Text / North Force
On the morning of February 8, Gu Ailing won the gold medal in the final of the freestyle ski women's big jump, creating China's ice and snow history. Since its opening on February 4, the Chinese delegation has rushed to the top of the Winter Olympic medal table with 3 gold medals, 2 silver medals and 5 medals.
Such a sports event at the doorstep of the family has also pushed the people's "ice and snow fever" to a higher level. Whether in video programs or on social media, people's enthusiasm for participating in ice and snow sports is unprecedented, and ice and snow-related content has become a topic that users are keen to talk about and participate in.
While Chinese athletes compete for honor on the field, many off-site audience fans are not "idle", spontaneously becoming "athletes" in the digital world to compete for medals, and a tactical competitive mobile game has unexpectedly become this carrier.
Recently, let more young people understand ice and snow, fall in love with ice and snow, and at the same time respond to the call of "driving 300 million people to participate in ice and snow sports", the main users for the post-90s "Peace Elite" launched snowboarding gameplay, the original ice and snow sports experience into the digital world.
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With the launch of a new version, Peace Elite makes ice and snow sports at your fingertips
How "hot" is ice and snow sports?
According to the "2020 Annual Survey on Public Participation in Ice and Snow Sports", in the winter of 2019-2020, about 150 million people across the country participated in ice and snow sports, accounting for 13.9% of the population. In other seasons except winter, 27.2% of people still participate in snow sports. Of these, 7.2 percent have participated in ice sports, 7.3 percent have participated in snow sports, and 19.6 percent have participated in recreational or folkloric activities.
The increasingly large consumer group has also created a wider market demand, and the blue ocean of the domestic ice and snow market has emerged. According to the "Ice and Snow Sports Development Plan (2016-2025)" research report released by the State General Administration of Sport, the total scale of the mainland ice and snow industry will reach trillion yuan by 2025, and the number of people participating in ice and snow sports will exceed 50 million.
On social media, the spread of ice and snow sports has also penetrated every corner. The Little Red Book "Skiing" related notes exceeded 400,000+; The new topic of Douyin about skiing # National Ice and Snow Season, #三亿人上冰雪, and the number of short videos played more than 400 million times; the #快手冰雪季 topic also exceeded 1.4+ billion plays; on Weibo, #The entire circle of friends went skiing #Topic read more than 300 million times... All kinds of data show that the influence of ice and snow sports has reached an all-time high.
In this huge user group, young people have become a new force. According to the Statistical Survey Report on Driving 300 Million People to Participate in Ice and Snow Sports, young people aged 18 to 30 are the "main force" participating in ice and snow sports, accounting for 37.27% of the total number of participants.
However, as we all know, compared with sports such as football and basketball, ice and snow sports have a higher threshold, and there are certain requirements for weather, venues, equipment, etc., coupled with the impact of the epidemic, many young people want to respond to the call and experience ice and snow sports in person, but they cannot make the trip.
At this time, a digital world that can break the boundaries of space has become the choice of many young people to live a "snow addiction". Among them, as a representative product of the digital world, the game has the characteristics of strong interactivity and high immersion, and many game products are also sparing no effort to help ice and snow sports, and "Peace Elite" is one of the representatives.
On January 26, Peace Elite launched snowboarding, providing young people with another way to experience ice and snow sports in depth.
In this new version, the Island Nuclear Power Plant has been converted into an "ice and snow arena" and built a huge "ski jump" where players can pedal their skis and experience the pure fun of ice and snow sports. On the jumping stage, players can transform into snowboarders and experience the thrill of adrenaline rushing at a high speed, and the joy of constantly breaking through the self-limit. The game also adds a referee system, so you can "start the game" with your friends. It is reported that in the process of research and development, the snowboard jumping game of "Peace Elite" has been designed and supervised by the referee of the International Snow Federation, and strives to provide the majority of players with an original ice and snow sports experience.
In addition, "Peace Elite" as a promotional platform for the "Snowflakes Illuminate the Centennial Ice and Snow Road" activity, and related elements have also been added to the ski jump scene to help more people understand and fall in love with ice and snow culture and ice and snow sports. As the digital spokesperson of "Peace Elite", Gilly has become the promotion ambassador of ice and snow sports, and the same ski suit as Gilly has been listed in the game, and players can collect it for free by participating in the series of activities.
On the one hand, through the launch of the ice and snow version, "Peace Elite" not only satisfies the demands of its own users for ice and snow sports, but also undertakes the heavy responsibility of promoting to young people. As mentioned above, the 18- to 30-year-old youth group is the "main force" participating in ice and snow sports, and this is also the main user group of Peace Elite. According to Mobile Observatory, peace elites make up more than 70 percent of 19- to 35-year-olds.
