Text: Mobile game that little thing Ayumi Nishizawa.
Brainstorming is easy.Towards the end of the year, all walks of life have tacitly entered the sprint stage, and the movement of the game market is particularly fierce. In order to win this war without gunpowder, all manufacturers are eager to use eighteen kinds of martial arts, some of them are trying their best to do big activities to get rebates, some of them are not enough to "draw cakes" to quench their thirst, and they are not without throwing a few "small goals" at every turn, trying to seize the attention of users through various overt and covert strategies.
Among them, "Egg Boy Party" has doubled the attention of the industry, all because it has reached many unprecedented milestones in the history of party games - the number of MAU and UGC park maps both exceeded 100 million in August, and the official announcement on December 8 reached the achievement of 500 million users in just one and a half years. On December 15, with the opening of the "Egg Pairing Festival", the official also announced that the number of its daily active users reached a record high (more than 3000W), and more than 330,000 original UGC maps were added on the same day.
It can be seen that as a pioneer in the domestic mobile game category, the achievements of "Egg Boy Party" not only brought fresh thinking to the entire industry, but also once again demonstrated its unshakable dominance in the category competition.
Compared with today's vigor and scenery, in fact, "Egg Boy Party" did not attract much attention from me when it debuted - its initial size and scale were not outstanding, and the party mobile game has not yet shown market potential with its blessing.
Egg Boy Party has gone through a period of exploration).
However, in NetEase's 2022 financial report, "Egg Boy Party" has been transformed into "the game with the highest number of daily active users in the history of NetEase Games" praised by Ding Lei. It wasn't until this year's Spring Festival that I found out that my girlfriend was actually playing "Egg Boy Party". After being pulled to play a few player-made maps, I felt the charm and incredibleness of the UGC of "Egg Boy Party".
As the scale and magnitude of the UGC of "Egg Boy Party" became bigger and bigger, the inner restlessness at the beginning gradually transformed into a specific question: how did "Egg Boy Party" start from scratch without the guidance of its predecessors, and give birth to such fertile UGC soil?
Recently, there is a promotional image of the "Egg Boy Party" co-creation egg era plan in my circle of friends, and unlike other games, in this ** of "Egg Boy Party", the front and most conspicuous are the excellent maps and those UGC creators who are officially hailed as "Egg Boy's own big stars".
The Co-creation of the Egg Era program for UGC creators).
These many UGC creators who are willing to settle on Egg Boy Island have always been the most simple, powerful and irreplaceable force behind "Egg Boy Party". Just as "Egg Boy Party" regarded the UGC ecology as the core of the game and the creator as the most valuable asset of the game during the development period, the project team still adheres to the original intention, shares this honor with many outstanding creators, and gives real gold ** incentives.
"Egg Boy Party", which sees the efforts of thousands of creators, is continuing to dig deep into the potential of UGC, standing on the side of the production line with players, stepping out of a unique road of "official + player" co-creation, and achieving a win-win situation for the reverse growth of the game.
Flying automatic rotation of UGC gears
Now, you can almost regard "Egg Boy Party" as the youngest phenomenon in the domestic mobile game market. It was the first to realize the driving force of UGC for games, and never stopped investing in the trough, and finally formed a self-driven ecosystem between players and creators by integrating park UGC content and social media UGC content, like cogs in precision equipment, promoting each other and operating efficiently. In the field of UGC in amusement parks, more than 100 million original UGC maps are the continuous supply of "Egg Boy Party" to the novelty of the game, and it is also a strong proof of the game's long-term competitiveness.
From mini-games with "Sparrows are small" to challenging levels, moving story theater, and immersive role-playing. Players can find the interface in Egg Boy Island's Paradise, and all of this comes from the infinite creativity of countless talented UGC creators.
However, in order to produce enough high-quality UGC content, it often requires a lot of effort in design and creation. Thanks to the good platform creation environment, "Egg Boy Party" has no shortage of talents who are willing to work for it, and the experience of the creators of Dashen is proof of this.
Coming from an electrical engineering and intelligent control major, Kitten's Stupid Shark didn't have much UGC experience before, and Egg Boy Party was his first game to experiment with a level editor. With the mind of a science student, he keenly captures the possibilities of logic and various components within the game, and tries to use them to challenge the ceiling of various gameplay categories.
Part-time Day is a popular series created by Clumsy Shark, which realizes the interactive simulation management gameplay in "Egg Boy Party", and now has updated three themed maps, rolling bread, boiling potions, and making burgers, and players commented that "it's like making another game".
Another masterpiece of the clumsy shark, The Legend of Egg Boy Slime Demo, is a more difficult rougelike gameplay to make, which has attracted more than 3 million players to play so far. The difficult design framework is inevitably accompanied by a variety of bugs, but fortunately, there is a convenient eggshell system (message) in the workshop, which allows players to plant Amway after playing the work, and can also directly feedback their opinions to the original author, which ultimately promotes the iteration and improvement of the official version.
