In the early days, station B as a two-dimensional niche community, ACG (animation, comics, games collectively) content has always been the core category of station B, station B after the exploration and development of multi-category content, until now has become a diversified community gathered by the younger generation, but ACG content is still the strongest development of station B.
Now that Station B has gone through 13 years, as early as the 12th anniversary speech of Station B, Chen Rui once demonstrated that the growth rate of ACG content is greater than the overall growth of the overall market of Station B, and the number of ACG content-related works increased by 43% year-on-year.
Source - Station B
Among ACG content, "game" has become one of the most popular pastimes of Generation Z, and game content has naturally become a wider audience in the B site community.
This makes many game brands regard station B as a must camp for game marketing.
On April 18, the long-awaited mobile game "Metal Slug: Awakening" (hereinafter collectively: Metal Sluggling) was officially publicly tested, that is, on this day, Metal Slug contracted Station B.
In just two days, 7 million-played games were created, and the number of game downloads grew rapidly.
Play the whole life and cover the circle of interest with one click
3DM game commented: "Metal Slugg: Awakening" retains the elements of the previous game, uses new technical power to interpret the previous level, and then uses a new mechanism to bring players an undivided, but novel process experience, which implements this design idea. The game is committed to maintaining the player's childhood memories, while also making this memory not lose to the childhood filter in the current market.
It can be seen that the game of Metal Slug comes with a childhood filter, after all, it is authorized by SNK, and the character inherits the characteristics of SNK characters, giving players a sense of familiarity and freshness brought by "old things refurbished".
Source-B station official number alloy warhead awakening mobile game
In order to expand the spread of game beta information in a short period of time, Alloy Slug co-created content with a number of UP masters at station B, and the UP master's expression of the game is different, but it can get the same repercussions.
UP master @ Handmade Geng released the work "Homemade Alpaca Sausage Roasting Machine" on the day of the open beta of the game, in the video, UP Lord's friend launched the manufacturing plan of "Gatling version of the Sausage Roaster", and the UP Lord showed the alpaca vehicle in the alloy slug game, intending to make an "alpaca sausage roaster" according to the shape of the vehicle in the game.
Source-B Station UP Master Handmade Geng
After a series of immersive welding production process, the shape of the alpaca sausage roaster grasps 80% of the essence of the alpaca vehicle in the game, functionally can move, grill sausages, and spray water, and at the end of the video, the UP master follows the joyful atmosphere of the work to once again supplement the open beta promotion of the game.
Source-B Station UP Master Handmade Geng
The highlights of this work are twofold: the weight of game promotion in the video, the video content and the suitability of the game.
The first is that the game promotion only appears at the beginning and end of the video, and the time is short, and the rest of the time is more focused on the production of the alpaca sausage roaster, but the alpaca sausage roaster itself is associated with the game vehicle, and the content of the meal runs through the whole picture but does not affect the audio-visual.
Secondly, this business order is customized content, find the template from the game to refer to the alpaca barbecue, and the completion degree is high, the image characteristics are in place, and the promotion game has a high degree of adaptability, more effectively penetrating into the user's heart.
Therefore, this work not only can accumulate 432.3w views in less than a week, but also has an interaction rate of 17.99%, of which 53w likes, 15.9w coins, and one-click triple data drives the work to spread several times, and it is on the weekly must-see list of station B.
Source-Guoji Feigua Data (Station B Version)
Also using game vehicles as content elements are UP masters @ Yaosheng Y, Tan Qiao, and the magical old leather VFX, the three UP masters not only use costumes and props to strongly associate game elements in the work, but also enrich the highlights of the work with "rough" special effects, leading the audience to enjoy a live-action special effects shootout.
Source-B station UP master Tan Qiao, Yaosheng Y, magical old leather VFX
Among them, the work of UP main @Tan Qiao is also associated with the current hot film and television drama "Crazy", which has attracted a wave of crazy and enthusiastic users for the work, and the work has accumulated 240w playback on the day of release, and has been close to 300w playback so far.
Source-Guoji Feigua Data (Station B Version)
Alloy Slug co-created the content of the UP masters this time, creating 7 excellent commercial single works with millions of plays, with a comprehensive playback volume of up to 1500w, covering popular areas such as game circles, handicraft areas, funny areas, film and television areas, ghost animal areas, etc., accumulating a huge wave of digital volume in a short period of time for the official public beta of the game.
Cash incentives keep coming, triggering secondary transmission
In order to expand the scope of publicity, in addition to the UP owners in different divisions, Metal Slug also launched a submission incentive activity, users only need to bring the topic #Metal Slug Awakening Incentive Plan# and publish game-related content to participate in submission, and participating users can share 200,000 yuan in prizes.
In the event, game benefits are also set up for players, as long as the game is downloaded through the link, and the redemption code is entered in the game to get the game package, and the benefits of one event cover site B users and game interest players.
Source-B station official number alloy warhead awakening mobile game
Since the launch of the game beta day, 784 UP masters have participated in the submission, with a total of more than 500w views, of which the game division works account for 72.9%, which is the main submission zone.
Source-Guoji Feigua Data (Station B Version)
The topic #Metal Slug Awakening Incentive Program# that needs to be brought to participate in the submission activity has accumulated 24.919 million views and 32,000 discussions.
Source - Station B
Since April 18, a series of marketing behaviors such as the release of the UP main delivery list, the opening of submission incentive activities, and the player welfare broadcast mechanism, the game downloads of "Metal Slugg: Awakening" on the B station have increased rapidly, and the first download peak appeared on April 20, with a single day of up to 1.2w.
Feigua data (B station version) shows that the popularity ranking of the game "Metal Slug: Awakening" soared from 100 to 12th.
Source-Guoji Feigua Data (Station B Version)
summary
Now many brands are competing for the consumption space of the Z generation, with the growth of the Z generation, the alpha generation (people born after 2010) has been born, and these two groups account for about 1/3 of the global population, whether it is the dependence on the Internet, or the pursuit of new things, these two groups are undoubtedly the main crowd of many entertainment brands in the future.
For young people, games are not just games, its existence is more to represent social, immersive, self-release existence, so most young people will choose to invest a lot of free time and money in video games.
If game brands want to seize the entertainment space of A and Z generations, they need to explore deeper, and brand immersion in the world of audience is a necessary way to promote game innovation and development.