On December 16, "Three Kingdoms Mobile Version" rushed to the top 7 of the best-selling iOS game list, attracting industry attention.
Screenshot source: data.ai
According to relevant data, "Three Kingdoms Mobile Version" has entered the top of the best-selling iOS game list many times this year, such as during the anniversary celebration in July and the Double 11 event in November, breaking into the Top 6 and Top 7 respectively. According to Sensor Tower data, Youka Network also entered the top 30 global mobile game publishers in China in July and November. This time, it once again topped the list, mainly due to its "Three Kingdoms Mobile Year-end Welfare Season" activity.
In the environment where the top list is solidified and the big manufacturers are dominant, those games that can break into the top 10 of the best-selling list will receive extra attention from the industry. "Three Kingdoms Mobile Version" has occupied the "golden seat" many times, constantly refreshing the industry's perception of it. So what is their growth code? In this article, we will find out with the help of the "Three Kingdoms Mobile Year-end Welfare Season" event.
What's special about the "Three Kingdoms Mobile Year-end Welfare Season"?
At the end of the year, it is the time period for major manufacturers to gather for marketing. For "Three Kingdoms Kill Mobile Version", what is special about their event? In the view of the game gyro, it can be summarized into three points: one is the beauty of the national style, the second is the newness of the trend expression, and the third is the joy of welfare gifts.
The first installment of the "Three Kingdoms Kill Mobile Year-end Welfare Season" is that the joint popular singer Jing Hao brought the theme song of the popular military general Shen Xunyu - "Falling Sons and Mountains". The song appeared on the hot search list of station B as soon as it was released.
The majestic national style tune presents Xun Yu's battle of the gods in the battle of Guandu to help Cao Cao fight Yuan Shao and Dingbei, and feels Xun Yu's loyalty and strategy in the hearty melody. Xun Yu's voice acting, skills, and lines are seamlessly integrated in the song, echoing the characters in the game.
As a generation that has developed rapidly with the country's economy, contemporary young people have a strong sense of national cultural identity and pride, and they are fans of traditional culture. The national tide and national style have become the new favorite of contemporary young people, and the national style music has also developed into a new "music food" for young people.
The second installment of the "Three Kingdoms Mobile Year-end Welfare Season" is the "100 Terriers Night Walk" cosplay.
On the evening of December 16th, Coco Park, a well-known business district in Shenzhen, saw a large number of Cosers wearing "strange costumes" and "Three Kingdoms Kill Mobile Version" emerged. According to the author's experience, although the temperature in Shenzhen plummeted that day, it still couldn't stop the enthusiasm of Coser and the audience. The carefully prepared Cosers are naturally the biggest attraction of the day.
There is a well-dressed military commander Coser
There is a pleasing appearance Coser
There is a five-haired Coser that makes people laugh
There is also a humorous meme Coser......
During the period, there were also Teacher Yu, Shi Monroe, Battle Lori, etc. as mysterious Cosers who landed on the scene and interacted with the on-site users to send benefits, pushing the atmosphere of the scene to a climax.
In the fun and fun 100 Terriers Night Walking COS Competition, in the limited peripheral and cash prizes of 10,000 yuan, every participant was full of joy and returned with a full load.
"Hundred Stems Night Walk" is not only a large-scale traditional cultural show, but also a stage for players, especially young players, to express themselves freely and be creative. The major highlights and jokes on the scene have invisibly encouraged players to produce UGC content, and then realize the expansion of the circle.
In addition, the "Three Kingdoms Mobile Year-end Welfare Season" also prepares a full of benefits for players.
For example, multiple benefits have been launched in the game, including the upgrade of the Ingot Tree benefits, the battle of Kunyang, the new background of Mountains and Seas, the dynamic skin of the legend of Shenxunyu, the solar term skin of Cai Wenji & Cai Zhenji, and the launch of powerful generals such as Xingzhou Budo.
On the day of the event on December 16th, the official live broadcast room of "Three Kingdoms Mobile Version" also released surprises such as limited peripherals, game gift packs, and physical rewards, and the gifts did not stop.
Generous benefits will fill the holiday atmosphere in advance.
Major manufacturers are deeply aware of "young people win the world". From national style songs to 100 stalks at night to gifts in the live broadcast room, etc., "Three Kingdoms Kill Mobile Version" has always been integrated into the younger generation of users in a way that young people love, and has a deeper connection with them.
Deeply cultivate traditional culture and unite the new generation of users
The "Three Kingdoms Mobile Year-end Welfare Season" is another classic case of the rejuvenation of the Three Kingdoms IP.
As a popular card game, the proportion of young users of Three Kingdoms Kill may surprise many people. According to the data released at the 15th anniversary carnival of the Three Kingdoms Kill in August this year, the cumulative number of registered users of the Three Kingdoms Kill IP exceeded 400 million, of which young users aged 18-30 accounted for more than 83%, a significant increase from 69% last year.
