On June 13, the super popular two-dimensional mobile game "White Night Aurora" was officially launched, topping the App Store free list, winning Apple's Today recommendation, and ranking first in the download list in the head Android channels including App Bao.
Those who are familiar with the teahouse know that we are "too familiar" with the product "White Night Aurora", from the initial overseas CBT, to the overseas launch, the first anniversary of overseas service, the national service finalized and other key nodes we have follow-up reports, to a certain extent, we are not only analyzing the "White Night Aurora" product itself, but also using the operation and development trend of "White Night Aurora" to judge the wind and changes of the two-dimensional market.
In fact, as a product that has been online overseas for 2 years, the market actually has certain doubts and anxieties about the performance of the national service of "White Night Aurora", especially in the two-dimensional schedule debut, which can be called the most competitive pressure in history, and there are many voices worried about the lack of strength in the first launch of "White Night Aurora".
The results of the "White Night Aurora" national service in the past two days have silently responded to the market's doubts to a certain extent, and in my opinion, the first release of the "White Night Aurora" national service can not have such results without the carefully prepared publicity ideas behind it. Let's just say that you may not understand why the "White Night Aurora" national uniform can still get a very sweet cake under the pressure of huge competition.
This article, talk about "White Night Aurora", and also talk about some stories behind the debut of this super popular two-dimensional mobile game national service.
01
overseas
Make a name for yourself first, then get a foothold
First of all, to finalize a point of view, "White Night Aurora" is a product that is fun enough and rich in content, which is the basis and cost of "White Night Aurora" to be able to stand overseas for two years quickly.
As early as 2019, when it was first exposed, "White Night Aurora" showed the attention and topic of far beyond similar products. Strong artistic expression and a luxurious lineup of 150+ popular artists participated in the creation of "White Night Aurora" inadvertently opened the Pandora's box of two-dimensional mobile game creation in that era, which was once known as the "king of involution" in the industry, and even today when we discuss the art involution of two-dimensional mobile games, "White Night Aurora" is a topic that can hardly be bypassed.
However, the experience of the times tells us that good art may be able to attract players to stop for a short time, but what really attracts players' attention for a long time is the comprehensive production level of the product, and in the two-dimensional game, it is the content, or the comprehensive production level of story, narrative, world view, and human character.
"White Night Aurora" has fallen behind at this point. With the opening of the game's overseas testing, "White Night Aurora" shows the content power of an original two-dimensional game IP, taking the protagonist's royal adventure story as the main line, and creating a huge and rich overhead fantasy world around the "six camps" and the basic contradiction between light and dark.
As a veteran of the overseas server of "White Night Aurora", I know this very well. If you want to simply talk about the ability to tell stories, maybe "White Night Aurora" is not the top batch in the industry, but "White Night Aurora" is strong in that he can tell a story well and have a beginning and a tail, whether it is the main line push that has gradually entered the best situation in 2 years, or the branch line that expands the world view from the main perspective of the side characters, the arrangement of "White Night Aurora" is just right, and the often criticized "tiger head and snake tail" and "empty setting, the plot all rely on brain supplements" in two-dimensional mobile games does not exist here.
In terms of content production, "White Night Aurora" is professional, he also has ambitions, and some have laid foreshadowing in 2 years of operation in advance, which we will talk about in the later part.
And the second question? Is Aurora White Nights fun? In fact, in the past, we have always maintained a relatively "chaotic neutral" opinion on the gameplay design of two-dimensional mobile games, which does not have to be complicated, but must be fun, compared to the content of the game, the gameplay can be taken and played, giving players enough allocation and arrangement space.
The core gameplay of "White Night Aurora" integrates the elements of elimination and connection, which is a seemingly simple but actually interesting gameplay, in line with the easy-to-use, multi-strategy, rich selection of the underlying logic design, and the high degree of freedom also provides benefits for the subsequent activity version operation of the game, 2 years "White Night Aurora" based on this set of low-level gameplay designed a large number of original and interesting level mechanisms, without repeating.
Two years later, when we re-examined the gameplay of "White Night Aurora", it is not difficult to find that in the two-dimensional mobile game with serious homogenization of gameplay, "White Night Aurora" can be regarded as having walked out of its own path under pressure, that is, it has been recognized and loved by most players in terms of gameplay design.
Therefore, although "White Night Aurora" has been launched overseas 2 years ago, in terms of the production quality of the game itself, in the most tragic two-dimensional mobile game schedule in 2023, "White Night Aurora" definitely has the capital of a war.
02
Why is the national service recognized?
With the endorsement of overseas 2 years of operation, there is actually a question in the current national service of "White Night Aurora", "How to make the national service of "White Night Aurora" land smoothly?" ”
In the end, when national server players directly talk to you and me why not go to overseas servers with richer content and stable operations, you have to have enough reasons to convince them. And in my opinion, the reason is nothing more than one thing - the preparation of the national uniform is sufficient.
In April, the announcement of the new character [Li Tianxian] of the national uniform of "White Night Aurora" kicked off the wonderful prologue of the national service.
First of all, there will be a lot of new content in the open beta of the "White Night Aurora".
In addition to the aforementioned new character [Li Tianxian], the official also released a new region [Dragon Continent] that does not belong to the "six camps" under the previous world view of "White Night Aurora", revealing a new fantasy continent, and the two heroines of the game also have exclusive Chinese style fashion.
Remember the foreshadowing we mentioned earlier? As a world with rich and diversified settings, players of "White Night Aurora" have been looking forward to the emergence of regions that do not belong to the history and humanistic style of the existing world view, and this year's overseas service "Carved Sea Boat" unveiled the mysterious corner of the new region [Dragon Continent] with an interesting big sailing story. This time, with the release of [Longzhou] PV with the public beta of the national service, the foreshadowing was successfully withdrawn, and at the same time, the opening of the national service had a new style and expectations.
