Monday, August 26, 2024 iQIYI, China’s leading online entertainment service, has announced that its latest VR immersive theater at Galaxy Macau has received overwhelming positive feedback since its launch earlier this month. This new addition to iQIYI’s portfolio of location-based entertainment experiences is adapted from the popular fantasy series Love Between Fairy and Devil , showcasing the commercial potential of the company’s premium intellectual property (IP) while offering an exciting and immersive journey that deepens users’ connection to the content. A Success in VR Adaptations Following the success of previous VR adaptations, such as Strange Tales of Tang Dynasty 2: To the West and Luoyang , iQIYI’s new project is poised to be another hit.
Both previous adaptations have consistently topped VR sales charts in cities like Shanghai and Xi’an, according to Dianping, China’s leading review and rating platform. In fact, Strange Tales of Tang Dynasty 2: To the West rapidly gained popularity after its Beijing launch this summer, quickly securing the second spot in local VR experience sales. VR Bringing Culture to Life The latest VR project utilizes cutting-edge technology to create an unparalleled immersive experience.
It features interactive gesture control, flight motion simulators, and artificial intelligence, allowing players to solve puzzles and take on roles from the drama, all within a visually stunning world that faithfully replicates the series’ original settings and storylines. Visitors to the newly opened Love Between Fairy and Devil VR Immersive Experience Center at Galaxy Macau can also enjoy various engaging activities. The center includes a dress-up zone with beautiful Hanfu (traditional Chinese clothing) costumes, large-scale photo spots recreating iconic scenes from the drama, themed food stalls, souvenir shops, and cultural activities tied to traditional festivals like the Mid-Autumn Festival.
During the opening ceremony, Hang Zhang, Senior Vice President of iQIYI, stated, “This project represents the latest advancement in immersive experience offerings developed by iQIYI over the past year. Through our collaboration with Galaxy Macau, we aim to provide an extraordinary experience for visitors in the Greater Bay Area, enhancing cultural tourism.” Following its success in Macao, the project is set to expand to other cities across China by the end of 2024, including Shanghai, Hefei, and Shenzhen.
Kevin Kelley, Chief Operating Officer of Galaxy Entertainment Group, emphasized the rich cultural aesthetics featured in this experience, noting, “This new offering is not only a technological innovation but also a key initiative to introduce visitors to traditional Chinese culture. We hope this VR project will become a new cultural and tourist landmark in Macao.” Leveraging IP for Growth iQIYI continues to explore new revenue streams beyond membership and advertising by leveraging its valuable IP through derivatives and offline experiences.
Examples include the recent record-high franchising performance of the original drama Fox Spirit Matchmaker: Red-Moon Pact and the company’s offline parent-child theme park, iQIYI QiBubble Space, in Beijing. Looking ahead, iQIYI is committed to using innovative technology to adapt its premium IP into various formats, allowing viewers to experience their favorite content in more engaging ways. By developing both online and offline experiences based on its IP, the company aims to capitalize on the growing trend of immersive entertainment, extend the influence of its premium content, and drive commercial value.
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