"Egg Boy Party" has created another festival.
On December 15, in order to celebrate the number of users exceeding 500 million, "Egg Boy Party" launched a national carnival Egg Ride Festival. Whether it is the benefits or the strength of promotion, it is a little surprising. The official began to warm up the egg tie festival a week in advance, and launched an overwhelming publicity on major platforms. During this period, the game Xinzhi once opened Weibo, and felt that he was surrounded by egg boys all of a sudden.
This is also the third festival created by "Egg Boy Party" after the Weightlessness ** Festival of Preserved Egg Festival. It seems to be the most expensive activity at the moment. Compared to the previous two festivals, the Egg Pair Festival also reflects the game's unique egg tie culture, with a slight difference in that it focuses more on giving back to users.
And as the team expected, the festival also managed to run in the direction of a national carnival. With the launch of the Egg Boy Festival, "Egg Boy Party" has set a new high in daily activity and a single-day UGC map of 33W. After analyzing the performance of the Egg Boy Festival data (mainly in the first week), the game newcomer was surprised by the festival-making ability of "Egg Boy Party", and once again deeply realized that the plate of the party game is getting bigger and bigger.
In the more than a year since "Egg Boy Party" was launched, I have never seen an official take a game festival so seriously. Large-scale publicity for the Egg Festival is one thing, and on the other hand, it's like the player ridiculed "Egg Boy, you don't want to send so much".
Judging from the activity design of the "Egg Festival", it focuses on companionship and feedback, and will spend Happy Week, Holy Egg Week, and Yuan Egg Week with users, which runs through the Christmas and New Year's Day in reality.
As mentioned earlier, "Egg Boy Party" began to promote the Egg Boy Festival a week in advance (that is, December 8). In the warm-up stage of the festival, a series of activities of spokesperson Wu Lei were first launched (such as "Wu Lei's Travels to Egg Boy Island", "Cycling Assistance", "Wu Lei's Call") and other content.
Immediately afterwards, during Happy Week, it was announced that the linkage of "Pleasant Goat and Big Big Wolf" and "Fruit Treasure Special Attack" will return, and a number of classic skins will be released at one time (you can get them for free by completing the corresponding tasks). Among them, the 3 linkage appearances of Little Gray Gray, Beautiful Sheep Sheep, and Boiling Sheep Sheep received enthusiastic responses from players on the day the news was released.
Egg Boy Party" IP bonus, a large number of game benefits and activities, spokesperson publicity, and social ** promotion ......This set of combination punches smashed down, making the volume of the egg tie knot rise rapidly.
Since the official launch of the Egg Ride Festival on December 15th, for two consecutive days, related topics have continued to rush to the hot search on Weibo, among them, the reading volume of the Egg Boy Party Egg Ride Festival is as high as 6900 million. On Douyin, the number of keywords with egg tie knots is close to 6500 million.
As the topic continues to ferment, the search index of the game has also seen a large **. Among them, the search index of Egg Boy Party and Douyin's Toutiao search index have soared to the highest point in the past six months. The WeChat index reached its highest point in nearly a month.
Egg Boy Party search index in the past six months.
Egg Boy Party Douyin Douyin Today's headline keyword search index in the past six months.
Egg Boy Party WeChat index in the past month.
The game's official account also has a stat boost. Take the Douyin account NetEase Egg Boy Party as an example, which added 28 in a week (December 15 to December 21).50,000 followers, 20080,000 likes and over 220,000 comments. On the first day of the launch of Egg Tie Festival, the account added 100,000 followers, and the number of followers exceeded 5 million.
Having said that, "Egg Boy Party" chose this time to launch the Egg Match Festival, which is actually a head-on confrontation with competing products. At that time, it was a time when competing products were launched on a large scale, and since it was unavoidable, it was better to take advantage of the peak of the party game track to see the crisis as an excellent publicity opportunity. In this way, by taking advantage of the momentum of competing products + taking the initiative to build momentum, the ranking of "Egg Boy Party" iOS free list is still stable in TOP2, and it has squeezed into the top ten of the best-selling list. On December 15th, the game's daily activity hit a new high (over 3,000w), with more than 330,000 new original maps added in a single day.
