關於 what is hard launching ，我們在網路上蒐集到這些相關的討論、資訊與評價

#NFTsummer A few weeks ago, we interviewed Xixi Huang (AW#17) in Mandarin and as the AppWorks Fellow who helps us out on the blockchain side, Xixi has a lot of ideas that are worth sharing to a bigger audience. Here's his interview in English:

西西 (Xixi) 黃士晉 is an AppWorks #17 alumni and co-founder of Rydeit. His mission is to bring the applications of blockchain to everyday life because he believes that blockchain can make the world a more fair and better place. As an AppWorks Fellow, he is responsible for guiding founders to think about blockchain and providing insights on blockchain-related investment deals. Before AppWorks, he led his previous team to build more than 10 dapps, including famous games in Taiwan such as 柚子打魚 and Shrimp.Finance. Within a month of launching these games, they had amassed over NT$ 100M (~US$ 3.5M) in transactions. His favorite pastime is traveling with his grandma, and his ultimate goal is to persuade her to buy Bitcoin!

Check out what Xixi has to say about blockchain and NFTs.

#NFTevolution

I started to learn how to write smart contracts in 2016, and learned the entire logic of ERC-20 for tokens and ERC-721 for NFTs. While I was learning about NFTs, I realized that the combination of NFTs with video games was very fitting. In video games, the treasure and equipment you collect becomes virtual assets as NFTs. And the process of using smart contracts to exchange items was very efficient on the blockchain.

At the end of 2018, I designed and created a zombie video game, integrating the concept of playing and drawing cards and packs. Within a pack were 3 NFTs with zombies on them. As a player, the more cards with zombies you collect, the higher your score, and the more tokens you can ultimately earn. From this game, I got connected to other game manufacturers and publishers who were also interested in creating virtual game assets through NFTs. We all had the same idea -- NFTs can bring more meaning and value to the players.

However at the time, many people in the market still believed that tokens and games were riddled with fraud. Since the lifecycle of video games can be short, many traditional gaming companies in the end didn’t find it worthwhile to learn how to integrate NFTs or blockchain into their games.

While the nature of NFTs hasn’t changed, the market has evolved. People’s curiosities are growing, more applications are being developed, and more creators are cropping up. I think now is the right time to start talking to companies about how to integrate NFTs or blockchain into their businesses or games.

#NFTplayground

I think there are many opportunities to start a business these days, and people who want to start one should think about coming to blockchain. Not only is there a huge opportunity but the possibilities are endless. And within blockchain, NFTs currently offer the biggest opportunity. However, it can also pose a new challenge to the team’s endurance, because while easy to obtain traction and users with NFTs, the challenge lies in retaining them.

Similar to other blockchain applications in the past few years, when a new concept is invented, it’ll be flushed with many early users. However, because the surrounding infrastructure wasn’t in place, it was difficult for founders to make valuable extensions or applications. And many of these users don’t actually care about these blockchain products and they are only trying to leverage the ecosystem to make a quick buck. Once they earn all that they can, they will move on to another project.

Right now working on NFTs, you can collect a lot of data in a short amount of time and also make some income to keep you afloat. Founders should seize this opportunity to understand these users, then modify and optimize both their products and mentality to retain them.

Since there’s no geographical restriction on blockchain, I would encourage founders to look beyond your country and region in expanding your NFT products. Also, since blockchain is closely related to finance, if you don’t have a good pricing strategy (or token economics) for your NFT products, the prices might fluctuate greatly. You need to be prepared and remind your users of the risks, otherwise you’ll ultimately get scolded!!

#NFTera

This year, I finally consider myself an official NFT collector. I pay special attention to NFTs with contemporary significance, such as Hashmasks. It signals to the public that NFTs are not just for collecting but that game mechanics can also be applied to interact with users. If we look back ten years from now I’m confident to say that the project that really brought the NFT wave in 2021 would be Hashmasks.

In addition to veteran projects like Hashmasks, other collections I care a lot about are related to Metaverse, such as The Sandbox. I believe that the world will become more and more decentralized and virtual. It is very likely that the next generation will be immersed in a virtual world like Ready Player One, so I am also very optimistic about NFTs in digital worlds like The Sandbox.

