| The game may just have entered a new upswing. |
Text/Wang Dan
In February this year, a product with a price tag of 1.5 million yuan appeared on the Treasure Pavilion (NetEase's official game trading platform), and it was bought within half a day of its listing. Somewhat rarely, the deal is a player account of the MMORPG game New Qiannu Ghost (hereinafter referred to as "New Qiannu").
It is estimated that in the eyes of many people, this non-top old end game that has been online for 12 years can maintain player retention is a problem, how can there be account transactions with a price of more than one million?
However, according to people familiar with the matter to Grape Jun, "New Qiannu" has been online for nearly 12 years, and DAU has experienced reverse growth. The signs of a recovery in the game aren't just reflected in the high-priced deal — on the day the deal closes, a large number of New Qiannu players watched and discussed it inside and outside the game.
Source: NetEase God @ Guagua Class representative
The "New Qiannu" community
Seeing that the old game he played more than 10 years ago is alive and well, and even is still actively updating and discussing hotly, many old players who have previously withdrawn from the pit also expressed hard belief.
After reviewing the dynamics of the game in recent years, I found that this game, which has been online for 12 years, may not be called an "old" end game for a long time - whether in terms of technology, gameplay, content, etc., "New Qiannu" is constantly updating and iterating, trying and expanding. Now, the game may just be on the rise.
How the hell did they do it?
01
Technology: Next-generation renewal to long-term operations
Bring more possibilities
If you search for "New Qiannu Ghost" on site B and click on the videos uploaded at different times, you will feel as if you are watching different games.
In 2017, players uploaded game video image source B station @ autumn night smoke and rain
In 2023, the "New Qiannu" game will be performed
For long-term operation games, it is not uncommon to update and upgrade the screen. But looking at the comparison of the above two GIFs, you may also feel that the picture changes of "New Qiannu" are not something that ordinary updates can do - in 2020, the game has completed an iterative update at the technical level, and the engine and graphics have been fully upgraded.
This iteration is not low in terms of engineering quantity. In the process of redesigning and modeling scenes, characters, and costumes, the development team should retain and inherit the recognizable art characteristics of the old version, absorb more antique designs, and add more fashion elements that conform to modern aesthetics.
This almost meant that the development team had to make a brand new game, and the iteration of the next-gen version took longer than expected: in December 2019, the game officially announced that it would have a next-generation iteration; Deletion test in May 2020; It was officially launched in September 2020.
Comparison of old and new engine screens
Judging from the comments, this iteration did bring a rebirth to the game at the art level - many players said that they "dare not imagine" that this is "New Qiannu".
Such a long-term, high-cost iteration of technology is a desperate step for any game - there are many games on the market that already use next-gen technology, and iteration alone will not bring short-term revenue growth to the game.
However, it can provide strong support for the long-term operation of the game in the later stage, so that the game continues to compete in the fierce market. After all, only by upgrading the technology first, the game can have more room for play and improvement in gameplay and content.
02
How to play: fast-paced and updated mini-games,
From the computer to the phone
After receiving the blessing of next-generation technology, the game immediately began to enrich the gameplay in the game. This includes upgrades to old gameplays, as well as extensions to new ones. For example, last year, the game added gameplay such as the cherished pet system (pet keeping) and the friend Yijin (sworn player challenge).
Cherish goose yarn, cat velvet
The most discussed among players are the mini-games that the game launches in each active version. These mini-games have different gameplay, including maze, cooking, sound games, chess and cards, jumping music, etc., enriching the player's playing experience.
Image source: NetEase God @ Little Melon I, Youth Love Time
What they have in common is that the rules are simple and easy to understand, and the threshold for getting started is low; Each inning does not take long, but it is difficult. Players who want to beat the level to earn rewards will have to make multiple attempts or exchange strategies with others. These mini-games have increased in-game user activity and become a hot topic of discussion among players outside the game.
Recently updated online script killing campaign gameplay
Even though many updates and expansions have been made to the gameplay, "New Qiannu" still has to face the common problem of end games: compared with mobile games, end games are less convenient, and players cannot play anytime, anywhere. In response to this, "New Qiannu" found a compromise solution.
