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The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

There is no suspense, "Egg Boy Party" has become the "most beautiful boy" in the eyes of many players in this Spring Festival of the Year of the Dragon.

In just one week, it has continuously landed on the CCTV network Spring Festival Gala, the 2024 Henan Spring Festival Gala, and the three grand events of the Egg Boy Spring Festival Gala, from the improvement of the national degree, to the value-added of IP culture, to the deepening of user emotions, these dynamics are revealing the same message: Egg Boy has won in this Spring Festival.

At the same time, from these "big moves", it is not difficult for us to see that Egg Boy IP has an accurate grasp and ambition of the peak traffic, popularity and users of the Spring Festival stalls.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

01

 Ascend to the 2024 Henan Spring Festival Gala 

 The egg boy IP has eaten the national style culture thoroughly 

Not long ago, Egg Boy successfully boarded the Henan Spring Festival Gala, not only boarded the time train with five little ones in the main series program, traveling through the past and the present, but also brought the novel program "Opera Blind Box" with Chen Lijun, Li Yunxiao, Yu Kuizhi and other opera masters, allowing us to see the profound cultural connotation of Egg Boy under the appearance of cute and cute pets.

As the starting point of Chinese civilization and the hometown of opera, Henan has a very rich historical and cultural heritage, and in terms of promoting national style, Henan Satellite TV is undoubtedly the most playful.

Therefore, to undertake the exploration of intangible cultural heritage and traditional culture in the past of Egg Boy IP, as well as the linkage of the Forbidden City and Tang Dynasty launched during the Spring Festival, this time it can be said that the hand-in-hand with Henan Satellite TV hit it off.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

Specifically, in the whole party, Egg Boy appeared in many links such as the main series program "2024 Time and Space Train", the cooperative opera program "Opera Blind Box" and "Young Heroes" in a combination of virtual and reality, realizing the comprehensive empowerment of traditional culture.

Especially in the "Blind Box of Chinese Opera", Danzai transformed into 7 classic opera characters such as Jin Zhi, Qin Qiong, and Lu Bu, and performed on the same stage with artists such as Chen Lijun, Li Yunxiao, and Yu Kuizhi, innovatively expressing the connotation of traditional Chinese opera culture.

Flexible, rich and novel expressions, rich cultural connotations, demonstrate the deep understanding and accurate grasp of the way of co-creation by Egg Waffle IP. Through the all-encompassing and affinity characteristics and advantages of its own IP, Egg Boy has opened up a new channel of communication between traditional culture and the younger generation in the way of deep integration of digital technology and traditional culture.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

From the perspective of inheriting the culture of opera, the integration of Egg Boy IP is vivid, contemporary and diversified, and enhances the realistic expression of the essence of traditional culture of opera in contemporary times with rich forms and expressiveness.

For example, through the application of virtual reality technology, digital elements such as time and space trains, blind box stores, and miniature stages are seamlessly connected with the program, making the opera more vivid and infectious, bringing unprecedented shock to the audience.

From the perspective of the internal development of the game, the cooperation with classic singing segments such as the traditional opera "Hitting the Golden Branch" and "Three Stores" shows the image of egg boys in different styles, and it is also a breakthrough in the art creativity of egg boy IP, which complements the "everything can be egg boy" engraved into its bones.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

In terms of connotation, it is the enrichment of "Egg Boy Party" to its own cultural heritage, and the story line of traditional opera gives egg boy players a broader space for imagination and thinking extension. In the process of playing, players can not only experience the joy of the game itself, but also feel the spiritual pleasure outside the dimension of the game.

