On December 16, "Three Kingdoms Mobile Version" rushed to the top 7 of the best-selling iOS games, attracting industry attention.
Screenshot**:d ataai
According to relevant data, "Three Kingdoms Mobile Version" has entered the top of the iOS game best-selling list many times this year, such as during the anniversary celebration in July and the Double 11 event in November, it rushed to the top 6 and top 7 respectively. According to Sensor Tower, the network also entered the top 30 global mobile game publishers in China in July and November. This time, it once again topped the list, mainly due to its Three Kingdoms Kill mobile year-end welfare season activities.
In the environment where the top list is solidified and the big manufacturers are dominant, those games that can break into the top 10 of the best-selling list will receive extra attention from the industry. "Three Kingdoms Kill Mobile Version" has occupied the "** seat" many times, constantly refreshing the industry's perception of it. So what's their growth code?In this article, we use the Three Kingdoms Mobile Year-end Welfare Season event to take a look.
Where is the Three Kingdoms Mobile Year-end Welfare Season?
At the end of the year, it is the time period for major manufacturers to gather for marketing. For "Three Kingdoms Kill Mobile Version", what is so special about their event?In the view of the game top, it can be summarized into three points: one is the beauty of the national style, the second is the newness of the trend expression, and the third is the joy of welfare gifts.
The first installment of the year-end welfare season of the Three Kingdoms Mobile version is that the joint popular singer Jing Hao brought the theme song of the popular military general Shen Xunyu - "Falling Sons and Mountains". The song was released and appeared on the hot search list of station B.
The majestic national style tune presents Xun Yu's battle of the gods in the battle of Guandu to help Cao Cao fight Yuan Shao and Dingbei, and feels Xun Yu's loyalty and strategy in the hearty melody. Xun Yu's voice acting, skills, and lines are seamlessly integrated in the song, echoing the characters in the game.
As a generation that has developed rapidly with the country's economy, contemporary young people have a strong sense of national cultural identity and pride, and they are fans of traditional culture. The national tide and national style have become the new favorite of contemporary young people, and the national style has also developed into a new "food for young people".
The second installment of the Three Kingdoms Mobile Year-end Welfare Season is the "Hundred Terriers Night Walk" cosplay.
On the evening of December 16th, Coco Park, a well-known business district in Shenzhen, saw a large number of Cosers wearing "strange costumes" of "Three Kingdoms Kill Mobile Version" emerged. According to the author's experience, although the temperature in Shenzhen plummeted that day, it still couldn't stop the enthusiasm of the coser and the audience. The cosers carefully prepared by the major majors are naturally the biggest attraction of the day.
There are well-dressed military generals coser
There is a pleasing appearance coser
There are five-hair cosers that make people laugh
There are also humorous and funny stalk cosers....
During the period, there were also Mr. Yu, Shi Monroe, Battle Lori, etc. as mysterious cosers who landed on the scene and interacted with the on-site users to send benefits, pushing the atmosphere of the scene to a climax.
In the fun and fun 100 Terrier Night Walking COS Competition, in the harvest of limited peripherals and cash prizes of 10,000 yuan, every participant was full of joy and returned with a full load.
"Hundred Terriers Night Walk" is not only a large-scale traditional cultural show, but also a stage for players, especially young players, to express themselves freely and be creative. The major highlights and jokes on the scene invisibly motivate players to produce UGC content, and then expand the circle outward.
In addition, the Three Kingdoms Mobile Year-End Welfare Season also has a full list of benefits for players.
For example, multiple benefits have been launched in the game, including the upgrade of the Ingot Tree benefits, the battle of Kunyang, the new background of the Legend of Shenxunyu**, Cai Wenji > Cai Zhenji's solar terms**, and the launch of powerful generals such as Xingzhou Budo.
On the day of the event on December 16th, the official live broadcast room of "Three Kingdoms Mobile Version" also released surprises such as limited peripherals, game gift packs, and physical rewards, and the gifts did not stop.
Generous benefits will fill the holiday atmosphere in advance.
Major manufacturers are deeply aware of "young people win the world". From national style songs to 100 stalks at night to gifts in the live broadcast room, etc., "Three Kingdoms Kill Mobile Version" has always been integrated into the younger generation of users in a way that young people love, and has a deeper connection with them.
Deeply cultivate traditional culture and unite the new generation of users
The Three Kingdoms Mobile Year-end Welfare Season is another classic case of the rejuvenation of the Three Kingdoms IP.
As a popular card game, the proportion of young users of Three Kingdoms Kill may surprise many people. According to the data released at the 15th anniversary carnival of the Three Kingdoms in August this year, the cumulative number of registered users of the Three Kingdoms IP exceeded 400 million, of which young users aged 18-30 accounted for more than 83%, a significant increase from 69% last year.