The possibilities are endless when it comes to NFTs. Right now, few NFTs are connected with our daily lives. For example, I bought a Hashmask. If I want to show it in my apartment, I might still need to print it out. In the future, how will we connect NFTs to the physical world? I believe they can be applied in many ways, including frames, wallets, cars, house deeds, leases, etc. These products in daily life can be combined with NFTs. We just haven’t opened our imagination yet. It’s hard to imagine that only 20 years ago we were having a hard time believing in the power of the internet.

The development of science and technology not only relies on infrastructure, but also the user's learning curve. The world needs to talk about blockchain more, so that everyone will gradually become familiar with it and it’ll continue to evolve.

If you're a founder working in blockchain or NFTs, welcome to apply to AppWorks >> https://bit.ly/3w0WyIl

Okay mommies, here’s what you’ll need to prevent your little one from getting sunburned! I discovered @alobabymalaysia, Japan’s No. 1 Organic Skincare will be launching in Malaysia on the 1st of November and trust me, they offer pretty impressive products that are designed to protect active babies. Little @mikaylamedinaaa here loves being out in the sun and i had a hard time browsing through products that she may need when we’re out and about, which lead me to AloBaby’s #organicbabyskincare offering the UV & Outdoor Mist to provide just the right amount of protection.

Been looking for a good sun screen for Mikayla here, and finally i found a proper UV mist for babies that is lightweight and easy for fast application. I was hooked on the fact that the products are made out of 99% of naturally derived ingredients putting me at ease to not worry about chcemicals being in contact with my baby’s skin. To compliment this, i got the Hand kirei mist which is a hand sanitizer that is gentle for baby’s skin. Extra protection from sun and germs, checked ✅

Psst, to celebrate their launch in Malaysia, there will be a giveaway happening on their official instagram page at @alobabymalaysia! Be sure to follow them cause i really recommend their products! Cant leave the house without these two bottles now. Safety first!

#ALOBABYMalaysia #babyproducts @ Petaling Jaya, Malaysia

【芸能事務所の生き残り方】

本題に入る前に近況報告からさせてください。

昨日もお話しさせていただいたのですが、３日前に募集を開始した「西野亮廣オンライン講演会　〜マーケティング講座【上級編】〜」に期待が集まっているみたいで、昨日の段階では受講生が８５０人だったのですが、今朝見たところ、１７００名を超えていました。本当にありがとうございます。

(こちら↓)
https://silkhat.yoshimoto.co.jp/projects/2158

こちらの講演会は受講料が５３００円となっておりますが、映画『えんとつ町のプペル』のオンラインムビチケ（前売り券）が「３枚」ついてくるので、受講料は実質ほぼ無料です。クラファンの手数料ぐらい。

当然、この講演会をやっても僕には利益なんてないのですが、僕からすると、そんなものよりも、皆で作った映画が一人でも多くの方に観てもらえる方が何千倍も何万倍も嬉しいので、まったく構いません。

モノを届ける為には、何が必要なのか？
人を集める為には、何をしなければならないのか？

今回の講演会では、エンターテイメントに限らず、全てのサービスに関わってくる問題と、その解き方について、かなり踏み込んだ話をしたいと思います。「上級編」とありますが、難しい言葉や、無駄な横文字は使わないので、ご安心ください。


https://silkhat.yoshimoto.co.jp/projects/2158





というわけで、今日の本題です。



今日は「キンコン西野が芸能事務所を作るなら…」というテーマでお話しさせていただきます。



僕は表向きは吉本興業のタレントなのですが、それって表舞台に出る時で、僕の実際の仕事は９割ぐらいが株式会社NISHINOの仕事なんですね。

ただ、吉本興業とバチっているってことはなくて、吉本興業と一緒にした方がいい仕事は一緒にしますし、「ここは組まない方がいいよね」という仕事は組まずに、株式会社NISHINOでやらせてもらっています。そのへんは臨機応変に。

吉本芸人の中では珍しい「吉本愛」がある男です。

やっぱり、なんだかんだ言っても自分を育ててくれた会社なので、その恩は何倍かにして返さないと気持ちが悪い。
だからこそ、ダメな時はかなり強めに「ダメだ」と言います。
かなり強めに(笑)


