Frankly speaking, today's "Egg Boy Party" is no longer a game that needs to go through the trouble of introducing genres and gameplay. As a pioneer of the party game track, Egg Boy has contributed an astonishing number to the game industry, with 500 million users, 100 million monthly active users, 330,000 UGC maps in a single day, and hundreds of billions of topics on Douyin......
This data can help us quickly build a comprehensive understanding of the game, feel its impact on the industry as a whole, and even get a glimpse of how it has single-handedly broadened the egg-like track and raised the expectations of the entire category. However, for a game like "Egg Boy Party", which is already a national level, such a perception may still be too shallow and superficial.
Perhaps only by dismantling these huge numbers into the smallest unit, going deep into the concrete people and things, and clarifying the structural foundation and symbolic meaning of each "number", can we truly understand how "Egg Boy Party" has changed users' perception of the game, and how users' entertainment and social forms have been reshaped.
1. 40 billion parties with 500 million users
"Rolls are a vegetable" and her daughter "Little Rolls" are a typical pair of "mommy eggs" and "baby eggs".
However, as soon as he made up his mind to play the "roll" of "Egg Boy Party" with his daughter, he soon found that he was pinched by this 7-year-old girl.
"Roll", who was new to the game, wanted to take a photo with "Little Roll" on the edge of Egg Boy Square, but "Little Roll" seemed very excited: "Mom, look at the 'ice cream ball' I brought you", before Mom could react, the huge ice cream ball knocked "Roll" off the platform with an unstoppable momentum, leaving only a scream "What are you doing!"
"Little Juanzi" did bad things, but he still put on a "fair" appearance: "Mom, you can get me down." "Roll" did not doubt him, and directly lifted the well-behaved "small roll" and threw it out of the platform.
As a result, before the mood calmed down, "Little Juanzi" returned to the square with a backtracking skill, and let out a smug laugh as he fled. The old mother had never suffered this grievance, and shouted "You come back to me" while chasing. After not chasing two steps, "Little Roll" really came back, not only back, but also with the same "ice cream ball" on top - in the end, with cheerful laughter, my mother was smashed by the ball again.
At this time, my mother did not realize that the "tragedy" was about to be repeated
Because the game itself has a very low barrier to entry, children reverse their identities in the game, and then "teach" parents how to get started, which is not uncommon in "Egg Boy Party". What's more valuable is that in Egg Boy Island, the "identity authority" in the parent-child relationship is temporarily dissolved, and parents and children are turned into cute egg boys in Egg Boy Island, joking and pranking like old friends, unloading all baggage, and simply enjoying the fun of the game.
And some parents who have a strong desire to perform will also seize this opportunity to take the initiative to "show their acting skills", such as pretending to be stupid when being taught, and making an angry appearance after being teased, showing a more real and pure benign interaction in mutual amusement, and also bringing more family bonds.
At the same time, more delicate emotions emerge in the process of playing together. "Little Roll" finally reached the highest Phoenix Egg rank in the game, and he was so excited that he was incoherent, while "Roll" happily shouted 666 on the side.
"Rolls" like the black "seaweed secretly", although the "little rolls" feel that TA is "a little evil", but still glutinously said, "What if I suddenly like it", and then the mother waved her hand to send the same appearance, "Don't make trouble, if you have a mother, you will have it".
As soon as the words of "Juanzi" came out, many netizens couldn't help but shout "heartbeat", after all, what a blessing it is to be able to share the fun of the game with others. Further, if the "other" here refers to the closest person, who understands your preferences and can enjoy it with you, then the happiness experienced together is even enough to be called a bond.
Bonds have the power to move people's hearts
Another most intuitive proof is that on the 7th birthday of "Little Juanzi", "Juanzi" ordered a big Dongdong egg cake for her;
It's a pity that the restoration degree of the cake is not up to standard
From the story of "rolls" and "small rolls" to "500 million users" and "40 billion parties", it can't help but remind people of different relationships how to meet and interact in Egg Boy Island, and what kind of connections they will eventually establish in Egg Boy Island.
People are social animals by nature, and in the low-pressure "hitchhiker" social egg boy island, neither E person nor I person will refuse to harvest warmth and happiness from the game, and can get a perfect stage for their own "comfort zone" in the egg boy. "Egg Boy Party", which has long been "social platform", attaches more importance to the emotional bond between people, and consolidates it as an anchor to attract and retain users. The huge user groups gathered as a result are intertwined and connected with each other like lush roots, once again firmly rooting "Egg Boy Party" among users.
2. 330,000 emotional expressions born every day
The feeling of a headache makes you feel a little more sober. Where are you, where is your home? My mind felt like a mess, so I had to get out of the car and look down the street.
The world starts to shake and topple, and bikes parked on the side of the road are thrown at you, and if you are not careful, you will fall into the ditch that has accumulated water after the rain...... After a lot of hard work, you finally return to the community and stand in front of the familiar home.
Relieved, he opened the door, and it was a monster. What's going on? You start to get scared. Fortunately, the "weapons" at home are quite sufficient, the pans in the kitchen, the clothes pole on the balcony, and the wine bottles everywhere, you can easily defeat the monster and put it in the closet by the way. But it doesn't matter, you have enough props at hand, you can solve the big monster with ease, and throw it into the bathroom by the way.
Mimi wakes up, and you're ready to see what happened to last night's monster. Open the bathroom, the wife cowered in the corner with her head bleeding, muttering "don't hit the child", opening the closet, the still small boy cried and said "Daddy stop drinking", finally, you walked out of the house in a daze, and the neighbor whispered, "The man upstairs beat his wife and children again"......
