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Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

After the millennium, with the popularization of computers and the Internet, China's game industry has also entered a stage of rapid development, especially at that time, all kinds of online games, it can be said that the 80/90s spent the most beautiful youth.

Today, when mobile games gradually become mainstream, the market share of end games is increasingly diluted, and most end games have almost left the market in the early years. But from another point of view, the shrinkage of the terminal game market, in fact, in disguise, has also increased the "user concentration" in this field, and a small number of boutiques that rely on the continuous iterative evolution of content and brands have enjoyed the dividends brought by the "Matthew effect" after carrying the double test of time and trend, and are still active in the public vision.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

Data source: Compiled by China Commercial Industry Research Institute

Among the very few products that have crossed the downward cycle of the end game, it has to be mentioned that the veteran MMO online game "Tianlong Eight Parts" developed by Changyou (later upgraded and iterated as "New Tianlong Eight Parts").

In 2022, "New Tianlong Eight Parts", which has gone through 15 years, with the new expansion film "Shu Dao Battle" as the carrier, presented players with a unique anniversary celebration through the simultaneous development of content innovation, cultural and creative linkage, welfare activities and other dimensions.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

So tracing back to the source, why can "New Tianlong Babu" achieve stable long-term operation for up to 15 years?

GameRes believes that the most fundamental driving force in this is derived from Changyou's unwavering operating philosophy - "player-oriented".

Left hand "emotion" right hand "appeal", "player-oriented" can go further

In the past many years, "New Tianlong Babu" has always grasped the two general directions of players' "emotional needs" and "content appeals" and launched a series of operational explorations.

Turn your gaze back to 15 years ago, when he was doing the "Old Third Ring" with his brothers, fighting with gang friends in ancient tombs and dungeons for monsters, and in his spare time, he regarded "Aunt Wang" and other game bosses as his goal... This is undoubtedly the bit that every veteran player has experienced in the "New Tianlong Eight Parts", and they have also gained valuable game friendship in social interaction.

Based on this, today's "New Tianlong Babu" has long become a classic game that cherishes the precious memories of a generation, and is also an important carrier of the "youthful feelings" of players who have entered middle age today.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

As the operator of the game, Changyou has always been well aware of the players' sincere feelings for the "New Tianlong Eight Parts", and has always taken the player's "emotional appeal" as the core over the years to deepen the bond between the game and the player.

For example, in 2020, changyou, in response to the player's desire for a "nostalgic game experience", launched the "New Tianlong Eight Parts" nostalgic costume, which once caused tens of millions of players to shout "Ye Qing Hui", and also made the "New Tianlong Eight Parts" complete a two-way rush with the player on the emotional level.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

In addition to the care for the player's "emotion" for fifteen years, "New Tianlong Eight Parts" has never ignored the various needs of player content innovation, experience optimization and other dimensions, not only listening to the players' opinions and suggestions on the game for a long time, but also launching the "Dawn Plan 1.0" in 2021, guiding many players to join the ranks of "co-creating the Tianlong World".

After the opening of the "Dawn Plan 1.0", "New Tianlong Babu" in line with the purpose of starting from the player's appeal, through offline meetings, online research and other communication channels to collect a large number of player feedback, after combing and integration, priority for the players most concerned about the gameplay, screen, research and development of many aspects of the problems carried out intensive innovation and adjustment, while the first time in the public account release optimization progress.

It has effectively achieved "everything has a response, every piece has a landing, and everything has an explanation", and this kind of sincerity and ingenuity have also won the affirmation of many players.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

Since then, in order to further strengthen the player's "sense of co-creation participation" and allow players to suggest that the landing can be more efficient from proposal to landing, "New Tianlong Eight Parts" launched the "Player Planning Group" recruitment plan in August, and invited the well-known singer Xu Song as the "Leader of the Player Planning Group".

It should be known that Xu Song has always been the most recognized existence of players, and it is also one of the iconic "Heavenly Dragon Marks" in the minds of players.

This time, "New Tianlong Eight Parts" hopes to rely on Xu Song's influence in the player group to further attract players to join the "Player Planning Group" to promote game reform, and work with the main creative team to build a new "Tianlong World".

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

Thanks to the blessing of Xu Song's influence, the "Player Planning Group" and the official completed multiple rounds of communication and cooperation in 2021 with sincerity and trust, successfully conveying the voice of the majority of player groups eager to reduce the burden and optimize, hoping to launch new schools, etc., and finally "Dawn Plan 1.0" achieved the landing of more than ten innovative optimizations, which greatly improved the game experience of all players, and also reinterpreted the necessity and correctness of the "player-oriented" operating concept.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

With the successful conclusion of the "Dawn Plan 1.0", during this year's New Year, the "New Tianlong Eight Parts" also predicted that the "Dawn Plan 2.0" is coming, I believe that under the collective efforts of players, the "New Dragon Eight Parts" in 2022 will also usher in more changes such as the second round of door adjustments and more detailed experience optimization to give players and the industry more surprises.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

Taking the "cultural and creative integration" that players love as the starting point, "New Tianlong Babu" makes "Bashu Culture" come alive

In addition to the above-mentioned "nostalgic clothes", "dawn plan" and other operational behaviors, GameRes, after observing and thinking about the 15th anniversary celebration of "New Tianlong Eight Parts", found that whether it is the theme design of "Shu Dao Battle" or the game content that contains the essence of "Bashu Culture", what is reflected in it is still the "New Tianlong Eight Parts" adhere to the concept of "player-oriented".

