Image source: @VisualChina
Text | DataEye
The page game IP "Immortal Road 3" was officially launched yesterday and released in light years.
In terms of timing, the product was originally scheduled to go live at the end of May, but it was finally scheduled for June 7. I don't know if it's because the competition on the track is too fierce, or the target user is aiming for prospective college students who have completed the summer and college entrance examinations.
Launch delays, classic popular IP, big factory releases, and summer vacation files are coming - all kinds of factors have made "Immortal Road 3" and Sunset Lightyear appear in the spotlight.
In terms of marketing, what are the operations of "Immortal Road 3" and what are the ideas behind it? How does it compare with the recent launch of similar products?
Today, DataEye Research is fully dismantling "Immortal Way 3".
Market conditions
【Facts & Figures】
Ranking data: "Shenxian Dao 3" topped the iOS free list on the first day of its launch, but ranked 26th on the iOS best-selling list. As of today's press release, the bestseller list is ranked 13th.
Download data: Diandian data shows that "Shenxian Dao 3" was available for pre-download the day before it was launched, and the estimated number of iOS downloads was about 240,000 times. On the day of launch, the number of downloads did not increase but decreased, and it is estimated that the number of downloads will be about 180,000 times.
Compared with a number of similar products recently launched, the download performance of "Shenxian Dao 3" on the first day is not outstanding
Revenue data: Diandian data shows that the estimated revenue of "Immortal Road 3" on the first day is about 200,000 US dollars. However, comparing the data, the estimated revenue data of the initial "Immortal Road 3" product is decent.
【DataEye Research Institute Viewpoint】
"Immortal Road 3" as a 300 million page game IP sequel, in terms of IP popularity, the first day of product market performance is not bright. Specific to the data, the download performance of "Immortal Dao 3" is not outstanding, but the estimated revenue is not too bad, which means that the user payment is good.
My Sword Diary's first-day earnings performance was mediocre, but continued to climb over time. It is reported that the turnover of the product exceeded 50 million in the first week.
At present, "The Legend of Mortal Immortal Cultivation: The World of Humanity" is relatively strong in revenue and performance, coupled with the high intensity of purchases, category users have basically been "washed again", and the difficulty of entering the game has suddenly increased at the level of new products.
DataEye Research Institute believes that at the marketing level, whether differentiated competition can be formed may be the key to whether the product can be based on the market in the future.
Next, DataEye Research Institute disassembled "Immortal Road 3" from the level of purchase advertising and talent marketing.
Buy-volume ad side performance
【Facts & Figures】
(1) Main selling points
According to the DataEye-Tidea narration high-frequency word TOP70 data, the project team has mainly highlighted the welfare selling points such as "Immortal Group Gift" and "Free Collection" in the past 30 days. At the same time, the selling frequency of themes such as "Nuwa", "Immortal" and "Taoist" is also high.
In terms of purchase copywriting, the project team focuses on showing the "product lineage", of which "genuine", "sequel" and "classic IP" are the main high-frequency words.
(2) Delivery volume & delivery trend
"Fairy Road 3" began small-scale material testing in late March. On April 21, the product was announced to be finalized, and the total amount of delivery increased slightly, and the product warm-up stage began, but the average daily release of materials still did not exceed 100 sets.
Until the day of the launch, the project team increased the launch volume in order to cooperate with the product publicity. DataEye-ADX delivery data shows that more than 2,900 sets of materials were released on the first day of "Immortal Road 3".
In terms of specific delivery, "Immortal Road 3" is less than other recently launched products of the same type of theme, only 1/20 of "Mortal Immortal Cultivation: Human World". Compared with the first-day launch volume of "Journey to the West", there is also a certain gap in the delivery volume.
(3) Launch creative materials
DataEye-ADX delivery data shows that video materials accounted for only 33% of the distribution of material types in the past 7 days.
In terms of creative types, the TOP50 efficient materials of "Shenxian Dao 3" are mainly divided into three creative types: character & move display, background world view, and gameplay introduction & demonstration.
According to DataEye-ADX data, the number of planned TOP50 high-efficiency video material content accounts for the following figure:
Among them, the gameplay introduction & demonstration accounts for nearly 50%, but the presentation methods are diverse, and the content of the short drama and the spokesperson small theater are added to show the specific gameplay and details of the game product.
The character & move display and background world view are similar, and the two creative types are presented in a high-quality animation way.
