For the outside world, Ohayoo, who has published casual games such as "My Kung Fu Special Cow", "Emerald Master", "Wang Blueberry's Happy Life", is known as a "explosive incubator" in the industry because of the frequent explosions. It's not easy to hatch a blockbuster, and for Ohayoo, which has released more than 150 casual game products, it obviously has its own set of ways to tap into the strong link between gameplay and player needs. I have to say that in the process of continuously incubating blockbusters, Ohayoo has gradually explored a release path that can meet the needs of players to create casual game hits.
On December 8, Ohayoo released "Antiques are Play" was launched on iOS, and on the 11th, it opened a big push, climbed to the top of the iOS free list, and dominated the list for 3 days. According to the data, from the 8th to the 14th, the cumulative number of new users at both ends is 180W. Douyin topic # Antique is played 210 million times, it can be said that this is another beautiful release case, then, what is the release idea of "Antiques is Play" this time?
Strong insight, providing assistance to the development team Ohayoo
It is understood that "Antiques are Play" was officially set up in May 2021 to start research and development, before the establishment of the project, Ohayoo had carried out product project planning with the development team, mainly through the gamification of some hot elements in the station, and the early CTR test in the form of video, so as to quickly understand the player's acceptance of the genre game. At the same time, the suction test can quantify the attractiveness of the game's gameplay, subject matter, and painting style to the user into measurable data, so as to evaluate whether the game is absorbed. In the end, under the CTR verification and suction test, the theme of antique treasure, which comes from the public's well-known and interesting, but difficult to actually participate in, was determined as the theme of the game.
Treasure hunting is a very grasping user psychology behavior, on the one hand, so that the audience in the process of treasure appreciation can understand the knowledge points of antiques and the story behind the antiques, on the other hand, to meet the curiosity of the audience, how much is this antique worth? Therefore, this makes the topic of #antique # has always had a high popularity value in Douyin, and its topic degree has a good score of more than 5.57 billion plays, and at the same time, there is also the popularity of similar topics such as #Jianbao#, #Antique#, #Jade#, #Jade#. Therefore, this kind of hot topic dug out of life is more acceptable to players.
From the perspective of gameplay, "Antiques is Play" successfully connects a variety of gameplay, starting from the player's earliest Taobao Shell, selecting various antiques including porcelain, jade, gold and other antiques in different shopkeepers, observing antiques in an all-round way in a "stubble" way, finding out the various defects hidden in antiques, and the shopkeepers to carry out a "bargain" of wit and courage, earning rewards in the form of low-cost transactions, and then placing these antiques in the exhibition hall. Finally, the gameplay of placement and simulated management is used to help players grow and attract players to enter repeatedly, and to improve user retention. In the process of treasure hunting and treasure hunting, the game restores the whole process of antique appreciation to the greatest extent, which greatly satisfies the player's curiosity and fun in antique treasure hunting.
After passing each large chapter, the player will get a set of antiques of the "Peerless Set", compared with other antiques, the development team not only animates the story for the "Peerless Set", but also these "Peerless Sets" have a lot of help for the player in the game, and also stimulate the player's desire to collect to a certain extent. This also fully solves the problem that players are easily tired of casual games, and strengthens the stickiness between users and games to increase user retention.
It is this kind of hot element found from life that is very attractive to players, under the series of multiple gameplay, "Antiques is Play" with treasure hunting as the core has quickly occupied the user market and become a rare and popular casual game in recent times. At the same time, a series of ohayoo's marketing plans and the spontaneous dissemination of players have expanded the voice of "Antiques is Play" once again.
Find the right marketing cadence to activate potential users
When the product is determined, how to effectively communicate with the market and users has become an important topic. Under Ohayoo's continuously updated and iterative distribution and operation system, it is not uncommon to help the development team stay close to market trends and identify players' needs and pain points through market data analysis, target user demands, and pan-entertainment platform hot information insights. Judging from the topic of related words of "Antiques is Play", we can dig out strong related topics such as #antique#, #Jianbao#, etc., and through the analysis of the content of related hot topics, the portraits of the crowd captured are mainly concentrated in 24-40-year-old men with families. Therefore, in the promotion of the game, we should pay attention to the core coolness refinement, which will also target users with stronger memory points.