Eggshell System) about the obstacles in the UGC creation process, Gollum Egg Cookies shared very inspiringly. He admits that his creative journey is certainly full of thorns, but in the world of "Egg Boy Party", he has met a group of friends who help each other and are trustworthy. In each day and night of creation, those exchanges, learning, sharing and encouragement between each other eventually gave birth to deep friendships. This friendship has provided him with an endless impetus for his creations, and has also become an intangible treasure that he has gained in addition to his satisfactory works.
It can be seen that for the creators of the park UGC, "Egg Boy Party" is not only a tool table with unlimited content generation, but also a home with convenient community communication and deep emotional links. It provides them with the opportunity to create value, connect, and grow together, and find a true sense of belonging and accomplishment while enjoying the joy of creating as creators.
In the field of social media UGC, every player who moves the wonderful moments of the game to the social media platform can further amplify their personality and creativity, and then have the opportunity to transform into UGC creators on the communication side.
Xing Buxiao (game ID: Lei Zi GO) is a well-known streamer of "Egg Boy Party". In the game, he is known for his skill in playing pinnacle matches, but he is also good at creating a light-hearted and humorous atmosphere through game commentary and interaction with the audience. Relying on the live broadcast of "Egg Boy Party" alone, Xing Buxiao has more than 3 million fans on Douyin, and he also did a live broadcast with star Wu Lei some time ago.
Xing doesn't know that he likes to sing and play the pinnacle game at the same time).
The star in life is a college student, but in "Egg Boy Party", he has found a stage to make his specialties shine. Through the live broadcast of "Egg Boy Party", Xing Buxiao gained a full sense of identity and brought more happiness and positive energy to the audience, while also becoming a friend with the like-minded tricky UGC map creator Yu Huo Reborn. It can be seen from the night of the two when they met offline that the emotional resonance that "Egg Boy Party", which attracts all kinds of interests, can bring to players, has long gone beyond the usual scope of games.
Yuhuo is reborn and the stars are unknown, source: New Weekly).
If Star Doesn't Know is the social media UGC representative who changed the trajectory of his life through the live broadcast of "Egg Boy Party", then Whirlwind Xiaozhi represents those social media UGC creators who transformed game content into creative visual works and then became famous.
Many players love Whirlwind Small's second creations, which have a clear theme, follow hot topics, and have clear jokes. Her ** pictures are all based on the game content of "Egg Boy Party", but she can rely on fancy camera changes and script arrangement to shoot the game with a serious cartoon texture. As a "director" in the creation of UGC**, she even has her own filming group, and has met many like-minded "actor" friends by filming small theaters.
Whirlwind Xiaozhi's work released on Douyin).
There are actually many high-quality social media UGC creators of "Egg Boy Party" like Star Unknown, Whirlwind Xiaozhi. The reason for spontaneously creating content for "Egg Boy Party" is not because they have no other choice, but because the free and relaxed product characteristics and official attitude of "Egg Boy Party" itself are particularly suitable for incubating original content, and it is easier for the audience and even passers-by to perceive.
Therefore, behind these representatives standing in the spotlight, there are also stars composed of many players, who are also contributing to the UGC creation ecology of "Egg Boy Party". The openness of the UGC ecosystem allows any player to constantly switch between creation and participation, satisfy themselves and others, or find an "egg partner", or realize their dreams, and take care of their own spiritual garden.
Appreciating players' sharing is also part of participating in UGC).
In short, the reason why "Egg Boy Party", which has a high degree of freedom in the creation of UGC + social media UGC content, can form a self-motivated closed loop of "player-platform-creator" is more dependent on the enthusiasm of high-quality UGC creators and the sincerity of players' positive responses. This kind of highly self-disciplined ecological balance and established game characteristics cannot be quickly promoted by material investment alone, but needs the cultivation of community culture and long-term mutual trust and support.
Loyal to the original Soma Bole
The maturity of the original UGC ecosystem of Egg Boy Party is already an indisputable fact. However, this is not "pouring wealth". Although the ecological power built by UGC creators seems to be as stable as tap water, if you want to attract tap water, you need to rely on the official to dig the pipe first. Moreover, in terms of creating a good UGC environment for the game, "Egg Boy Party", as a pioneer of the mobile game, does not refer to the object or fellow travelers, but is more like a long battle between itself and itself. How did this protracted battle "Egg Boy Party" persist step by step?The aforementioned "Create the Egg Age" project is one of the climaxes. I can summarize the key directions of this plan into three points, namely: official guidance of original UGC content, emphasis on creators, and exemplary practices.
At present, it seems that the guiding strategy of "Egg Boy Party" is moving towards two paths of inclusiveness and forward-looking, and I hope that creators at all levels can be encouraged and supported, and feel the sincere intention of the official to provide them with growth opportunities. The best way to achieve this goal is to continuously improve and upgrade the underlying creation tools to make creation more convenient and efficient for both novice and experienced players.
