On December 28th, in the 17th edition of the People's ** "Special Report", we found a public welfare case of "Yuan Dream Star" donating to build "Dream Guardian: Xinyue Station", which will build psychological counseling rooms for 38 primary and secondary schools in Luanping County, Hebei Province, to help improve the mental health of left-behind children in rural areas.
The report also made the game ** discover a uniqueness that has been ignored by "Yuanmeng Star": in the conventional understanding, Xinyou should first pay attention to commercial performance, and then fulfill social responsibility, and products like "Yuanmeng Star" that actively participate in public welfare undertakings when they are launched are extremely rare in the industry. Why does "Yuan Dream Star" put the practice of social responsibility so front?We can do the following analysis.
The sense of responsibility is engraved into the bonesIn December, "Yuan Dream Star" has been invested in the construction of four major social fields
Donating to build "Dream Guardian: Xinyue Station" is not the only act of "Yuanmeng Star" to fulfill its responsibilities. In December alone, we can find that "Yuanmeng Star" has a layout in 4 areas (including "Dream Guardian: Xinyue Station"), and the other three actions are as follows:
One is to donate the "Classroom of the Future" to children.
On December 4th, the China Journalists Association and "Yuan Dream Star" sent the "Future Classroom" full of science and technology to Wenxian County again, which will provide a zero-based and fast-entry "Future Science and Technology Box" for Chengguan Middle School in Wenxian CountyOn December 13, the Xinhua News Agency Support Office, together with Tencent's "Yuan Dream Star" and Tencent Growth Guardian, donated and built a "Future Classroom" at Tangyang Middle School in Xinhe County.
It is understood that the "Future Classroom" has 3D printing, robots, AR VR interaction, eye tracking and other scientific and technological achievements, through the "Future Classroom", children can be inspired to pursue the dream of science and technology.
The second is the exploration of digital cultural tourism in the city.
On December 2, The Paper announced that it had reached a cooperation with "Yuan Dream Star" to create a game map "Shanghai Party", integrating Shanghai's image elements into the super digital scene for creation, and presenting Shanghai's representative buildings, streets, and landscapes in the game. This has given Shanghai a trendy and convenient means of promoting its foreign affairs, which may spread to more cities in the future.
The third is that on the day of the open beta, "Yuan Dream Star" revealed that it would carry out more cooperation plans with "@中国航天太空创想".
From the feedback from the players' comments on "full support", we can speculate on the positive impact of this subsequent cooperation - to attract players' attention to the aerospace industry and inspire more young people to devote themselves to aerospace construction.
From the above actions, we analyze Tencent's understanding: to make DAU games bigger must go hand in hand with the practice of social responsibility, rather than the relationship of priority, if it must be divided, responsibility is relatively more important foundation.
In addition, this also reflects that Tencent has sufficient confidence before the launch of "Yuanmeng Star" to firmly adhere to the goal of long-term operation. Under this expectation, what "Yuanmeng Star" needs to think about is not whether it can be done at the current stage, but what to do after it is completed, and whether it will be better to do it in advance.
It is not difficult to judge that Tencent's starting point for doing these things is to "determine what should be done and hope to do better", giving full play to the social value of "Yuan Dream Star", and now it is on the people's **, which also proves that influential products are actively responsible, can be seen by the society, and will be recognized by the society. This also has a feedback value for the image of the product itself, which is a win-win result.
"Put the right value and amplify the value", Dau games have a heavier responsibility in the new era
In the past two years, because the industry has entered the stock stage, there is no new signal to break the existing pattern, so "game users are gathering to big DAU games and high-quality games with long-term operations" has become an irreversible trend. At the same time, this also means that society has put forward higher requirements for how the game companies that benefit from this operate such products.
Therefore, the choice of "Yuanmeng Star" to fulfill its responsibilities earlier will not be an example, and it is likely to become the mainstream of the industry in the future.
Game** believes that this kind of initiative will be taken by "Yuanmeng Star", which is inseparable from the rich experience accumulation of TiMi Studio Group in fulfilling the social responsibility of big DAU games, whether it is "Honor of Kings" or "QQ Speed", which has made achievements in this regard.
Observing the way TiMi fulfills the responsibilities of these products, we can summarize two main routes suitable for the exploration of Dau games:
1. Give full play to the digital advantages of games and carry social value through games
Taking the cooperation between "Dream Star" and The Paper as an example, it is already a very mature means to promote the development of urban cultural tourism in digital form, and it has representative results in many products. For example, "QQ Speed" has been doing Chinese-style theme tracks since 2019, and when it linked Jiangxi this year, it also made a stunning four-seat blue and white porcelain theme track.
For products like "Yuanmeng Star", there is also a setting with great potential for culture, that is, the "Star World" that gathers UGC content, and the "Shanghai Party" that presents the image of Shanghai will fall into it in the future. It can be seen that there are a large number of national style element maps made by players in the "Star World", including Taiji maps, blue and white porcelain, and Jiangnan landscapes. Compared with letting players feel Chinese culture, giving players the opportunity to create with Chinese cultural elements will have a deeper sense of touch, and it will also cross-radiate to more users.
2. Make good use of the reach of Dau games and find more win-win landing methods
In fact, the social value of big dau games does not mean that it is just a unilateral investment by game companies, because there are many third-party corporate teams in other fields that do culture and social welfare, and they are also digging for better ways to land, and big dau games can provide the scenes that these third parties need - gathering a large number of young users, interesting ways to show, which can be widely presented on the game, and can also be pulled down through the game to carry out small-scale activities.
Therefore, making reasonable use of this advantage and conveying this advantage will allow more people to see the value of cooperation with games, drive third parties to take the initiative to communicate and cooperate, and achieve a win-win situation.
Conclusion:
Yuan Dream Star has been online for half a month, both in terms of new users and market performance, it has firmly established the position of the "leader" of the party game category, and its various actions will have an impact on more party games, more big DAU games, and even the entire industry in the future. Therefore, its efforts in practicing social responsibility have long-term positive value.
The game industry needs such excellent products that actively fulfill their responsibilities, and we also look forward to the better performance of "Dream Star" in the future.