On March 24, the 3D dress-up mobile game [in the name of Shining] (hereinafter referred to as "Flash]") was officially launched on the national server. As the crowning work of Zulong Entertainment in 2023, [Yishan] has embarked on the road to dominance since the day of the public beta, ranking first in China's AppStore overall list and free game list for two consecutive days.
Data source: Diandian Data
Talking about the excellent results of [Flash] online that is, the list, the author believes that there are three objective conditions for the explosion of [Flash]:
1. At present, the consumption amount of female players continues to increase, and there are countless female games designed for female players in categories such as leisure, simulation training, and love cultivation
2. Similar 3D dressing categories are rare and competitors are weak in the same period;
3. The marketing efforts are full, the official marketing is in place, the actual product picture has enough experience, and the use of UGC content to attract players into the pit.
Although women have always had low investment in games (compared to medium and heavy products), high returns, and extremely loyal users. However, how to survive the 1~1.5 years of violent death has become the top problem for most manufacturers.
To this end, the Vast Big Data Research Institute specially launched the topic of women's marketing purchase guide, according to the vast #explosive creative analysis model and the vast exclusive self-developed algorithm, according to the display exposure to quickly screen the explosive materials of women's marketing, and lead all overseas people to analyze the formula of women's marketing purchase from mobile games.
In the name of shining: face pinching, dancing, differentiation
As a 3D dress-up mobile game, its gameplay mainly includes: DIY face pinching, clothing matching, clothing design, home decoration matching, arena PVP, free photography and video and other gameplay innovation and integration, the game content is richer than competing products.
Although the gameplay is diverse and there are many highlights, the marketing volume of [Flash] is still relatively restrained, according to the analysis function of the majority of large advertisers, [Flash] video content is mainly to pinch the face, dress-up gameplay, the following is the [Flash] in the past 90 days of popular delivery cases disassembled:
1. Women's mobile game marketing - differentiation
To be honest, in a number of makeup and dress-up mobile games, the characters who conform to the "white and thin" aesthetic account for the vast majority, and the makeup and popular filters of Internet celebrities also make the lack of differences between characters and roles, games and games. At this point, dark skin becomes an important item to create differentiation. In fact, if you want to popularize and promote dress-up and makeup mobile games in different regions overseas, you must consider the addition and promotion of differentiated skin tones, clothing, and actions according to different audiences.
Sometimes, a cool girl with dark skin and a hairstyle can become "a little black in the white bush", which instantly attracts the attention of users.
2. Women's marketing to mobile games - pinching faces, changing styles
The texture of the face model is similar to that of BJD dolls, and the face and makeup style are similar to that of Zepeto cubs. The finesse and freedom of the face pinching gameplay far exceeds that of other dress-up competitors, and even comparable to the MMO games of the same period on the market. Therefore, the pinching of the face game should not become the marketing focus of the purchase volume promotion.
Video duration: 15s
Video size: square/640*640
Delivery channel: FB News Feed
Days: 35 days
Display estimate: 364,000
The switching between lip makeup, eye makeup, and photo poses highlights the rich makeup options in the game, and the simple operation, exquisite makeup, and smart expressions of the characters also fully raise the user's overall expectations for the game.
3. Women's mobile game marketing - hot dance + dress-up
Video duration: 22s
Video size: 1280*720
Delivery channel: FB News Feed
Days: 36 days
Display estimate: 272,000
[Flash] not only contains many stage backgrounds and static selfie poses, but also adds many dynamic dance moves to the game, using the in-game dress-up, filters, and video recording functions, players can easily make a hot dance video that sells well.
In today's era of national self-media where UGC is king, the official needs to spontaneously provide players with rich art materials and simple recording tools, and players no longer have to practice editing and modeling techniques as before, and they can easily show their character image and many ingenuity through official tools, thereby further detonating users' spontaneous publicity and a large number of UGC content flooding the short video platform, and then forming a viral publicity effect.
Magic Princess: Simple, retro, dress-up show
Compared with the gorgeous packaging of "Flash", "Magic Princess" is more simple and concise, and also recalls Barbie dolls and various dress-up stickers in childhood.
[Magic Princess] is a cute two-dimensional dress-up game published by YoYo Dress Up Games, in which players will play as the image of a magical princess with different settings through dress-up.