吉本興業に限らず、あらゆる芸能事務所がおかれている今の状況を、めちゃくちゃフラットな立場から切り取ると……やっぱり、最大の権威であった「テレビ」を観る人が減ってきて、それぞれがYouTubeチャンネルを持ってしまって、「テレビに出たい」というタレントや、「レギュラー番組が欲しい」というタレントが減ってきた。
くわえて吉本興業の場合だと、コロナで劇場もやられてしまって……それによって「いや、劇場でネタをおろすより、ジャルジャルみたいにYouTubeでネタをおろした方が多くの人に見られるし、実入りもいいんじゃね？」というのがバレてしまって……今、全員の頭の中にある疑問は「芸能事務所って本当に必要なの？」だと思います。



インターネットの本質は「直接購入」なので、どうしても「中抜き」の立場は弱くなってしまう。

そんな中、今、各芸能事務所が生き残りをかけて、あれやこれやと手を打っているわけですが、たとえば、こと吉本興業に関していうと、やっぱりこれまで「大仏商売」だったんですよね。

明石家さんまサンがいて、ダウンタウンさんがいて、ナインティナインさんがいて…という。もちろん、その才能を生んだのは吉本興業であることは間違いないのですが、「生んだ才能に乗っかり続けた」というのも、また事実。

それでも、ネットインフラが整うまでは、それでいけたんですよね。
タレントのスケジュールを切って、ギャラ交渉をして、時々、バーターで新人を挟んで…というビジネスモデルを長らくアップデートする必要がなかった。
それはそれで本当に凄いことなんだけども。


だけど今は、ネットインフラ、もっと言うと、動画インフラやダイレクト課金インフラが整ってしまったので、もう「事務所に所属していないと世に出れない」みたいな時代じゃなくなった。

で、「これはヤバイ！」となって、今、慌てて、各芸能事務所デジタル化らしきものを進めているのですが、肌感でいうと７〜８年ぐらい遅い。
「UI、UX、何やそれ？」「オンラインサロンって、儲かりまんの？」という世界です。

本当に、何年も前に止まってしまった時計の針を今、慌てて動かしているから、ガタガタギシギシ鳴っているのが現状です。

頑張っているのは分かるのですが、そこに対する知識が圧倒的に不足しているから、流行っているものを見よう見まねで始めては見るものの、全然イケてないサービスを量産してしまう。
「そういうことじゃねえんだよ」の連続です。


一つ、吉本興業のクラウドファンディング「SILKHAT」に関しては、立ち上げから携わらせてもらった手前、今でも逐一「ここは違う、ここはこうだ」と口を挟ませてもらっているのですが、それ以外の吉本が仕掛けているサービスなんかは、ちょっとよく分からない。

救いは社外取締役で来てくださったビリギャルの坪田さんで、さすが坪田さん案件はイケてるなぁと思うのですが、ただ、坪田さんの身体は一つしかないので、さすがに吉本興業の全てのサービスをカバーすることは難しい。
吉本って、本当に大きな会社なんです。

ネットは特に適者生存の世界で、これまでリアル社会でどれだけ幅をきかせていようが、時代に合っていなかったら、１秒で駆逐されてしまうんです。

時計の針を長年止めていた人が見よう真似で参戦して生き残れる世界じゃないんですね。

今、コロナで食い扶持が減った各芸能事務所が、「新しい収入源を作れ〜」と躍起になっていると思います。

このへんの展開は手に取るように分かるのですが、まぁ、いろんな事務所さんが「オンラインサロン」を始めると思います。

始める理由は「オンラインサロンは、どうやら儲かるらしいから」です。
そして僕の見立てだと、ほぼ１００%失敗します。

「なぜ、ダイレクト課金が成立しているか？」を構造で理解していないからです。
「認知」と「人気」の違いを本質的な部分で理解できていない。

今田さんや東野さん、この前だと華大さんとか千鳥さんとかが「そういうのは、知識の無い社員が旗を振らずに、西野に頼んでやってもらったらいいんだよ」と言っていたんですが、僕本人が言うのもアレですが、本当にそうだと思うんですね。
でも、社員は絶対に聞いてこない。