In 2017, "New Qiannu" launched its own mobile version of the interoperable terminal. In the early days, it was more like the game's logistics + social software - players could view their characters, mounts, warehouses and other information; Chat freely on friends, gangs and other channels; You can also perform simple in-game activities such as collecting vegetables at home and quickly crafting items.
"New Qiannu" interoperable version interface
Today, 6 years later, this software has become more interesting - many of the activity mini-games of "New Qiannu" have been logged into the interoperability version at the same time, and some games are even easier to play on the interoperable version. In this regard, it allows "New Qiannu" to break free from the restrictions of terminal travel to a certain extent, and can accompany players anytime, anywhere.
These gameplay changes have made the game more interesting and playable. But judging from the recent moves of "New Qiannu", what they want may not just be to make the game more fun - through the consideration of game content, they are creating a more immersive and more restored national style online world.
03
National style content linkage "not only to be upright,
And innovation."
In September 2021, "Xin Qiannu" made a virtual performance in the game plot with reference to the Kunqu opera, China's intangible cultural heritage. With the support of the next generation, the movements, postures, and even subtle trembles of the hands of the Kunqu opera actors have been better replicated. The retro water feature stage in the game, with ink background pictures and red lanterns, also makes this performance more simple and nostalgic.
Many players felt the charm of Kunqu opera through the form of the game, and began to call on "New Qiannu" to continue to support traditional culture.
The Kunqu opera performance is indeed just a small attempt at the game, and the larger action is embodied in the "National Style Zhi Different Plan".
To put it simply, the plan will link traditional Chinese style cultural tourism resources and show the aesthetic and cultural spiritual core of Chinese Chinese style in a way that young people like in the game. At present, the game has been linked with Xi'an Forest of Steles Museum, Longmen Grotto Research Institute, 87 version of the TV series "Dream of Red Mansions" and other content.
Maybe you think, aren't many games engaged in similar linkage? But unlike other products, the linkage of "New Qiannu" not only takes its shape, but also tries to take its god, and adds its own creation, "rolling" the details to an incredible degree.
For example, when recreating the scene of the 87th version of "Dream of Red Mansions", the game scene art team first constructed the basic layout and framework of Yi Hong Courtyard through the relevant shots of the TV series and the original text description. Later, in order to restore a more realistic architectural scene, everyone also went to Suzhou and other places to conduct field investigation and research on traditional Chinese gardens, combined with literature and other content, and "completed" the Daguan garden landscape that was not fully displayed in the TV series.
In addition, "New Qiannu" also pays attention to the details of the scene to supplement the character shaping - the team has processed and adjusted the small layout and details according to the character characteristics of Jia Baoyu, so that Yi Hongyuan reflects his rebellious character of "anti-career and hates rules". For example, although the Yihong courtyard in the game is hung with a birdcage, there are no creatures in captivity in the entire courtyard.
Swipe left and right to view the image
In addition to buildings and scenes, the game official has also done a lot of research on the restoration of character makeup and costumes. Take Jia Baoyu, for example, in addition to the classic big red arrow sleeves, his purple-gold crown of hair, the gold forehead at the eyebrows, the gilded pattern on his robe and other details have been reproduced. When modeling the face of the characters, the game officials also restored the facial and makeup characteristics of the original TV series actors, Jia Baoyu's baby face and Wang Xifeng's willow leaf hanging eyebrows, all reproduced in "New Qiannu".
With the mo-capture technology, the love story of Bao Dai in the 87th version of "Dream of Red Mansions", spanning more than 35 years of time and space, is staged again in the game.
Prior to this, the 87th version of "Dream of Red Mansions" had never been linked with the game. But in the early communication, "New Qiannu" impressed the copyright owner with these fine preparations and plans, and finally everyone showed such an effect.
At the same time, the National Style Zhiyi plan also has a differentiated link: online virtual performances. It allows linkage not only to restore the story and launch the skin in the game, but to really exert force in the scene, content, lighting effects, etc., so that the game can play an effect beyond the offline.