Overall, the festival of "Egg Boy Party" not only ushered in a beautiful start, but also directly raised the ** of the entire party category. While delivering happiness (including the joy of enjoying games and obtaining benefits) to more people, it has also been fed back by users, thereby promoting the sustainable development of the entire game ecosystem.
It is worth mentioning that the "Holy Egg Week" activities launched this week are more abundant, including linkage with KFC (moving the KFC store to Egg Boy Island, inviting friends from all over the country to eat KFC, giving away the appearance of Genki balls for free, etc.), launching a series of Christmas-themed scenes, costumes and props, and adding "Special Eggs, Collection!".> and other special gameplay, as well as the opening of the UGC map creation competition and the first national college league. During the breaking of the news of the Holy Egg Week, it repeatedly appeared on Weibo hot searches, pushing the popularity of the egg festival to another climax.
It is not difficult for a game to create a festival, but it is difficult to give the festival a unique cultural connotation and make it an emotional carrier for the game to connect players. If it is still aimed at the whole people, it will be even more difficult. And the reason why "Egg Boy Party" can successfully create a festival is that it combines two objective elements.
The first is that Egg Boy Party has a large enough user base (including an active community) to make it have the basic conditions to host a holiday carnival.
In fact, before "Egg Boy Party", although the party game track was a frequent hit, there was never a product that maintained more than 10 million DAUs for a long time. Switching to the UGC track, successful UGC games on the market often take several years, or even 10 years, to complete the user accumulation. In less than two years, "Egg Boy Party" achieved the milestones of 30 million DAUs, 100 million monthly active users, 100 million park maps, and 500 million users.
Behind the 500 million users, there is actually a two-way rush between games and players.
The audience of party games naturally has a strong demand for online social networking, and "Egg Boy Party" itself has a relatively mature social system, which can provide them with a place to communicate and share.
In the game, the most basic way to greet each other is to lift each other high;You can also PK on the same stage with 31 strangers, pit each other all the way, and sit back and watch the opponents' funny performances after clearing the customs;Or choose your favorite gameplay (such as Claw Battle, Special Egg Assault, Lurking Devil Egg), and have a multiplayer confrontation;You can also go to the Egg Boy Pedestrian Street, become a customer, and visit all kinds of small shops opened by others;Or take a look at the manor and invite friends to sit ......
In addition, "Egg Boy Party" also ensures the longevity of the game and keeps the player community active by continuously and steadily outputting innovative gameplay and content. On the PGC side, there are more than 170 official pinnacle levels, and there are nearly 30 special gameplay modesOn the UGC side, user-generated maps have exceeded 100 million (covering a variety of themes and styles, including purely ornamental, emotional, nonsensical scenes, and simple show-off .......)This is also a very staggering statistic (the official Egg Tie Festival has also launched multiple events to incentivize users to create), and their work has injected more vitality into the community.
This is undoubtedly the confidence of the festival of "Egg Boy Party". And in this process, the unique "egg pair" culture formed by "Egg Boy Party" has given the festival a different cultural connotation.
Hitchhiker culture is a new era of social mode, focusing on a weak relationship and light socialization, which not only meets people's social needs in specific scenarios, but also does not make each other have too much psychological burden. In Egg Boy Party, users can break the ice with the simplest of "lift high" moves (and then walk away), and the light-hearted and fun game mechanics allow users to enjoy making friends without spending too much time and effort. On social platforms, you can see that many users post to find egg pairs, and these posts usually include requirements, such as similar age, similar education, same map style preferences, technical OK, etc.
Unconsciously, this new way of socializing has changed from online to offline, developing the Egg Boy culture and becoming an important label of "Egg Boy Party". The official even directly used it to name the festival, and the official announcement of the egg festival on December 8, when the number of users exceeded 500 million, is also of milestone significance. The synergy between 500 million users and the Egg Ride culture makes the Egg Ride Festival have enough influence and appeal, rather than a small number of people entertaining themselves.
The carnival party around Egg Boy continues to wonder: will it set a new record for Egg Boy Party?And after witnessing the success of "Egg Boy Party" to create one festival after another, the game has a vague premonition - Ding Lei said that NetEase has the ability to make "Egg Boy Party" operate for at least ten years like "Fantasy Journey to the West", which is probably not a lie.