僕は日本の名だたる企業さんから社員向けの講演会のオファーを受けるのですが、吉本興業から頼まれたことは一回もありません。

自分で言うとカドが立つので嫌なのですが、でも実際問題、クラウドファンディングで日本で一番支援を集めていて、オンラインサロンで日本で一番会員を集めていて、なんか国内最大の広告賞を取っている。
…そんな奴が、自分とこの会社にいて、カジュアルにアドバイスを求められる距離にいるんだったら、アドバイスを求めた方がよくないですか？

渡辺直美ちゃんにインスタの運営方法を聞いた方がよくないですか？
カジサックやオリラジの中田君にYouTubeの勉強会を開いてもらった方がよくないですか？


でも、それをしないんです。なぜか？
「プライド」です。

芸能事務所とテレビというタッグはこれまで本当に強くて、タレントはあくまで「使う存在」だったので、「教えてくださ〜い」とは言えない。

現役のバリバリ第一線でやっている人が、隣にいるんです。これ、勿体無いでしょ。

僕が吉本興業の社長なら、西野にギャラ１００万円渡して、なんばグランド花月に吉本の全社員を入れて、西野のマーケティング講座をやります。もしくは西野の書籍「革命のファンファーレ」あたりを全社員に配ります。
#どうせ西野は100万円を全額寄付します

これビッグマウスでも天狗でも何でもなくて、普通のビジネスマインドを持った人からすると、かなりフラットな意見だと思います。


で、今日の本題である「キンコン西野が芸能事務所を作るなら…」というところなのですが、やっぱり、今、一番時代を切り取れているのは、「結果を残しているプレイヤー」であることは間違いないんです。

そこに、あらゆる情報が集中しているので。やっぱり、その人が一番、知識がある。

　
その上で、僕が芸能事務所を作るのなら…………トッププレイヤーに株を持たせます。
むしろ、事務所の方から頼みこんで、事務所の株を持ってもらう。

　
株を持ってもらうのが難しいというのであれば、顧問料として業務ごとに契約して、事務所の売り上げのパーセンテージ渡します。

吉本興業でやるYouTubeならば、顧問料として、カジサックやオリラジ中田君に僅かでもパーセンテージを渡します。

そうすると、カジサックやオリラジ中田君は、吉本興業のYouTubeを盛り上げようとして、他の吉本芸人のYouTubeチャンネルの宣伝を自発的に行ってくれるので。


これから「タレントに株を渡せる事務所」と「タレントに株を渡せない事務所」の明暗は大きく分かれてくると思います。

今日のオンラインサロンの記事は、ここから、さらに踏み込んだ話をしたいと思います。

よろ！

　
▼西野亮廣の最新のエンタメビジネスに関する記事(1記事=2000~3000文字)が毎朝読めるのはオンラインサロン(ほぼメルマガ)はコチラ↓
https://salon.jp/nishino

▼Instagram版はコチラ↓
https://nishino73.thebase.in/items/25497065

━━━
２０２０年１２月２５日公開！
映画『えんとつ町のプペル』

▼オンラインムビチケ（特典付き）の購入はこちら↓
https://mvtk.jp/Film/070395

▼上映館はこちら
https://theater.toho.co.jp/toho_theaterlist/poupelle.html…
[how to survive the entertainment office]

Let me make a status report before entering the chase.

I was able to talk to you yesterday, but I started recruiting 3 days ago, ′′ Ryo Nishino Online Lecture ~ Marketing course [Advanced Edition]~" it seems that there is a lot of expectations for yesterday's stage, and I'm going to have a good time with the students There were 850 people, but I just saw it in the morning, and it was over 1700 people. Thank you so much.

(here ↓)
https://silkhat.yoshimoto.co.jp/projects/2158

This lecture is 5300 yen for the enrollment fee, but the online bangabandhu (advance tickets) of the movie ′′ a town ′′ is coming with ′′ 3 pieces ′′ so I'm going to enroll The fee is virtually almost free. About the fees of a fan.

Of course, I don't have any profit to do this lecture, but from me, it's a thousand times more than that, it's a lot of people who have been able to watch a lot of movies that we all made. I'm so happy that I'm so happy that I'm so happy that I'm

What do you need to deliver things?
What do you have to do to collect people?

