The author | Snow Night Maple Scales
The month before the Spring Festival is often the time when long-term operation games carry out New Year activities and thus increase publicity, and this year's Spring Festival seems to be no exception. Except for the women's friendship time to the game "LingYunnuo", there are few blockbuster new games launched in January, but the manufacturers' efforts have not diminished.
Launched on the market in January 2022, the overall situation showed a more competitive situation. The launch offensive of SLG games continues, and some board games are also re-launching and draining as the Spring Festival approaches. However, the star on the market is still relatively calm.
In January, the Prophet Travel News Star Endorsement Observation selected 2 key games, and the star casting observation of the regular "Douluo Continent: Soul Master Showdown" was once again on the list. At the same time, the national game "Glory of the King" ushered in the first promotional film of the spokesperson Shen Teng in January, but they did not invest in January, but left more resources until the beginning of the New Year.
"Douluo Continent: Soul Master Showdown" as the highlight of 37 Interactive Entertainment last year, as of the third quarter of last year, the game has created 700 million yuan of flowing water for 37 Interactive Entertainment. After inviting Yang Zi and Jackie Chan as the spokespersons for the game in the early stage, Douluo Continent: Soul Master Awakening re-exerted its strength in January and invited Chen Kun to endorse the game. Tang Chen, played by Chen Kun, has a linkage with Tang Hao, who was played by Jackie Chan before.
As a game loved by the whole people, "Glory of Kings" naturally does not lack spokespersons. Spokesperson Shen Teng has already participated in many activities related to "Glory of Kings". However, after recording the Spring Festival promotional film this time, Shen Teng officially became the spokesperson of "Glory of the King". As a comedian loved by the whole people, shen Teng and the temperament of "Glory of the King" are also very suitable.
According to Dataeye data, in January this year, the average daily delivery of materials was about 226,214 groups, and the amount of stock released near the Spring Festival holiday increased significantly, up 46% from December. At the same time, the average daily launch company is about 1636, up 16% from December.
In terms of themes, the theme of Xian xia games has increased significantly, up 47% from December. In these fairy games, the game types are mainly MMORPG and placement classes. The number of modern theme games is still the largest. The Pangolin League and today's headlines are still the favorite channels for game delivery, and The Encyclopedia of Troubles has become the new favorite of the Xianxia genre.
"Douluo Continent: Soul Master Showdown": Chen Kun joined, and the Tangmen Universe was basically completed
For a long time in the past, Chen Kun and the well-known animation IP "Fate" were a strongly bound state, so the only game that Chen Kun endorsed was also "Destiny: Crown Designation" represented by Station B.
However, just this year, Chen Kun became the spokesperson for "Douluo Continent: Soul Master Showdown". 37 Interactive Entertainment filmed a series of promotional materials for Chen Kun, and his role of Tang Chen was also recognized by players. According to heat cloud data, in January, Douluo Continent: Soul Master Showdown released 4493 sets of material, successfully returning the game to the top 15 of the App Store best-seller list. The main platforms for the game are Tencent Advertising, Pangolin Alliance and Massive Engine.
As an IP card game, Douluo Continent: Soul Master Showdown has always been concerned about whether IP fans can accept this game. Yang Zi, as a popular actress, is only a way to drain the flow. Since Jackie Chan started as a spokesperson, 37 Interactive Entertainment has begun to create a "Tangmen Universe" on the promotional materials.
The prophet you have previously analyzed that Sanqi Mutual Entertainment found Yang Zi and Jackie Chan, naturally valuing the labels of goddesses and idols of the times on them. Chen Kun naturally does not belong to this list, but Chen Kun's image and Tang Chen's temperament are extremely suitable, which is extremely suitable for them to shoot promotional films.
Among the materials released, in addition to the video of Chen Kun presenting New Year wishes to the majority of players of Douluo Continent: Soul Master Showdown, Chen Kun filmed a number of special effects promotional films to show Tang Chen's process of becoming a Douluo. "The entanglement of the old fetters, the deception of the devil now, who says that a mortal is not worthy of being a god?" If you don't become a god, if you don't return, this is my Tang Chen's life" has become the promotional copy of these videos.
Under the appropriate amount of purchases and the publicity offensive of the new spokesperson, "Douluo Continent: Soul Division Showdown" successfully continued the popularity gained during the previous Jackie Chan endorsement. Although the free version of the App Store has fallen to 50 outside, the more core best-seller list indicator ranks 13th, which is obviously a good achievement for 37 Interactive Entertainment.
"Glory of the King": Shen Teng's first publicity advertisement, the national comedy star to promote the Spring Festival atmosphere
Every year, the Spring Festival is a key node in the development of "Glory of kings". In previous years, "Glory of the King" was mainly promoted in the form of Spring Festival animation, but this year is different, they found a spokesperson Shen Teng to shoot the first promotional film New Year Tiger God Ji Fan, so that gamers can also experience that the Spring Festival is coming.
According to heat cloud data, a total of 1140 sets of materials were released in January for "Glory of Kings". Although this number can be said to be a drop in the bucket for large buyers, it is rare for a game like Glory of Kings. But as mentioned earlier, the Spring Festival is the main battlefield for the revenue of "Glory of the King", and it is not surprising that it is widely released.
It is worth mentioning that in the first 29 days of January, the number of materials released in "Glory of Kings" was basically controlled between 30-40. Until the Chinese New Year's Eve of January 30, when Shen Teng's New Year Tiger God Ji Fan had just been released for one day, "Glory of the King" released 113 sets of materials in a single day, creating a new high in the short term. The main platform for the game is Tencent Advertising and Tiger Punch.
The spokespersons selected by "Glory of Kings" basically uphold a standard, that is, to have national popularity. Including the brand promotional film launched during this year's Spring Festival, Yang Mi, Yi Qianxi and Li Xian all embody the attribute of nationality, and Shen Teng is naturally the spokesperson who can best embody this attribute.
In the New Year Tiger God Ji Fan Wai Chapter, Shen Teng used the classic appearance of "You Come Here" in "Shy Iron Fist" to make a move with the hero Pei Huhu in "Glory of the King".
In another promotional video, Shen Teng pasted the Spring League on Lian Po's shoulder. Finally, Shen Teng took a group photo with several heroes who appeared in front of him and Cai Wenji, which directly led to the 2022 Spring Festival slogan of "Glory of the King" - "If there is a group, there will be a gathering, and the New Year will be glorious together".
The new spokesperson promotional video and the purchase volume far exceeding the usual amount of money, so that "Glory of the King" can still sit firmly in the top position of game revenue during this year's Spring Festival. According to Sensor Tower's data, the "Glory of Kings" data increased by 92% month-on-month in January this year, and it occupied the first place in the App Store best-seller list during the Spring Festival, and is undoubtedly the biggest winner of this year's Spring Festival.