The distribution business line continues to attack the light years.
How much untapped space is left on the track?
Launched for a month, it has been stable in front of the best-selling version, and the results of "Wulin Idle Man" aimed at the "martial arts + placement" segment have exceeded the industry's expectations. On the first day of the listing, it quickly entered the no. 1 of the free list, ranking at the top of the best-selling list for a month, and the iOS top seller ranked 8th, becoming one of the eye-catching new tours in November.
In the first month of its launch, "Wulin Idle Man" ranked at the forefront of best-selling
As a mobile game that focuses on mild leisure, in today's head market dominated by heavy games, it can highlight the siege, and it is not easy to achieve such results.
As early as before the game was launched, "Wulin Idle Man" received attention from all parties in the market. On the one hand, its relaxed and witty product tone, which is different from traditional martial arts, has made many players shine. On the other hand, backed by the R&D of Kingsoft World Tour and the release of The Day and Night Lightyear, the combination of strong and powerful lineups has also deepened the market's expectations for its release.
Regarding the discussion of product design, there have been many analytical articles on the market before. Since the game has been in operation for a month, today we will mainly talk about the release ideas based on the differentiated positioning of the product "Wulin Placement".
Positioning the distribution of "martial arts placement"
The placement category is undoubtedly one of the fastest growing tracks in the gaming industry this year. According to gamma data, compared with the first half of 2018, the turnover rate of the head game of the placement track in the first half of 2021 reached 501%, mainly due to the increase in the number of manufacturers laying out the track and the continuous expansion of the placement user market.
There is a demand in the market segment, coupled with the recent lack of high-quality martial arts new games with "medium and light experience" on the market, so it gives "Wulin Idle Man" enough room to stretch.
The development team has grasped the subdivision of martial arts placement, fully integrated the concept of "hero" and "idle", and landed in "Wulin Idle Man", you can not only experience the jianghu righteousness transmitted by the national style martial arts, and achieve the dream of a generation of heroes; at the same time, eliminate the heavy martial arts MMO in the past.
The new fusion design, in addition to being recognized by many old martial arts users, the youthful style also helps the game to gain the favor of young users.
The quality assurance of integrated design is inseparable from the precipitation of the R&D team Jinshan Shiyou in the field of martial arts games for many years. Of course, on its thorny road to the line, it can not be ignored that there is also the release driver of the day and night lightyear.
In fact, the clear user positioning of "Wulin Idle Man" and the fragmented characteristics of the experience presented by users coincide with the traffic advantage behind the light-years of the day. Therefore, the product can be regarded as buff in the release process.
When reviewing the game's publishing ideas, based on the specific communication strategy, we roughly summarized the following three key points:
1. The choice of "idle" and "hero" double spokespersons that fit the product characteristics.
During the concentrated publicity period, the plus star spokesperson has gradually become the standard for medium and heavy games. For new games, inviting star spokespersons who match the tone of the product and have a good reputation among users can quickly enhance the game's good impression on the user side, and second, with creative advertising content, can help the game break the circle faster in the short term.
The core selling point of "Wulin Idle Man" lies in "Idle" and "Hero", in terms of star strategy, they choose to add two spokespersons at the same time: Zhao Wenzhuo and Zeng Yi. Among them, Zhao Wenzhuo, who has the label of "Kung Fu Movie Star", echoes the "chivalrous" atmosphere of the game, while Zeng Yi from the Phoenix Legend Group, whose communication image echoes the game's "idle" characteristic experience.
There are similar successful cases in the previous head products, through the "game person design" of the star spokesperson to transmit the gameplay core of the game, in addition to bringing the effect of breaking the circle, it can also fully let the player feel the characteristics of the game, and then achieve a more accurate transformation, rather than just downloading the game under the influence of the star.
On Douyin, we see many communication videos taken by two spokespersons, and the core of communication is also deeply around "idle" and "chivalrous". For example, Zhao Wenzhuo, in the popular video, is cut into the role of Huang Feihong and Fahai, which he once played, to strengthen the impression of the martial arts masters and Buddhist masters he represents.
Coincidentally, in August this year, Zhao Wenzhuo once again gained a lot of attention and praise on social media by participating in the variety show "Brother With Thorns and Thorns", which can be said to have played a good paving effect for the recent spread of "Wulin Idle Man".
In another spokesperson, Zeng Yi, we fully see the contrast between him and Zhao Wenzhuo highlighting the "chivalrous style".
With the help of a well-known children's track Little Donkey BGM, fully integrated with the theme song of "Wulin Idle Man", coupled with Zeng Yi's magical rap interpretation, the track can reach the user's cognitive nerves faster.
In the domestic market, Zeng Yi has many representative works with high popularity in the mass market, and his personal base is not lacking. Therefore, it is most appropriate for him to sing such a cheerful theme song.
2. Talents create high-quality content and drive users across the network to participate in interaction.
Based on the high-quality star spokesperson, the creative content that the distribution team continues to launch has also caused players to spontaneously output "stalks" and erchuang's text, pictures, videos and other content in user positions such as B station.
The official challenge on Douyin, #普通人如何轻松成为大侠, pushed the heat to a new height. During the challenge, spokesperson Zeng Yi took the lead in launching the Douyin Co-production Challenge, and with the dual help of celebrity effect and high-quality content, the overall video playback reached 360 million, rushing to the 9th place in the challenge list. Subsequently, dozens of head masters spontaneously participated in the war, which triggered a boom in the participation of Douyin users, and finally the video collection under the topic of Douyin was played more than 500 million times.
