During the Spring Festival, if you want to talk about the popular mobile game products, 4399's "Civilization and Conquest" definitely occupies a place. The SLG mobile game, which was publicly tested last year, has a total of 87,331 cumulative inputs in a total of 30 days from January 10 to February 8 this year, and the total number of cumulative creatives is 1700956 groups, ranking TOP.02 in the hot cloud platform information flow rankings.
Not only that, according to Qimai data, the total revenue of the iOS channel of Civilization and Conquest in January this year is estimated to reach 19 million US dollars (equivalent to 120.8 million yuan). After the Spring Festival holiday, the game is still ranked high in the iOS game best-seller list (as of now, TOP.17).
Observation of recent traffic delivery data of mobile games
Trend of the past 14 days: January 28 has the highest delivery intensity, and the anchor commentary video is hot
As we all know, the Spring Festival and National Day holidays have the potential risk of increasing the player turnover rate for the game. Therefore, during these two long holidays, game manufacturers will launch many content-rich game operation activities in order to increase the active value of the game, and put product promotion and publicity, and Civilization and Conquest is no exception. In the information flow trend of this game in the past 14 days (2022.01.26 to 2022.02.08), the highest peak of the number of creative groups and materials appeared on January 28, when the Spring Festival holiday was about to start. So, what are the hottest materials on this day?
On January 28, the video with the highest cumulative popularity in the material content released by "Civilization and Conquest" was "Yu Hewei's Recommendation: Opening Selection Civilization, Recruiting Archers to Form a Large Army, And Shocking the Princes of All Directions!" 》。 The video was first released on December 29, 2021, and the creative material is a video commentary on the game experience of game host Zhou Shuyi.
In the past 30 days, the main traffic platform of material release: pangolins accounted for 51.7%, a total of 7099 materials
During the period from 2022.01.10 to 2022.02.08, the traffic platform of civilization and conquest mobile game was mainly pangolins, and the game put a total of 7099 material content on the pangolin platform during the observation date. Secondly, the game's delivery of preferential advertising accounted for 21.22%, and Tencent advertising accounted for 20.87%.
In the past 30 days, the top 15 media outlets accounted for material release: Kugou music accounted for 6.69%
Among the top 15 media in which "Civilization and Conquest" materials are released, although the media types are mainly novels and news information platforms, the highest media is the music platform Kugou Music, accounting for 6.69%; others such as QQ reading, UC browser, meter reading novels, seven cat novels, etc. The proportion of investment fluctuates around 3%.
Hot copywriting analysis in the past 30 days: Yu Hewei, Zhou Shuyi and other anchors chatted about the game experience, and the publicity lineup was strong
The promotional content of "Civilization and Conquest" during the observation period mainly has these characteristics: First of all, the game invites Yu Hewei, a powerful actor who has played Cao Cao, Qin Shi Huang and other ancient Chinese emperors and heroes, to become a spokesperson. The blessing of the classic image makes many players attracted to the story content by Qin Shi Huang, who is played by Yu Hewei again, after seeing the game advertisement.
"Civilization and Conquest" advertising video on Douyin
Secondly, in addition to inviting Yu Hewei as an endorsement, the game also invited popular anchors Zhou Shuyi, Da Sima and Dumb Sister Xiaobawang, As well as Nie Xiaoyu and Miller to become chief experience officers, to conduct content analysis and experience commentary from the perspective of gameplay, so that SLG players can understand the characteristics and playability of the game in many ways. In addition, the game also invited "Wang Sledgehammer" Bai Ke and Hanizi to promote the game.
Finally, the promotion is not only video and advertising, but also careful consideration of the theme song "Civilization and Conquest". It invited "The Voice of China" Yuan Weiya to sing the theme song "From Here", bringing players a different way of promoting games than traditional SLG games.
Video version of From Here
Landing page launch in the past 30 days: A total of 2237 landing pages, spokespersons and game content combined for publicity
In the past 30 days, the text title of "Civilization and Conquest" mainly highlights the New Year and welfare activities. For example, "civilization and conquest will be sent to Qin Shi Huang on the line", "Happy New Year Gifts help the new journey" and so on. The text title, together with the spokesperson's promotion, allows passers-by players to see the content characteristics of the game at a glance, and can also understand how rich the benefits of the game are, further attracting potential players to download the game.
Overall, "Civilization and Conquest" is very rich in information flow data, and many targeted publicity and promotion have been carried out for various attributes of users, so that players in various fields can deeply understand the characteristics and highlights of the game, so that the popularity of the game during the Spring Festival has been maintained in a more balanced stage.
Selected review content for mobile games
According to TapTap, most players have a positive review of Civilization & Conquest, believing that the game experience is good, the graphics are good, and it is friendly to newbies. Moreover, some players believe that whether this game is liver or casual is very casual, and the gameplay is also more interesting, especially in the class play, from a certain aspect, it is indeed quite a reduction in the history of the class restraint.
What kind of game is Civilization and Conquest?
According to the introduction of the iOS platform, Civilization and Conquest is a war SLG product launched by 4399. Different from the traditional strategy mobile game, Civilization and Conquest does not consume resources and automatically recruits; opening the recruitment mobilization can greatly improve the speed of recruitment, so that players can completely bid farewell to the problem of long recruitment time and high cost.
The source of the above information flow delivery data: hot cloud data;
iOS rankings, reviews, and download estimates are all from: Qimai Data;
Collect and organize: Game Inn.