In the past eight years, what kind of experience has it been like to monopolize NetEase's entire MMO fantasy mobile game track?
You may have questions: Now that the pressure on MMO is so great, especially on the mobile game side, which is basically a new project a day, what game can be so strong and monopolize NetEase's MMO fantasy mobile game track? The answer is the "A Chinese Ghost Story" mobile game.
Recently, this national-level fantasy mobile game has become popular again, and with the whole operation of sending 10,000 red **, it has once again broken into the attention of players.
01: An official took the lead in "doing big things".
Joining hands with NetEase to carefully select players to give players a full 10,000 Year of the Dragon Fortune Red** during the Spring Festival of the Year of the Dragon, it is the latest large-scale renovation of the mobile game "A Chinese Ghost Story".
From February 1st to February 10th, players only need to complete the "Dragon Girl's New Year's Greetings" series of tasks to have a chance to get the [Year of the Dragon Fortune Red ** Gift Box].
From February 8th to February 16th, players who participate in the festival event [Send the Poor God] and [Double Dragon Pearl] will also have a chance to get the [Year of the Dragon Fortune Red** Gift Box].
From it, we can get a glimpse of the tip of the iceberg of the official revitalization (operation) idea of the mobile game "A Chinese Ghost Story":Using games as a medium, borrowing traditional festival customs, and using a lively way to convey a holiday warmth to users, so that the brand can further move closer to the direction of youth.
Simply translated, it means that the official mobile game of "A Chinese Ghost Story" is already on the road of living + spoiling fans, and it has gone all the way to the black.
When other game officials only issued various posts wishing players a happy New Year, engaging in rare props**, and launching a limited appearance for the Year of the Dragon, the mobile game "A Chinese Ghost Story" is well versed in the psychology of players who want to do big things during the New Year, and took the lead in sending the red ** as soon as possible.
Driven by a little excitement in the social death, there is no need for the official to give any additional props or do anything, and the player spontaneously completed the secondary creation and promotion for this red** event.
On the Weibo platform, as soon as the event was released, it attracted a large number of players to sign up, and many people said that they really needed this red ** to transfer in the Year of the Dragon.
On the short** platform, players also showed off their game process of becoming popular**, and discussed how to deal with this red** in the comment area, some wanted to give cp as a surprise, some wanted to treasure as a peripheral, and some randomly selected a lucky friend to send ......it out
Of course, players can also feel a love from the official while having fun.
After all, in most people's growth experience, only grandparents, parents and relatives who really love you will care about whether you have red ** to wear during the New Year.
To put it bluntly, giving players red** as a New Year's gift is just the appearance of this event, and being friends with players on an equal footing and treating players as an inseparable part of the game world is the core spirit that the official "A Chinese Ghost Story" mobile game really wants to convey.
From the official *** of the mobile game "A Chinese Ghost Story".
In addition, we can also foresee that driven by this popular trend, the mobile game "A Chinese Ghost Story" can stabilize the daily activity rate of players during the Spring Festival without engaging in any marketing activities for the Year of the Dragon and the launch of new professions, and at the same time convert a group of passers-by into loyal users of the game.
02: The mobile game "A Chinese Ghost Story" that never stops being alive
In fact, this is not the first time that the official mobile game "A Chinese Ghost Story" has been revitalized.
It can be said that the family-like harmonious atmosphere between the official and the players is the biggest confidence for the mobile game "A Chinese Ghost Story" to dare to show off its brains, and it is also the core competitiveness of this game brand to monopolize NetEase's entire MMO fantasy mobile game track in the past eight years.
For example, some time ago, the mobile game "Qian Nu Ghost" held a whole event to invite players to Xiaolongkan for Chinese New Year's Eve dinner.
Spanning the seven cities of Suzhou, Hangzhou, Shanghai, Guiyang, Xi'an, Fuzhou, and Changsha, the big star Wang Dongcheng was invited to play the role of Dragon Man Cos, reunite with the majority of Qiannu mobile game players, and spend Chinese New Year's Eve together.
In the past, there was also a linkage with Geely ICON Automobile, inviting Qiannu mobile game players to test drive the women's war mania car in 40 Geely ICON authorized dealer stores across the country, and buying a car with a Qiannu mobile game account to get a discount for the surrounding activities, which also provided an intimate plan for players' travel.
During the Spring Festival last year, the mobile game "A Chinese Ghost Story" also lived with Qiaqia Food and Jiangzhong Stomach Digesting Tablets, giving players the [Qiaqia Melon Seeds Fortune Gift Pack] for the year, and also thoughtfully prepared Jiangzhong Stomach Digesting Tablets to help players alleviate the embarrassment of bone pain and stomach flatulence caused by eating many delicious dishes during the New Year's greetings in advance.
Looking back at the many marketing, activities, and linkage cases before the "A Chinese Ghost Story" mobile game, it is not difficult for us to find the trick of the official whole work of A Chinese Ghost Story mobile game-That is, from the player's point of view, we will continue to launch all kinds of benefits that are closely related to the player's clothing, food, housing and transportation, and then find a way for young people to live, so that the marketing linkage will become "interesting" and "practical".
03: Catch 1The know-how for 200 million users
At a time when the competition in the global game market is becoming fierce, for a veteran product that has been in operation for eight years, if it wants to stay in the hearts of users for a long time and keep up with the ever-changing market changes, it must not simply rely on the old routine of traditional game operation.
How to keep the brand young forever and bring back the old players who have not aged for 800 years? This is a difficult problem on the minds of all classic IP operators.
As stable operation for eight years, more than 1200 million, once on the best-selling list at its peak, and now it has been stable at around the top 50 for a long time, but the "solution idea" given by the mobile game "A Chinese Ghost Story" is extremely simple, only six short words - heart-to-heart with players.
Yes, whether it was when the mobile game debuted, the TV series "A Smile is Alluring" was promoted, and the actor Yang Yang was invited to serve as the spokesperson of the game.
is still in the long-term operation stage, from time to time to make a dazzling (black) cross-border linkage with classic IPs in user memories such as "Hulu Baby" and "The Legend of the New White Lady".
Or every holiday can be done to make red**-style funny activities, these "unique skills" have accurately hit the user's game needs, and have also found resonance and empathy in the public consciousness, constantly refreshing the freshness of core fans and onlookers.
In short, enrich the game experience of players with sincere care and pervasive revitalization, so as to form a two-way benign relationship with players and keep the game brand young.
After all, compared to a manufacturer who teaches players to play games, we need a "family member" to accompany them to play games.