Players familiar with Elemental Tip may know that after Efun (Easy Fantasy Network) took over the publishing work at the beginning of this year, the game will start with a new look, branching from the original generation of the birth of the game, that is, "returning to the original heart". However, when it was announced that it was launched on April 29, the initial version of "Elemental Obelisk" brought another surprise, that is, the "strong alliance" with the well-known national comic "Journey to the West".
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Today's Elemental Tip has received more resource support from channels
In 2015, the emergence of "Journey to the West: The Return of the Great Sage" made "The Rise of the National Comics" completely get rid of empty talk. Now that 7 years have passed, Guoman has long been different from what it used to be.
According to the "2021 China Secondary Element Industry Research Report" released by iResearch, the scale of China's animation broadcast market in 2021 increased by 19.5% year-on-year to 24.5 billion yuan, and it is full of staying power. Especially with the continuous enrichment of IP, the creative talents and production capabilities are gradually in line with international standards, and Guoman has also been loved by more and more young users in China with the help of high quality and cultural identity, and "Journey to the West" is one of the leaders.
"Journey to the West" is a well-known national comic IP under the banner of Baiman Culture, born from one of the four famous works of "Journey to the West", but it subverts the user's cognition of the westward journey IP, and instead uses the imagination of the brain hole, breaking through the tradition, can be described as standing on the shoulders of giants, telling their own stories, accompanied by high-quality blessings, becoming a "new benchmark" for national comics in the hearts of young people at present.
This time with the "Journey to the West", the initial heart version of "ElementAl Obelisk" can be described as well prepared.
Sun Wukong, the hottest character in "Journey to the West", will come to it and fill in a touch of "green" in the kaleidoscope for the "Elemental Obelisk" initial version of this pure female hero game. At the same time, to avoid the abrupt arrival of Sun Wukong, the plot also arranged a special encounter. In addition, the game also has anime classic shots and exclusive copy design, making the linkage more in-depth. In terms of marketing, the official chose to work with the head anchors such as the Douyu platform "Yinzi" to restore the in-game role, and on the day of launch, the well-known anchor "Maruzi" of Huya will be invited to conduct offline live broadcasting with the official operators to create momentum and increase the popularity of IP linkage.
One is to retake the journey to the west, and the other is to return to the original intention and start again, giving a touch of dust between the initial heart version of "Elemental Obelisk" and the "Journey to the West". It is not difficult to see that Efun's move is to hope that through diversified expression and three-dimensional marketing, the initial version of "ElementAl Tip" has been deeply empowered by benchmark-level national comics, and then achieve 1+1>2.
Deep thinking on the gameplay, quality and word of mouth are all required
Rogue, produced by Mitchell Toy and Glenn Wickman in the 1980s, is considered an epoch-making masterpiece that laid the groundwork for this type of gameplay.
The design of random maps, every exploration of the unknown, the acquisition of equipment to arm themselves, the mechanism of permanent death, the many components of Rogue provide guidance for future generations, who either integrate innovation, or deep improvement, or subvert tradition, so as to make the Roguelike category more brilliant.
As the most influential player in this category of games, "Isaac's Union" has been released for more than 10 years, but it is still hotly discussed by players. The top-down maze, combined with the nightmarish theme, and dozens of passive and active ability improvements and pairing with each other, although the difficulty is high and the monsters are powerful, but the abundance of cool points is always attracting players to try.
"Hades", which won the TGA Indie Game of the Year Award, is considered to be the flag bearer of the Roguelike category in recent years, and it has achieved the perfect combination of Roguelike and action adventure, while constantly exploring the upper limit of the category in terms of game background, game mechanics and Build combination.
From the above fine products, it can be seen that if you want the Roguelike category to be recognized by players, you must learn to save the advantages and disadvantages, and combine the characteristics of the game itself to integrate deep thinking. "Elemental Obelisk" can achieve a good reputation through high quality, which is a unique understanding and display in the above aspects.
