- 313 original case -
Today we are going to talk about a very young and interesting game - "League of Legends Mobile Game".
I am young because I only started the uncut test in October last year, and I am just half a year old. However, if we casually look at its official micro-blog on a certain day in the near future, we will find that a total of 7 microblogs have been released, and the data with 1 million reads and 6,000+ interactions has been obtained, and the existence of the head in the game category is also the existence of the head.
Screenshot time: End of March 2022
However, we believe that even if the game is backed by IP, or even the most famous game IP in the world, the success of the League of Legends mobile game is still worth analyzing and studying.
There are two important reasons for this:
There are many games with classic IP on the market, but IP fire and series new game fire are not completely related. Opportunities and crises often coexist.
MOBA and competitive mobile games are very mature categories, and the new tour online faces a high market share of similar competitors and a high-intensity competitive environment in the mobile game market.
So you can take the League of Legends mobile game as a game that urgently needs to pull new games, and the market competition environment it is in is very fierce, from the purchase volume to the placeholder, there is a certain degree of competition. But at the same time, its natural advantage is that it has a strong IP background, and the most important thing for brands to consider is how to convert IP advantages into user value.
Today, the official micro-fans of the "League of Legends Mobile Game" have now exceeded 3.7 million, and the daily reading volume has exceeded one million. Although the value of IP cannot be simply compared, to some extent, its IP operation and communication means are worth learning from other IP games.
Let's take a typical campaign as an example.
From October to November last year, league of legends mobile games ushered in three important nodes after the listing.
The first is that the game is officially launched in October; the second is the end game S11 final; the third is the first animated series of the League of Legends IP in November.
Overall, these are important nodes that are worthy of brand communication.
But the challenge is that the League of Legends mobile game can not only inherit the users of the end game, it needs to undertake the IP value of the end game to start, further make the IP break the circle, pull powder, increase the number of mobile game users and even add new vitality to the IP.
So, how does the League of Legends mobile game break the circle step by step?
In summary, there will be three core highlights: brand image breaking the circle, gameplay breaking the circle, and IP culture breaking the circle.
01.
Idol + Weibo red envelopes, let young people high up
At the beginning of October, the game was officially launched, which is an important period for the League of Legends mobile game to position the brand image of users, and as a mobile game for young users, its brand image perception is naturally in line with the aesthetics, interests and cultural attributes of young people.
The brand chose to use the idol of young people- young high-quality star Wang Junkai to attract users, while expressing the brand's youthful image, creating a series of social communication events on Weibo.
With the official launch of the game on the 8th, with the strong support of IP and a series of core resources, it attracts users to explore and search. Finally, with 9 hot searches, 24 hot search topics on the list, and more than 7 billion reads, the perception of the event spread from Weibo as the source to the whole network.
In order to further break the circle and help the game to pull new and then brand image positioning, on the basis of the following 11 days, on the basis of the public beta hotspot event, Wang Junkai released an unlimited number test exclusive welfare Weibo, borrowing the star effect + red envelope incentive mechanism, successfully undertaking and converting the hot traffic of the public beta event, and inviting fans and players to participate in the new game together.
Such a celebrity platform has reached a million-level social sharing in a short period of time, and successfully radiated the influence of the brand public beta event to a wider range of animation secondary, fashion, sports, women and other circles through the fan circle layer.
At the same time, the League of Legends mobile game official micro also released spokesperson red envelope related topics and brand videos at the same time, further undertaking the traffic of idols, positioning the brand image of the game, adding fans to the official micro and pulling new games.
According to the data, the red envelope Weibo released by Wang Junkai alone generated a total of 27 million + exposures and 1 million + forwards. At the same time, Wang Junkai's young image has also played a great positive role in the youthful positioning of the entire game brand, so that young people generally perceive that this is a popular mobile game that is popular on the whole network and loved by young people, which can naturally help the game generate new users.
More importantly, this young and fiery game image has formed a strong cognitive circle-breaking force, and the user's basic disk at this time will become the brand tonal cornerstone of the subsequent dissemination of the entire game.
02.
Output the gravity at the bottom of the game, and use the gameplay to pull a new pan-game circle layer
Under the high exposure effect of the 8th non-deletion test screen hot search, the 11th Wang Junkai sent a red envelope, after reaching the star fan circle layer and the core circle layer it radiates, the next step is naturally to enter the game experience.
However, as a brand new mobile game, although it will inherit the IP gameplay of the end game, for the end game players who are not familiar with the operation of the mobile game, or the novices who have joined the mobile game, "operation" must be another problem in front of them.
In the face of this problem, it is natural to need a lot of gameplay content, game KOLs to participate, through wonderful competitions, meticulous teaching, game passion atmosphere rendering, to help new players who join the mobile game to experience fun, while radiating pan-game circle users.
At this stage, the League of Legends mobile game first made use of the influence of the end game IP, and during the S11 season, with the slogan of "watching S11 play mobile games", the topic #LOL mobile game Canyon Competition Month#, #Watch S11 show your famous scene # and other topics were launched on Weibo, inviting players to share their own mobile game highlights while watching the end game competition.
In order to activate the player's sharing initiative, the brand also produced creative materials around Wang Junkai, invested core resources to guide to the official sharing topic, and invited well-known LOL end game players Faker, Uzi, and Doublelift to produce creative short films for the mobile game experience, driving core fans from the stars and talents to participate in the sharing of content.
In addition, the brand also invites a large number of game masters KOLs to share the content of the game competition, edits many high-quality mobile game competition videos, firmly grasps the "operation fun" of competitive games, and then continuously attracts more players to experience and produce high-quality UGC by unlocking limited skins, expressions and other incentive methods.
This series of operations allows the mobile game to effectively undertake the popularity of the League of Legends S11, and fully activates the operation experience fun of the mobile game. In particular, the S11 season was finally won by the Chinese team EDG, followed by a large number of natural hot searches on Weibo, and all users of the network were attracted to the Weibo platform to discuss and share the joy of this victory.
At this stage, the transmission effect of mobile games is also directly pulled to the top.
Because at the resource level of the S11 season, the League of Legends mobile game is fully integrated into the semi-finals and final nodes on Weibo, such as using the topic of Wang Yibo of the end game to pre-embed the drainage; or in the process of the S11 competition, through the hot spotlight, commentary of celebrities, official media reports and other paths, invite a group of talent idols to carry out interactive commentary competitions, fully transfer the competitive fun of the game IP to the mobile game, and drive the positive image of the mobile game through official media reports.
Therefore, the League of Legends mobile game that has been accompanied by the spread of the entire event is naturally in the onlookers of a large number of users, as well as the centralized reports of KOLs, media, and even central media after winning the championship, which bring immeasurable communication value to the exposure, circle breaking, and gameplay sharing of mobile games.