The number of users in the official announcementExceeded 500 millionA week later, the "Egg Boy Party" egg tie festival became popular among players again.
In fact, this is not the first time that "Egg Boy Party" has been marketed, and it has previously launched the game's annual exclusive carnival festival "Preserved Egg Festival", striving to build happy memories with players.
Different from the joyful core of the "Preserved Egg Festival", the cause of this "Egg Pairing Festival" is the milestone of 500 million egg boys, and the main focus is naturally the emotional connection of 500 million egg boys in social networking. Not only is the content of the "Egg Pairing Festival" quite rich, but more importantly, the game is giving back to these 500 million users with an unprecedented amount of benefits.
Translated, 500 million users is close to 75% of the number of game users in China
For example, during the event, "Egg Boy Party" not only gave away three linkage skins of Little Gray Gray, Beautiful Sheep and Boiling Sheep, but also a variety of exquisite appearances were obtained for free. According to the official summary, players can:No routines 0 yuan to get 20 appearances, at least 72 rainbow coins, 16 actions and other benefitsThe way to participate is also very simple, log in or complete the task to get it for free. In addition, the linkage of "Fruit Treasure Special Attack" was launched on the same day, and three new partners, Lu Xiaoguo, Pear Blossom Poetry, and Hua Ruyi, joined in, pushing the fiery atmosphere of the Egg Festival to a climax.
During the Egg Tie Festival, "Egg Boy Party" and "Pleasant Goat and Big Big Wolf".
Three linkage skins are given away for free.
This also made "Egg Boy Party" successfully attract the attention of the whole network, and today, when the "Egg Boy Festival" officially opened, not only still maintained the top results of ios** and best-selling double lists, but also received tens of millions of readings on Weibo and Xiaohongshu related topics, and appeared on the hot search list several times.
Maybe it's because I see the value of user recall, or maybe it's because it has the potential to gather and build a brand, a few years ago, almost all the head mobile games were making festivals, but even now, there are still very few products that can really achieve brand recognition in the player circle and achieve the effect of breaking the circle. But "Egg Boy Party", which has only been online for more than a year, seems to be comfortable in this regard.
From understanding "egg pairs" to becoming "egg partners".
Under the festival
"Egg Boy Party" is a unique "egg culture".
In fact, the success of this "egg tie festival" is inseparable from the "egg tie" culture that the game has long been integrated into the "egg tie" culture of young people. Take Xiaohongshu as an example, search for "egg pair", and you will see more than 530,000 notes.
If we discuss it, the origin of this "egg pair" culture first comes from the content itself.
On social media platforms, we can always see a large number of young users discussing "Egg Boy Party", and it is precisely because of these user needs such as willingness to try new content, fragmented time requirements, etc., that the game has iterated the corresponding content in less than 2 years after its launch.
For example, as a competitive party game that can be played in 3 minutes, the most taboo thing is the repetitive experience that comes with a limited map. But since its launch, with the season system as the core, "Egg Boy Party" has been iterated14 seasons, over 130 levels, maps and entertainment modes。Under different theme packaging, these maps span many casual gameplay modes such as racing, survival, shooting, meat pigeon, werewolf killing, hide and seek, etc., allowing players to "play always new" and make the game more suitable for "pulling friends to open the black".
Egg Boy Party entertainment mode.
On the short** platform, the number of levels of "Egg Boy Party" is very high, and there are many users @ their egg friends.
On the other hand, it stems from the strong social attributes of "Egg Boy Party". Under the social mechanism dominated by the joyful atmosphere, all interactions are born naturally. There is no need for any reason to socialize between strangers, just a simple "hug", express their feelings to each other, and they can have a soul touch between eye contact, and then add friends and quickly mix into "egg pairs". Outside the game, you can also see a lot of posts looking for "egg partners".
Many players posted looking for "egg pairs".
And back to this festival, as the name suggests, the "Egg Pairing Festival" is a festival for players, and the first batch of content of the "Egg Pairing Festival" is actually just right to further meet the social needs of the "Egg Pairs".
Whether it is the linkage of the "Pleasant Goat and Big Big Wolf" IP, the new map "Wolfburg Adventure" newly launched in the entertainment mode, the protection of the peak qualifying match 3 times a day without dropping points, or the linkage appearance, the appearance of the blind box and the free game currency used to draw the blind box, on the one hand, the content of the event gives unprecedented benefits at the same time, but also pays more attention to maintaining the fun and interactivity in the game;On the other hand, the "Egg Pairing Festival" is also creating more suitable social content and space to help players "find egg pairs" and expand the social interaction of strangers.
