2024/08/21 22:44
"Love and Deep Space" has exceeded 36 million in three months, and Yiyou is becoming a joint "fashion item"?
2024/08/21 22:44
Author | Akagi bottles
Edit| Stir-fried hawthorn in sugar
"If you don't share it, you don't know how this set of cards is played!"
"Han Yumei looked at the comment area and thought she was back to her parents' house."
"Mistakenly entered the rice circle? Which new male star is Qin Che? ”
Several otome mobile games that broke out of the 118 war of National B are now gaining momentum.
On the one hand, the strong momentum of the otome game, which has been suppressed by the second game for a long time, has officially announced its return. According to Qimai data: As of August 18, in the past three months, the revenue of "Love and Deep Space" is estimated to total 36.4 million. Compared with the data of several other key B games, "Love and Deep Space" is at the leading level of faults.
On the other hand, this batch of B games, which has officially entered the "audience strength verification period", has lived up to expectations and become a sought-after fashion item in the joint session. The "top brand" is full, and the co-branded brand side needs to be cautious. I have to say that from the co-branded copy released by the brand, you can smell a kind of rigor and even caution like treating popular traffic artists. For example, KFC made an intimate note under the co-branded physical picture, "Due to the influence of factors such as surrounding technology and shooting light, the illustration is for reference only, and the surrounding and packaging are subject to the actual product." ”
On Taobao salted fish, the face pinching service and game self-lottery are no longer fresh, and the co-branding of various catering brands in Yiyou continues, in addition to the game peripherals in the group co-branded products, a new type of business is rising: "eating on behalf of others". "Love and Deep Space Theme Store eats on behalf of you, the theme store is at the door of your home, I am only responsible for eating, and other peripherals are sent over, no return or exchange. ”
In offline physical stores, during the co-branding period, you can also see some conversations that require a sense of belief from time to time. "Play love and deep space, be a happy woman" and other earthy love words and codes, so that entertainment unicorns deeply feel: players challenge themselves to "celebrate the festival offline", and we passers-by are all part of your play. Behind such the strongest joint products, it is based on the "most cost-effective" under the call of the audience circle and the market, but it has also become a double-edged sword in the hands of the brand.
In the comment area of the article "Love and Deep Space" and "Beyond the World" released by Entertainment Unicorn in February this year, some netizens left a message, "I can't get used to seeing 3D, if I paint the two-dimensional painting style of Traveler and Genshin Impact, I will play", a netizen replied to this comment, "I used to have the same hard mouth as you, and it was really fragrant when I played", so far this comment has received 298 likes, and it has also become the true state of mind of many players after half a year.
The two-dimensional painting style of the otome game,It's more difficult to bring players a subversive experience throughout,Also launched this year's "Beyond the World", with the infinite flow of novel-like plot experience,Although it brings freshness to players in stages,But it's also a little weak over time。 As an innovative "category" of domestic B games, 3D otome games have obvious advantages and disadvantages.
The disadvantages lie in the long production cycle, upfront investment, post-operation, visible time and money to the naked eye, and an anti-anxiety test visible to the naked eye for the producer under the ever-changing and rotating game trend vane.
The advantages are also obvious. First of all, the face pinching system is more faceless, and it also provides imagination space for face pinching services, all kinds of software, customized face pinching services are continuous, in the customer order case, there are those who want to pinch the image of the heroine into Hermione Granger in "Harry Potter", some want to pinch into the heroine of "Paper Wedding Dress 7", and some want to pinch into various idols of Korean entertainment. The anthropomorphism brought by 3D is an immersive experience that is difficult to provide in 2D, referring to the previous live-action interactive genre "Finished! I'm Surrounded by Beautiful Girls" and other cross-circle business victories can be seen.
How can you tell how popular a game is? Maybe it has to be comprehensively analyzed from the daily activity and financial reports, but in the otome game circle, it is very simple and straightforward, just look at the degree of its "rice".
Previously, the first generation of otome mobile games such as the "wives" of "Love and the Producer" in 2018 spent money for the four "paper men", bought the LED screen of the Kingkey 100 building in Shenzhen for Li Zeyan, and scrolled to play the words "Happy Birthday Li Zeyan"; raised funds to buy "stars" for Zhou Qiluo; Contracted the Shanghai Universal Twin Towers for Baiqi; For Xu Mo to occupy all the advertising spaces of Hangzhou Metro and so on. Today's B game is different from the past, and the "star chasing" gameplay is also constantly being upgraded.
Nowadays, the comment area co-branded by the brand of "Love and Deep Space" often makes passers-by think that "who is a big fan of domestic entertainment".
"Love and Deep Space" has reached a cooperation with KFC to launch the Love and Deep Space Happiness Package, including a set of Love and Deep Space Companion Card Set and Ken KFC | Love and Deep Space Linkage Game Pack Redemption Code, which will be available from August 23. The total number of likes on the four co-branded Weibo posts related to "Love and Deep Space" officially released by KFC has exceeded 800,000.
