As Peace Elite enters its fourth year, the game's ecosystem is moving towards diversification and a high degree of openness.
Elite eco-partners for peace are also present in various fields. On December 26, at the 2023 Peace Elite Annual Awards Ceremony, various awards in the three major ecological fields of games, oasis and e-sports were announced, covering a total of 38 awards and 94 winners. Among them, 12 brands won the "Peace Elite Most Valuable Partner of the Year" award. To some extent, this is also a trace of the past year in the entire game ecology of Peace Elite and partners.
From the perspective of the ecology of the Peace Elite, Oasis Qiyuan, Oasis World and the e-sports ecology have jointly promoted the itinerary of the entire game ecology, and the linkage between the Peace Elite and the brand is also constantly broadening the boundaries.
The game linkage provides a model for the business model, and Peace Elite connects the e-sports ecology with the resources of game products, and uses the influence of the super IP of Peace Elite to build diversified online and offline scenarios.
In the past year, Peace Elite has been trying a variety of classic marketing cases in cross-border linkage. In addition to the commercial field, this kind of cross-border marketing has moved to cultural tourism, universities, and classic IPs, and diversification is becoming a new trend in cross-border marketing.
Zheng Ruwei, head of the marketing business of Peace Elite, said that in terms of cross-border cooperation, we must find things that can empower each other, and if we purely put the things in reality or the game itself into the two fields, the effect will actually be weaker, so especially this year and even in the future, we must find brands or partners that can stimulate chemical reactions.
And this has become the basic logic of the cooperation between peace elites and brands throughout the past year. And the peace elite is becoming a digital linker. "As long as the cooperative brand is in line with the current trend and the attention of the whole people, if the peace elite can bring new topics and ideas to the brand, it can create a classic case. Zheng Ruwei said.
Creativity and technology bring new marketing ideas
What is the core of a game product?There must be an element of innovation and technology in the answer. Peace Elite is no exception, and over the past 4 years, it has grown into the head game of mobile battle royale. According to official data, as of December 29, the Peace Elite mobile game has been online for a total of 1,697 days, of which 1,462 days are in the top three of the best-selling list, accounting for 86%, and it has never fallen out of the top ten of the best-selling list.
As an evergreen product, the extension of the game needs to be constantly broadened, so as to gradually form its own ecology. And in this process, the peace elite takes innovation as the foundation of their lives.
Whether we are playing or cross-border this year, we can give new innovations to partners in other fields, and the most important thing is to look at the market and what players want. Zheng Ruwei said. The core logic of this is that Peace Elite is constantly innovating based on the category of tactical competition, what is popular at the moment, what users need, and Peace Elite will creatively put this demand into the game. Of course, the player's voice still matters.
In June this year, Peace Elite cooperated with McDonald's, not only launching a McDonald's-themed restaurant and park in the game, but also launching a co-branded product series such as McCrispy Chicken Plate and themed restaurants in reality.
In September this year, Peace Elite and OnePlus Mobile cooperated to launch the "OnePlus Mobile Champion Training Camp", where players can not only experience a variety of shooting gameplay that simulates the training of high-end players in the Oasis world, but also have a close interaction with OnePlus Game Performance Ambassador and PEL champion Paraboy paratrooper, who is preparing for the fierce battle. McDonald's cooperation, like the response, has been well received from players and the market.
In the partnership with McDonald's, we turned the restaurants on the island map into their stores, and at the end of the year, we collaborated with Transformers because of the rich vehicle ("car") genes in the game. Therefore, when we choose partners, we see more whether there are suitable genes to do fit and innovation, and it is impossible to say that we put exactly the same thing into the game, but we do not have any room for play or interpretation. The logic of our cooperation is generally that there is a desire to collide with each other, to have a chemical reaction among the peaceful elites. In addition, the most important thing is that our traffic can help brands grow their business. Zheng Ruwei said.
In addition to innovation, technology is becoming more and more important in the gaming space. In the face of a new round of scientific and technological revolution and new opportunities for industrial transformation, the essential attributes of games have been recognized, and the value of games has also been re-evaluated. In the past year or two, game technology has very vividly described the symbiotic and mutually driven relationship between games and technology.
And this has become the goal that Peace Elite has been pursuing, from programming, art to R&D planning, to back-end promotion and operation, some new technologies appear every year. Zheng Ruwei introduced: "For example, this year's touch sensing technology can help players with hearing disabilities or visual impairments to play this game. Although the proportion of this group of people is not high, we still want to promote this technology to other fields.
For example, this year's touch sensing technology, in fact, this year we are exploring how to make this game accessible to players who may have hearing or vision impairments, in fact, the proportion of users is not high, but we still have to explore this technology as a game, because we want to push this technology to other fields of the market based on this thing. ”
Cross-border linkage continues to broaden boundaries
Games are not only symbiotic and mutually driven by science and technology, but also carriers and containers of culture.