In the view of the game gyro, the core is that they integrate the game with the national tide and national style, insist on using a younger expression, enrich the traditional cultural core of the game, spread and inherit the traditional culture in a trendy way, and attract young people who love traditional culture to gather in the "Three Kingdoms Kill".
In addition to the classic and playable Three Kingdoms Kill identity gameplay, qualifying matches and other rich and diverse gameplay, it is also a product with a strong history and cultural heritage of the Three Kingdoms.
The game sets up the four major forces of Wei, Shu and Wu Qun, and the launch of new generals is fast, with an average of one version update per month in the past year, 1-4 new generals will be launched, and there are more than 500 generals in the game so far, and the generals' profiles, skills, etc., all hide major historical allusions to help players understand the historical figures and events of the Three Kingdoms.
For example, the military general Diao Chan wrote in the introduction: "One of the four beauties in ancient China, she has the appearance of a shy flower in the closed moon. The righteous daughter of Situ Wang Yun, who was instructed by Wang Yun to implement a series of schemes, separated Dong Zhuo and Lu Bu, and used cloth to eliminate Zhuo. Later, Diao Chan became Lu Bu's concubine. ”
Peerless Alluring City* Diao Chan
Diao Chan has two skills, one is separation, and the other is closing the moon. The allusion to the closed moon is because the Diao Chan has a good face, and even the moon is ashamed to see it, so there is a saying that the clouds cover the moon, so the Diao Chan is also called "the closed moon".
The astonishing number of generals, as well as the rich historical allusions, make "Three Kingdoms Kill Mobile Version" a "dictionary" for many players to understand the history of the Three Kingdoms.
In addition to the deep cultivation of traditional culture in the game, in addition to the game, the game is also actively trying to combine with traditional culture in the form of modern trends, so that the traditional cultural heritage of this IP and the game is more vivid and younger.
For example, music, last year, the anniversary theme song "Xinding Junshan" of "Three Kingdoms Killing Mobile Version" sung by Dai Quan and Lan Tian was well received, not only recommended by CCTV Music Channel and Hong Kong Satellite TV, but also appeared on Hunan Satellite TV's Mid-Autumn Festival Gala and CCTV Opera Channel "Dragon and Phoenix Chengxiang" 2023 New Year's Opera Concert.
This year, in addition to the above-mentioned anniversary Shen Xunyu theme song "Luozi Jiangshan", "Three Kingdoms Kill Mobile Version" also cooperated with the original musician Wang Dynasty 1982 to bring the theme song "Zhongmou" of the new military general Mou Sun Quan, interpreting the culture of the Three Kingdoms in a young and trendy way, integrating opera and rap elements in the song, using national instruments with pop music, presenting a new melody of the collision of tradition and modernity.
Another example is dance, at the beginning of last year, the cross-border linkage between "Three Kingdoms Killing Mobile Version" and Chengdu Wuhou Temple Museum Mingliang Eternal Series Skin. Former figure skating national team players Wang Chao and Ren Junfei were invited to participate in a national style ice dance performance, presenting a linkage skin story and presenting a gift to the Beijing Winter Olympics.
This year, on the occasion of the anniversary of "Three Kingdoms Kill Mobile Version", Youka Network invited Meng Qingyang, a national first-class actor and the main dancer of "Only This Green", to bring players a new concept of the national style dance drama "Closed Moon" to interpret the legend of Diao Chan. As soon as the dance drama came out, it was well received, and the number of broadcasts on station B exceeded one million.
"Closed Moon"
In terms of intangible cultural heritage linkage, in April 2022, "Three Kingdoms Killing Mobile Version" joined hands with Jiang Wujin, the inheritor of Dongyang wood carving, to co-create the historical concept short film "Confrontation". The short film uses the confrontation between the heroes in the Three Kingdoms period to lead to the confrontation between Jiang Wujin, the inheritor of Dongyang wood carving, and himself, with wood carving skills, and with the original wood in his hand.
The above is only a partial list of the traditional culture of "Three Kingdoms Mobile" inside and outside the game. Looking at the Three Kingdoms Killing IP, there are countless innovations in traditional culture, and I will not repeat them in this article. I believe that as long as you know a little about the Three Kingdoms, you can feel that they are practicing it seriously, using a trendy and new way to interpret the charm of traditional culture, so that players, especially the younger generation, can feel the beauty of Chinese culture, and then truly recognize the IP of Three Kingdoms.
epilogue
Unconsciously, the Three Kingdoms Kill has been printed with the label of traditional culture and has become a gathering place for young users, and the ceiling of the track of the Three Kingdoms-themed games is constantly being refreshed by them.
We often say how to make a product operate for a long time and stay young forever. The Three Kingdoms Kill gave a good demonstration. They insist on deeply cultivating traditional culture, not afraid of challenges, refusing to be impetuous, patiently studying, keeping up with the trend, keeping up with the trend, keeping the products and users young in a way that young people love, and precipitating traditional culture. When IP has a profound cultural heritage of youthful expression, it also has the engine of vigorous vitality.