The author | Snow Night Maple Scales
April can be said to be a month of full recovery of the game industry, the issuance of version numbers has gradually boosted the morale of the industry, and game launch has also ushered in a new round of peak. However, there are not too many key games launched this month, and the focus of manufacturers is still maintained on those games that have been operating for a period of time.
In terms of specific figures, the market launch in April has seen a sharp increase compared with March, with an average daily number of 165,541 groups, an increase of 17.4% from 140,996 groups in March. Obviously, boosted by the version number, game manufacturers have also regained confidence and look forward to seizing their own place in advance in this stage of market recovery.
Prophet Travel News April Star Endorsement Observation selected 3 key games, of which only "Legend of the National War" is a new game this month, and the remaining two are national games that have been operating for more than three years, and it is not easy for them to usher in a new spokesperson.
"Legend of the National War" was officially launched on April 28, and on the same day, the game spokesperson Zhen Zidan was announced. This time,"Legend of the National War" can be said to be a new attempt at greedy games in the field of legend. In fact, at the same time, Greedy Game also launched a legendary game called "Phoenix Legend", and the spokesperson is the Phoenix Legend that we all know, and it can be said that they have completely played the star endorsement.
"Journey to the West" welcomed their "20th Anniversary Youth Witness" Zhu Yin this month. In recent years, Zhu Yin has frequently participated in various variety shows, and the most influential of them is the image of the Purple Xia Fairy in "Ace to Ace" in 2017. This endorsement for "Journey to the West" is obviously the most appropriate.
Wu Jing does not have many endorsements in the field of games, and "Peace Elite" can be regarded as one of the more important ones. In this video commemorating the third anniversary of "Peace Elite", Wu Jing's endorsement return is the highlight of it. Wu Jing's temperament and the spiritual core that "Peace Elite" wants to show have always been very close, and this return can further increase the popularity of the game.
According to Dataeye data, an average of 165,541 sets of materials were placed per day in April this year. In terms of game themes, modern themes are still at the top of the list with 3171 games, and xianxia games have surpassed legendary games and seized the second position. As for the launch platform, the Pangolin Alliance further consolidated its advantages last month and became a more popular platform for manufacturers.
01 "Journey to the West": Voice calls and promotional videos go hand in hand, and Zhu Yin reproduces the Zixia Fairy
As one of NetEase's signature games, the IP of "Journey to the West" can experience 20 years of history and still has its vitality today, which is obviously a very important reason. On the one hand, Thunderfire Studios is constantly filling in the content, and on the other hand, the marketing level of the game has not lagged behind the times.
According to the heat cloud data, the average number of materials released by "Journey to the West" this month is about 300, which is not a very high number. However, on the App Store best-seller list, "Journey to the West" can still occupy the 33rd place, which is not easy for a mobile game that has been operating for about 7 years.
In fact, the 20th anniversary of this "Journey to the West", on the one hand, needs to convey the essence of IP to players, and at the same time, the youth witness of a generation is also the focus of NetEase's publicity, which is why they found Zhu Yin to endorse the game and shouted out the slogan of "youth on the same road, witnessing love".
To this end, NetEase has adopted a variety of publicity methods to publicize Zhu Yin's endorsement of "Journey to the West". From the perspective of the Hot Cloud platform, the video materials put by NetEase are mainly Zhu Yin's Cantonese invitation to players to "talk again". However, in different materials, Zhu Yin's dress is also different. Some of the materials use white professional clothes, while others are classic purple fairy costumes. The professional costume is mainly based on 20 years of feelings, while the material of the Purple Xia Fairy costume is more focused on the gameplay of the game.
In addition to ordinary video materials, NetEase also took the form of voice calls, allowing old players to receive calls from Zhu Yin and awaken the memories of 20 years of "Journey to the West".
The publicity of the 20th anniversary of "Journey to the West" has further enriched the connotation of the brand and also enhanced the transformation of the game. As mentioned earlier, "Journey to the West" can currently occupy the 33rd place in the App Store best-seller list, which is directly related to this 20th anniversary campaign.
02 Peace Elite: Wu Jing plays the role of Special Forces Captain, and the player is still the center of the game
"Elite for Peace" has always been promoted in a pluralistic way. Whether it is IP brand linkage or celebrity endorsement, Photonic Studio has been working hard to expand the boundaries of the game. In the 3rd anniversary commemorative video of the game, "Peace Elite" found Wu Jing for endorsement, which is actually a similar logic.
For most of April, Peace Elite didn't buy any more, and they only stocked a total of about 1,000 sets of footage around the anniversary. It is not difficult to see that the purpose of "Peace Elite" is to carry out publicity for the anniversary.
In this promotional video, Wu Jing played a special forces captain and made this speech to the players: "Life is a battle, it is still not easy to fight." Jumping to the top, which was thought to be safe, was suddenly full of danger. If you want to chase a possibility, you have to overcome countless impossibilities. Determined to break into the world, the result is trapped in the same place. You have to be prepared to face the uncertainties of life. May we still have the courage to leap in. ”
From such promotional copy, it is not difficult to see that the anniversary of "Peace Elite" and "Journey to the West" are no different, they are all about returning to the players themselves. As a national-level actor who is most related to military tactics in recent years, Wu Jing's return to endorsement of "Peace Elite" can further condense the attention and appeal of ordinary players for the game.
In addition to a few close-ups of Wu Jing, the promotional film is more prominent in the subjective perspective of the player, that is, I hope that more players can empathize with the temperament of "Peace Elite" after watching the promotional film.
With the anniversary celebrations and the publicity offensive of Wu Jing's promotional film, "Peace Elite" returned to the second place in the App Store free list and best-seller list. And as publicity and campaigns deepen, it seems only a matter of time before they regain the top spot.
03 "Legend of the National War": Zhen Zidan and Zhen Jiaban helped, and the start was not ideal
Legendary games have always been a relatively important category in the Chinese game market, and there are not many first-line manufacturers of legendary games in the market, and greedy games are undoubtedly the best among them. Joining the "Legend of National War" of the national war system is a new test of their legendary field, so it is especially important to choose a spokesperson, and Zhen Zidan is a very suitable candidate.
According to Heat Cloud data, in the three days from April 28 to the end of the month when zhen Zidan became the spokesperson, the average daily material release of "Legend of the National War" reached 2419 groups. Although the purchase volume is not small, there is still a big gap compared with other legendary games.
As a legendary game, the star known to the main middle-aged male group has become a paradigm for selecting spokespersons, and greedy games naturally know this. Previously, their "Greedy Blue Moon" has already found Zhen Zidan, and this re-cooperation with Zhen Zidan is also their hope to convey a return to the classic traits to players.
In the micro-film filmed by greedy game, Zhen Zidan and Zhen Jiaban showed the real feeling of fist to flesh in the kicking hall scene through various martial arts actions. In the end, the appearance of Zhen Zidan brought the martial arts atmosphere of this promotional film to a climax. Ten punches in a second, the official start of the fight, such a slogan also reveals the "Legend of the National War" officially launched.
It is worth mentioning that Li Liqun, an old actor who has recently re-ignited due to various short videos, also filmed a series of materials for "Legend of the National War", focusing on the setting of recharging and improving attack speed.
However, even with the combined effect of the spokesperson's promotional video and the purchase volume, the results of "Legend of the National War" are not ideal. As of now, the App Store has only ranked 292nd on the best-seller list, and even if it is put into adventure games, the ranking is only 35, which is not prominent. Subsequently, how to improve the conversion of the game is still a careful consideration for playing the game.