In the "Egg Pairing Festival 0 Yuan Purchase" event, there are many popular character appearances among players, such as "Naughty Balls" and "Baby Bear".
Team up for a pinnacle party and enjoy egg spot protection benefits.
Of course, the "egg pair" culture precipitated by "Egg Boy Party" not only benefits from the quality of official content, but also benefits from the "Egg Boy Party Paradise" and the thousands of worlds in the park created under the UGC (user-generated content) ecology.
In June this year, on the first anniversary of "Egg Boy Party", game producer Kwan revealed that the number of maps released every week reached the millions, and the number of creators exceeded 10 million. Just 3 months later, in September of the same year, "Egg Boy Party" officially announced that the number of MAU (monthly active users) and the number of in-game UGC maps both exceeded the 100 million mark.
The total amount of MAU and park maps in August exceeded 100 million.
On station B, some players sighed that "I feel like I can play a lot of games in Egg Boy".
Behind the data of hundreds of millions of maps, it is precisely because the game can accommodate enough experiences that it is easier for players to invest in the real feelings, which has become the foundation for creating the egg and pair culture.
For example, some creators have map level design and character development mechanics that are so rich that they can be compared to a new game. When players explore and ponder their playing styles in groups, they can reap the fun of teaming up similar to that of brushing dungeons in MMO games.
The map comes from the author's radish takoyaki.
For another example, the horror pictures and tricky pictures of "Egg Boy Party" have always been quite popular among players. Whether it's the courage to support each other in the horror map or the unexpected joy in the tricky map, these ideas continue to inspire players to find egg matches and deepen their friendships.
In this way, the reason for the success of today's "Egg Boy Festival" is quite clueless in the precipitation of "Egg Boy Party" for more than a year. It is the habits of its users and the "egg pairing" heritage that have created this carnival from users. The "Egg Boy Festival", which covers the dual important nodes of Christmas and New Year on the timeline, is more like a celebration created by "Egg Boy Party" and players to celebrate each other's growth and create together than the simple and rough stacking of festival benefits that players are used to.
The fastest record for "Egg Boy Party".
It is difficult to be "copied" again
From the number of MAU and park maps exceeding 100 million to the "Egg Pairing Festival" created by 500 million egg waffles, in fact, the growth of "Egg Waffle Party" has always been quite special and legendary. Today's "Egg Boy Party" not only has rapid iteration in content and marketing, but also begins to fill the lives of young people all the time, reconstructing the game habits of contemporary young people.
The most obvious is the cross-border linkage of egg boys, from Sanrio, which is quite popular among young users, to Tmall Shuang, which involves offline clothing, food, housing and transportation.
Ten. 1. Collaboration with brands such as KFC, Michelle Bingcheng, Quduoduo, Happy Valley, etc., as well as the ...... of IP derivatives for major offline cultural and creative storesIt can be said that Egg Boy has imperceptibly integrated into and become a trendy culture accepted by young people.
Even egg waffles can be your everyday stationery.
And what impresses me even more is that when the egg tie festival was launched today, I swiped such a circle of friends, a practitioner and a father said, ""Egg Boy Party" is one of the parent-child projects of him and his children, and he also always has neighbor fathers Amway." In fact, not only is this situation not unique, "Egg Boy Party" has also become one of the choices for many young people to show their creativity.
In order to allow more players to splash ink in the game, "Egg Boy Party" also recently announced the opening of the "Create the Egg Era" plan, with an investment of 500 million incentive funds in 2 years. From December 2023, a total of 15.5 billion RMB. At the same time, the built-in map editor Paradise & Workshop in "Egg Boy Party" is also more abundant and convenient. The introduction of AI technology in one-click generation tools, the "egg code" function that can directly write map logic with "event" and "action" statements, and the support for custom vehicles and the addition of all-round shooting functions have once again lowered the threshold for creators to realize their creativity.
It can be said that today, this product, which has set the highest daily activity record in the history of NetEase games, is standing on the cultural and technological trends of the current era, although its rapid growth and precipitation are the result of co-creation with players, but this kind of success has the special case of "the right time, place and people", and it is difficult to be replicated again for a long time.
Of course, today's "Egg Boy Party" is not without challenges - how to constantly achieve self-transcendence. At last year's earnings conference, NetEase CEO Ding Lei said that he would invest more R&D strength and operation to do a good job in the long-term service of this game, and point to the next decade. And we are also looking forward to what kind of data "Egg Boy Party" will use to break the ceiling set by itself after completing the achievement of 500 million users, and reach a new peak in self-transcendence.