【Dragon Island】New character Dantang
Judging from the content that the national service has made public so far, it is difficult not to look forward to what way [Longzhou] will officially unfold next.
Secondly, the basic skills of the national uniform have not fallen behind.
The basic skills here refer to two aspects, one is the accumulation and optimization of game operation, and the other is the necessary preparation for the national server version.
The former is mainly reflected in the basic experience of the game, such as in the fast-paced current player pursuit of faster fragmented time experience, "White Night Aurora" national server is directly synchronized with the overseas server just implemented four-speed automatic battle, in addition to including the game operation 2 years of technology and bugs and so on TA processing, to ensure that the national server players will not step on the pit because of the basic experience of the game itself when online.
The latter is reflected in "localization", in addition to the aforementioned new region [Longzhou] with a large number of national style elements, the national server version directly implemented the Chinese dubbing including all 91 characters in the public beta version when it was launched, and the dubbing of the new characters after that was also reasonably planned and arranged.
Finally, operations are really listening to player feedback.
Attitude is a very metaphysical thing, from the past and even recent cases, the optimal solution may not be frequent communication and pulling, but to remain rational at the beginning.
The attitude of the national uniform of "White Night Aurora" was undoubtedly revealed very early, that is, serious and work.
For example, the national service welfare issue that players are concerned about, in the May national server fixed live broadcast, the official has clarified that players in the national server version can obtain in-game benefits worth more than 200 draws at a low threshold, including a variety of self-selected boxes that are convenient for players to open up in the early stage, and there are also a large number of resources for cultivation and Gacha, and the benefits are directly full.
Multi-platform download list tops the list and adds 10 even benefits
For example, "White Night Aurora" national server version of various strategies, land reclamation, card drawing planning and other dry goods to serve players in the early experience, on the one hand, the official through their own prepared content to guide players, on the other hand, we can see "White Night Aurora" national server version before and after the launch of a large number of videos, articles and other forms of content intensive online, at present, the playback and reading of these content on major platforms is steadily rising, it is foreseeable that "White Night Aurora" national server players will save more time, Focus your efforts further on the content experience.
Partial benefits
In general, the national service of "White Night Aurora" shows professional planning ability, whether it is content reserve or for the problems concerned on the player's experience path, it has made plans in advance and adjusted at any time according to the actual situation, which is the core reason why the national service of "White Night Aurora" can be recognized, and it is also the core idea that supports the long national service journey of "White Night Aurora".
03
end
The two-dimensional charter-style publicity of the long time
After talking about the game itself, I finally want to talk about the release strategy of the two-dimensional game in combination with the release action of the national server of "White Night Aurora" that I saw this time. I believe that everyone has felt in recent days, that is, because of the launch of the national uniform of "White Night Aurora", we have experienced a "charter" announcement for a long time.
There is no doubt that the volume of this publicity is relatively amazing in the current market environment, and the weight content and traffic support of the large DAU platform of mobile phone clients such as WeChat, hand Q, and B station alone are enough to see the publicity of the national service of "White Night Aurora".
But is our focus only on the volume of propaganda itself? In fact, no, because the publicity of the two-dimensional element has the most basic logic, that is, to follow the characteristics of the content itself, which is also widely recognized in the industry.
As a result, we saw a series of reasonable and effective actions under the national uniform distribution system of "White Night Aurora".
For example, in response to the rich world view content of the game, combined with the characteristics of the two-dimensional audience's love of fan creation and culture, a cloud art exhibition was launched on Weibo", and more popular artists participated one after another, producing a large number of high-quality UGC content, and the effect was excellent.
Painter: Earth Number Eight
Painter: E_Volution_
The linkage with the virtual idol Star Pupil made my eyes shine. This is the real sense of "dream linkage", "White Night Aurora" and Star Pupil have long had "eye to eye", the latter even sponsored the new clothes live broadcast of Star Pupil in May, and the past live broadcast has already proved the love of fans on both sides.
And the linkage with GARNiDELiA, announced in advance, is even more handsome. "White Night Aurora" has always attached great importance to the music production of the game, and the BGM of the game was sincerely produced by well-known Japanese composers including Asami Tachibana and Sakuzyo, and the overseas server invited Renri singer Reol to sing the theme song "White Night" when it was launched, which was well received by players.
The invitation of GARNiDELiA to sing a special Chinese theme song for "White Night Aurora" is another important embodiment of the official insistence on high-quality game music.
Interestingly, the "White Night Aurora" national service has previously launched the "jumping grid" stage under CP29 offline according to the gameplay characteristics, with interesting interaction and gameplay students have made offline into a house dance feast, and GARNiDELiA's lead singer Mei Yi Liya is a well-known dance scene in the world, so it seems that in a sense, the cooperation between the two sides also has a taste of "heaven's chosen".
There are many similar actions in the national uniform of "White Night Aurora", which will not be discussed in detail here because of the space. In short, the announcement of the national uniform of "White Night Aurora" is indeed eye-catching, and it is very rare as a "returnee" product to verify the playing style and logic of two-dimensional mobile games in the current market environment.
For the official, the biggest gain must be word of mouth.
From getting the version number to the official announcement to the current smooth landing, the "White Night Aurora" national uniform has spent perhaps the most stressful months of life, and it turns out that all the advance preparation and serious attitude are worth it, the "White Night Aurora" national uniform landed smoothly, followed by the frontal and various new and old products in the long operation of the bayonet.
But what does it matter, at least as a product that has been online overseas for 2 years, the national service of "White Night Aurora" has released a signal to the industry, and I can still play.