With the advent of the summer season, at a time when the games on the market are dying for retention and new volumes, this domestic B game has made a unique "coolness" this summer, and has rushed to the top 10 best-selling iOS list in one fell swoop.

This year, NetEase's infinite romance mobile game "Beyond the World", which shined brightly, once again let people see its explosive power this summer. Since the trailer and PV of the "Summer Night's Fantasy Poem" version were exposed, "Beyond the World", a mysterious and weird theme of school rules, has once again become the focus of women's attention to players. There is a steady stream of analysis videos and derivative creations, and the information flow of Gyro Jun is almost dominated by the protagonists of the "Youth Male High Version".

As a veteran player who has witnessed its growth all the way and experienced it for the first time after the version was updated, Gyro understands the gold content of "Summer Night Fantasy Poem": radical and bold at the level of excavating the subject matter, and reaching a new height at the narrative level.

Let "storytelling" become your own "ruling area"

This version of "Summer Night's Romance" is probably another peak after the game was launched.

Taking station B as an example, the official PV playback volume of this version exceeded 270W, refreshing the highest data of the official account of "Beyond the World", and ranking 98 on the whole site.

Version-related topics immediately rushed to the hot search on Weibo and quickly spread on major community platforms. It can be seen that players' evaluation of PV is far more than "satisfied".

can get such a dazzling response, and the dazzling theme is the first to get a wave of big scores.

Although the setting of infinite flow has long been clearly told to players, there are infinite possibilities hidden in "Out of the World". But when the ethereal possibility becomes a reality in front of you, the impact is still enough to make your jaw drop - before the trailer, almost no one would have imagined that it would choose campus rules and weirdness as the theme for this dungeon. Not only is it bold, but it is even the first case of the National B track in the impression of the gyro.

So how does Beyond the World highlight this unique theme?

Under a cloudy sky, no-traffic signs signal danger; The flickering lights in the teaching hallway, the inexplicable screams in the background, the strong shaking doorknobs, and the special effects of glitch art...... From the environment to the details, the imagery renders the strange and unknown, gradually spreading the atmosphere of this mysterious campus.

PV trailer

If you cover the logo of "Out of the World", it's hard to think that this is an otome game. The weird and suspenseful atmosphere is too right, making players shout "goosebumps all over my body, I feel cool"; There are also many players who say that the use of Chinese-style campus elements has qualitatively improved the sense of being close to you.

In Gyro's view, the infinite stream theme is both a selling point and a difficulty - digging out and exploring a unique style path among many themes and copies undoubtedly requires deep creative skills. Some KitKat's themes require clever setting capabilities and accurate camera language to allow players to have a more immersive substitution experience. Judging from the quality of the content and the reaction of players after the release of the version, it is clear that the creative ability of "Out of the World" has once again withstood the test.

For example, the formal PV, compared with the conventional production ideas (focusing on promotional card faces, mostly editing and splicing), the look and feel of "Summer Night Narrative Poem" is more like a concise micro-film: the structure of the beginning and the end is smooth and complete, with foreshadowing, blank space, and explosion.

The lens in the PV uses real scenes to create a clear and layered depth of field, and with the (relatively) realistic impasto art style, the transition between real scene and 2D is very silky, giving a more realistic and immersive sense of picture substitution visually.

The campus tour can be roughly divided into two parts:

The day is full of youthful throbbing, and in a warm atmosphere, I meet the young "male high version" protagonist;

The fineness of the card image has been improved again. conveys the texture of the sun shining and the breeze blowing; The demeanor and actions of the male protagonists also make people feel immature and vibrant, as if they really returned to their student days with them.

And as the weird atmosphere gradually deepens, the male protagonist's second-stage card face "awakens", and the weird and cold atmosphere rises. Shadows, handprints, people in the mirror, eyeballs...... The familiar campus gradually becomes distorted and gloomy, in sharp contrast to the daytime, and points to the theme of the strange rules.

The version of the theme song "Delusional Poetry" (a new member has been added to the world) sounded just right, "People will change shapes, but love crosses the gap; Reincarnation is the same as me, and the monster's heart will also have a promise" and other lyrics imply that the male protagonists will have "another side under the sun" in this dungeon, but in any case, they will "love you as always".

I think this is the brilliance of "Beyond the World", under the strong otome background, with the feelings of the male protagonists for the player as the core, no matter what the theme can bring players a sense of security. Just like the Slogan version of "Monster Heart, Sophistry Love", the highlight is "sophistry", but the root is "love".