For example, the game's gameplay design, choosing short-term exploration and long-term cultivation, each time the level has a new experience, avoiding the player's repetitive work during the game. The constant collision between the cultivation system and the DBG gameplay extends the diversity of gameplay. The total number of unique and versatile skill cards in the game exceeds 100, which are flexible and matched, and are ever-changing.
At the same time, "Elemental Obelisk" also has its own ideas, such as if you get duplicate skill cards in the level, you can upgrade them to more advanced values, and get a self-selected entry, which raises the playability of the game, but also makes the clearance process add a touch of randomness, ensuring the novelty of each play, giving players the motivation to continue to explore.
In the initial version of "Elemental Obelisk" released on April 29, the strategy of the battle has been enlarged again, and the addition of random events in the dungeon has highlighted the core fun of rogue gameplay, and the new guild social and boss crusade gameplay is filled through gameplay to meet the needs of different users.
Over the past 10 years, Efun has already made a name for itself in overseas markets. This time for the first time to go to China, unexpectedly chose to start from the release of a small and beautiful mobile game such as "Elemental Obelisk", with word-of-mouth to help development, and the volume of publicity was also amplified. At the end of March, on the day that the initial version of "Elemental Obelisk" opened the pioneer test, the B station game center gave a lot of resource support, which is also a recognition of new publishers and their new products.
Make every effort to give cultural identity to the linkage
The high-quality content ensures the content height of the initial heart version of the "ElementAl Tip" linkage "Journey to the West", and also allows the linkage to be from the table and the inside.
Driven by IP, high quality, cultural self-confidence, and more inclined to the release of personality, today's national comics have long become the favorite of a large number of young people. Therefore, if you want to explore the great value and potential of the national comic linkage, it is far from enough to stay at the content level, but also to give cultural recognition.
When it comes to cultural identity, the League of Legends IP universe is more deeply linked with its EP "League of Legends: Battle of Two Cities".
As the first animated series of the world's top game IP "League of Legends", "League of Legends: Battle of Two Cities" performed extremely brightly, with an IMDB score of 9.2, a rotten Tomatoes score of 96 on the first day, and a Douban score of 9.2, which is both a proof of quality and the recognition of users.
Therefore, on the one hand, through the integration of animation stories to amplify the value of content, for example, when the animation was just broadcast, there was a strong sisterhood between "Jinx and Wei", and the sister bond was designed for it in "The Game of Genting", and the two would get extra bonuses when they were present at the same time; and at the end of the story, "Jinx and Wei" turned against each other, and "The Game of Genting" also changed the sister bond into an old enemy, and the effect of the two people was present at the same time. On the other hand, it is an in-depth portrayal of details, such as the copper-colored gears of the battle scene in the selection stage of "Genting Game" full of Hex technology, and the original painting and model changes of the main characters in the animation in "League of Legends", Jinx, Wei and Jace. Many designs are based on the deep linkage between roaming, as well as digging deep into details, enhancing the sense of substitution, mobilizing the excitement of players, and completing the two-way empowerment between roaming.
The linkage between the initial version of "Elemental Obelisk" and "Journey to the West" also contains similar considerations and operations. For example, in the choice of roles, the most popular Sun Wukong in the Westward Journey IP is selected as a linkage role, and in "Journey to the West", Sun Wukong is rebellious and debauched, full of charm, and players are particularly recognized for the shaping of his personality, and enough topics can be extended during publicity.
In addition, the westbound story has also been integrated into the initial version of "ElementAl Obelisk", so that the combination of the two product content avoids the sense of abruptness, and the publicity also creates the "Westbound And heroine CP" linkage event, capturing user preferences with content innovation and completing in-depth communication with young people.
In terms of marketing, Efun is also ingenious, so that the 7 head anchors from Douyu Cosplay become the characters in "Journey to the West", combining the anchors with the role of national comics to break through the dimensional wall. This operation is to communicate with the user intimately at the same time, with the help of content collision, amplify the influence of linkage. It is Efun's daring to think and dare to do so that will achieve such an effect.