In this lecture, I would like to talk about the problem that is involved in all services, and the problem that is involved in all services, and the solving of it." it is an advanced version." but it is difficult words and useless. I don't use the side letters, so please rest assured.


https://silkhat.yoshimoto.co.jp/projects/2158





So today's chase.



Today we will talk about the theme of ′′ if xin nishino is going to make an entertainment office..."



I'm officially a talent for yoshimoto kogyo, but it's time to go on the stage, and my actual work is about 9 % of Nishino Co Ltd.

It's just that I'm not drumstick with yoshimoto kogyo, but I'm going to have a good time with yoshimoto kogyo, and I'm going to have a good time with the work that I don't have to set up here, but I'm going to do it I'm giving it to you. I'm flexing it.

This is a man who has a rare ′′ Yoshimoto Love ′′ among yoshimoto comedians.

As expected, it's a company that raised me even if I said it, so i feel bad if I don't return it to a few times.
That's why when you can't do it, it's pretty strong to say ′′ no
Pretty strong lol


It's not limited to yoshimoto kogyo, but when you cut the current situation that every entertainment office is in a flat position...... as expected, there are many people who watch ′′ TV ′′ that was the biggest authority, and each one is youtube I have a channel, and I have lost the talent of ′′ I want to be on TV ′′ and ′′ I want a regular program,"
In the case of yoshimoto kogyo in the mouth, the theater was also hit in corona...... by that, ′′ No, it's a lot of people who put down the story on Youtube like jal rather than lowering the story in the theater. I found out that it's good to have a good time?" now I think that the question in everyone's head is ′′ I really need an entertainment office?"



The essence of the internet is ′′ direct purchase so the position of ′′ inside ′′ is going to be weak.

In such a way, each entertainment office has survived, and it is hitting their hands with this, but for example, about yoshimoto kogyo, it was a ′′ Daibutsu business ′′ so far.

There is a akashiya san, and there is downtown, and there is a nine nine nine... Of course, there is no doubt that it is yoshimoto kogyo who gave birth to the talent, but it is also a fact that ′′ I have continued to be born with the talent that I have been born,"

Still, until the net infrastructure is done, it's done.
I didn't have to update my business model for a long time, when I cut my talent schedule, negotiate galaga, and sometimes, in remembrance of the newcomer...
That's really amazing though.


But now, net infrastructure, more to say, video infrastructure and direct charge infrastructure have been set up, so it's no longer an era like ′′ if you don't belong to the office, you can't get out of the world

So," this is crazy!" and now I'm in a hurry, and I'm going to have a good time with each entertainment office digital, but it's about 7 TO 8 years late with the skin feeling.
′′ UI, UX, what is that?"" the online salon is profitable?"

Really, I'm in a hurry to move the needle on the clock that has stopped years ago, so it's the current situation that I'm going to have a good time with the tagaytay snipe.

I know you're working hard, but the knowledge of there is overwhelming, so I'm going to see what's trending, and I'm going to have a good time with a lot of people who are in the middle of the day, and I'm going to have a mass production of
It's a row of ′′ it's not that kind of thing


One, as for yoshimoto kogyo's crowdfunding ′′ Silkhat ′′ in front of the launching, I still have a mouth-to-mouth ′′ it's different here, it's like this other than that I don't really understand the service that yoshimoto is planting.

Salvation is the outside director of the biryani, and I think that the case is cool, but it's just that there's only one body of Mr. Bamboo, so I'm going to go to the middle of the day, and I'm going to have a good time with yoshimoto kogyo Covering the services of the.
Yoshimoto is a really big company.

The net is especially the world of the fittest survival, and how wide it is in real society so far, but if it is not right in the era, it will be destroyer in 1 seconds.

It's not a world where people who have been stopping the needle in the clock for many years can survive and survive.

Now, I think that each entertainment office, which has lost the the in corona, is scrambling to make a new source of income ~"

I know I'm going to get this strange expansion, but I think all kinds of offices will start the ′′ Online Salon ′′

The reason to start is ′′ the online salon seems to be profitable
And when it's my likened, almost 100 % fail.

Because I don't understand the structure of ′′ why the direct charge is completed?"
I don't understand the difference between ′′ cognitive ′′ and ′′ popularity ′′ in an intrinsic part.