"Immortal Road 3" Efficient Material TOP50-Character Display (High Quality Animation)
【DataEye Research Institute Viewpoint】
"Immortal Road 3" has nearly 3,000 materials on the first day, and most of them are picture materials, and the funds are not enough. Moreover, compared with the recently launched products of the same type, the launch performance is not strong, and there is almost no large-scale purchase during the warm-up period, but only to create momentum on the day of the product launch.
In fact, Daylight Year is not a manufacturer that is known for buying volume (the main distribution method is talent marketing, which is broken down in detail below), but DataEye Research believes that the "Immortal Road 3" project team may have the following considerations:
From the perspective of the amount of investment: external competition suddenly intensified, and rough investment or increased the follow-up operation pressure of the project team.
In May, a number of domestic themes of the same type were launched, as the last product to be launched, "Shenxian Dao 3" completely lost the first-mover advantage, and it is not easy to convert users from other products. Moreover, the purchase volume of "Mortal Immortal Cultivator: Human Realm Chapter" and "My Royal Sword Diary" is strong, which has more or less affected the CPA of related categories in a short period of time.
If the "Immortal Road 3" project team chooses to forcibly roll in at the level of purchase volume, it will have to fall into a high-cost volume war, which may lead to an increasing operational pressure on the product.
From the point of view of material creativity: do not rush to short-term volume, expect to run a long-term with unique pictures
DataEye Research Institute believes that domestic Panxian Xia-themed products have always been a category with large domestic purchases, and the traditional way of playing is to occupy the user's mind through a large number of low-cost material content, and the content and picture quality are not high.
Therefore, from the perspective of video material creativity, the "Shenxian Dao 3" project team highlights characters and related world views with "national comic style" materials, in addition to interesting small theaters such as spokesperson shooting, or high-quality animation highlighting characters and related world views.
Coincidentally, the recent decline in the launch of "Journey to the West" with a similar painting style, the project team of "Immortal Road 3" hopes to dominate the fairy track through a unique painting style, form a difference with the pan-fairy materials on the market, and avoid homogenization. At the same time, improve the sense of product quality, which is conducive to the long-term running of products.
In other words, the project team of "Immortal Road 3" may be an examination of the external environment, and then adopted a strategy of streamlining the purchase volume and investment, striving to spend the marketing budget on the "blade", such as inviting celebrities to endorse the shooting of small theaters, improving the quality of materials, etc., hoping to promote the product in a relatively stable way.
Influencer marketing level
【Facts & Figures】
At the level of talent communication, there were three marketing actions of "Shenxian Dao 3" before the product was launched, and according to the keyword search data of the past 60 days of giant computing data, "Shenxian Dao 3" has climbed three times.
In terms of time nodes, they are April 21, May 21-22 and June 3-4. DataEye Research disassembled:
First climb (April 21): The project team announced that the product was scheduled to go live on May 25, and invited a large number of top influencers to promote the product through soft implants. From the data performance, driven by a large number of top talent video content, the number of views of the #Shenxian Dao 3# topic has soared, and it has now exceeded 380 million. At the same time, the number of relevant interactions has also increased rapidly.
Second climb (May 21-22): The project team launched the "Douyin Game Publisher" in the warm-up phase of "Shenxian Dao 3", which attracted more than 1,800 influencers to submit as of June 5, and related video data exceeded 2,700, with a total of about 45 million views. Continuously increase exposure and topicality for the product warm-up stage.
From the trend point of view, the number of influencer videos began to increase on May 23, but it fluctuated greatly. In addition, among the top 10 influencers in the past 30 days of "Immortal Dao 3", 50% of the influencers only have one promotion product of "Immortal Dao 3" in the past 90 days, and there are 6 experts with "Immortal Dao" in the name of the TOP10 influencers with the promotion effect.
Third climb (June 3-4): In early June, near the launch stage of the product open beta, the issuer plan was updated to increase the relevant marketing budget. At the same time, the project team initiated a live broadcast of influencers to create momentum for the product. According to DataEye-ADX influencer marketing data, the number of influencer live streams skyrocketed in early June.
