As a brilliant old category for more than 20 years, there is always no shortage of voices around legendary games, whether it is really as they say, the data will not lie.
According to the "Legendary" IP Influence Report released by Gamma Data, by 2020, the legendary genuine IP licensing products have accumulated more than 90 billion yuan of turnover, and the cumulative flow of "legendary" IP in the next three years is expected to increase to 130 billion yuan, and there is still a large potential commercial space.
However, legendary games also face many challenges, the current domestic mobile game market boutique transformation has gradually taken shape, how to let players to "find you", so that "wine is also afraid of deep alleys" is no longer staged, has become the focus of deep thinking after the manufacturers "strictly control the quality". In particular, emerging categories such as the second dimension and women's orientation are menacing, and their innovation in the publicity model has forced various categories to join the ranks of marketing "inner volume".
However, the greedy game in it seems to be at ease.
At the beginning of 2021, the greedy game fired the first shot of marketing through a beautiful "combination fist". Through the New Year red envelope activity to create momentum, together with elevator media Focus Media, and invited the Chopstick Brothers to make a "legendary" adaptation of the golden song "Little Apple", online and offline to work together, "magically" ignited the interest of players.
The appearance of "Immortal Sister" Liu Yifei made countless players shout "accident", and a sentence of "choose me to be your hero" quickly detonated social media. Offline, Liu Yifei's horizontal outdoor advertising of "Blood Strike" appeared in Taikoo Li, Chengdu, and the light show opened in Hangzhou Qianjiang New Town was a change of tactics for playing games to face young people.
Many of the eye-catching operations are the results of greedy games in the implementation of diversified development and the search for more competitive legendary marketing. To the surprise of the industry, when 2021 is about to pass, the greedy game and the brothers in the Greater Bay Area have played the legendary marketing out of the "flower".
The suspense is enough to accumulate strength for the "explosion opening"
From obscurity to suddenly out of the circle, the "Brother of the Greater Bay Area" has unconsciously spread all over the country.
Casual, optimistic and witty, these temperaments make Chen Xiaochun, Xie Tianhua, Lin Xiaofeng and other five people composed of a dreamy combination - "Greater Bay Area Brother" to attract countless fans, but also let the term "Greater Bay Area" into the public vision, the central media's repeated Amway, but also made it quickly out of the circle. This game is a deep "electrocution" with the brothers in the Greater Bay Area.
From "Slag Slag Hui" to "Gu Tianle" to Zhen Zidan, among the spokespeople who cooperate with Greedy Games, the proportion of hardcore Hong Kong stars is not small, but this time the style is slightly different.
From December 14th to 16th, the official blog of "Blood Combination" released three suspense videos for three consecutive days, accompanied by the slogan of "Brothers Gather, Return to Legend", which can be seen from the back of the classic Hong Kong neighborhood, and the greedy game has chosen the "hardcore" basis, with "classic retro" as a bonus, enriching the expression of suspense and enhancing the topic.
Content with suspense can attract some attention in a short period of time with its unknown attributes, but if you want to achieve a long-term effect, it is too thin, and the value of information will be greatly reduced by its uncertainty. By implication, to really cause a stir, suspense marketing is just the beginning.
Greedy games are familiar with this, and naturally have a very good preparation, and the coverage is both large and wide.
Greedy Game launched the Anchor Blood Linkage Program on Douyin, inviting a group of anchors to help and widely reach gamers through short videos and game live broadcasts. The anchor who ranks first in the force value of the Douyin Carnival will interact with the spokesperson Chen Xiaochun Lianmai on the 19th and play the game, which will also mobilize the enthusiasm of the anchor and produce a better communication effect. In addition, players will also play with the host to quickly understand the gameplay and provide corresponding assistance for pulling new promotions.
As early as the first release of the suspense video, some players on Weibo said that "it seems to be a brother in the Greater Bay Area", and the warm-up signal that is constantly released mobilizes the player's expectations step by step. On December 17, the official poster was announced on the whole platform, the three brothers of the Greater Bay Area "Chen Xiaochun, Xie Tianhua, Lin Xiaofeng" officially debuted, and social media quickly became their "call" scene, before the warm-up on Douyin attracted a lot of "eating melon" players, so that the comment area was full of "positive ah! Lin Luo is a good type" "Brothers and hearts! Type explosion "" is not to do ancient puzzle boy philately? "And so on praise and ridicule.
Live + challenge short videos, greedy game again change tactics
Early legendary marketing was happy to create topics through the emergence of powerful movie stars, but with the large number of imitators, the market appeal gradually disappeared.
Greedy games have long foreseen this, and in recent years, they have taken the initiative to seek changes and break through the shackles of legendary marketing. Especially when the game uses data to gain insight into the trend of its core user group shifting to the younger generation, the choice of spokespersons and the design of marketing campaigns are more ingenious.
For example, Gulinaza, Zhang Tianai, and Liu Yifei, whose popularity covers multiple circles, the outstanding place of these stars is that the age group is "unrestricted", and the brothers in the Greater Bay Area are even more so, Chen Xiaochun, Xie Tianhua, Lin Xiaofeng, as veteran Hong Kong stars, have long been household names in China, all three have participated in "Ancient Puzzle Boy", and the brotherhood of them is widely influential in the post-60s-90s, which is consistent with the background of the legend, and the brotherhood that is born into death and share happiness and suffering is deeply rooted in the hearts of the people. It is also the emotional resonance pursued by legendary players.
