游戏化传播中的文博IP价值再生——以《物华弥新》构建数字营销生态的路径探索

The Regeneration of Cultural and Museum IP Value in Gamified Communication—An Exploration of the Path to Building a Digital Marketing Ecosystem with “Every Thing Is New”

摘要: 随着数字技术的快速发展，大众在精神文化层面的追求越来越高。游戏作为全球受众面最广的大众娱乐方式之一，文物IP的游戏化已经成为传统文化传承的新路径。本研究以文物拟人主题手游《物华弥新》为例，探讨其作为新型数字传播渠道在文博IP推广与商业化开发中的创新路径及其实施成效。研究表明，该游戏通过拟人化叙事、跨界资源联动和线上线下融合运营等一系列策略，有效协调了文化传播效应与商业价值转化之间的关系，为文博领域的数字化发展提供了可借鉴的创新模式。

Abstract: With the rapid advancement of digital technology, the public’s demand for spiritual and cultural enrichment has been steadily increasing. As one of the most widely embraced forms of mass entertainment globally, the gamification of cultural relics’ intellectual property (IP) has emerged as a novel approach for the inheritance and promotion of traditional culture. This study focuses on the cultural relics personification-themed mobile game “Every Thing Is New”, serving as a case study to examine its role as an innovative digital communication channel in the promotion and commercial development of cultural and museum IP. The findings indicate that through strategies such as character-driven storytelling, cross-sector resource integration, and integrated online-offline operations, the game has successfully balanced cultural dissemination with the transformation of commercial value, offering a replicable model for the digital transformation of the cultural and museum sector.