When I was checking in with my relatives and friends, I received a push from social **: star Wu Lei endorsed "Egg Boy Party". At first, I didn't take it to heart - celebrity endorsement games are nothing new.
Maybe celebrity fans will be attracted to play in the game for a while, to be my opponent in a ranked game, or to pass by in the square, but as a veteran player, it doesn't seem to affect me.
But then,I found that "Egg Boy Party" made a new version of Wu Lei, the "spokesperson". It may not have as much content as the official version update, but it has new gameplay, new looks, new moves, and new emotes. In particular, the cute "Chef Kure" appearance and the mocking "cooking" action I wanted to get even though I was not a celebrity fan.
The endorsement version is indispensable for "homophonic stalks".
And that became a lot of fun – my favorite game had a spokesperson I wasn't familiar with, but they were a great fit.
As an "old" gamer, I've roughly lived through several eras of the game's ambassadors: at first, celebrities only "swiped their faces" when they endorsed games, and they provided their own image - sometimes even by name, and took a few promotional photos. No one asks them to know anything about the game, and both fans and players alike assume that they don't play games, at least not games that they endorse.
In the era of page games, embarrassing advertising films shot by stars such as Louis Koo, Zhang Jiahui, and Chen Xiaochun once occupied people's attention. Players may not like these ads, but they are lively, noisy, catchy, and impactful, which can not only attract a fixed audience in terms of emotion and atmosphere, but also form a ** style of communication among young people who don't know about this field - with the gradual development of the game industry, web games are gradually fading out of the field of vision of mainstream players, but the "legendary big brothers" have become part of China's Internet pop culture together with the "new version of the ship" and "if you are a brother, come to cut me" jokes, memes, and ghost animals**.
Web game ads with a distinct "big brother" image have become a pop culture icon.
In recent years, we will find more and more news about celebrities playing games. Especially for those popular games, players can easily find traces of "the same style" in social**, short** platforms, and various live broadcast rooms. Even, celebrity games are no longer news, playing well is news.
This is not difficult to understand: in the field of games, players are "equal" most of the time, and if they want to stand out and get attention, they either need to be beyond the level of ordinary people, or understand the effect of the program and bring fun to more people. In general, this requires the star to like the game and understand the game.
Nowadays, when people say that "games have become a daily part of life and entertainment", celebrities and celebrity players often become an important proof of this. The public's inherent perception of games has also changed with the diffusion of game influence and the improvement of game image.
Of course, this change also brings another phenomenon: when it comes to finding celebrity spokespersons, games not only have more options, but they can also be "tailor-made".Before the collaboration, it is likely that the spokesperson is already a regular player of the game.
The stars who become the face of the game are often the players themselves.
This is certainly a good thing for both the star and the game. From a celebrity point of view, you can promote what you like;From a game perspective, a player means more consensus and more in-depth content - this is how the cooperation between "Egg Boy Party" and Wu Lei was reached.
Out of curiosity, I ** watched the live broadcast of "Egg Boy Party" that Wu Lei participated in on December 8. As expected, the live broadcast room and game hall were crowded with people, including Wu Lei fans, gamers, and a considerable number of them had both identities.
Judging from the live broadcast effect, Wu Lei left a pretty good impression on the audience. As a star, he looks gentle, low-key, and speaks decently, and does not make noisy moves because of his traffic aura;As a player, he knows enough about "Egg Boy Party", and when he talks about the details he is familiar with, he also sighs and supports the results of "Egg Boy Party" from the bottom of his heart
In one part of the live broadcast, the host introduced to Wu Lei and the audience that the number of users of "Egg Boy Party" has exceeded 500 million, and the "Spring National Creation Competition" will be launched, and 15 million cash will be invested to encourage creation.
500 million, 15 million ......Wu Lei exclaimed, "Are the numbers in "Egg Boy Party" so scary?As an entertainment star, he himself has more than 48 million Weibo fans.
The "Egg Boy Party" creation support plan announced in the live broadcast room.
In the live broadcast, Wu Lei's main "task" is to introduce the content of the endorsement version to the audience and players: use the appearance of "Chef Wu", bring a stir-fry spoon, and lead players to visit his manor in the game, which has a ranch, billiard table, campsite and an exaggerated karaoke stage - judging from the barrage and comments of fans "Minhang District Dance King" in the live broadcast room, they are quite satisfied with this detail.
The Spokesperson's Manor is opened in the game.
At the same time as the manor, the maps "Egg Life "Wu" Limited Simulator" and "City Memory" were launched. The former gameplay is similar to RPG playing, players can allocate their own initial points when they are "born", and then choose their own path at various key points in their lives, and finally achieve different endings (I also tried, and it is no surprise that "plain is true"), according to Wu Lei, the pre-buried endings in the map are related to his own interests and hobbies.
"City Memory" is related to his upbringing, Chengdu, Shanghai, Beijing ......The iconic landmarks and interactive elements show the characteristics of different cities, and also show a very important type of UGC content of "Egg Boy Party" - using three-dimensional "building blocks" to build a 2D picture, allowing players to become "people in the picture".