Imada-San and higashino-San, last time, Mr. Hua-San and chidori-San said, ′′ that's what I wish I could ask nishino to do without knowledge without throwing the flag But that's what I'm saying, but I really think it is.
But employees never listen.

I'm getting an offer for a lecture for employees from a Japanese famous company, but I've never been asked by yoshimoto kogyo.

I don't like it because I'm going to say it myself, but it's actually a problem, crowdfunding is collecting the most support in Japan, and I'm collecting the most members in Japan at the online salon, and I'm going to have the biggest advertising I'm taking it.
... isn't it better to ask for advice if that kind of guy is in this company and in the distance where he can ask for advice casual?

Isn't it better to ask Naomi Watanabe how to operate her instagram?
Isn't it better to have a youtube study session for kazi and olli nakata?


But I don't do that. Why?
It's ′′ pride

The tag called entertainment office and tv is really strong so far, and the talent was only ′′ the existence of use," so I can't say ′′ let me know,"

There are people who are doing it on the front line of the active crunching. This is not spoiled, is it?

If I am the president of yoshimoto kogyo, I will give you 100 yen to nishino, and I will put all employees of yoshimoto in nanbagurando huā yuè, and I will do a marketing course in nishino. Or handing out nishino's book ′′ Fanfare of the revolution ′′ to all employees.
#どうせ西野は100万円を全額寄付します

I think it's a pretty flat opinion from a person with a normal business mind, not a big mouse or tengu.


So, today's chase, ′′ if xin nishino is going to make a entertainment office..." but now, the most era is," the player who leaves the result ′′ Things are not wrong.

There, because all the information is focused. As expected, the person is the most knowledgeable.

　
On Top of that, if I'm going to make an entertainment office............ I'll bring stocks to the top player.
Rather, I'm going to ask you from the office, and I'm going to have a office stock.

　
If it is difficult to get stocks, sign up for each business as an adviser fee and pass the percentage of the sales of the office.

If you're on Youtube at yoshimoto kogyo, you'll give a little percentage to kazi and olli nakata as an adviser.

So, kazi and olli nakata are going to elevate yoshimoto kogyo's Youtube, and they are voluntarily going to promote the youtube channel of other yoshimoto comedians.


From now on, I think that the light of ′′ the office that can pass stocks to talent ′′ and ′′ the office that can't give stocks to talent ′′ will be divided greatly.

Today's online salon article, from here, I would like to talk about stepping in further.

Happy birthday!

　
▼ an article about the latest entertainment business of ryo nishino (1 articles = 2000 to 3000 characters) can be read every morning online salon (almost mail magazine) is here ↓
https://salon.jp/nishino

▼ Instagram version is here ↓
https://nishino73.thebase.in/items/25497065

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Released on December 25, 2020!
The movie in a town ′′

▼ Buy Online Bangabandhu (with perks) here ↓
https://mvtk.jp/Film/070395

▼ here is the screening hall
https://theater.toho.co.jp/toho_theaterlist/poupelle.html#region7Translated

It's our WEDDING WEEK! We are saying I do this Friday!! Like many of you, our wedding plans were derailed by Miss Rona. Our big wedding celebration has been moved to 2021, but we are moving forward with getting legally married on our original date 07.17.2020. In honor of this, I am launching a weeklong wedding series. Today we're focusing on hairstyles. I had a really hard time deciding how I wanted to wear my hair. I hope this video inspires and helps you gain an idea of what you like! My biggest advice is to evaluate your wedding theme, your personality, and what compliments the details of your dress! Let me know in the comments which style you're vibing with! Stay tuned for episode 2.

ACCESSORY AMAZON LINKS
Pearl clips: https://www.amazon.com/dp/B07R7HKZRN/ref=cm_sw_r_sms_apip_qMUi7rmDNxIOC
Silver hair comb: https://www.amazon.com/dp/B07F7TTGGD?ref=ppx_pop_mob_ap_share
Greenery crown: https://www.amazon.com/dp/B07HJ4L9LZ/ref=cm_sw_r_sms_c_api_i_p0qdFb72MDSZK
Silver vine: https://www.amazon.com/dp/B06XT4J6L4?ref=ppx_pop_mob_ap_share