【DataEye Research Institute Viewpoint】
DataEye Research Institute combs through the relevant propagation node actions and presents the following characteristics:
First, increase the volume of product voice with the influence of head experts and set the tone for high quality products. In order to improve the volume of product volume, the project team invited a number of head influencers with millions of fans to cooperate and display the product through content implantation. On the one hand, the head talent has a large fan base, which can bring voice to the product and pave the way for subsequent product marketing and promotion; On the other hand, the overall content quality of the head talent is passable and controllable, and the project team can set the tone for the product through the relevant expert content, highlighting the good content and sense of quality.
Second, give full play to the exclusive traffic support of Byte's own products to attract a large number of middle-waist experts to create content. The project team mainly hopes to attract a large number of mid-waist influencers who need traffic to participate in the launch through the official traffic favorable policy (the traffic support policy for game tasks in the light year), and this type of talent has obvious characteristics, not only large number but also cheap price. For the project team, more influencer participation means that a large number of relevant videos enter the traffic pool, in order to achieve more communication and generate opportunities to reach target users.
Third, typical bytes create momentum, and influencer videos and live broadcasts are promoted simultaneously. The project team is close to the launch of the product, updating the relevant game publisher plan, and the live streaming marketing of the effect influencer is also being carried out simultaneously, which is essentially to create momentum for the product launch and improve the product exposure and coverage in the product outbreak stage.
"Immortal Road 3" talent communication idea characteristics: in the early stage, do not hesitate to cooperate with the head V, driven by the head master, to give the product enough influence. In the future, through effect-based influencer marketing, more middle-waist influencers will be attracted to submit articles and create content with official favorable policies, hoping to form a product content ecology.
Overall, the project team of "Immortal Road 3" continues the consistent marketing style of Light Year, and has obvious formulas, routines, and cannot be copied. In addition, through the combing of the communication ideas of talents, it is found that the project team of "Shenxian Dao 3" has strict control over the content of talents and has high requirements for high-quality content.
DataEye Research Institute believes that Daylight Year has always advertised "content distribution", essentially hoping to set the tone for products through high-quality content, and then form a good reputation. As mentioned above, the same type of theme in the same period has been constantly rolling and putting together materials, and "Immortal Road 3" talks about content and quality, hoping to form marketing differentiation.
summary
【DataEye Research Institute Viewpoint】
With the acceleration of the recovery of the domestic game industry, the closely related game marketing industry has become more and more active. Many domestic manufacturers have begun to "buy, buy, buy", "investment" and other related actions. Looking back at the overall marketing ideas of "Immortal Dao 3", it is found that the project team has invested less in the level of purchase volume and investment, and the overall restraint is relatively restrained; The investment in influencer marketing is large, first through the head talent to increase the voice, and then through live broadcast, video and other effect-based influencer marketing methods to promote the communication volume and user reach.
Compared with several Panxian Xia-themed products recently launched in China, "Shenxian Dao 3" presents a marketing idea of "light delivery, heavy talent". Sunrise Lightyear has not been a publisher known for placement, and with the tree of Douyin back, the differentiation of marketing ideas seems to be very reasonable. However, DataEye Research Institute believes that for a new product, the marketing of the product launch stage is "partial to science", and the pros and cons of focusing on effect-based expert marketing are very obvious.
Advantages: First, relying on the private domain traffic pool of the expert and the algorithm recommendation of the platform, it can achieve relatively accurate content push and reach more target users with high fit; Second, the video content of the expert is highly interesting and has strong content, which is different from common effect advertising, and users will not have too strong resistance, which is conducive to product promotion; Third, the head talent can bring a good voice to the product, improve the influence, and pave the way for subsequent marketing; Fourth, the game publisher plans to settle with data, the overall marketing and promotion cost is lower, and the product can rely on the content to be small and broad.
Disadvantages: First, the price of the head talent is high, and the communication cost of the project team is also high; The second is that there are high requirements for the product itself, and the product itself needs topicality and attention in order to attract more influencers to submit and create, otherwise it is difficult for content creators to expand, and the market response is general. The third is that the target users are mostly pan-entertainment groups, and their own understanding of game products may not be deep enough, so that the willingness to pay for games is not strong enough, and it is necessary to continue to go long-term.
With a small view, DataEye Research Institute believes that the three core keywords of effect-based talent marketing are: UGC, entertainment, and out of the circle. However, for new products, the first task is to explore the core users who provide retention and payment, and the second is to consider how to make the product out of the circle. From the current market data, "Immortal Road 3" has a good product popularity and can top the free list, but the iOS best-selling list ranking is not prominent enough. It is worth paying attention to how the product continues to operate in the long term.