In addition, #武林闲侠, #武林闲侠优质模板, #曾毅新歌武林闲侠 - related topic videos have achieved extremely high playback.
Judging from the data feedback, relying on nodes such as brother Chengtuan Night, Zeng Yi's birthday, and the star's own terrier point, "Wulin Idle Man" is based on the overall marketing strategy of the star, supplemented by the operation strategy of the user position such as Douyin and B Station, and finally helped the game-related Weibo topics to exceed 600 million readings, the Douyin topic to exceed 1.5 billion plays, and the B station to play more than one million records.
3, 8 well-known anchors battled, famous scenes out of the circle.
In addition, the marketing strategy of "Wulin Idle Man" combined with the form of live broadcast is also worth mentioning.
From the perspective of effect, the star strategy and talent content creation are more about helping the game break the circle and helping the game attract more potential users. The introduction of well-known anchors in-depth linkage is aimed at more hardcore users of the game.
"Wulin Idle Man" invited 8 well-known anchors such as Zhou Shuyi and Duan Mei to line up offline, and at the same time covered the three major video live broadcast platforms of Douyin, Douyu and Huya, which quickly raised the attention of the game in a wide range of game circles.
Interestingly, during the anchor line, the well-known anchor Zhou Shuyi was caught by the camera because of her nose picking, which became one of the famous scenes during the "decisive battle of the bright top" of the 8 anchors, which once triggered the spontaneous interaction and dissemination of many media masters and players.
For the current game publicity, creativity, stars, KOL, short videos, live broadcasts, etc. are already high-frequency keywords, and these elements are also running through the release link of "Wulin Idler". Of course, there are many details behind it, including real-time adjustment of user reach push strategy, node laying arrangements, and how to schedule and allocate promotional resources for each platform, which are all places that reflect the power of distribution.
Based on the performance of "Wulin Idle Man" in the past 30 days or so, it is undoubtedly a successful release case. Of course, the enlightenment it brings to the industry is not only the distribution strategy, but also represents that there is still room for the user market to break through. For small and medium-sized manufacturers, this small and beautiful product is more valuable for exploration.
The track opportunity behind Martial Arts
After the game was launched, many people in the industry were discussing how far "Wulin Idler" could run, some people said that they were not optimistic about its long-term line, and more people have begun to disassemble and analyze the product from the action.
Reviewing its current best-selling results, it managed to survive its first month. From the perspective of the industry, on the one hand, it proves that its product model has something to consider.
On the other hand, for the strategic positioning of the game, open up the industry's thinking on the placement of the track, wuxia as an old theme that has been popular since the era of domestic stand-alone machines, through the renewal of the design, in addition to the original martial arts players, it can also be recognized in the young user market. In addition to the martial arts theme, there are also growth opportunities, does this mean that other old themes can do the same?
Putting aside product design, as far as the needs of the user side are concerned, the current large number of domestic players in the three-dimensional world, need to face the pressure of life and work, the game as a good way to relieve the spirit, the main experience of light leisure placement, in the future market is still promising.
Overall, the breakthrough of "Wulin Idle Man" is a good encouragement for the market.
In order to consolidate the performance of the achievements, on the occasion of the full moon, "Wulin Idle Man" also fully reflects the team's good at "whole life" in the content of the subsequent update.
First of all, unlike most previous games, the development team took the initiative to add "open and hang" experience to the game, and the game linked the classic modifier "Kingsoft Ranger" to build it into the game. "Kingsoft Ranger" many single-player veteran players are not strangers, in the single-player era it is popular, often at the top of the popular software rankings, is to enhance the game experience of the artifact.
"Wulin Idler" this time together with the "Golden Mountain Ranger", can be said to be the feelings and experience go hand in hand, on the one hand, it provokes the memories of many old players when playing games in the old time, on the other hand, it is in line with the overall relaxed and humorous tone of the product, taking the initiative to open the door of experience convenience for players, and on the basis of placing lightness, once again raise the player's game freedom.
Secondly, the recent "Wulin Idler" has launched a rather special and powerful new character - Qiu Bojun. The aura of the legendary domestic programmer and founder of Kingsoft represented behind him has attracted much attention when the new role is launched. Of course, for the old players of martial arts, Qiu Bojun also has a layer of senior martial arts enthusiast identity, and he has a strong bond with the development of domestic martial arts games.
Previously, Qiu Bojun had been a game Easter egg for the love of swordsmanship, which provoked the emotional memories of many old martial arts players. This time, the development team boldly worked, please ask Bojun to incarnate as a character in the game "Wulin Idler". Of course, being able to make the boss ask Bojun to stand on the platform also represents, in a sense, his recognition of the exploration of "Wulin Idle Man" in the path of young national style martial arts.
There are many games on the market, but the game is open and hanging up and the boss of the family is also out, and "Wulin Idle Man" should still be the first one. Looking back at the performance of the game since its launch, the happy martial arts created by "Wulin IdleMan" not only continue the memories of the previous generation of players, but also successfully attract many young "idlers". On the long march of thousands of miles, it has also taken the first step steadily, and in the future long-term operation, the journey challenge of "Wulin Idle Man" has just begun.