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Since the launch of the service in July last year, it was judged by the market to be a "violent death", to the disappearance of up to half a year, and then to the resurrection in April this year, with a monthly turnover of more than 100 million, Xishanju CEO Guo Weiwei personally went down to stimulate morale, and the team prepared for the anniversary all night, and the long repechage match of "Dust White Forbidden Zone" was not easy.

Fortunately, all the efforts have come to fruition today: it has rushed to No. 9 on the iOS best-selling list, and the turnover has reached a record high. Considering the statement of Mu Mu, the head of the game's publishing, that "7% of the game's revenue comes from PC", and the fact that there is another popular UP character matching skin combination that has not yet been launched, the game's real report card for July must be very beautiful.

This victory is a long time in the making for many. Yesterday, the dusty player, when he met people in the community, he said that he was going to get married tomorrow, and the boss sent a monthly card with candy. Everyone below also responded: It's unfortunate, I will get married tomorrow.

After today's game results came out, while everyone posted the recharge results, they also said that "there are men who don't play" - who said that ML players have no money?

The game team fought hard for this victory, and they got off work in the early hours of the morning for more than a month.

The team's efforts may not be discovered by many people, but the hearts conveyed through the game can be felt by players. For example, after the anniversary PV press conference, some players spontaneously sent an anniversary cake to the team.

Today's "Dusty White Forbidden Zone" really gives me a feeling of "those who win the hearts of the people win the world".

01

A collective wedding for the players

The theme of the anniversary version of "Dusty Forbidden Zone" is easy to understand, which is a collective wedding that belongs to the players.

The most important content of the version is the introduction of the new forms of the two initial characters of Reeve and Fanny (equivalent to the first female and two females), as well as the corresponding wedding skins and special interaction scenarios.

This is the first time that the game has introduced a wedding skin, and players in the second game should understand what this means - the intimacy between the player and the character can basically be regarded as a marriage proposal. But for a variety of reasons, it is rare to see a similar system in the new generation of second games, and even if there is, it is very vague and implicit.

And "Dusty White Forbidden Zone" unabashedly presents this marriage proposal process to players. From confiding in each other with the characters, to making a vow of "no matter birth, old age, sickness and death, whether rich or poor", to finally wearing rings representing each other's commitments, players can be regarded as fully experiencing the feeling of marrying a character.

Not to mention the game or the full 3D interactive performance form, the experience of being able to put a ring on the character by hand can be said to be quite rare in today's market environment.

And the official endorsement and characterization of the content of the marriage can be said to be unique. On July 1, Mu Mu made it clear on the official account of Station B that the plot really happened in the game world, not the IF (fantasy) line. After completing the plot of this mountain alliance and sea oath, the character will also change his identity in the subsequent plots of the game, and he will also carry a ring at any time.

In addition to the wedding content of these two characters, the game also released private confession videos of other characters during the anniversary preview, highlighting a rain and dew even, I want them all.

Another highlight of the Anniversary Edition is the massage gameplay and new interactive furniture in the newly opened Healing Center.

However, at present, the interactive furniture is not online, only massage gameplay. There are different levels of difficulty in massage, and players need to complete the conditioning task according to the action and scope of different techniques with limited physical strength. This gameplay is not tied to any development rewards or operational activities, but is only an experience for players and characters to interact.

In addition to the unprecedented ML content, the benefits of this anniversary celebration are also among the best in the second game circle. In addition to the "regular operations" such as logging in and sending 10 links, signing in and sending 10 links, and sending skins, the game even gave away the popular wedding character Fanny in the second half of the game, as well as supporting custom logistics (holy relics), and even logged in to send a five-star weapon of your choice.

And the game has also changed the rice pool card drawing and cultivation rules used by most of the second games now - 90 draw a small guarantee, 180 draw a large guarantee, the character needs 6 cards with the same name, and the weapon needs 5 cards with the same name, commonly known as 6+5.

In "Dust White Forbidden Zone", the card pool is 100% crooked, and 100 draws are shipped stably. The character only needs to draw one main body, and the rest only needs to sweep the fragments every day to upgrade the star, and the weapon can be fully upgraded with two cards of the same name.

Including various optimizations of the game at the gameplay level: sweeping, level jumping, simplifying development, reducing combat intensity...... The degree to which it declines liver and krypton reduction in the context of the second tour can basically be equated with "Against the Cold" in MMO and "Three Kingdoms: Plotting the World" in SLG. In terms of communication with players, "Dusty Forbidden Zone" also adopts a sincere offensive.

02

Is it okay to do a second tour with sincerity?

"Dust White Forbidden Zone" is the first game in China in recent years to directly and publicly show the identity of ML (spicy). The theme of the anniversary livestream was called: "1st Anniversary Spicy Gift." It's numb, it's spicy, it's spicy."

bluntly pointed out the association between the game and spicy on various materials, and even directly made a spicy co-branding with Xiaolongkan hot pot.

Compared with the various second-game teams that are more and more official and clichés, and are getting farther and farther away from players, the team of "Dusty White Forbidden Zone" shows a rare sincerity and directness, Chong Chong and Mu Mu almost do not play official tones on station B, and will calmly communicate with players in the live broadcast room about commercialization, character skins and other acute issues, and various replies highlight a simple, direct and effective.

The questionnaire also highlights a "sincere treatment", which is not boring and goes straight to the core issue.

Players bought and supported this, and the number of fans of Mumu's B station also exceeded 100,000, and each dynamic was tens of thousands of comments and likes. You must know that Mu Mu only posted news before, haunting various message areas related to the game, and only recently did he send out the first video.

In addition to consuming ML content, players will also make suggestions on how to play and the future of the product, and they sincerely hope that the game will be good.

Therefore, I don't think that "Dusty Forbidden Zone" is won by selling color alone. In fact, whether it is 2D or 3D, there are several products on the market with large vertical drawing and modeling scale, but most of these products have not staged a reversal story like "Dust White Forbidden Zone", but gradually disappeared from the best-selling list.

If we put aside the so-called ML gender dispute, I think one of the core contradictions between the supply sides in the market today may be "too much self-expression and too little user service".

Since the trend of content-based games blew 5 years ago, we can clearly feel that the self-expression in domestic mobile games has increased, from the game's world view, subject matter to story and gameplay, all have strong expression. And the biggest difference between products also comes from the difference in the way and content of expression.

However, the current market situation is that there are too many products that want to express and realize themselves, but the original form of mobile games, and there are fewer F2P service games. Take a look at the recent success stories: DNFM, Muffin, and Sanmou are all products that have little self-expression and focus on serving the player experience.

"Dusty White Forbidden Zone" can fight its way out of the "Second Game Battle Royale", which may be due to the "player first" that sounds like a bad street, but in fact, there are few service spirits that the second game really does.

I'm not saying that the expression is bad, on the contrary, it is precisely because of the lack of expression in the previous domestic game market that it provides an opportunity for later content-based products to rise. It's just that the environment and the market have changed nowadays, and self-expression is not only not scarce in today's game market, but even a bit too much.

Because while a product emphasizes self-expression, it often means that it cannot be completely market-oriented, and requires the R&D team to have the consciousness of being a content creator and natural pride.

Of course, every creator wants the content of the work to be valuable, meaningful, and able to fully convey to others their own worldview, values, aesthetics, and understanding of the game. But what everyone wants most now is service, and the product is needed to understand the user, not to let the user understand the product.

Looking back at the second tour in the past few years, we may not have seen such a simple but sincere expression of gratitude as "the first year of loving you" for too long.

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