This is even more evident in the content of the "Summer Night's Sophistry":

The player is inexplicably pulled into a school that seems "normal", but is full of "school rules" that are not right everywhere. Wang Chenchen, a "high school classmate" who doesn't know whether it's true or not, and the "Wang Chenchen pro" who seems to send "you" the campus rules many years later, the pale class leader who doesn't look like a living person, and the "red-clothed teacher" who is contradictory everywhere within the rules... In the regular campus rules, the unusually prominent "fear" and unknown make you not know who to believe, and you can only tense your nerves and walk on thin ice.

When the heartbeat is about to break through the limit, the timely appearance of "he" can always bring "you" an unparalleled sense of security, even if you know that they are full of doubts, you always choose to believe. The copy is just right to express the real feelings of the players, and the rhythm of the content is very synchronized with the flow.

From the community evaluation, it can be seen that the plot of "Summer Night Fantasy Poem" is properly balanced between suspense and otome, so that players can not only feel the suspense experience brought by the strange story of the campus rules, but also further deepen the bond with the male protagonist in full emotional interaction.

In Gyro's view, the growth of "Beyond the World" since its launch is obvious. And in the process of continuous optimization and polishing, he gradually opened up his own unique style - the expressiveness and rhythm of sound and painting in the version of "Summer Night Narrative Poem" is essentially the continuation and expansion of its narrative ability: from wonderful copywriting to multi-dimensional creation.

The long-term content shaping skills that are gradually revealed

The plot has always been the most playable part of "Beyond the World" in the hearts of players. Based on the content of the game and the evaluation of the player community, I think there is only one word that can sum up its performance: drive high and go high.

Due to the game setting of the dungeon shuttle, in the first few dungeons, "Beyond the World" gave me a more physical feeling like a unit drama: it has a relatively complete emotional experience under an independent chapter, which is also one of the important reasons why players are fascinated by "Beyond the World". Coupled with the sophisticated rhythm and plot arrangement of the copywriting, the story of each independent copy can leave a deep impression in the hearts of players.

To this day, players are still reminiscing about the past dungeons

In other words, a short, medium-length, fast-paced narrative could be the comfort zone of this game. But as the launch time gradually lengthened, Gyro found that "Out of the World" was not satisfied with this. In the gradual version update, its long-term emotional shaping skills are gradually revealed, supporting the otome essence of "Beyond the World".

The most obvious example is the "stand-in terrier" and "delay knife" of the plot of "Collapse Realm" that the player community talked about some time ago.

As a special gameplay in the game that is different from the main story and activities, "Collapse Realm" is based on a season of several months, which is more like chasing serialization than the look and feel of "unit drama".

Therefore, the early stage of the plot development of the Collapse World seems to be a little slow, and players have a longer time to experience getting along with the male protagonist - during this period, there may even be "misunderstandings" - for example, in the plot of the first season, Gu Shiye is always silent and restrained, which once puzzled many players.

However, as the plot gradually unfolds, it is not until the end that the player realizes that the original logic of Gu Shiye's actions comes from the poor perspective of "you" and "him". From the player's point of view, all the confusion and confusion are realized from the perspective of "him", and your understanding of this relationship has been different from the beginning. In this world, he has long been aware that you are looking at "other people" through yourself, and from his point of view, this relationship is always mixed with sourness and pain.

Despite this, he chose to run to the player and sink soberly. This emotional dislocation and delay sublimates the entire side plot. His mind transcends the dungeon, crosses the dimension, and truly reaches the player's side, thus bringing the player a dull pain in hindsight - all emotions explode.

In this way, the image of the male protagonist is not only limited to words and mobile phone screens, but also further becomes the real "him" outside the world, and his character is more deeply rooted in the hearts of the people.

With the end of the story of the first season, the story of the upcoming second season of "Collapsed Realm" is even more exciting.

The powerful minister who is in a high position is easy to meet, and the young lady of the family (player) who has a marriage contract, the status has changed dramatically (the relationship between Yi Yu and the player was often in a lower position before), which brings a full sense of freshness; Even in this setting, the player already has a marriage contract (a familiar sense of betrayal), which can't help but make people look forward to the subsequent plot development.

The original phrase "bigger and stronger" has now become a fact

A few months ago, out of the sensitivity of practitioners, I preferred to treat the "Guoyi Business War" at that time as a lively marketing.