When clearing "City Memory", the moment of "going to eat" when he was accidentally stuck by the air wall.
Aside from the identity of "spokesperson", Wu Lei, as a player, his rich life experience has been able to change from an illusory memory to a physical map in every inch, and share it with hundreds of millions of players, which may be the wonder of "Egg Boy Party" UGC.
Game live broadcast, naturally, "playing games" is also indispensable. Wu Lei and anchor Xing Buxiao (Lei Zigo) teamed up to show the "Egg Boy Party" three-piece set" - rolling a line, crazy brawl, and decisive battle mutant eggs. In the process, the two cooperated, confronted, operated dazzlingly, and overturned the car, during which Wu Lei also spontaneously undertook the work of "commentary".
Play games with the star "Egg Pair".
Fans and players are often quite tolerant of the gaming level of entertainment stars, and Wu Lei's level of operation on "Egg Boy Party" can at least be called proficient - just like ordinary players and "egg pairs" playing games together.
This makes the whole live stream show a rare sincerity: a star player shares his favorite game with more people, and fans and viewers get pleasure from his sharing. Towards the end of the live broadcast, Wu Lei rode a bicycle in the game, riding happily in the square with Xing Buxiao, surrounded by a group of little egg boys bouncing around, the whole picture looks like the scene of the ending of a youth movie "running towards the sunset", which also brings just the right atmosphere.
The car is coming, get in the car. ”
No matter from which point of view, the cooperation between "Egg Boy Party" and Wu Lei is a successful endorsement. Celebrity fans get up close and personal with their idols, and gamers get new looks, new accessories, new moves, and content to experience.
This fit is especially important for celebrity endorsement games, which allow different types of people to have a good experience at the same time.
In fact, it is not easy to achieve these conditions, and there are not many games to achieve these conditions.
Egg Boy Party's fit with celebrity spokespeople stems from its own characteristics: first, the popularity of the game is very high, and as a game that already has 500 million users, people have more or less played and heard of it;Secondly, it has a strong social attribute, which allows people to easily become friends, generate common topics, and find common hobbies;In the end, it's easy to get started, but there's plenty of room for growth, and people have enough motivation to keep going after they've had fun getting started.
Celebrity fans chase idols and pay more attention to idol-related items and content;Gamers follow the version, and with each update, they want to experience more gameplay, more interesting looks and actions, and more distinctive maps.
In other contexts, these characteristics are often boiled down to "stratification" – in this age of information** and entertainment products, people can easily find like-mindedness, stay in the circle they feel comfortable with, and be less willing to go out, which is what "stratosphere" means.
However, for a party game like "Egg Boy Party", it only takes a small (but serious) action to break some inherent circles and form a larger-scale craze, which is what "out of the circle" and "breaking the circle" mean.
Tasks related to spokespersons, in line with the tastes of celebrity fans.
Whether it is out of the circle" or "breaking the circle", in fact, it meets the common points of people's entertainment and social needs, and presents it in a more universal way.
Nowadays, games can be said to be one of the most suitable types of cultural products to achieve this goal, and "party games" have a unique advantage in attracting light players and pan-players with a low lower limit and a high upper limit. In this sense, Egg Boy Party is like a common divisor between different circles, with enough influence and high quality enough to bring a healthy bond of interaction to many people – almost everyone.
A slightly pun action that entertains fans and players alike.
This kind of influence and bond effect is not even limited to the celebrity spokesperson and his fans. For a long time, the cooperation road of "Egg Boy Party" has been active and rich, from games, animation works, to snacks, ** trend culture, and intangible cultural heritage inheritors, covering quite a lot of types. What maintains these is extensive exploration and solid IP construction - behind what many people ridiculed as "everything can be linked" is the wave of "everyone is a player".
Today, the success of Egg Boy Party as a party game is undeniable: 500 million users, 15 million real supporting creators, diverse collaborations, and a ...... celebrity spokesperson with the right temperamentIt provides hundreds of millions of players with a happy and content-rich world that expands its influence in a wide variety of fields.
500 million" is also the result of "Egg Boy Party" across the circle.
We often hear some heartwarming stories from Egg Boy Party players, such as the game allows family and friends who are separated from each other to communicate and be in companyOr someone expressing their ideas and creativity in the game, such as those whimsical maps;There are also people who want to make people pay more attention to themselves and others through games, such as creators who integrate traditional culture and social issues into their works.
That's what a good game can do, and should do: evoke positive emotions in people's hearts and build bonds for people to connect with each other.
When more and more people are connected by this kind of emotion and bond, and more and more circles are crossed, players from different fields and different hobbies will naturally gather in "Egg Boy Party", which may include stars like Wu Lei.
Looking at the cooperation between "Egg Boy Party" and Wu Lei from this perspective, we will find thatIt's not a celebrity who endorses the game, it's that the game taps a star player.
This also means that "Egg Boy Party" has more possibilities. If party games are the next genre with national potential, then Egg Boy Party has shown that potentialIn this happy, abundant, and always uplifting and evolving world, provide everyone with their own "customized" happiness.