As the most concerned online IP in recent years, the news that "Qing Yu Nian" will be adapted into a game has received a lot of attention since its announcement. Now in less than 2 weeks, this 3D MMORPG mobile game developed by Sheng Qu Games is about to be officially launched, and the number of game reservations has exceeded 8 million.
The number of bookings for the "Celebrating the Rest of the Year" mobile game reached 8 million
Considering the blessing of IP, and this is one of the few online text big IP adaptation products in recent times, it is not too surprising that the "Qingyu Nian" mobile game can have such a high popularity. Recently, the game announced that Song Yi, the actor of Fan Ruoruo in the popular drama of the same name in 2019, became the spokesperson for the game, once again pushing the popularity to a climax. However, behind the high expectations awaits it is a greater challenge, mainly from three aspects:
First, there is a lack of successful online text adaptation cases on the market, and the market's enthusiasm for online text IP has cooled; second, the MMO market has always been a king to king, the competition threshold is constantly rising, and most of the mainstream products are adaptations of mature products; the third is that the MMO category is in a period of change, which is upward compatible with the open world, two-dimensional gameplay and themes.
This is the market environment that the "Qing Yu Nian" mobile game wants to face, which not only puts forward higher requirements for the team's product design and development capabilities, but also greatly tests whether they have the understanding of the MMO category that matches the market. In the impression of the outside world, Sheng Qu Games has rich experience in the research and operation of MMO products, and in recent years, it has precipitated and cultivated internal strength by strengthening the construction of middle office. The "Qing Yu Nian" mobile game is the product of the background of R&D and upgrading iteration.
MMO focusing on plot design
Although we still can't see the full picture of the game, from past experience, the overall framework of the "Qing Yu Nian" mobile game is still a restoration and adaptation of the original work. Of course, this is actually the advantage of the game, the ups and downs of the story and the memorable character image in the original book, so that the game creation has less detours, so that it is easier to resonate with IP users.
Experience the classic story in the game
With the help of the mature story line of the original book and the film and television drama, the development team moved the rest of the year to the game. Entering the game, the player will be a witness to those familiar stories and re-recognize those familiar characters. The game also gives players a lot of freedom, such as fighting alongside uncle Wuzhu, who is highly skilled in martial arts, or opening a shop with the greedy and clever Fan Siru to do business.
According to the development team, in the development of the IP plot, in addition to the main plot of the original work, the "Qingyu Nian" mobile game has also produced a large number of outlaw stories, strange stories, exclusive plots, and temple-related exploration plots of the original characters. In this way, players can further enrich their understanding of the world, and new stories and new plots can also bring players a new content experience.
Why emphasize the importance of stories? At the end of the day, there are a lot of elements that make up an MMO, but the primary factor that can be played by players is the quality of the story. It's like the relationship between the trunk and the leaves, the picture, the gameplay, the social networking, etc., are actually in the service of telling this story well. For example, the world's most well-known MMO game "Final Fantasy XIV", the magic epic story it has created has always been an insurmountable existence, and has been highly praised by players and the media.
Celebrity marketing campaign Focuses on the concept of the 1.5 season of "Qing Yu Nian"
It is worth mentioning that the game's emphasis on the plot is also extended to the marketing of the game. Recently, Song Yi became the spokesperson for the game, and her role as Fan Ruoruo, the first talented woman in Kyoto, in the first season of "Qing Yu Nian", left a deep impression on most viewers. Therefore, in terms of marketing strategy, the game put forward the concept of the 1.5 season of "Qing Yu Nian", trying to connect the film and television and the content of the game through this recognizable image to continue the unified user impression.
On the day of the official announcement of the spokesperson, the game uploaded a Vlog "Smile Under a Black Cloth" on the official blog. In the video, the role of Fan Ruoruo, played by Song Yi, has a new identity - the first blogger in Nanqing, and the main content of the video is actually more like the fanwai small theater of the "Qing Yu Nian" TV series, such as how Fan Ruoruo made fun of Uncle Wuzhu. The scenes of acquaintance, the characters of acquaintance and the funny plot quickly bring the audience into the memory of "Qing Yu Nian", but also have a new understanding of IP.
In fact, this is also the concept that the game wants to convey: the game is not only a restoration of the original and film and television content, but also a new interpretation. In the game, you can experience the stories that have been familiar with familiar characters, or you can meet the other side of the characters in the original and film and television dramas, and start new adventure stories with them. In addition, some modern gadgets such as live broadcast equipment and sunglasses that appear in the Vlog also cleverly show the setting of the ancient and modern integration of the IP of "Qing Yu Nian".
Around the identity of the first blogger in Nanqing, the game is making the "Fanwai Drama" Vlog into a series, not only to make the concept of the 1.5 season real, but also to let more users understand the selling point of the game through such a perspective. For the "Qing Yu Nian" mobile game, such a brand marketing strategy is obviously effective, and the number of Vlogs released so far has approached 7 million; on Weibo, the total number of reads of the two topics of "Song Yi Endorsement of Qing Yu Nian Mobile Game" and "Qing Yu Nian 1.5 Seasons" has exceeded 230 million times.
In the industry's view, in the face of the bottleneck of market purchases, the combination of brand advertising and performance advertising has become a choice considered by many projects. Benefiting from the drive of boutique, good brand advertising has a gain effect on the growth of organic quantities, and the cost is often lower. The power of the "Qing Yu Nian" mobile game in product publicity is gradually transforming into user increments, and with the increase of effect advertising investment, the combination of the two may bring greater results. However, for the "Qing Yu Nian" mobile game, this is just the beginning, building a long-term position of game marketing and exploring the long-term value of traffic is one of the important means to maintain long-term operation.