Allen Iverson had the finish Paul Pierce and Antoine Walker were looking for.
Iverson scored eight of his 28 points in the final 73 seconds to salvage his team's season and lead the Philadelphia 76ers to an 83-81 victory over the Boston Celtics that evened their Eastern Conference first-round series at two games each.
"Win. It's the only thing we can think about," Iverson said. "We fought hard to get back in the series. We're really not thinking about anything more. The only thing I care about is finishing out."
After shooting poorly all game, Iverson made his last three shots and two clinching free throws that sent the series between the long-time rivals back to Boston for Game Five on Friday.
Iverson upstaged Pierce and Walker, who are playing in their first postseason. They have carried the Celtics all season but again came up just a bit short in their quest to eliminate the defending Eastern Conference champions.
Pierce had to work hard for his 20 points as he struggled for most of the game before coming alive briefly in the fourth quarter. Walker scored 25 points but was scoreless in the final period.
"This is what playoff basketball is all about," Pierce said. "Nobody said it was going to be easy when we got here. It's obviously not."
"It's hard to get the clinching game," said Iverson, who has gotten five of them in his career. "Those shots at the beginning of the game are a lot easier than the ones at end of the game, when you're looking to close a team out."
The 76ers found themselves trailing 77-75 with 1:17 remaining and watched as Aaron McKie missed the potential tying free throws. But the second miss was back-tapped to Iverson, who quickly drove for a tough floating layup.
"Even though he was struggling shooting, we were still in the game," 76ers coach Larry Brown said. "He was 5-for-21 and we still were in it. He kept his head, and obviously he made a huge shot on the missed free throws. "
"(Derrick Coleman) tapped it and it just went right into my hands," Iverson said. "I saw that there wasn't anyone on the right side of the floor, so I took it right and tried to put it off the glass. It hit the side of the rim, but I guess I shot it soft enough that it was able to go in."
At the other end, McKie poked the ball away from Pierce. Eric Snow picked it up and fed a streaking Iverson for a layup and a 79-77 lead with 54 seconds to go.
Pierce missed a layup, but the rebound was tipped to Rodney Rogers, whose banker tied it with 38 seconds left. Iverson responded with a fadeaway jumper over Kenny Anderson for an 81-79 edge with 22 seconds to go.
Walker left a 3-pointer short, and it bounced out of bounds with 2.3 seconds to play. Iverson was fouled and made both free throws to seal it.
"I know that the play did run correctly," Walker said. "I was feeling it all night. It felt good leaving my hands. I thought I was going to make it."
Coleman had 14 points and nine rebounds and Dikembe Mutombo added 10 and 14 for the Sixers, who are trying to defy history. They have never won a series after losing the first two games, and only six teams have erased an 0-2 deficit to win a best-of-five series.
"They had the momentum the first two game at home," McKie said. "They played well, they made shots and made plays. We came here in Philly and we scratched and clawed and got two wins. Now I think the pressure pretty much is on those guys. We have come out and be aggressive and attack those guys early."
"A series played this hard maybe should go down to five games," Celtics coach Jim O'Brien said. "May the best team win."
Pierce made 7-of-16 shots but battled foul trouble and sloppiness. He committed seven turnovers and was hounded by McKie in the final period.
"I was pretty much trying to do the same things I had been doing all series long, just push him out a little and make him work for his shots," McKie said. "You have to understand, when you're playing the games, there are players who are going to touch the ball 50-60 percent of the time. They are going to get their baskets and they are going to go to the free throw line. You want to make them work for it and make it tough."
Walker made 9-of-21 shots and again was launching from deep, hitting 5-of-11 3-pointers. He has attempted 26 3-pointers in the last two games after taking just seven in the first two.
Boston was 9-of-29 from the arc and under 40 percent (31-of-78) overall. It shot just 14 free throws while Philadelphia attacked the basket more often and attempted 30.
"They took 29 threes again," Brown said. "Even though they make some that break your back, we have to find a way to keep them out on the perimeter."
"I just worry about shot selection," O'Brien said. "I don't worry about missing sometimes."
In a game that was tight throughout, the Sixers led 38-36 at halftime. Walker scored 11 points in the third quarter, including five in a 7-0 spurt that gave the Celtics a 61-55 lead late in the period.