2024/12/10 20:12
Aiming at female players, this year's B game is "enclosing the land"?
2024/12/10 20:12
After the launch of "Infinite Warmth", the domestic PC revenue exceeded 50%, and the overseas PS+PC revenue accounted for 80%. Qin Che, the male protagonist of "Love and Deep Space", topped the overall list with a new single-player new card pool and set a new record of #秦彻深渊主宰#话题阅读超1 30 million, and the recent excitement of women in the game circle has made the market once again reevaluate its potential.
Since the beginning of this year, a variety of otome, dress-up adventures and other women have put on the shelves of new cruise ships, and women have become bigger and bigger on the market. High standards are the hard power and strong style that manufacturers must have in the market where high-quality B games are gathered. Last year's second game that was launched in turn had a further cultivation effect on the market, and at the beginning of this year, the momentum of the 118 new round of national B confrontation can be described as quite fierce. "Love and Deep Space", which opened up the 3D national B route, has been online for 10 months, according to Qimai data, it is estimated that the turnover of the iphone side is about 720 million yuan, and the main topic of Weibo has been read more than 15.93 billion, which is almost equivalent to the topic reading volume of a popular drama.
The fine requirements are based on the unique content attributes of women-oriented products, with imaginative peripheral derivative industries, and a new way of playing that keeps pace with the times according to the characteristics of the community. As a category with a unique community culture, otome games are quite picky about the field of community operation, and need a piece of soil that is loosened in a timely manner in timely feedback. As a more representative game category, reviewing the cross-circle trajectory of Yiyou, through the key attempts made during the operation of the current "top stream" game products, may be able to answer how these products attracted a large number of cross-circle audiences in a short period of time.
The new war in the national B market in 2024 can be described as "revitalization" at the beginning. "Love and Deep Space" launched a "pre-draw card" activity during the warm-up period to raise players' expectations, and after the launch, it launched activities such as #Send 10,000 tea eggs for Amway# to attract players to participate. "Beyond the World" first gave the "101 free draw" benefit on the official Weibo of the fixed file, attracting many cross-circle players to "join in the fun", and then left a message on the official Weibo of many games of the same type such as "Love of Light and Night" and "Love and Deep Space" calling for "bigger and stronger together", and players said that it was "not as active as an official account".
On the one hand, in the context of the old pattern is difficult to break and new games are emerging one after another, the "hot start" of new products is becoming more and more important. Sending benefits and embedding character line "hooks" are already the "basic exercises" of Yiyou, and finding out your own positioning and using "combination punches" is the key to attracting new users. For example, "Love and Deep Space" focuses on the first 3D B game in China, and on platforms such as Weibo and Douyin, it mainly focuses on interactive video delivery, using visual impact to differentiate. Compared with other major manufacturers, the cost of "Outside the World" is obviously not high, and it chose to use the marketing point of unlimited streaming online texts to cut into a group of "non-game audiences who love to read online texts", and finally the turnover reached 20 million in three days of service.
If you want to stabilize the first wave of traffic and make a good start, you must not only warm up, but also cooperate well. After the game was tested, the discussion around the game operation experience, picture quality and smoothness and other series of experiences, as well as the degree of fermentation, all determined to a certain extent whether it could quickly attract the first batch of cross-circle audiences to join. For example, "Infinite Warmth", which has just been launched, is currently mainly focused on game image quality and game strategy. Many game bloggers shared their own operating experience, "pointing out a clear way" to players who "can't jump over to break the defense", and finally let #Infinite Warm Raiders# appear on the hot search.
With the real "sending benefits" as the traction, the hot start was completed through a series of operations such as pre-embedding hot spots on social media platforms and fermenting UGC content. These warm-up and fancy marketing actions have become essential skills in the start-up stage of the current B game.
On the other hand, the products that have gone through the "hot start" stage and are firmly at the head of the B tour are also continuing to explore new content increments including cross-circle linkage and intangible cultural heritage cooperation projects. According to the data of the "Weibo 2.5 Dimensional Crowd Guide" released by Weibo and Crowley, the number of offline joint Weibo topics of otome games will exceed 30 in 2024, of which #喜茶光与夜之恋联名#话题累计阅读量已超过2亿.