In the face of young people, Chen Xiaochun frequently appeared in mainland variety shows, Xie Tianhua and Lin Xiaofeng were former variety show hosts, these experiences made him know how to deal with young people with a witty attitude, and the strength they showed on the "Brother with Thorns" program recently quickly attracted a group of young people, and with the continuous broadcast of the program, the popularity of brothers in the Greater Bay Area among young people has become louder and louder.
It also stems from this that the star driving on the evening of the 19th has a live broadcast effect. Chen Xiaochun with the slogan of "tonight at 8 o'clock, is the brothers to fight together", chose to appear handsome at 8 pm, the unique debut made the advertising slogan become particularly vivid, triggered the live broadcast of netizens to brush the screen, the unique Hong Kong pu accent with the serious look of the formation of a great contrast, making it a hot stem on social media.
With 2.4 million followers, Douyin's da rendezvous interview with Chen Xiaochun's host has countless fans with his fun expression of Cantonese and Mandarin. Ah also has its own entertainment temperament, the interactive mini-game lottery link at the beginning of the live broadcast room has heated up the atmosphere of the live broadcast room, throwing equipment activities, "pick up is earned" is to ignite the passion of players.
Chen Xiaochun shared his understanding of brothers with everyone, feeling that "being a brother in the heart, not calculating, not long-winded", but also recommended "Blood Combination" to the audience in the live broadcast room, not only enjoyable, but also can contact brotherly feelings, and in the Cantonese teaching link, Chen Xiaochun shared the Cantonese pronunciation of "Shacheng, Rolling Fit People", "Burying D Brothers Together", "I Am Together, White Sugar Fried Bitter Melon", countless users are even brushing the screen in response between live broadcasts, and some netizens also mistakenly think that "burying D brothers together" is to bury the brothers. It made the audience laugh and laugh, and even became a hot terrier.
After the arrival of Chen Xiaochun, the number of people in the live broadcast room soared rapidly, and the number of online users exceeded 100,000 at the highest time. When playing with the player anchor, Chen Xiaochun's location has long been full of dense players, comparable to the Spring Festival scene, and the host laughed that the boss has been "crushed to death" by the players around Xiao Chun. On the one hand, this live broadcast is to close the user's distance and understand the game by connecting with the anchor to play the boss, picking up equipment and auctioning equipment with the host and players; on the other hand, the user can also download the game at any time during the live broadcast and experience the gameplay with the spokesperson, thus playing a new role. The number of online viewers of the entire live broadcast exceeded 3 million, the comment interaction was 120,000, and the number of likes exceeded 700,000, and Chen Xiaochun's personal charm fully demonstrated the effect of product empowerment.
If the interaction between live broadcasts is "closer", then the Douyin Challenge activity is "personal participation", rising from passive perception to active body feeling, which also contains deep thinking about marketing iteration of greedy games.
Greedy game to use the handsome image of the big guy in the Hong Kong movie, released the #Is not wearing a pair of sunglasses ## Hong Kong style disguise was rolled up by Chen Xiaochun # Two topic challenge activities, the highest rushed to the 7th place in the Douyin challenge list, Xiao Chunge personally created a demonstration, quickly attracted many Douyin reds to compete for "pinching", attracting more people to participate, driving the topic to quickly break the circle. It is worth mentioning that although this topic has Chen Xiaochun personally participated, but there is no exposure of related brands, players are also Chen Xiaochun in the process of live broadcasting to mention this challenge before suddenly realizing, which is also a change in the marketing strategy of greedy games, with novel, eye-catching content to provide help, and then the brand exposure is a blockbuster, to create "product and effect integration". The Douyin Challenge also undertook the long-tail traffic generated by the live broadcast activities, making the live broadcast more durable.
Write at the end:
Once upon a time, not playing cards according to the routine has become the "standard" for greedy games.
The "combination fist" played around the three brothers in the Greater Bay Area once again allowed the industry to see that the original legendary marketing could be "played" in this way. Join hands with the "Three Brothers of the Greater Bay Area" to pave the way for contact with a wider range of age groups; from creating suspense, to live interaction, to the Douyin Challenge, the enthusiasm of players has been pushed to the peak step by step, becoming a member of the whole network carnival.
When the fifth anniversary of the game came, it explained what it meant to break through itself with actions, and after the sixth anniversary passed, it became a new direction to open up new horizons in legendary marketing. Greedy game is always with action, breaking through the ceiling of legendary marketing, running in this direction.
Today's greedy games are more active in exploring the road of diversified marketing methods, and they are also using many attempts to contact a wider range of users and constantly complete breakthroughs. It is foreseeable that with the coming of the New Year, Greedy Games will join hands with the three brothers in the Greater Bay Area to open a new Year's marketing, and there will be no less joyous activities, high-quality TVC, New Year carnival live broadcast and other content will also come, at that time, everyone will also see the new ceiling of legendary marketing.