In the promotion of "Antiques is Play", the early official did part of the guidance, which mainly comes from the combination of game content gameplay and short video dissemination. The content under the official promotion is mainly focused on the display of the core gameplay of the game, from the perspective of Ohayoo's past publishing experience, if it is only a simple and straightforward throw out of the core gameplay of the game, it is difficult to achieve the purpose of attracting potential users. Therefore, the official joint game vertical video masters have focused on the promotion of the core gameplay such as "finding faults", "bargaining" and "picking leaks" of the game, and guided users to pay attention through the high-quality content of the game vertical video masters.
This kind of video content around the core gameplay of "finding fault", "bargaining", "picking up leaks" and so on has played a self-propagation effect in the vertical type of video creation group, so after the official directional guidance, many players have become tap water and began to share the content of "Antiques is Play" on Douyin, and this part of the tap water users are different from the content of the game vertical video masters in the sharing of content, they are more inclined to share interesting dialogue in the game or the content of the store playing terrier, Because this is where they feel happy in the game, it is the emergence of these different contents that makes the video content almost cover all directions of the game, so in the content dissemination of the short video, the two take into account the player's experience of the fun of the game, and take into account the curiosity of the pan-player group for antique treasures.
Through the dual effect of official promotion and tap water, this simple gameplay and interesting content soon spread among the player group, and as more and more players entered, the proportion of tap water became larger and larger, gradually forming a long-tail scroll of the content effect. This kind of marketing method, which combines gameplay and content very closely, also makes potential users pay more and more attention to "Antiques are Play", laying the foundation for subsequent games to attract the attention of pan-users. It can be seen that through this kind of self-propagation effect of the core of the game in the early stage, and then in the later stage, the video content of different gameplay of the game is supplemented, and the tap water spread is driven by the "throwing bricks and leading the jade" method, which fully reflects Ohayoo's mature experience in the distribution and operation of IAA games.
The increasingly sophisticated Ohayoo and its distribution logic
According to the recently released "2021 China Game Industry Report", the revenue of the domestic casual game market was 34.653 billion yuan, an increase of 17.42% year-on-year. Among them, the sales revenue generated by in-game purchases was 6.944 billion yuan, and the advertising monetization income was 27.709 billion yuan. The data shows that the IAA model is still the main way to generate revenue for casual games.
As a distribution expert of IAA games, Ohayoo has released dozens of blockbuster games since its inception, and the publishing experience and marketing methods accumulated in this process have been regarded as the leaders of domestic IAA games. In this "Antiques are Play", Ohayoo's playing style is becoming clearer, and we also try to sort out Ohayoo's distribution logic: through insight into users and the market, and then data-driven agile tuning.
In the establishment of this "Antiques is Play" project, we see that Ohayoo has a purpose in the choice of game content, and the category of antique treasures belongs to the theme that the public is familiar with and interested in, but it is difficult to actually participate in, this kind of theme has a strong plasticity and excavation, so Ohayoo and Beijing Yi Orange have seized this life hotspot for development when the product is established, combined with a variety of ways to connect it.
Ohayoo obviously knows how to make "Antiques is Play" into a secret book for blockbuster games, before the "Antiques is Play" was launched, Ohayoo quickly carried out CTR verification in the form of video, evaluated the amount of gameplay, and finally locked the promotion core on "finding faults", "bargaining" and "picking leaks", when the CTR testing process is fully displayed in front of Ohayoo and the development team, it can improve and optimize the game experience according to specific data. In this way, many art quality upgrades, game framework reconstruction, and R&D integrated gameplay and other large modules are tuned.
Subsequently, the materials and talent promotion revolve around the core content, causing a certain degree of self-propagation effect in the vertical circle layer, attracting "tap water" and realizing the long-tail rolling of the content effect. Then stimulate the basic disk of the game through high-quality content, reach the interested users of the game theme, and finally expand the influence of the game in the current population by taking advantage of the pan-entertainment masters.
In the past, Ohayoo has released many different types of games, and the idea of publishing each product is more or less different, but we can also get a glimpse of its publishing logic: insight into users and the market, and then data-driven agile tuning. So, what is the idea of the next product release? How will Ohayoo iterate on its own distribution logic? Maybe when the next blockbuster appears, we can see an updated Ohayoo.