Author |Anbula (Hangzhou).
TiMi continues to pour resources into "Dream Star".
The latest development is the finalized press conference on Saturday (December 2), TiMi announced that "Yuan Dream Star" will be launched on all platforms on December 15, and announced the first phase of investment of 1.4 billion yuan in ecological incentive funds.
At the press conference, in addition to inviting celebrities, head UP masters, and KOLs to announce new top IP co-branding, TiMi also mentioned many times that long-term investment is infinitely uncapped.
The terrifying investment of resources shows that TiMi is bound to win this game.
Since the first release of "Yuan Dream Star" in mid-September this year under the name of Tianmei Paradise, this Tencent party game has been accumulating resources and promoting it through various channels such as Moments, Douyin, and **.
The other side of the over-specification investment is the urgency of Tianmei.
The reason is simple. The success of NetEase's "Egg Boy Party" has been a guiding light, no matter the external ** or internal pressure, TiMi has the urge to push its party game online as soon as possible.
Relying on resource advantages, operational advantages and micro-innovation, copying and following up verified games and seizing the market is Tencent's consistent approach.
A direct manifestation of this sense of urgency is that "Yuan Dream Star", which was originally shown to be launched on December 30, has been raised to the 15th.
Not only that, TiMi also obtained the authorization of "Fall Guys" for "Yuan Dream Star", and continued to add various top IP expansions, focusing on a genuine license and "crushing entry".
The latest action is the investment of 1.4 billion in real gold, including UGC map creator incentives, players interested in the event, and content creators of the ** platform, announcing various content co-creation plans, as well as the e-sports event system, and there is no cap.
However,Even with such an over-standard investment of resources, "Yuan Dream Star" may be difficult to achieve. There are several reasons for this:
First, "Egg Boy Party" has been online for one and a half years and has accumulated a strong first-mover advantage, including the entire system of players and UGC creators. Players, map creators, content creators, etc., the cost of migration is very high.
Although "Yuan Dream Star" has invested heavily in the creator ecology, looking back at history, it can be found that in addition to the WeChat official account, Tencent has no successful operation experience in the creator ecology.
Second, "Dream Star" focuses on the positioning of the genuine family party game. The question is, who wants to play games with the elderly?Unless the older generation is trying to "flatter" children, but for the older generation who are not familiar with the game, the psychological and physical threshold is too high to cross. I really like to play games, and I don't eat party games.
Third, the pattern of traffic and channels has changed compared with a few years ago, and it is difficult to say that Tencent traffic such as QQ and WeChat has an absolute dominance, especially among young people.
On the day of the press conference, the WeChat index of Yuan Mengxing still failed to catch up with the egg boy party.
We can see that "Yuan Dream Star" is not only promoted on Douyin and other Tencent systems such as WeChat Moments, but also on Douyin. Zhang Daxian's premiere on Douyin on December 2 pushed up "Yuan Dream Star".
It is questionable how effective this promotion will be. For well-known reasons, the core players of similar games are hardly on Douyin.
Fourth, at present, "Yuanmeng Star" is taking a powerful trick, piling up IP, money, resources, and channels, all of which seem to be right, but as a latecomer, not making mistakes is often the biggest mistake.
Compared with the flexible and changeable operation of "Egg Boy Party", the actions of "Yuan Dream Star" are too one-sided. Nowadays, young people are seeking novelty and fun, but they can't really catch users.
Of course, there are still two weeks before the official launch, and about one and a half months before the winter vacation.
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