The Spring Festival is a great trip for the whole people. In the past Spring Festival, although the quietly thinning red envelopes made my spirit a little sluggish, "Yuan Dream Star", which appeared frequently on various gatherings this year, still broke into my field of vision with a delicious and fun cross-border linkage. 
Just yesterday (February 17), the offline linkage activity between "Yuanmeng Star" and Haidilao was officially launched - 10 Haidilao stores with the theme of Yuanmeng linkage of "Sheniu Party" were opened in four cities in Beijing, Shanghai, Guangzhou and Shenzhen.
At the same time, during the Spring Festival, players will interact with Haidilao stalls in the "Dream Star" Dream Square New Year Market, and the "Haidilao Star Luck Bag" randomly dropped will also be exchanged in offline stores across the country - including fat cow, duck blood, shrimp slip and other Haidilao popular dishes can be exchanged. Many players took advantage of the holiday to come to Haidilao for a celebratory meal, and the coupons they received came in handy.
Judging from the theme of Waiting for a Game of Dropping a Star Partner, the crossover between Yuanmeng Star and Haidilao can be said to be very compatible.
On the one hand, most games are not suitable due to the fact that the scene cannot be moved, the length of time is not controlled, the game proficiency of friends is different, and it is very important for friends to maintain a common topic of communication. But the fast-paced and easy-to-use "Yuanmeng Star" is obviously very suitable for this waiting scene, making the waiting time become the Yuanmeng time.
On the other hand, "Yuanmeng Star" not only has considerable advantages in acquaintance socialization, but also fully demonstrates the potential of stranger socialization through Haidilao, a social cow occasion. Bringing together the star partners of the same social cow, this is a dream star.
We also take the opportunity of the linkage between the current game and Haidilao to talk about Tencent's many designs for "game social", which may bring some different thinking to the current hot party game track.
The whole is the most social cow's work, and the group is the happiest game
For a long time, the annual Spring Festival stalls have always been a battleground for major game manufacturers. It's just that in the past year, the market environment of continuous involution has exposed many problems such as insufficient activity innovation and lack of means to break the circle. In such an industry background, "Yuanmeng Star", which itself has its own national and social attributes, has found a new way. To this end, they began to deliberately build a "national social network" based on the social needs of players by linking daily life brands.
Take this Haidilao event as an example, "Yuanmeng Star" has found the "social cow" commonality between the users of party games and Haidilao, and launched an innovative experience of game and catering integration in the catering scene, so that the rice partner can form a game together and become a star partner, so that the star partner can reach the offline together and become a meal partner.
Specific to this offline theme activity, "Yuan Dream Star" released three interactive challenges of different difficulties in one go.
For example, the first Sheniu Challenge, called "Star Treasure Code", requires players to face the code with the Haidilao clerk and imitate the transformation posture of the hero of light and shout the slogan "Star Treasure" in public to win mysterious goods.
Of course, I know that the shame of this challenge is indeed a bit ahead of my time in daily life, but in the Sheniu Haidilao store of "Birthday Seconds", this kind of extreme challenge is the best choice to establish the young image of "Yuan Dream Star".
Believe it or not, in the eyes of Haidilao customers who are accustomed to "saying goodbye to all their troubles", not only will the Xingbao code not affect the dining experience, but many users can be stimulated by the successive social cow actions and slogans, and then strengthen the linkage memory and emotional recognition of the game after the party and other meals.
Now, you may think that the most social cow of the linkage has survived, but you are not glad for a moment to clear the Xingbao code, and it is the "Xingbao Train" that immediately rushed to the battlefield to form a team.
As the name suggests, the "Xingbao Train" is a group of people and a group of people to work together, departing around the Haidilao store for a week, and shouting "Meibao Shuaibao" with the clerk, all Xingbao, Xingbao drives, all applauded the special slogan, and carries out the social cattle to the end.
As for the "Star Pick-up" challenge, which can be called hellish difficulty, it requires the user to say the code to the store staff, and the next two social cow challenges can be extended. Sheniu customers danced the "Star Pickup" dance with the clerk at their tables; With their consent, the Super Club Cow customer and the clerk go to the customer to perform the "Star Pickup" dance.
In addition, the store has specially set aside a "social icebreaker" window for 10 players waiting for players. At this time, players can get acquainted with other strange stars in the waiting room, and share various game anecdotes in "Dream Star", so as to achieve the purpose of "strange friends".
On the way, the strong game atmosphere in the waiting room will also promote players to play the "Casual Match" of "Dream Star" in line with each other, and this combination will further strengthen the player's waiting habit of "waiting time is Yuan Dream time", reducing the estrangement and alienation between strangers.
Therefore, in the boring and boring waiting for dinner on weekdays, the constantly reactive "Yuan Dream Star" can well ban this blank period. This not only makes "Metadream Star" a favorite of users waiting for meals, but also transforms the monotonous waiting time into a fun metadream time.
