Hi everyone, I'm Little Aunt. Whether or not you pay attention to my public account, you should know that last week, a dress-up game called "In Shiny Name" was launched.
I paid attention to this game a long time ago, and I just thought that there was finally a game that could compete with the warm series of paper stacks, so I published an article about the warm series last week to briefly review the experience of warm and warm popularity.
However, as the open beta of the game approached, I realized more and more that the game was not simple.
The hype has been overwhelming to the point that even people who don't play the game know it, especially when I found out that I could see the game Hiroko when I opened any app, I realized that it was really rich.
Today, continue to go back to the old business, let's count what publicity "In the Name of Shining" has done.
1
Warm-up period
Keyword: reservation rewards
The last closed beta of "In Shining Name" was the "Infinite Self" test, which stopped on March 15, and the official launch time was March 24, only 9 days apart.
In the past 9 days, the official accounts of "In the Name of Shining" on various platforms have basically begun to warm up for the opening of the server.
The main publicity materials are: countdown poster, countdown PV, plot preview poster, matching poster;
In addition, there are also app opening ads, I personally saw Weibo and Douyin (unfortunately there are no screenshots in this part).
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In addition to the reserved rewards, game activities will also regularly send countdown redemption codes, as well as private domain interactive rewards such as Moments of Friends.
In the reservation stage, "In the Name of Shining" reached a reservation volume of 1500W on the entire network.
As of today, the number of fans of the official accounts of each platform of "In the Name of Shining" is as follows (B station, Weibo, Douyin, Xiaohongshu).
In general, the publicity of the warm-up period is relatively conventional, without creating too many topics, and the focus of the communication content is mainly on the in-game character outfit and modeling beautiful pictures.
2
Outbreak period
Keyword: KOL cooperation
On March 24, the official beta day of the game, "In the Name of Shining" ushered in an explosive period of publicity, and the announcement of the game could be seen on almost all platforms on the Internet. In addition to official publicity, the game party has found a large number of UP owners and Internet celebrities to cooperate, and the fields involved are also quite extensive.
Next, I will divide it by platform and introduce the cooperation form of this game on each platform.
The first is Weibo.
The official topic of the game was #I am replacing the face in the name of Shining# and ranked 15th on the Weibo hot search list on the same day.
Weibo's cooperation content is relatively single, mainly inviting bloggers to post screenshots of games, such as @蒲熠星
For example @-Mr. Cen -
For example, @自律打卡孙叨叨
In addition, there are also direct release of game promotional videos, such as @牛肉干干, @晚玉啊, @1996Zzr
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In addition to game-related fields, Weibo's bloggers also cover the dubbing circle, fitness circle, variety show circle, and metaphysical circle, and most of them are male bloggers, which shows that the goal of the game party when launching is very clear, that is, for female fan circles.
The second platform is Station B.
The topic of the game side on station B is #Open beta today in the name of shining#, and it ranked 9th on the hot search list of station B on the same day.
At the same time, the game side also launched the "I am for the name of Shining" UP main incentive program on Station B, and the participation methods include video production or game live broadcast.
The UP masters cooperated with Station B include: @花少北丶, @雨哥到处跑, @拉宏桑, @逍遥散人, etc.
The four are all big UP masters of station B, except for the loose man is the game live, the other videos of cooperation are all filmed with the theme of dressing, and embedded in the gameplay introduction of the game.
Among them, Hua Shaobei's video entered the 17th place in the whole site ranking on the same day.
(B station UP main flower Shaobei video screenshot)
(Screenshot of station B UP main Lahonsang showing face pinching gameplay)
(Station B UP, the main rain brother runs everywhere, and the sister-in-law of the sword shows the game photo function)
In addition, some COS bloggers have posted game imitation videos.
In general, the cooperation video of the B station UP master mainly highlights Amway in the gameplay, and the publicity focuses on the "free dressing" and "face pinching" functions in the game.
The third platform is Little Red Book.
As one of the most commonly used apps for girls, the bloggers placed by the game on Xiaohongshu are mainly in the beauty category, including papi sauce.
In addition to papi sauce, which is a game advertisement with the theme of "commonly used mobile APP recommendation", most of the other bloggers use in-game clothing and imitation makeup as video themes.
In general, the publicity on Xiaohongshu is mainly based on female groups, most of them are female bloggers, and the focus of publicity is mainly "pinching faces".
The fourth platform is Douyin, which is also the platform I've seen with the most bloggers so far.
On the day of the open beta, #以闪亮之名公测's topic ranked 31st on the Douyin hot search list.
In Douyin-related topics, there are a total of 300 million views.
Bloggers who participate in the topic include @七颗猩猩, @叮叮猫, @郑丽芬er, @酒鬼大人, @爆胎草莓粥, @小柔SeeU, and so on.
According to the blogger's own style, the habit of dressing is still dressing, cos, or cos, shooting short dramas will implant dressing, nostalgic games and other keywords, life bloggers will directly play the game shot, in short, implantation methods can be said to be varied.
However, the constant focus is still on the need to emphasize the game's dress-up gameplay.
From the cooperation of the above platforms, it can be intuitively felt that on the official launch day of the game, just on March 24, the amount of discussion about the game is explosive, and it has reached the point that passers-by cannot escape.
3
Long tail period
Keywords: word-of-mouth maintenance
As of today, the game has been live for 6 days.
According to the data, "In the Name of Shining" reached a net income of 200W+ on the day of its launch, and reached 500W+ on the second and third days, and has now topped the APP Store free game list.
When a game is officially put into the market and tested by players, it is also a critical period for word-of-mouth maintenance.
Let's focus on one of the most toxic communities in the whole net, the Douban Group, to see what netizens here have said about this game.
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Including me in Douyin, Little Red Book, and also brushed some players' complaints about this game, to summarize everyone's key points, mainly: stitching monsters, intolerable plots, strange timing of dress-ups, characters full of male condensation, game companies beautiful men and so on.
I've played this game for the past two days, so give me my opinion.
First of all, the problems mentioned by the above netizens are, indeed, all exist.
This game is positioned as a dress-up game, but the game incorporates B gameplay, there are card draws, there is a male protagonist dating plot, and a home system, but the main line of the game is detective, everyone thinks of what game I don't say, understand everything.
In the case that the main line is to solve the case, and there is a victim, the heroine will open a costume change at some inopportune time. It's really puzzling.
Second, full of male condensation. In such a female-oriented game, if the body is full of male condensation from the figure to the clothes to the protagonist's values, it will actually make female players feel uncomfortable.
If I just discuss the dress-up part of the game, I would think that it is quite elaborate, the costumes and makeup in the game are not bad, and the game costumes can be dyed by the players themselves, which is also very innovative. Secondly, the face pinch system is also its more distinctive gameplay compared to the "warm series".
As a result, the feeling that this game gives me has become a polarized state, the dress-up part can give high scores, but the plot part is very bad, belonging to switching back and forth between an awkward and good-looking.
Finally, the advice I can give is that if you are playing the game for the part of the game, I will advise you to give up, if you are coming for the game, you can try it and recommend that you skip the plot.
Okay, so that's the end of today's promotional investigation on "In the Name of Shining", and we'll talk about it in the next game.