Some "joint collapse incidents" have also been on the hot search amid the complaints of players and the surprise of passers-by, such as "Love and Deep Space" and KFC on the day of the joint opening of reservations, #KFC collapsed# was sent to the hot search. On the day of the public beta of "Like a Kite" in September this year, 28 brands linked up with the official Weibo announcement, from the big bubble Mart of its span to the Beijing municipal transportation card, the cards were full. It can only be said that otome games deserve to be a "fashion item" in the cross-border field.
Maintaining the vitality of content through long-term operation methods such as updating high-quality character cards, launching new content, and linking popular IPs is the basis for the promotion and distribution of games in the past.
This is also why, in the past two years, it has been obvious that game manufacturers have frequently promoted fermentation on mainstream platforms such as Weibo and Douyin, and more frequently linked cross-border resources to build momentum. A suitable platform should have a perfect soil for the attention, promotion, and transformation of communication content, so as to realize the process from product hot launch to long-term operation more solidly, and it is also easier for manufacturers to directly establish a communication field with players through the game's official WeChat to form an emotional connection.
At present, short video platforms are more suitable for live streaming in the early stage of game launch, such as the early stage of the launch of Game B, where a large number of curious onlookers gathered in the live broadcast room of the new game trial on Douyin. The social media platform is more suitable for fighting a protracted war, focusing on hot start + normalized operation. There are more wives and female gamers in Weibo B game circle (accounting for 56%), and their importance in the game industry has gradually increased in the past two years. More and more manufacturers are beginning to realize that compared with "hot searches", Weibo is also a suitable scene for accumulating fans and long-term operation, with the help of the social hotspot window and community stickiness of the platform itself to meet the characteristics of female audiences who love output and pay attention to emotional connection.
Otome games, which have expanded strongly in the scale of the industry, have gradually entered a new stage, and have also opened up the hidden worries behind the prosperity. On the one hand, the industrial system is becoming more mature, bringing more distinctive playing styles, and the refined operation of popular characters has also brought new vitality and challenges to game producers.
Players do "cyber girlfriends" under super talk, cos and hand-drawn favorite characters and other secondary creative behaviors, showing the strong appeal and content supply ability of Yiyou, and the protection of circle culture by manufacturers at critical moments also creates a sense of belonging for players. In this year's uproar in the "Harbin Circle vs. B Game Circle" incident, a large number of players were dissatisfied with the stigmatization of the B Game Circle, and the products involved in the "Battle" "Love and Deep Space" and "Painted Traveler in Time and Space" all quickly reacted through the official Weibo, putting on a "tough to the end" attitude, and thus gained the praise of "Harbin Circle is chaotic in all directions, and B Game Circle is not chaotic, and closes the door casually".
When the game and even the circle culture are maliciously smeared, the official can respond quickly and use legal means to stand up to protect the players and maintain the image of the characters, which not only purifies the atmosphere of the circle, but also strengthens the cohesion of the circle. This incident may also bring a hint to manufacturers: in addition to the normal operation of the game, guarding the atmosphere in the circle and safeguarding the interests of players is also the key to gaining popularity and attracting cross-circle users.
On the other hand, phenomena such as forcing krypton, marketing point players not buying/marketing mistakes, and linkage brands being boycotted have also appeared frequently with the expansion of the circle. In this context, the importance of content maintenance and publicity and operation is highlighted.
At present, it seems that in addition to the current popular intangible cultural heritage cooperation, refined research and development PV, frequent Weibo lottery/prize collection and other operations, the official immediate response to players' demands is also an indispensable "plus point". In June this year, Xuanmai chewing gum and "Love of Light and Night" just officially announced a joint cooperation, and the back foot was immediately boycotted by a large number of players, because "the brand partner had made inappropriate remarks", and then the topic of "Xuanmai apologize" once appeared on Weibo hot search, and the two sides also set a record of "shortest collaboration".