To be fair, the operation of "linkage" often appears in RPG mobile games that require kryptonite gold, rogue type products are generally difficult to "control", but Efun is held high on such a small and beautiful product as the "Elemental Obelisk" initial heart version, indicating that Efun will "do its best" for each agent's product.
Accurately grasp player preferences and release ip stacking effects
Roaming linkage is not uncommon in China, but because of its ability problems, there are both "floating on paper" and "applauding", and player feedback on this is also mixed.
The hand-in-hand between "Element Dungeon" and the well-known national comic "Corpse Brother" can be seen as one of the successful cases, which has been serialized for 9 years and accompanied many chinese comic lovers to grow up together. In terms of linkage distribution, "Element Dungeon" and "Corpse Brother" list "growth" as the main backbone of the plot narrative, "Corpse Brother" protagonist Bai Xiaofei attacks major bosses in the process of exploration, and "Element Dungeon" also provides skin changes from "dirty uncle" to "charming". At the same time, the new adventure map, powerful bosses, and mysterious new heroes make players of both IPs thrilled.
The linkage between "Heaven and Earth Robbery: Ghost City Return" and "Immortal Sword IP" has also brought players a wave of memory killing. Both are fairy tales, and when linked, they can accurately find the player's preferences, and the official launches new plots, new activities and mini-games at the same time, but also through the linkage between the characters, to enhance the player's sense of identity.
The linkage between the initial version of "Elemental Obelisk" and "Journey to the West" is also based on the player's preferences, especially Efun is good at in-depth communication with players, so in terms of distribution, the preferences are also more accurate.
For example, there will be many classic anime shots in the game, which will touch the heartstrings of IP users and make the player's game experience more abundant. The design of the linkage exclusive copy is to let people who love "Journey to the West" experience the IP story from another perspective; players who love "Elemental Fangjian" are more than a new dimension of game experience, and those who love both IPs are "double kitchen ecstasy".
Clear ideas, efficient operation, and precise grasp of user preferences set off Efun's meticulousness and flexibility in the release. This linkage, see the content innovation with the help of the brand to complete the content co-construction possibility, when the player because of their preferences with their feet to vote, the IP superposition effect will be released, the status of the product in the user's mind can be amplified, these are derived from Efun in the release, the respect for the player's preferences and opinions, and its unique methodology presented the result, to complete a higher return.
Pattern solidification, how to ripple
Nowadays, the possibility of great changes in the domestic mobile game market pattern is extremely small, the mature track has long become the bag of large manufacturers, under the pull of boutique and IP, the moat has long been established, whether it is the depth of content, the quality of products, or the input of purchase, it is not easy for small and medium-sized manufacturers to enter. On this basis, another way can be described as the first choice for breaking the game.
However, in the field of distribution, small and medium-sized teams are either inexperienced or insufficient in funds, and more critically, it is difficult to form a relatively considerable efficiency in a short period of time, and it is easy to be stretched in the handling of many things.
In the field of small and medium-sized CP subdivision game distribution, Celadon Games can be described as a domestic role model level player, which has also brought a lot of thinking to the market.
For example, in the release process, focus on player feedback and increase the hit rate of product content to pan-users. The pre-launch testing phase of the game allows the team to gain an in-depth understanding of player needs and expectations to assess the attractiveness of the game's content. In terms of long-term operation after the launch, with the content marketing with strong appeal as a springboard, with the help of the popular IP linkage and other ways, we continue to provide players with fresh content consumption, ensure the attractiveness of products, and expand the life cycle and flow scale of game products as much as possible.
From this perspective, Efun has enough ability to help potential products be released domestically. In-depth communication makes the product more accurate to grasp the player's preferences, the depth of the content ensures the playability and attractiveness of the product, and the dare to think and dare to do in marketing opens up a new vision for the development of the product and paves the way for long-term operation.
As a "returnee" who returned home after the success of going to sea, Efun has proved his strength with his achievements, and its emergence is more like an opportunity to give guidance for potential products on the way to sea, to provide thrust for high-quality but confused domestic product distribution, and at the moment when the pace of multiple pressures in the domestic game market is slowing down, a good methodology may be more valuable than hard work.