It's been a long time since I've seen a game dare to say something as bold as "no cap" when it comes to investment.
At last Saturday's "Finalization Party", "Yuan Dream Star" finally announced the time for the undeleted test: December 15th, and at the same time threw out a lot of more specific and explosive information.
First of all, on the basis of obtaining the genuine authorization of "Fall Guys", "Yuan Dream Star" also officially announced the genuine authorization of "Human Defeat". This makes "Dream Star" the only game in China that collects the genuine licenses of two classic party games, and also adds a new layer of guarantee to the quality of the game, because more authorization also means more supervision and stricter quality control.
Secondly, the game officially announced its positioning: a genuine family party game. On the basis of obtaining many authorizations and linkages, the user scale and application prospects of "Yuan Dream Star" will be unprecedentedly large - this is not only a game with a lower threshold, but also a game that is more supportive of family and friends to play together.
Finally, the game will implement a considerable "ecological incentive plan" in the event system, content creation and UGC community - 1.4 billion yuan will be invested in the first phase, and there will be no cap on future investment.
For the treatment of this product, there is a word that has been repeatedly mentioned at the finalization party, "little princess".
Because "Yuanmeng Star" not only has full support from within such as "Glory of Kings" and WeChat, but also it has also gained attention from top KOLs. Zhang Daxian, who was off the air for several months, played "Yuan Dream Star" when it premiered on Douyin after his comeback, and used it as a fixed part of the live broadcast every day after that, and the KPL four-crown coach Gemini, who appeared at the fixed party scene, also used the actual action of playing until the early hours of the morning to prove that "Yuan Dream Star" can make people "go up".
It can be said that "Yuan Dream Star" is like a "little princess", which has received extensive attention from many parties such as Tencent's internal and head KOLs, and this far more than conventional attention shows Tencent's full sincerity to this product.
"Big spending" inside and outside the game
Specifically, the sincerity of "Yuan Dream Star" not only refers to the all-encompassing nature of the game itself, but also reflects the "big spending" outside the game.
As a family game, "Dream Star" has two modes, classic mode and entertainment mode.
Classic mode enriches the in-game experience with a variety of gameplay and style levels, and if you've played Fall Guys, the original license of Genmeng Star won't be much worse than the fun experience. The entertainment model is full of tricks, relying on the development advantages brought by Tencent's huge size, the game can ensure that high-quality gameplay content is continuously launched, so as to achieve both quality and quantity.
In addition, "Yuan Dream Star" also prepares a map editor with a very low threshold for players, and provides a full range of services from one-click import, batch copying to parameter settings, under this powerful editor, whether you are a novice who knows nothing about map editing, or a veteran with relevant experience, the map editor is definitely worth your experience.
Of course, while polishing the quality of the game, "Yuan Dream Star" has not forgotten the other soul of family games, socialization. In almost every corner of the game, you'll find elements that interact with others. "Drive a small train" with other players in the square, or play the piano, play the merry-go-round together, compete in archery skills, and you can even build a projector in your own home, watch ** with your friends, and feel the relaxed and comfortable atmosphere ......
Correspondingly, it is the game's sufficient appearance content, from the appearance of the character to the action effects, and then to the home components that can make people dazzled, the most important thing in the hands of players is the material that can be posted in the circle of friends, it can be said that at the social level, "Yuan Dream Star" also reflects the gold content of the word Tencent.
In addition to the game, "Yuan Dream Star" is also sparing no effort to spread the volume in other fields.
For example, the "ecological incentive plan" that will invest 1.4 billion yuan in the initial stage alone and has no upper limit on long-term investment will build the community ecology of "Yuanmeng Star" from three aspects: e-sports, content creation, and UGC maps.
The e-sports system of "Dream Star" will be divided into three levels: online, offline and the annual finals "Dream Star Champion Cup", aiming to achieve a party e-sports experience that everyone can participate in and participate in will be rewardedFor content creation, the game will work with partners including 9 major platforms across the network to provide creators with traffic incentives, official recommendations and cash rewards, and encourage creators who have love, ideas, and strength to join in content creationFinally, "Yuanmeng Star" will launch the "1 Billion Dream Plan" to provide all-round support for UCG map creators covering development paths such as ability training, income, and professionalism.
This plan not only demonstrates Tencent's importance to the ecological construction of the "Yuanmeng Star" community, but also clearly conveys to the outside world that "Yuanmeng Star" wants to go out and "make friends" with players - no matter what the game is, it is never enough for the manufacturer or product to be self-congratulatory, and two-way running is the king.