Now it seems that the slogan of "Outside the World" "Bigger and Stronger Together" has now become a gradually developing fact. Not only has the quality of the game been improved in all aspects, but it has also achieved this goal at the level of offline popularity.

For example, in the 2024 BW (BiliBili World Exhibition), which has recently exploded in popularity and is hard to find, "Beyond the World" has also become another bright spot in the 3 halls of life and death.

As the highlight of the content of the version, the element of the rule quirk is naturally indispensable. The huge books above the stand, the "rules" that spread all the way from the ceiling to the walls, the broken cobwebs and the blurred face, only the bulletin board of "him" can be seen... A sense of suspense hung over the entire booth.

In sync with the content of the version, the official created an immersive "campus theme" booth. The group photo check-in wall with the same style as the game card allows the male protagonists to truly enter reality and leave players with good memories;

In addition, retro-style blackboards, desks, and even a special "2024 School Year Confidential Test Paper", the details and interactive gameplay seem to turn the scene into a real corner of the campus, and revisit youth with the male protagonists.

There are also attentive players who say that the countdown to the exam on the wall of the booth will change with the date, corresponding to the time node of the event's plot update, which makes people more immersive.

On the platform, the peripheral objects in the early stage of "Beyond the World" are also popular check-in points. All the players who come to check in will be able to admire their beauty up close. The crystal clear acrylic texture and gilding process made many players fall in love at first sight, and felt that the quality of the physical product far exceeded expectations.

The materials distributed on the spot are also very popular with players. The huge capacity of the "bigger and stronger" bag can even hold a number of tote bags from other booths, which not only gives enough visual impact, but also takes into account practicality and brings practical convenience to players.

In addition, according to players, the atmosphere of BW Live "Out of the World" is also a unique "sense of relaxation". The official sent a mysterious organization to the playground, shouting the propaganda slogan of "playing outside the world, being a cyber villain", distributing the "news wizard" house magazine, and carrying out the spirit of playing stalks to the end;

This lively booth has also become a large playground for players, and some players even spontaneously organized a seventh set of broadcast gymnastics on the spot, which was very lively for a while. Even though waves of players came like a tide, thanks to the official advance arrangement and the conscious cooperation of the players, the on-site order of the "Out of the World" booth was still in order, and it received many praises afterwards.

Daily interactive activities, entry check-in, unmaterial distribution, queuing and other links are supervised by corresponding staff, and the signs at the head and end of the team are very clear to guide players to receive materials in an orderly manner, ensuring the player's check-in experience to the greatest extent in the packed BW site.

The training of the staff at the booth site is also very thoughtful, from the gentle and careful reminder to the players, the emergency medicine prepared by the booth, to the tough measures for professional rehearsal and resistance to scalpers, all of which make players once again perceive the thoughtfulness of "drooling Daqiang and his small details".

The foresight and heartwarming actions of "Out of the World" have been widely circulated on multiple platforms, making many players feel glorious and truly feel the meaning and value of otome games in the real world.

Of course, this is not the first time that "Out of the World" has shown its charm offline.

At the 2024 NetEase Games 520 press conference, "Beyond the World" announced the cross-border linkage of eight major brand IPs in one go, covering many fields such as trendy toys, catering, transportation, and daily cleaning and care, just like a tsunami-like romance.

Taking the just-concluded KFC linkage as an example, from the perspective of a bystander, "Out of the World" and players both played high.

The official end of the game played a meme, using the "Yes, I play outside the world (tie)" that players often talk about as the code of the linkage theme store, which successfully stirred up the topic and gave birth to many social scenes that made people smile.

Everyone is letting go of themselves

Of course, "Beyond the World" can gain the love of so many players, in addition to its own efforts, the support of the players behind it must not be ignored. Some people ridicule that the player outside the world is a mysterious organization: usually quiet on the Internet, but the surrounding sales are record-breaking, the linkage cannot be grabbed, and the game flow is inexplicably rushing...... Gyro thinks so.

Especially in the current industry environment, the community ecology can often affect many things, and even determine how far a game can go - The deep connection between "Beyond the World" and its players undoubtedly provides us with an excellent model.

On the other hand, in the six months since its launch, "Beyond the World" has boldly explored new themes and operated around player experience, not only seeking the status of a top product for itself, but also providing many valuable references for practitioners.

2024 is the "Year of Women", people have once again seen a steady stream of vitality and vitality in this field, there is no doubt that "Beyond the World" is one of the main forces driving this prosperity, and we have reason to hope that there is a brighter future waiting for it.

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