This is a map called "Zang" in "Egg Boy Party", the plot idea comes from the animated short film "Hysteria", combined with the mechanism of Egg Boy, telling a story related to alcoholism and domestic violence. In the author's words, it is because I have been very uncomfortable after watching the anime, so I hope that in this way, more people can better experience this story, and I also hope that similar social issues will be paid attention to by more people.
This is also the other side of "Egg Boy Party" that is not so well known. There is no doubt that easy and burden-free socialization and entertainment are the main themes of the game, and free and unfettered expression is also valued by the game. This also means that user works with a heavy core, and even related to cultural and social care, can get the attention of users on the same starting line as user works with bright colors and more in line with the main theme of the game.
In many cases, because it often has a strong emotional resonance, the former is even easier to gain the favor and affirmation of users.
For example, another well-known map from "Egg Boy Party", "Home! Dinner!". Taking advantage of the fact that his parents were cooking on the fire at home, the user manipulated the egg boy to sneak out to play, helped Aunt Wang find the little white dog all the way, and carefully avoided the crops that Chen Bogang had just finished hoeing, but finally encountered a group of soldiers with loaded guns. On the way back, Uncle Chen's crops fell into a sea of fire, Aunt Wang and Xiaobai fell in a pool of blood, and when they returned home, their mother had fallen to the ground and did not respond, and his father was alone in the final confrontation with several soldiers - a simple story structure, a pure anti-war theme, but it firmly made countless users feel the "heartache of silent screaming" in fear.
Of course, don't think that the content ecology of "Egg Boy Party" is limited to this just because of the seriousness of the above topics. The above two map stories are just to prove that the user's creative style can be very light or heavy, you can focus on level design and scene building, enjoy the beautiful scenery in the ornamental map, visit the beautiful rivers and mountains that have not yet been set foot and the fleeting good old times, or you can focus on precipitating a deeper ideological core, and pay attention to the multiple "cross-sections" of society and history itself.
Many people have asked how "Egg Boy Party" has created such an irreproducible creator ecosystem. As I have learned before, the development team has had experience in the development of the map editor of "Beaver Project" in the past, and Egg Boy stands on the shoulders of his predecessors, while constantly optimizing the creation tools, and motivating creation in various ways such as online and offline exchange meetings, traffic cash support, etc. Complementing it, the free gameplay framework will naturally stimulate the user's desire for creative expression, and the freedom of the egg boy's gameplay is high enough, and the more space the user can play on this basis.
Judging from the results, such a huge content ecosystem, on the one hand, greatly broadens the boundaries of gameplay, which is not only conducive to attracting "non-users" who have never been exposed to games, but also solves the problem of users consuming content too quickly, and on the other hand, the quantitative changes in the inclusive creative atmosphere cause qualitative changes, and the high-quality content screened by users, or the level design is exquisite and detailed, or the content is deeply resonant, and even gives the brand a unique social value - and this "330,000 pictures in a single day" The accumulation of content is difficult for similar games to catch up with in a short period of time.
3. Douyin has 108.5 billion plays, and "Terrier King Egg" is really popular
On December 22, the linkage between "Egg Boy Party" and KFC was officially launched, and the chicken nuggets sisters, as "Kanban Niang", also took the lead and reaped a lot of popularity.
Xiaohongshu user @ Wake up to what happened to the second yuan The linkage peripheral strategy made by the user
In the hands of Xiaohongshu, the sisters have won the love of users in another form.
Some parents came out to buy KFC at night under zero, just to give their children an egg waffle co-branded cup sleeve, "it's good if the child is happy"; and some parents asked for leave to accompany their children to eat KFC, waiting together for the linkage skin that was redeemed within 48 hours, "I watched the APP 800 times in one afternoon".
"It's good if she's happy"
There are also users who accidentally get a stranger's cure in this collaboration. She was just sitting quietly in the KFC store of the game and did not move, but an egg boy unexpectedly appeared, put down Coke, chicken legs, French fries, and family buckets in front of her in turn, and wished her a happy meal.
The biggest numbers about "Egg Boy Party" appear on social media platforms - 21.1 billion views on Xiaohongshu, 108.5 billion views on Douyin, 63.9 billion views on Kuaishou, and so on. All ordinary users share everything about "Egg Boy Party" through their familiar social channels, in fact, everything about their own lives.
Douyin's #Eggboy Party#topic
Xiaohongshu's #Eggboy Party# topic
With such a scale, it is not difficult to perceive that the discussion about egg waffles should no longer be limited to the framework of traditional "games". Just like a visitor to Disney may go to Disney to play a roller coaster, a pirate ship, or any ride, but in the end, it must be the overall amusement park experience that is used to share, communicate, and evaluate.
"Egg Boy Party" is no longer about a game or a specific gameplay, but a mature and increasingly mature entertainment platform. There are tens of billions of large numbers at every turn, reflecting the traces of "Egg Boy Party" integrated into the social life and culture of ordinary people.
epilogue
Now, standing at the node of 500 million users, looking back on the success of "Egg Boy Party", it should probably be attributed to the product's accurate control of the social needs of contemporary people and the changes in social patterns.
It once again shows the public the new possibilities of the game form, the depth of content that games can carry as a cultural carrier, and the better social and life experience that games can bring to users.
In other words, as long as people are still social animals, as long as Egg Boy still maintains a keen insight into user emotions and social emotions, these big numbers supported by small stories will always be a barrier to its long-term operation.