There is also a consensus among veteran creators that producing high-quality UGC work is not an easy task. To this end, "Egg Boy Party" has listed the expansion of the UGC editor as a major matter, and has continuously added practical AI functions such as one-click replacement of map component colors, use ** to generate pixel block splicing, and one-click generation of ancient buildings, so as to expand the service scope of the editor.
Ever-increasing editor functionality for a variety of environments).
Recently, "Egg Boy Party" has dropped a bombshell on the UGC tool - Egg Code, which can adapt to more complex content creation, was launched. Through visual drag-and-drop methods, creators are allowed to "stitch" events, actions, and conditions like building blocks, and only need a little logic and creativity to complete advanced operations such as variable calculation and component generation, without requiring professional knowledge.
Use the Egg Code feature to generate an "Eagle Catches Chicken" gameplay).
Another new feature, Universal Generator, is even more advanced: it allows creators to automatically generate objects based on text descriptions and provide multiple alternatives to improve their creative efficiency. From my current experience, although there are still some deviations in the system when understanding certain input terms and generating complex objects, I have seen the possibility of integrating the convenience of AIGC into UGC creation. It is this courage to dare to explore that drives the UGC editor of "Egg Boy Party" to become more and more sophisticated.
Universal Generator generates "four layers of drawers, bright tones").
In this era of advocating reducing burden and increasing efficiency, "Egg Boy Party" uses the most avant-garde ideas to help UGC creators pave a fast track to the future. It has made more and more users realize that realizing their own creative ideas is easier than expected in Egg Boy Party, and that they are not alone.
Egg Boy Party is just as intuitive about the importance it places on its creators. Through a series of carefully designed tutorials for beginners, regular interviews with top creators, and invitations to online and offline events, the game provides them with multiple opportunities to learn and network.
The "Creator Platform", launched on June 15, is a service site tailored for creators, gathering multiple functional modules such as map data, latest notifications, and manuscript solicitation activities. The platform's built-in "incentive program" also helps to increase the motivation to create high-quality maps through cash rewards.
Creator Platform".
The concept of "Egg Boy Party" is also reflected in the reward setting of the upcoming Spring National Creation Competition. The game has prepared a prize pool of 15 million cash and 10 million egg coins, the threshold is very low, everyone has a share, and 5 1.5 million cash prize winners will be selected and join the "Craftsman Star Program" to promote the realization of creative dreams. The official has also reserved 100 workshop masters and a personal bonus of 10,000 yuan, and creators have the opportunity to directly sign with the official and enjoy more exclusive resources and content support.
Similarly, for the social media UGC part, the game also provides generous incentive funds for the UGC ecosystem of the top 10 content platforms, encouraging players to create and share exciting content outside the game.
Finally, I think it is necessary to return to the exemplary role of the government itself, which is more potential than guidance and attention. The official output is the main output, supplemented by the player's output, which is the responsibility distribution of "Egg Boy Party" to build a co-creation ecology. After all, if even the official can't provide high-quality original content, players' creative motivation will naturally be affected.
The area ratio between the UGC park part and the official output part in UI design is about 1:3).
In the 595 days since the Open Beta, Egg Boy Party has gathered 174 classic party maps, 14 functional items that increase in-game variables, and more than 20 special gameplay modes. Each Party Season will also be updated with a variety of different styles of gameplay to keep the experience fresh. Game officials lead by example, constantly transform ideas into actual output, establish a huge content framework, and build a competitive PGC content defense line in terms of quantity and quality.
In general, the deep cultivation of the original ecology of "Egg Boy Party" is more like a process of growing together with creators. On this creative platform, the identity and boundary between the official and the player are diluted, and the common goal is only to do practical things with their feet, share inspiration with their minds, and deliver happiness with their hands.
Written at the end In today's prevalence of short** and pop culture, party games, a young and social game category, are quickly becoming the new favorite in the minds of the younger generation. "Egg Boy Party" grasped the beat of this era in a timely manner, catered to the psychology of young users of Generation Z who pursued novelty, sharing and participation, and became the first leader in China to take advantage of this east wind. But the highlights I saw at Egg Boy Party were far more than just the opportunities it seized. NetEase's strategic thinking on this product is a continuous multi-faceted development, which is not only reflected in the long-term support and cultivation of the UGC content ecology, but also in its cross-border linkage, the integration of online and offline industrial chains, and its positive contributions to public welfare and education. They are all solid cornerstones of Egg Boy Party's diverse development today, and it is difficult to exhaust the benefits of discussing them in detail.
However, as Kwan put it when producer of Egg Boy Party puts it, "Map creators are the most important part of the game, and your creativity is the core value of the game." "Because it has always focused on the cultivation of the UGC ecosystem, "Egg Boy Party" can jump out of the category of ordinary games and evolve into a platform for the symbiosis of UGC and the community, and finally use the accumulation of original content and the mature and self-disciplined UGC ecology to establish its leading position today.
Egg Boy Party, a co-creation environment that requires time to ink and quality to write, provides a reference model for the industry to achieve a win-win situation, and also establishes a solid competitive barrier for the game itself.