And what the "New Tianlong Eight Parts" responds to is actually the players' persistent love for "traditional culture".

The opportunity to help the main creative team understand this player's appeal came from the 12th birthday of 2019, when the "New Tianlong Babu" chose to join hands with the intangible cultural carrier "Song Jin" to produce a set of annual limited fashion "Dream Hualu" that inherits the ancient charm of the millennium for the majority of players, and for the first time launched a cross-border exploration of "culture x game".

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

It is understood that after the linkage was opened, the main creative team of "New Tianlong Babu" quickly found that a large number of players expressed their heartfelt love for the fusion form of "Culture X Game" through various feedback drivers.

Based on this, the main creative team quickly established the operation direction of the follow-up "New Tianlong Eight Parts" - focusing on the player's preference for "cultural and creative integration", and continuing to increase the cross-border integration of "New Tianlong Eight Parts" and various traditional cultures.

Therefore, in the following three years, we have witnessed the "New Tianlong Eight Parts" and the Kaifeng Museum jointly launched the "Beijing Guardian Plan", and have also seen the emergence of various "cultural and creative integration" contents such as the "New Tianlong Eight Parts" and the China Cultural Relics Exchange Center to explore various innovative presentation methods of "Dunhuang Culture" and so on.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

When the 15th birthday came, "New Tianlong Eight Parts" further polished the "Shu Dao Battle" expansion pack, aiming to let players feel the long history of "Bashu Culture", but also to appreciate the unique national charm of "New Tianlong Eight Parts".

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

In the expansion pack, "New Tianlong Babu" takes the terrain of Bashu as inspiration to create a new three-layer map constructed from the foothills of Bashu Mountain, Bashu Mountain Road and Bashu Cloud Tops, which not only awakens the public's awareness of "Shu mountain" in martial arts culture, but also resonates with the essence of "Bashu culture" by restoring the rugged and dangerous terrain characteristics of the real Bashu region, aiming to allow players to enjoy the game content that has always been "often played and always new" for 15 years, and also immersively feel the unique "Shushan style".

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

On this basis, "New Tianlong Babu" also cleverly makes use of the terrain and layered characteristics of the Bashu map, and launches a treasure hunting survival challenge PVP gameplay that can be used by 60 players to compete across the suit.

On the one hand, the new map and new gameplay that are born out of "Bashu Culture" are connected in tandem, which can obviously further deepen the player's understanding and sense of identity with "Bashu Culture"; on the other hand, the organic integration of the two once again highlights the concept of "New Tianlong Babu" for 15 years of continuous pursuit of content innovation, while echoing the theme of the expansion pack of "Shu Dao Battle", expanding the long-term fun margin of the game.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

Not only that, "New Tianlong Babu" also anchored the iconic cultural symbol "Giant Panda" in the Bashu region, first offline cooperation with chengdu giant panda breeding research base, adopted a panda and named it "Tenth Five", aiming to use this profound meaning of the name to carry the gratitude and friendship of the main creative team to the players for fifteen years of hand in hand.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

In addition, a large number of content inspired by "Panda x Traditional Culture" has been added to the game.

For example, each level of the mutated image design of the new rare beast "Changeable Panda" has evolved from ten traditional cultures such as Go, paper-cutting, and embroidery.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

There are also panda headdresses and back ornaments based on Chinese ink paintings, as well as a new weapon "Dot Ink Blank" bred by combining panda elements with traditional Chinese writing instrument brushes.

This series of measures also echoes the linkage cooperation of offline panda adoption, in a form that players like to hear more, so that "New Tianlong Babu" and "Bashu Culture" collide with a different spark.

Insisting on "player-oriented" long-term operation, I found the secret of this terminal game for 15 years

It is not difficult to find that from the linkage of "Song Jin" to the new presentation of "Bashu Culture" today, "New Tianlong Eight Parts" has always taken the player's preferences as the starting point, and at the same time has the beautiful vision of making itself a "cultural carrier", sparing no effort to increase cultural inheritance, promotion and re-innovation, and exploring more diversified "culture x game" integration methods and expressions.

epilogue

Any success is not achieved overnight, the 15-year-old secret of "New Tianlong Babu" may not be simply summarized in one or two sentences, but what we can see and learn through its actions is its long-term persistence and adherence to content innovation, cultural inheritance and player operation.

On the basis of adhering to the core concept of "player-oriented", "content innovation" has injected a steady stream of vitality into "New Tianlong Eight Parts", "cultural inheritance" has endowed "New Tianlong Eight Parts" with high brand value that can be recognized by the public, "player operation" has consolidated the user ecology of "New Tianlong Eight Parts", and it is precisely under the continuous resonance of many aspects that "New Tianlong Eight Parts" has an increasingly stable category position, of which each exploration idea and direction is also worthy of in-depth consideration by the industry.

Looking forward to the future, we can foresee that the "New Tianlong Babu" terminal game will continue to export more creative gameplay to the industry with the support of the majority of players, deliver richer traditional culture to the public, and tap more potential opportunities in the ever-changing game market to move towards the next 15 years.

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