Many people may have questions, why can the Three Kingdoms kill IP gradually get younger?In the view of the game Gyro, the core is that they integrate the game with the national tide and national style, insist on using a younger expression, enrich the traditional cultural core of the game, spread and inherit the traditional culture in a trendy way, and attract young people who love traditional culture to gather in the "Three Kingdoms Killing".
In addition to the classic and playable Three Kingdoms Kill identity gameplay, qualifying matches and other rich and diverse gameplay, it is also a product with a strong history and cultural heritage of the Three Kingdoms.
The game sets up the four major forces of Wei, Shu and Wu Qun, and the launch of new generals is fast, with an average of one version update per month in the past year, 1-4 new generals will be launched, and there are more than 500 generals in the game so far, and the generals' profiles, skills, etc., all hide major historical allusions to help players understand the historical figures and events of the Three Kingdoms.
For example, the military general Diao Chan wrote in the introduction: "One of the four beauties in ancient China, she has the appearance of a shy flower in the closed moon. The righteous daughter of Situ Wang Yun, who was instructed by Wang Yun to implement a series of schemes, separated Dong Zhuo and Lu Bu, and used cloth to eliminate Zhuo. Later, Diao Chan became Lu Bu's concubine. ”
Peerless Alluring City* Diao Chan.
Diao Chan has two skills, one is separation, and the other is closing the moon. The allusion to the closed moon is because the Diao Chan has a good face, and even the moon is ashamed to see it, so there is a saying that the clouds cover the moon, so the Diao Chan is also called "the closed moon".
The astonishing number of generals, as well as the rich historical allusions, make "Three Kingdoms Kill Mobile Version" a "dictionary" for many players to understand the history of the Three Kingdoms.
In addition to the deep cultivation of traditional culture in the game, in addition to the game, the game is also actively trying to combine with traditional culture in the form of modern trends, so that the traditional cultural heritage of this IP and the game is more vivid and younger.
For example, last year, the anniversary theme song "Xinding Jun Mountain" of "Three Kingdoms Kill Mobile Version" sung by Dai Quan and Lan Tian was well received, not only recommended by CCTV** channel and Hong Kong Satellite TV, but also appeared on Hunan Satellite TV's Mid-Autumn Festival Gala and CCTV opera channel "Dragon and Phoenix Chengxiang" 2023 New Year's opera concert.
This year, in addition to the above-mentioned anniversary Shen Xunyu theme song "Luozi Jiangshan", "Three Kingdoms Kill Mobile Version" also combined with the original ** Ren Dynasty 1982 to bring the theme song "Zhongmou" of the new military general Mou Sun Quan, interpreting the culture of the Three Kingdoms in a young and trendy way, integrating opera and rap elements in the song, using national musical instruments with pop**, presenting a new melody of the collision of tradition and modernity.
Another example is dance, at the beginning of last year, the cross-border linkage between "Three Kingdoms Killing Mobile Version" and Chengdu Wuhou Temple Museum Mingliang Eternal Series**. Former national team players Wang Chao and Ren Junfei were invited to participate in a national style ice dance performance, presenting a linkage ** story and presenting the Beijing Winter Olympics.
This year, on the occasion of the anniversary of "Three Kingdoms Kill Mobile Version", Youka Network invited Meng Qingyang, a national first-class actor and the main dancer of "Only This Green", to bring players a new concept of the national style dance drama "Closed Moon" to interpret the legend of Diao Chan. As soon as the dance drama came out, it was well received, and the number of ** on station b exceeded one million.
In April 2022, "Three Kingdoms Killing Mobile Version" joined hands with Jiang Wujin, the inheritor of Dongyang wood carving, to create a historical concept short film "Confrontation". The short film uses the confrontation between the heroes in the Three Kingdoms period to lead to the confrontation between Jiang Wujin, the inheritor of Dongyang wood carving, and himself, with wood carving skills, and with the original wood in his hand.
The above is only a partial list of the traditional culture of "Three Kingdoms Mobile" inside and outside the game. Looking at the Three Kingdoms killing IP, there are countless innovations in traditional culture, and I will not repeat them in this article. I believe that as long as you know a little about the Three Kingdoms, you can feel that they are seriously practicing it, using a trendy and new way to interpret the charm of traditional culture, so that players, especially the younger generation, can feel the beauty of Chinese culture, and then truly recognize the IP of Three Kingdoms.
Conclusion
Unconsciously, the Three Kingdoms Kill has been printed with the label of traditional culture and has become a gathering place for young users, and the ceiling of the track of the Three Kingdoms-themed games is constantly being refreshed by them.
We often say how to make a product operate for a long time and stay young forever. The Three Kingdoms Kill gave a good demonstration. They insist on deeply cultivating traditional culture, not afraid of challenges, refusing to be impetuous, patiently studying, keeping up with the trend, keeping up with the trend, keeping the products and users young in a way that young people love, and precipitating traditional culture. When IP has a profound cultural heritage of youthful expression, it also has the engine of vigorous vitality.