In-game gantry fireworks light show
The immersive virtual performance in "New Qiannu" is not only gorgeous game special effects, but also contains the physical skills of the actors themselves. For example, when linking the Xi'an Forest of Steles Museum, the ink style dance poetry "Stele Forest Huazhang" shown in the game was completed by professional dancer Zhang Han (starring "Only This Green Green"). Outside of the game, they also launched a live-action version of the show video.
A fragment of the game "Stele Forest Huazhang"
Zhang Han performs "Stele Forest Huazhang"
Under the influence of the new crown pneumonia epidemic in recent years, many players have lost the opportunity to travel. The national style of "New Qiannu" provides them with the option of long-distance travel and watching performances.
Moreover, due to the more interactive nature of the game, Guofeng Zhiyi can also bring players additional items that cannot be experienced in offline travel: players can cook flower beds with Lin Daiyu; Admire the Grand View Garden with Grandma Liu; Collaborated with the famous Ming Dynasty epigrapher Zhao Kuan to rebuild the forest of steles.
Regarding the cooperation with "New Qiannu", Shi Jiazhen, director of Longmen Grotto Research Institute, said that as long as the core concept of traditional culture is not lost, the game is an innovative form of inheritance, and even better allows young people to contact traditional culture.
Judging from player reviews, Guofeng Zhiwei has indeed done this to a certain extent. Moreover, this linkage also seems to be in line with players' expectations for the game:
In addition, the national style has also brought some substantial help to traditional culture. Take the Longmen Grottoes Research Institute, when they cooperated with "New Qiannu", it coincided with the 50-year repair of the Lord Lushena Buddha, and in the process, the experts of the Institute made many archaeological discoveries about the original color of the Buddha. After the game official learned of this, with the help of game technology combined with the panoramic model of Longmen Grottoes reconstructed in the game, it helped the Longmen Grotto Research Institute restore the color of the Lushena Buddha 1700 years ago, and the restoration data was also shared with the research institute.
The win-win situation of modern games and traditional culture has brought unexpected additional communication to "New Qiannu":
"New Qiannu" helped Lushena Buddha digitally restored, and "Stele Forest Huazhang" appeared on CCTV
The content of the Stele Forest linkage was published in the People's Daily
Talking about this, I think those words such as "revitalizing cultural relics" and "technology empowerment" are not difficult to understand. Games and traditional culture can really help each other. And in the process, both have a chance to return to the mainstream.
04
When an old game returns to the mainstream
Of course, in addition to the communication assistance of official media reports, the game itself is also trying to return to the public's vision through other ways, such as linking up with "Eternal Calamity" and cooperating with Sanmu Marbule (the main UP of the B station music area), Gao Ye (played by Chen Shuting in the TV series "Crazy") and others.
When old players see the familiar name "New Qiannu Ghost" through popular games, UP hosts, actors, and then they may be interested in returning to the pit, and finally retained by the new content and gameplay of the game. As far as user reviews are concerned, this linkage also has a corresponding effect.
And now, we can almost foresee that the game will not lack new attractions in the short term - the 87th version of "Dream of Red Mansions" linkage event just ended in January this year, and now only about 3 months later, the game has entered a new chapter: the 12th anniversary Hangzhou West Lake linkage event.
On the basis of past operations, the playing style of "Xinqiannu" this time is familiar with the road: the landscape immersion performance "This Memory Lake Light" with the Xizi Lake as the background allows players to feel the visual and auditory shock; The gameplay of current events such as Painting Puzzle (multiplayer script killing) and Zhuhushan (simulated management mini-game) have also been on the hot search of player forums.
Fragment of "This Memory Lake Light"
In the eyes of many people, it is almost impossible for an MMO to survive for more than 10 years in the long term, or even achieve the reverse growth of DAU. However, through the recovery of the popularity of "New Qiannu", it can be seen that as long as they can keep up with the rhythm of market changes, innovate and find their own differences, everyone has the opportunity to find a long-term operation road.
Now, with the blessing of next-generation technology, with the further development and experimentation of content and gameplay in "New Qiannu", this 12-year-old endgame that is not old may appear more and more frequently in the field of view of players and enter a new upward cycle.
Game Grape Recruitment Content Editor,
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