The show must go on
By combining video games with live concerts, the digital generation is trying to create a brand-new entertainment experience for those at home. And the business has just started in Hong Kong. He Shusi reports.
According to organizer, Kre8Lab, the event's sponsorship reached HK$100,000 ($12,883). Except for FWD and Microsoft, it also drew the attention of McDonald's, Watsons, Deliveroo and others.
Some 60 percent of participants were C AllStar fans while the rest were game fans of Minecraft. Members of the audience could choose to only purchase the ticket for HK$48 or a ticket, plus a redemption code of a Minecraft account, which enabled a full virtual experience at HK$248. More than 90 percent of participants chose to embrace the latter innovation, according to Chan Ming-yen, assistant marketing manager with Kre8Lab.
To help new players familiarize themselves with the Minecraft game, the production team also created the "Super Avenue of Stars" to restore the real streets of Tsim Sha Tsui, including the Clock Tower, the Star Ferry Pier and the Hong Kong Cultural Centre.
The concert managed to draw about 9,500 participants and raked in HK$350,000 in revenue from ticket and merchandize sales. The cost of the virtual concert was similar to that of a real one, Chan said.
Kre8Lab is a subsidiary of Hong Kong leading entertainment company Media Asia Group. The lab aims to provide experimental and creative prototypes of digital entertainment.
The cross-sector event also got support from tech incubator Cyberport in reaching out to the e-sports community. The "builders" of the virtual stadium were all mature players of Minecraft, some recruited through video game BBS. It created about 100 part-time jobs in Hong Kong during the pandemic, according to Chan.
Although the event didn't make a profit, Chan stressed that the purpose was to find new prototypes for digital entertainment to provide fans with fresh experiences in this difficult time.
Following the concert, he said there have been inquiries from other companies about building a Minecraft stage for their events, including a skincare firm that asked about its in-house dinner gathering for 5,000 people.
There are many application scenarios for the prototype, from conferences and concerts to exhibitions and dinner gatherings, said Chan. There's no limit on the number of participants in the virtual world so, basically, it can cater to any event as long as it is a gathering, he said.