And this is also reflected in the game's cooperation with other products. The linkage between "Metadream Star" and "Human Defeat" is not limited to the regular characters, and the official of "Human Defeat" will also be stationed in the map creation community of "Metadream Star" to experience the charm of free creation with playersIn cooperation with The Paper, the "Shanghai Party" project will integrate the iconic image of Shanghai into the game scene, providing global users and players with an interactive experience of "enjoying the beauty of Shanghai without leaving home".
It can be seen that "Yuanmeng Star" not only pulls its own flagship products such as "Glory of Kings", but also lays out other fields and even overseas products. Although Dream Star is just a game, its goal has never been limited to games, but to a wider audience.
Why does it have to be a family game?
"Dream Star" not only shows Tencent's high-level investment in it, but also refreshes everyone's perception of the so-called "niche" category of family games. Because it not only has little intersection with the so-called popular game category, but even has a taste of going against it.
However, perhaps it is precisely because of this that Tencent has such a dedication to this category. When "Genshin Impact" came out, everyone's perception of two-dimensional games was still stuck in the stereotypes of the past, and today, three years later, manufacturers have ended one after another because of the explosion of "Genshin Impact". This year, the second tour that came out and died violently is declaring that this former "wealth code" has long become a "version trap", and the concepts of "red sea" and "blue ocean" have always been relative.
Therefore, whenever the explorable space in everyone's perception becomes narrower and narrower, it is definitely much more useful to jump out of the "red ocean" and open up a less crowded "blue ocean" than to follow the trend and produce products.
For Tencent, family games are perfectly in line with the characteristics of the "blue ocean".
First of all, as a low-threshold, pan-player game, the users of the family game not only include the current player group, but anyone related to it may become a potential player, they can be your friends, colleagues, or even parents and relatives;The strong social elements that come with the game can make the voices of these pan-player groups diverge outside the game, and in terms of attention, form a "dimensionality reduction blow" to almost all mainstream game categories.
Second, while family games have little barrier to entry for players, from the perspective of game companies, the situation is reversed. Not only do you need experience in the development of most game genres, including FPS, racing, and action battles, but at the same time, the emphasis on player interaction and social interaction also puts forward a seemingly unfair requirement for game companies - the pan-player community is not a veteran gamer, and what they use is not a game community and community in the traditional sense, but a social platform with a wider coverage.
The expansion of the user base and the threshold brought about by strong social characteristics mean that when developing family games, manufacturers have to face risks and uncertainties far beyond other game categories. So until now, there are only a handful of manufacturers that can make achievements in family games. In other words, without the "diamond diamond" at the development and social level, it is natural that the "porcelain work" of family games will not be completed.
Games, but not just games
Having said all this, we have understood how much Tencent attaches importance to "Yuan Dream Star", but it seems that there is still a question that needs to be answered: why is it that "Yuan Dream Star" can gain wide attention from within Tencent and the player group before the game is officially launched?
To answer this question, we have to look for the answer from "Yuan Dream Star".
The all-encompassing nature of the game represents that the game is not only the result of multi-department cooperative research and development, but also another manifestation of Tencent's scale advantageThe product ecology in the whole field, as well as the over-standard publicity and distribution that other manufacturers cannot reach, show that the game really uses the abundant resources accumulated by Tencent outside the game field.
In addition to the advantages of hardware, the unique value brought by the family game itself is also what Tencent values. Compared with other game categories, family games not only have a low game threshold and a weak sense of frustration, but also have a strong demand for socialization, which can allow more "pan-player groups" who will not be exposed to games in our cognition to find themselves in this "kaleidoscope", feel the fun of the game, and then generate emotional links.
For the pan-player group, the impact of "Dream Star" is far more than "fun", but also lies in the spread at the social level. For Tencent, which owns WeChat, QQ and other national-level social software, this is exactly what it wants to see the most, Tencent has become famous because of social networking, and social networking has long become a "killer feature" engraved in its DNA.
After understanding this layer, the answer to the question is about to come out: the right way of thinking, the unique value brought by the family carnival game makes "Yuan Dream Star" like a pure game. And that's exactly what the vast majority of gamers need – to feel the joy and share the joy.
Conclusion
Tencent's sincerity and attention to "Dream Star" is not only reflected in the all-encompassing nature of the product itself, but also from the huge energy contained in the social level of family games.
Although it is still some time before the official launch, we can fully foresee the success of the game after launch. Just imagine, no need to explain and introduce, as long as you share it on WeChat or QQ group, you can feel the joy brought by "Yuanmeng Star" with friends, family and even strangers anytime and anywhere.
For other game companies, this may be a scenario that they would never dream of, but for Tencent, this is simply the most suitable picture for its social attributes.
From this point of view, there may be no other company other than Tencent that can do this and dare to do so.