On the other hand, "Peace Elite" is relying on digital product characteristics to strengthen the original sports attributes, in this process, it can cooperate with the official level to provide assistance for the promotion of ice and snow sports, which is not only an assistance to the ice and snow sports to the depth of public life, but also an upgrade of the cultural connotation of its own products.
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Strong social and easy to use, "Peace Elite" allows ice and snow to penetrate into the lives of young people
With the introduction of the ice and snow version of Peace Elite, players can experience Peace Elite almost anytime, anywhere after thinking about skiing.
"After the version update, as soon as I started the game these days, I jumped to the ice and snow arena (where the big jumping platform in the game is located), and first used a few snowboard flips to stimulate myself and warm up."
Oda (not his real name) is a loyal Peace Elite player who will rush to the forefront of the official event. As a Guangzhou native who "snow is a luxury", ice and snow sports are not a routine for Oda. The launch of the ice and snow version of "Peace Elite" provided him with a stage to experience ice and snow sports at any time.
(Snowboarding Gameplay Demo)
This snow season, we can clearly perceive the social attributes of ice and snow sports. People's enthusiasm for ice and snow is rising, and colorful ice and snow activities are being carried out everywhere, and posting ski photos has become a new popular trend. For a time, the ice and snow sports that were once far away from us have penetrated into daily life, and ice and snow have become the consumption choice of more and more people.
Social networking is also the most significant feature of mobile games. In the era of a smart phone per hand, mobile games break the time and space restrictions, and the applicable scenarios are wider and more playable. Therefore, as a national game with more than 50 million daily active users, the huge energy of "Peace Elite + Ice and Snow" can be imagined. Through the player's play and dissemination, the discussion about ice and snow will also become a part of the peaceful elite community that cannot be ignored, and this kind of listening will also attract more people to become fans of ice and snow sports, strengthen the national ice and snow fever and form a positive cycle.
In order to further expand this benefit, "Peace Elite" also carried out online and offline scene linkage with Shougang Park, and a huge IP graffiti successfully appeared in Shougang Park. In addition, Peace Elite also invited Han Xiaopeng, the first gold medalist of China's snow sports, and Zhang Jiahao, the 2019 National Snowboard Slope Obstacle Course Champion, to serve as "Peace Elite Ice and Snow Cheers Officer" and "Peace Elite Ice and Snow Sports Promotion Ambassador".
On January 27, "Peace Elite" and the documentary jointly created by Chinese snow circle people - "Snow Circle People" was also officially launched. In the documentary, in addition to the "champion members" such as Han Xiaopeng and Zhang Jiahao, there are also "ordinary people" such as ski doctor Liu Chang, national ski team coach Wang Yan, sports field test skater Kan Binbin and peace elite team members. Through dialogue with practitioners in China's ice and snow industry, "Snow Circle Man" tells the story of ice and snow sports gradually moving towards the public from different perspectives, discusses the popularization and development of Ice and Snow Sports in China in the digital age, and structures the past, present and future of China's ice and snow industry.
It can be said that "Peace Elite" has both digital elements that young people like and sports genes through cross-border linkage within the product and parallel online and offline, making "Peace Elite + Ice and Snow" burst out a wonderful spark. As the peace elite IP expands in more fields in the future, perhaps the way to cooperate with ice and snow may be more diverse.
It is true that at a time when the importance of the super digital scene is constantly being mentioned, games, as the best tool for connecting online and offline, also bear the responsibility of "from virtual to real". As sports celebrity Han Qiaosheng said: "Nowadays, with the development of technology, super digital scenarios such as games show us unlimited possibilities. When the general public opens their mobile phones, they can experience the thrill of ski jumping. For the public, this is a way to experience ice and snow online without thresholds. "Peace Elite" takes advantage of the young audience, high experience and strong sense of immersion to amplify the charm of ice and snow sports, so that the public has the opportunity to experience the excitement of the arena and attract young people's attention and understanding of ice and snow sports."
"Peace Elite" takes advantage of its own audience's youthfulness, strong sense of immersion and strong social attributes, not only integrates ice and snow elements into the game side, but also breaks through the offline and offline experience barriers of ice and snow sports through offline cooperation and launch of documentaries, conveys the charm of ice and snow sports to young people, and assumes the sense of responsibility that should be a "national game".
It can be said that the launch of the ice and snow version of Peace Elite is not only a game update, but also a scientific and technological touchpoint that connects ice and snow sports enthusiasts. Just as the so-called generation has a generation of sports, today, "Peace Elite" is helping the promotion of ice and snow sports in a way that young people like, and is also striving to turn ice and snow and the spirit of ice and snow behind it into a part of young people's lifestyles and values.