Recently, Tencent's new party game "Yuan Dream Star" was officially launched! It is worthy of the high-quality game that TiMi Studio has been preparing for a long time, and sure enough, no one has disappointed the public. As soon as it was launched, it attracted a lot of new players, and it also attracted a lot of attention, and they praised Tencent's marketing and the quality of the game.
In the opinion of **, although Tencent's first wave of "money-throwing" marketing is simple and straightforward, it is very intentional. Whether it's sending red envelopes outside the game to attract joining, or giving away them for free in the game, it really attracts the attention of users. At the same time, ** also raised its own concerns, it is easy to attract, but it is difficult to retain it for a long time, this is a problem in the industry, Tencent needs to find its own way to break through.
Party games, to say complex and complex, need to do a lot of work on content innovation and social details. But it doesn't seem to be very difficult to say that it's all an integration of various individuals and groups to break through, or more or less the shadow of the originator "Fall Guys", and it's not difficult to "borrow" it. **People also bluntly said: These characteristics lead to the fact that the first-mover advantage in the market competition is not strong, and the party game has been playing a story of "liking the new and hating the old" in recent years.
Tencent and other party game operators are actually looking for a common answer, which is to supplement the UGC content ecosystem. It is not only necessary for manufacturers to continuously iterate on high-quality PGC content, introduce new scenarios and elements that are in line with the trend for games, but also need to continuously improve and expand their own UGC content ecology to retain users and accumulate moats.
These are lightweight, but they take a long time to accumulate, and the number of various maps of the current Dream Star is really quite far from the competition. Tencent's red envelope marketing during the public beta, as well as the heavy investment of 1.4 billion yuan that has already begun, are all trying to narrow the gap, exchanging the budget for high-quality content and lost time.
So far, it seems that the first wave of creators who used "money**" have tasted the sweetness, and players have also expressed their appreciation. Next, it depends on the operational capabilities of "Yuan Dream Star", hoping that they can make the creator ecology prosperous through the vigorous construction of the creator content ecology, so as to enhance the core competitiveness of the game, and at the same time enhance the influence of the entire party game, which is where Tencent's ambition to create a social game lies.