On the last weekend of August, a group of players from across the country came to Guangdong, following the trail of a video game.

On August 28, the 17th anniversary celebration of "JX3" was held in Nansha, Guangzhou. Today, this wuxia game—born 17 years ago at Seasun Games in Zhuhai—is stepping out of the screen to forge a deeper connection with Guangdong. A cruise ship, a landmark, a commercial street, a restaurant and a hotel can all be integrated into the offline experience of the gaming IP. After arriving in Zhuhai, players can explore the city along the trail of the game.

In the past, people visited a city for its landscapes, historical sites and culinary delights. Now, a concert, a sporting event or even a beloved gaming IP of many years is becoming a new reason to travel. Consequently, players are gradually shifting from "coming to attend an event" to "coming to explore a city." The "new consumption scenarios" have thus taken on a more concrete form.

Guangdong's advantage lies precisely here. It boasts many locally developed games and mature IPs, backed by a massive young user base. In the past, these users were more active online. As gaming content begins to enter commercial districts, scenic spots, neighborhoods and urban landmarks, the traffic originally confined to screens has the opportunity to transform into real consumption, giving "new consumption scenarios" room for sustained growth.

When passion for a game turns into a train ticket, a night's stay, a shopping trip and a city memory, what gaming brings to Guangdong is a continuous extension from a 100-billion-yuan industry into urban life.

从屏幕走进城市，广东游戏还能打开多少消费新场景？

8月的最后一个周末，一群来自全国各地的玩家，寻着一款游戏来到广东。

8月28日，《剑网3》十七周年庆典在广州南沙举行。这款十七年前诞生于珠海西山居的武侠游戏，现在再看它与广东的关系，也开始从屏幕里往外走。一艘游轮、一座地标、一条商业街、一家餐厅、一间酒店，都可以进入游戏IP的线下体验里。玩家来到珠海之后，可以沿着游戏一路逛下去。

过去，人们为了山水、古迹、美食来到一座城市。现在，一场演唱会、一场赛事，甚至一个喜欢了很多年的游戏IP，正成为出发的新理由。玩家也由此从“来参加活动”，慢慢变成“来逛一座城市”。“消费新场景”也由此有了更具体的模样。

广东的优势恰恰在这里。本地原研游戏多，成熟IP多，背后还有庞大的年轻用户。过去，这些用户更多活跃在线上；当游戏内容开始进入商圈、景区、街区和城市地标，原本停留在屏幕里的流量，就有机会变成真实的消费，也让“消费新场景”有了持续生长的空间。

当屏幕里的热爱变成一张车票、一晚住宿、一次逛街和一段城市记忆，游戏带给广东的，则是从千亿级产业规模继续向城市生活延伸。

文 | 记者 陈旭泽
图 | 西山居
译 | 陈冠臻
英文审校 | 曾敏