In addition, it should be noted that if this kind of "icebreaking" activity is carried out in more restrained stores such as bubble tea shops and coffee shops, I am afraid that it will not be able to achieve a similar circle-breaking effect. However, if it is organized in a Haidilao store with the attributes of a social cow, its natural atmosphere can naturally drive players to participate, which actually shows the activity adaptation between "Dream Star" and Haidilao.
Judging from what I have witnessed, it is clear that this is an unfamiliar social challenge with a more "destructive force". At the same time, this is also the offline dating scene that "Yuanmeng Star" has expanded in order to break the original "acquaintance socialization" framework, aiming to make the two strange Xingbao become each other's social "wall-breakers".
When the author slipped into the waiting room of the "Star Treasure Train", I saw many players who had never known each other, teaming up like old friends. Knowing that I had experienced the "Star Treasure Train", the leading Sheniu Rider added everyone's friends. Players who were originally strangers have gradually become familiar friends through this cross-border linkage, perhaps, this is the real meaning of the three words "star partner".
Hot pot jumping, soup base bathing
How many surprises is hidden in "Dream Star"?
Since its launch, "Dream Star" Star World has always launched a batch of Star World maps with festival characteristics and different styles in a timely manner. And at present, this "Yuanmeng Star" x Haidilao cooperation is naturally included. Thanks to the highly free Star World framework of "Dream Star", it can not only reproduce the entire Haidilao scene in the game, but also provide players with an ingenious game experience.
For example, the Haidilao UGC map, which has hundreds of thousands of popularity in "Yuanmeng Star", has received a lot of attention and discussion among the player community. Among them, the most famous are the two UGC maps, "Haidilao Bundi Version" and "Haidilao Swimming Version".
Who would have thought that in addition to eating, hot pot can also jump! In addition to shabu-shabu, can you also take a bath?
In the swimming version of the map, players can not only spin and jump on floating ingredients, but also throw foods such as gluten balls, shrimp rolls, and rice cakes into the bottom of the pot and wash them with the ingredients.
On another Bundi version of the map, we can also call our friends to follow the rhythm of the map** to have a hot pot flavor of Bundy, or jump on the fat beef roll and jump to the beat.
It is worth mentioning that this immersion, which originates from reality but is different from reality, makes the bond between the two users deeper and deeper.
And that's not all. is also brain-opening with the above content, as well as the Haidilao hot pot bed launched in Star Home. This hot pot bed assembly allows different characters to lie on the bottom of a bubbling red oil pot and be lazy. At the same time, as a "double bed", it has naturally become a topic of conversation between couples and stars, "Today, who sleeps in red soup and who sleeps in white soup".
In general, this model of combining linkage brands with gameplay, on the one hand, not only captures the traffic window of user demand and Haidilao linkage, but also allows the game to be more widely disseminated. On the other hand, this move also conveys Haidilao culture in a more youthful and immersive way.
What surprises me even more is that the "strange social" scene expanded by "Yuanmeng Star" in the linkage also means that Tencent, which started from social networking, has begun to explore more comprehensive and diversified social play.
Just like in this linkage, when most users ignore the social value of waiting for the place itself, "Yuan Dream Star" can subtly penetrate this consumption scene, turning the boring waiting time into a happy waiting social.
All in all, whether it is the Star World map or the Star Home component, these contents have one and only one theme - that is, "Yuan Dream Star" has become a bridge between users, so that everyone can find people with the same preferences, and the star partner who has never met each other has a ** pot of jumping, soup bathing, and finally becoming friends.
It is also based on this offline atmosphere that I walked out of the store with the game accounts of several more friends, and regained a new understanding of the positioning of "Yuanmeng Star" as a "family party game" - let strangers "meet" and acquaintance users "join families".
This "hitchhiker" journey to get together with the whole people has just begun
After experiencing the Haidilao linkage of "Yuanmeng Star", when I saw the content related to it for the first time as a "star partner", the smile and joy after the whole life always made me smile.
Many online players gave praise to the event).
Judging from the praise of these waves of players, this linkage is not only an offline carnival that belongs to Yuanmeng players, but also a "hitchhiker" journey to the whole people with games as the medium.
Therefore, it is foreseeable that in the future, whenever there is an offline occasion for leisure gatherings between friends, the figure of "Yuan Dream Star" will appear more frequently. As for the blank and monotonous waiting time, it must also be gradually banned by the "meta-dream time".
However, it should be noted that "Yuanmeng Star", which has accumulated more than 80 million registered users in the first month of its launch, has only been online for more than two months. This also means that the game is far from hitting its performance ceiling at the moment. It is even no exaggeration to say that there is still a lot of untapped incremental space in "Yuan Dream Star".
In this way, perhaps this strong cross-border linkage is just an upward step for "Yuanmeng Star" in 2024, or a new starting point.