement
Then let's talk about the gameplay first
This is the fun part of Wuthering Waves in the future
In fact, our general idea is this
First of all, we think we have a game
Four major sections
One is our characters
The second is our big world
The third is our deep sea
The fourth is interaction
We actually look at interaction in two parts
One part is the interaction between users
The second is when the user is playing the game
He will feel that he is interacting with the world
For example, when he plays a game, he
He feels that in this process,
He interacts with the character
He has a strong sense of immersion
He interacts with the changes in the world
Because he did something
What did he do?
What caused the world to change?
It is the interaction between these two parts
When we make our products in the future
We will focus on this direction
Then how do we combine these four?
Combine these four labels better
Then finally use the carrier of the battle core gameplay to penetrate it
In fact, this is the future gameplay of our product
I want to keep exploring this matter
Then the second is actually good content
Because I actually told you before
That is to say, when I was working on the Wuthering Waves
I hope to promote some of the Chinese culture
cultural core
or some of the Chinese people's preferences for aesthetics
to the world
But in fact, it has been achieved today
I also hope that it is because of the world view of the Wuthering Waves
I think it is actually very huge
It is a phenomenon of sorrow
It appears in this world and the universe
So it can be many
In addition to the Chinese style
Besides the Chinese region
It can actually have many other regions
Then we also hope to
present it to users in the major versions of each year in the future
When the Wuthering Waves went to other countries
In other worlds
What does it look like?
The second one is a combination of the first one
Combined with the point of fun gameplay
We hope to continue to shape it for users
Or to provide users with some higher level of interaction
A more immersive experience
This immersion must match the script gameplay
These two aspects are also action-oriented
The third is actually the character creation that can move people more
Because in fact, in the current content game, which is already very saturated
market environment
We think that character creation will hardly have weaknesses in the future
We can’t use weaknesses
We must think about it all the time
How to make it in every version
Based on the label of this character
and the position of this character in this world view to give users
including the relationship between the character, the protagonist and the player
to create a character that players are more willing to accept
a shaping method
and the last one is actually more scientific
to satisfy the content of the whole world
It is indeed a content preference of users all over the world
This is indeed what we have been doing recently
In fact, it is a homework that I have been doing all the time
You will find
In fact, we made a content that we think is very good today
Female characters are also good
Or male characters
It is in different regions around the world
Like Japan, for example
Like South Korea
Like the United States
Like China
In fact, everyone's reaction
and the data it presents are very different
Yes
For example, we made a
For example, our European
Our first version of the Bedrock character
Then we can clearly feel the Bedrock character
It is in this region of China
It is in Japan and in the United States
The data it presents is very different
Based on these differences
In our future versions
How do we adjust its proportion
How do we design it
How to shape it
This is what we need to focus on now
A question
Then we also hope to find out through more data mining
Every week's meeting
Our future version content and version planning
How should we do it?
It can better enable users around the world to unlock
Yes
Then finally, let's talk about it
It's about making an open world and global development
In fact, we think it's a very cool thing
Why is that?
Because I think the open world itself is actually a frame
It can hold anything
This is very important for our entire R&D team
It is a very motivating direction
That is to say, if we think there is a way to play that is good today
Then we are in this
How come we can always think of some ways and methods
Let it appear reasonably in this place in the open world
It can provide users with some very different experiences
At the same time, it can provide some great challenges for our development team
Then I think this is actually the framework of the Wuthering Waves
I think long-term operators are good for the team
for users
for long-term operations
a very good guarantee
Yes
Then the second one is
In fact, the two students who just shared also talked about it
It is indeed often said in our team
I hope we are a long-term
content service game that can do a good job in the long run
If you want to achieve this point
In addition to a scientific method
You also need to have a correct mindset
I think the correct mindset is to love you and the players
You need to love your game
You need to love your team
Only if you do these three points
can you really have a good mentality
be in a good state to do the game business in the long run
this is what I brought today
thank you all
thank you Solon for the wonderful sharing
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