Therefore, in the past year, the cross-border linkage of peace elites has extended from the traditional brand to various fields. In terms of the linkage of classic IPs, in September this year, Peace Elite joined hands with the classic hot-blooded comic IP "Dragon Ball Super" to carry out cross-border linkage, restoring 4 classic characters in the game: Monkey King, Vegeta, Piccolo, Ultimate Gohan, and rich limited-time welfare activities such as free gift of turtle immortal series suits.
In November this year, it was jointly launched with the IP of "Fox Demon Little Red Lady" and launched the blockbuster "Tushan Love" series linkage** as a free benefit to give back to the special forces. The series** is inspired by Tu Shan Susu in "Fox Demon Little Red Lady", including suits, guns, parachutes, backpack pendants, avatar frames, etc.
This linkage with classic animation IP, from the perspective of both brands, has achieved a win-win situation.
In the opening season of September this year, in the world of Peace Elite, China Academy of Art, Communication University of China, Shanghai University, Huazhong University of Science and Technology and other universities have also launched a welcome game. During the school season, the main road of Oasis World has been transformed into an orientation avenue, and the eight universities have their own booths, and players can go to the booth to check in and come to the booth for simple interaction.
In terms of cultural inheritance, in May this year, the new gameplay of the Peace Elite Oasis World - Digital Axis Temple of Heaven will be officially launched, and the ancient buildings of the Temple of Heaven will be deeply restored in the game, so that players can feel the architectural aesthetics of the Temple of Heaven in the digital world. With the help of digital technology, an interactive digital central axis - Temple of Heaven scene has been created in the "Oasis World", through the integration of the advantages and resources of all parties, with the help of digital IP cooperation and game interactive experience, to further realize the in-depth excavation and dissemination of historical and cultural resources, and help the inheritance and sustainable development of excellent traditional Chinese culture.
In terms of cultural tourism, during the first National Ecology Day this year, Peace Elite also launched a new special gameplay of "Giant Panda Secret Realm" in the Oasis World, calling on players to go to the secret area and apply to become a National Treasure Guardian to unlock the same realistic wild panda conservation work experience.
In addition, in September this year, Peace Elite cooperated with Hangzhou Qinghefang Historical and Cultural Characteristic Block to create a "Qinghefang Blessing Lantern Festival" in the "Oasis World" with Song Yun as the theme. Through digital empowerment of "culture + tourism + sports", we will fully explore and display the classic elements of traditional culture.
Zheng Ruwei said that the Peace Elite is actually a digital scene linker, in fact, two years ago, the Peace Elite has done relevant work to let young people know some cultural tourism and technology. Games are not only games, we also hope to play a good role in popularizing science, and games can play this role in transmission, innovation and mutual empowerment.
Form a unique game ecology to achieve two-way empowerment of IP
From the beginning of the birth of Peace Elite, it was not a UGC game, but with the development of Peace Elite, it slowly formed its own unique ecology.
Innovation in the tactical competitive game category itself is the most fundamental logic that can retain users. If we keep the old gameplay and don't extend it on the foundation, the freshness of players and the possibility of gameplay will be reduced, so at the beginning, when we were doing Oasis Qiyuan, what we wanted to do was to be ecological, so that more people could come in and make good games with us. Zheng Ruwei said.
So, two years ago, Oasis Qiyuan was launched, and after two years of development, the current Oasis Qiyuan gameplay has accumulated more than 200 million people to play, with a total of nearly 50 gameplay, and "Peace Elite" also provides more than 20 million yuan of incentive bonuses for the developers of Oasis Qiyuan.
At the 2023 Peace Elite Annual Awards Ceremony, Oasis has become a separate awarding ecosystem. The Oasis World that emerged this year is also part of the Oasis ecosystem, which is a "comprehensive digital experience space integrating digital twins, social interaction, leisure gameplay, and brand cooperation". To put it simply, Oasis World focuses on an open space that is large enough to be free, with more emphasis on a casual "play" social experience, and there are no restrictions on a specific way to play, like an online digital amusement park like Universal Studios or Disney.
Before making the Oasis World, our Peace Elite Island has put a lot of new things in all walks of life and fields, involving elements such as science and technology, culture, and art. Oasis World can so far be understood as a digital amusement park. Zheng Ruwei said. In the Oasis World, you can see all aspects of cultural tourism, science and technology, universities, etc., and it can be seen that the Oasis World is more of an extension, making the digital possibilities more imaginative.
From the current point of view, the cross-border linkage of the peace elite ecology is a two-way empowerment of IP and IP. Take the cooperation between Peace Elite and McDonald's as an example, the sales data of its crossover theme** has increased by more than 300%.
Zheng Ruwei also said that as a digital linker, there will be a lot of innovation in the future, and Chinese brands will become the focus of efforts in the future.
Speaking about the future, he said: "Just like the saying within our company, 'let the people who are in good shape play', I think the peace elite is in good shape at the moment, so I have been playing on the field. ”