The co-branding with Lawson is also full of twists and turns, "Love and Deep Space" and Lawson have prepared 27 offline theme stores, and offline activities will start on August 17. In the product linkage with Lawson, including several products such as wafer biscuits, although a large number of players shouted not to buy the flag, but then the short video platform "two minutes was lined up to the fourth batch" The statement continued to emerge, you know, the fourth batch of co-branded express delivery needs to wait for 210 days, which is extremely exaggerated.
On the afternoon of August 12, #罗森崩了#话题登上热搜, Lawson's customer service responded, "Maybe it's because the joint event between Love and Deep Space is too popular, resulting in a bit of an abnormality in the system." The "Lawson IP Purchase" mini program focuses on products such as rewards, blind boxes, animation peripherals, and cross-border trendy toys, and this system crash can better prove the purchasing power of "Love and Deep Space" players.
When the second yuan collides with the fan circle, the enthusiasm and contradictions have increased exponentially, so it is not difficult to understand why in recent years, the unique B game products have also become a frequent place for co-branded rollover incidents.
"Control and comment", a game that only exists in the fan circle, has almost become a feature of this year's national B co-branding. Although this kind of "control and comment" behavior made some reasonable players "thank you friends in the comment area for letting me experience the feeling of being a sister-in-law", the behavior of letting all users' opinions sink to the bottom has also caused some players to be dissatisfied with the phenomenon of Yiyou becoming a "rice circle".
In addition, when co-branding with Lawson, it also caused a "rollover" due to the title, and some players received the other party calling themselves "Dear Mr./Miss Deep Space Hunter" in the conversation with the intelligent customer service. Players are unhappy with the title of "Mister". "Isn't the otome game just for girls?,Why do you have to bring men after the joint brand.,It's too unserious.。
Coincidentally, in June this year, Xuanmai chewing gum and "Love of Light and Night" just officially announced their joint cooperation, which was boycotted by a large number of players, because in Xuanmai's previous cooperation with Douyin expert Tong Jincheng, the customer service discount code was set to "Good women should be cherished, bad women should not be wasted", "Money is for women to see, not for women to spend" and other inappropriate statements suspected of gender discrimination caused dissatisfaction among players, and then "Xuanmai apologized" The topic once topped the hot search, and the two sides also set a record for the "shortest collaboration".
This has to make the entertainment unicorn think that as early as this year, in the comment area of 315's official rights protection Weibo, a group of national B rights protection players have emerged. On this day, players met to "report" Papergames and NetEase's new B game "Love and Deep Space" and "Beyond the World", suing them for false propaganda and infringement of consumer rights. The former makes the weapons of krypton heavy money inferior to free weapons and does not care about the feelings of consumers; The latter sets up a leaderboard and an exclusive store in the game to divide players into three, six, nine, etc., inducing players to spend krypton.
There are not a few similar incidents, and so far it seems that not only in the game, but also in the field of co-branding. At the end of March this year, Tencent Yiyou's "Love of Light and Night" and Heytea launched the second round of joint activities, but this joint brand was not as satisfactory as the first one. Not only was the co-branded materials stolen in advance, and the unreasonable package led to the temporary revision of the package content, but Heytea temporarily changed the event package, which was immediately condemned by a large number of players.
The first version of the activity mechanism is the "co-branded photo frame sticker package", including a co-branded drink, a set of co-branded Q version stickers and a set of co-branded Q version acrylic photo frames, priced at 35 yuan. The problem is that the original price of the drink is only 18 yuan per cup, and the price of the set meal is 35 yuan. So after the adjustment, a new version of the co-branded package was launched: one is a single-cup sticker package, and players can get a set of game stickers when they buy a cup of co-branded milk tea at the original price. The second is that after players purchase any co-branded drink or co-branded package, they can get a game magnetic acrylic photo frame with an additional price of 9.9 yuan. This kind of operation still makes many players dissatisfied.
Then the third wave of operations also appeared, adding a "co-branded photo frame package", and you can get a set of game magnetic acrylic photo frames when you buy two co-branded drinks, priced at 36 yuan. After all, players who like Yiyou value emotional value the most, and charging for love can happen on its own initiative, and it must not be "calculated".
Looking at the current pattern of Guoyi mobile games, Tencent Paperstack's "Double Love" head echelon, NetEase's "Painted Traveler in Time and Space", miHoYo's "Book of Undetermined Events", Paperfold's "Love and Producer", and Lingxi's "Codename Kite" are each beautiful. "Love of Light and Night" has been in the regular operation cycle for many years, and "Love and Deep Space", as the only 3D national B mobile game today, is on the rise, and its "fan circle" characteristics may become a new traction force in the future, bringing new operational ideas to otome games.
At the same time, new entrants are still gearing up. Ali's new game "such as kite" opened for 8 hours, and the number of reservations exceeded 3.4 million, interestingly, a few days ago, Tianyancha intellectual property information shows that Guangzhou Lingxi Interactive Entertainment Co., Ltd. applied for a number of "such as kites" trademarks, international classifications include kitchen sanitary ware, feed seeds, clothing, shoes and hats, etc., which can be described as a "net" for their own property rights.
Many practitioners are happy to call 2024 the first year of otome games, not only the aesthetics of the industry, the market trend, the emotional appeal of female players, but also the space for more inspiration for a large number of co-branded marketing actions.
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