In addition to crisis public relations, the maintenance of players' gaming experience is fundamental. For example, the first generation of Guoyi's "Love and Producer" regularly collected and communicated with the gamers of "Love and the Producer" through the Weibo account "Love and Production Group Pantry". In addition to maintaining the basic rights and interests of players and becoming a tree hole for players to share their feelings, Entertainment Unicorn noticed that the details of player feedback actually covered quite professional details such as "character hair color", "card saturation", "enhanced live house and bass player settings". Recently, #恋与制作人七周年#迄今阅读量破2 200 million, the forward-looking live broadcast was on 6 hot searches that night, 1 of which reached the "boiling point". Could it be that this is the "two-way cultivation" between the first otome and the players?
It's not hard to see that to avoid many "lightning spots", you need to be able to communicate with players in real time. Taking it a step further, it seems more appropriate to use "life circle" rather than that the next level of otome games is "entertainment industry". With the acceleration of the popularization and life of the game industry, it is becoming a habit for users to watch and participate in game topics on comprehensive social platforms, and it will become more and more common to be "Amway" through social platforms. After the beta of "Infinite Warmth" was launched, many players gathered under Super Talk to discuss how to "raise a daughter in the Buddhist system".
According to the data of the China Research Institute of Puhua Industry Research Institute, the number of female game users in China exceeded 300 million in 2019, accounting for 46.2% of the total number of game users in China. In 2022, the size of the female-oriented game market will reach 16.62 billion yuan, a year-on-year increase of 12.8%. The strong growth momentum over the past few years has made the female gamer group with high emotional stickiness and high spending power quietly become the backbone of the "she economy". With the further expansion of the B game circle, the gameplay in the pan-audience field will continue.
Not only is it an otome game and a two-dimensional category, but the promotion and distribution of the current top products are also "highly adaptable" to other game products. #黑神话获金摇杆年度游戏奖#的消息被讨论上了微博热搜, the abstract game of the year quickly topped the hot search with the topic of #Why is Shawarma Legend popular# and answered the doubts of many players.
In recent years, the cost of R&D and operation of game manufacturers has increased year by year, especially the increase in the cost of buying volume, which once made the financial report revenue of many game companies not so good. In the view of entertainment unicorns, this also provides new ideas for the community operation of several major platforms: especially for female-oriented games with circle attributes, game manufacturers aim at the bullseye for precise play, which is obviously much more cost-effective than casting a wide net.
In this context, whether you want a hot start or long-term operation, you need to add fuel and raise your salary. On the one hand, if a new product wants to break the circle of heat and obtain a short-term explosion, the chance is no longer credible. The importance of more accurate customer acquisition channels and a systematic traffic acquisition strategy is highlighted. As mentioned above, the official Weibo "revitalization" of welfare, interaction with players, cross-border co-branding, live streaming and other actions are all new "solutions" in the current era.
On the other hand, after accumulating social assets and precipitating a group of core players, the value of social platforms will be further highlighted. It is extremely important to choose the right community atmosphere for long-term operations and maintain the life cycle of game products. At present, it seems that not only the second game, the second game and other tracks with obvious characteristics, but also a large number of leading game manufacturers have generally settled in Weibo, Douyin and other platforms for "enclosure" marketing, opened super talk, embarked on the road of "role IP operation" roles/products, and used it as the main position of co-branding, cross-border and other peripheral marketing.
Entertainment unicorns believe that behind such a trend, manufacturers may not only want to enter the gathering place of Eryou and Otome deep users, but also want to gain the right to speak in the entire female user group. As can be seen from the many active Yiyou on its platform, female gamers are building a large, active and connected gaming community on Weibo. As the backbone of the "self-pleasing" economy, female users are becoming a "must fight" for game manufacturers, whether it is in female-oriented games with obvious styles or medium-to-heavy game products. According to previous data, the number of users of "Honor of Kings" reached 200 million, and 54% of the users were women.
The high-quality "horse race" battle is still ongoing, and more accurate "enclosure" marketing is the inevitable direction of the current game manufacturers. And the big cake of the women's market, manufacturers are also trying to "please". As the publicity of "Infinite Warmth" is also slowly unfolding, entertainment unicorns will continue to pay attention to what new publicity ideas these women-oriented products that are the most "lively" at the moment can provide for the "female economy".
END
This article is from Xinzhi self-media and does not represent the views and positions of Business Xinzhi.If there is any suspicion of infringement, please contact the administrator of the Business News Platform.Contact: system@shangyexinzhi.com