Video duration: 21s
Video size: horizontal/1280*720
Delivery channel: Mintegral
Days: 67 days
Display estimate: 1.2 million
【Magic Princess】With its simple and changeable makeup style, combined with a fresh and natural cute healing style, it perfectly meets the common needs of female players of different ages. The UI and clothing matching in the material are also smooth and very easy to operate. Different from the sense of substitution brought by the pinching of the face, [Magic Princess] is more through the plot setting of "Magic Princess" to enhance the player's "sense of play and experience", so as to experience the pure fun of dressing up.
Whether it is art style or game operation, it is not difficult to see that [Magic Princess] has made many optimizations for young players, and its purchase materials have always adhered to this casual and simple style. Its clear and unambiguous market position has also won a lot of market achievements, according to the vast number of large-APP analysis functions, [Magic Princess] Google Play Store downloads exceeded 4 million in February.
After talking about children's favorite "princess" family wine style women marketing to mobile games, the author will speed up the car and enter the world of adult purchases.
Chapters: Hot, bloody, interactive
Since its release in 2017, Chinese Interactive's women's interactive novel product [Chapters] has fully mastered effective marketing routines such as online dog blood, yellow storm, and hormone marketing, and has been in the top few lists and download revenue lists all year round, and the following is the hottest material of [Chapters] in the past 30 days:
Video duration: 30s
Video size: square/640*640
Delivery channel: FB News Feed
Days: 25 days
Display estimate: 1 million
Just through two storyboard dialogs, [Chapters] clearly tells a bloody plot of "girls hate marriage, girlfriends urge marriage, and the president takes care of it". Then insert makeup plots at the right time to further drive the player's emotions. Immediately after, there is the "forbidden erotica" description that [Chapters] is best at.
Faced with the direct request of the male protagonist to "have a leg disease and can't go", the female protagonist began to entangle back and forth between first base and second base. The reverie of the female upper position, the highly erotic limb shaking, and the half-incomprehensible dress tie are all imaginative.
[Chapters] is especially good at walking back and forth on the edge of review regulations, presenting users with many adult-level restricted plots through safe performance techniques, which fully caters to the in-depth needs of some female players in Europe, the United States and even South Korea.
Idol Dream Festival 2: Welfare, Out of the Loop, Spoof
As a female marketing leader, [Idol Fantasy Festival 2] understands the importance of localized marketing, and manufacturers tailor purchase materials for players in different regions.
Japanese-style women's marketing keywords: welfare, breaking the circle
Through the free draw, 30 consecutive draws, optional 5 stars and other sensitive words direct user "white" psychology, massive benefits on the one hand can attract old players out of the pit to love back the pit, on the other hand, can absorb many new players who "come for profit", which can be regarded as the regular publicity routine of Japanese two-dimensional mobile games.
Then there is a linkage promotion with Japanese funny characteristics. On March 15th, the "Enstars Welcome Festival 2023" event of "Idol Dream Festival 2" was launched, and at the same time, the game cooperated with veteran Japanese actor Ken Matsudaira to launch a new promotional video and song adaptation.
Unlike other overseas games that routinely invite young actresses and idols to endorse and publicize, [Idol Fantasy Festival 2] has found a different way to choose an older artist who does not seem to match at first glance to cooperate. As a longevity product that has not seen decline in operation for many years in [Idol Dream Festival 2], [Idol Dream Festival 2] is actually trying to use the actor's own fame and appeal to break the circle marketing, so as to break the circle restrictions and attract players outside the circle.
Compared with the Japanese style of breaking the circle and being funny, the meme marketing of [Idol Dream Festival 2] in Europe and the United States is more "young and bold".
European and American women marketing keywords: play memes, spoofs
In February 2023, the official Twitter released the following 30s long promotional video, as if a stone stirred up a thousand waves...
Popular characters in the game are kicked to the ground without mercy, and homeless can only sing on the street. The second half of the video is relatively bland, only showing gameplay such as audio games, singing, and dress-up. And the "kick down" style at the beginning caused players to talk about it.
Some players feel that such materials do not respect the characters enough, and the little idols should not be treated excessively.
Some players believe that this kind of "kick-down" introduction is just a routine of European and American propaganda, similar to the wife being green on the wedding day, and the pregnant mother being thrown out of the house, so there is no need to make a fuss.
Through the above 3 cases, it is not difficult to find that [Idol Fantasy Festival 2] has its own routines and ideas on differential marketing in different regions, and they hope to use outrageous and unconventional publicity ideas to inject fresh blood into this game that has been in operation for many years.
The above is the analysis of popular materials captured by women in the past 90 days, and more high-quality women can view the official website of Guangda. If you are interested in this content, please like it, if you like enough, we will update the material teardown of other types of games as soon as possible, so stay tuned.