The follow-up "Egg Boy Party" will also officially give away the same egg boy skin of the Henan Spring Festival Gala for free - three stores of Lao Sheng, which also means that the afterglow of this cultural feast will continue to expand and extend, so that more players can feel the charm of traditional opera, and the resonance with traditional culture will be transformed into the continuous influence of egg boy IP, which is also the purpose of the co-creation of egg boy and Henan Spring Festival Gala.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

After the broadcast of the party, #蛋仔河南春晚惊艳全场#话题冲上热搜, the nickname of "Opera Egg" spread far and wide, and Egg Boy IP once again achieved success in the deep integration of innovative forms and culture, fulfilling social responsibilities, and enhancing the influence of IP.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

Many players said, "It's amazing for my country, it's amazing for my boy." ”

Some out-of-town players voiced "Netizens in Henan, I'm really envious." ”

After watching the show, some players directly shouted "Sichuan Spring Festival Gala too" in the air.

From the player's message, we can deeply feel that this wave of Spring Festival Gala egg boys won.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

This appearance on Henan Satellite TV further reveals the understanding of Egg Boy IP for digital value and cultural inheritance, and the passion and spark that collide with traditional culture in a new form, and also shows its ubiquitous penetrating power and ability to reconcile with any field.

02‍

 The "three big operas" are different

 "Eggboy's" is "the world's" 

Different from the above-mentioned Henan Spring Festival Gala, which mainly promotes national style culture, in the previous CCTV network Spring Festival Gala on Chinese New Year's Eve, Egg Boy IP showed another style, that is, a positive and youthful charm based on national culture.

In this CCTV network Spring Festival Gala, "Egg Boy Party" made a brilliant debut with the song adapted from the theme song - "Happy Birth", and under the CCTV national certification, its IP recognition has increased, completing another transformation.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

From an operational point of view, the goal anchored by the egg boy can be described as imprecise. CCTV Network Spring Festival Gala has always had a huge volume in terms of communication audiences, focusing on networking and youthfulness, so "Egg Boy Party" can be invited to participate in the performance, fully demonstrating its extraordinary national degree and good influence among young people.

Through the theme of "Youth Gathering, Going to the New Together", we also think of the great efforts and fruitful results that Egg Waffle IP has made in delivering positive value and spreading happy energy. The aura of "CCTV" and "Shanghai Spring Festival Gala" not only pushed "Egg Boy Party" to the level of mainstream culture, but also affirmed the social value and IP value of Egg Boy, and stamped the "official brand" for the "folk recognition" of national certification.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

On social media, we can also see a large number of players directly expressing their joy, such as "It's amazing, my eggs are really hot!", "Sure enough, the egg boy is good at holding back a big one, this time he rushed directly to the CCTV network Spring Festival Gala stage, my family has eggs that have just grown up, ah......" and other comments came one after another.

There are also a group of players who have an in-depth interpretation of this, such as: "Egg Boy is great! Being able to be on CCTV shows that Egg Boy is a very good game." Such comments are not uncommon. The emotions of these players are undoubtedly the best citation of the positive value and national influence of the egg boy. At this time, it is not an exaggeration to say that the egg boy has become the top of the country.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

If the CCTV Network Spring Festival Gala is an egg boy riding the wind and taking advantage of the momentum, then the egg boy Spring Festival Gala in the Chinese New Year's Eve is a grand festival that relies on its own strength to create happiness factors and gather happy power.

In terms of directorial techniques, the Egg Boy IP does not have the jerkiness and nervousness of holding the Spring Festival Gala for the first time. By breaking down the boundaries between the stage and the audience, Egg Boy brings out the benefits of social interaction to the fullest. The audience who was still in the audience one second ago will dance on stage "without saying a word" the next second...... Zero-distance contact, barrier-free communication, and full role integration This is the concept of family carnival that Egg Waffle wants to embody.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!
The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

From the perspective of style, Egg Boy lives up to the title of "Terrier King", and brings happiness to players from the annual Egg Boy Island hot stalk. From the "Sheep and Sheep Heavenly Troupe", the military coat, the flower cotton jacket, the third subject, the Northeast Yangge to the salted fish hammer turned into salted fish balls...... These elements come together, and it's hard not to laugh.

Behind these funny elements, the purpose of Egg Boy is to set off an emotional carnival for players at the end of the year, providing an emotional catharsis and release. The king of stalks of Egg Boy is not the self-entertainment of game operation, but the behavior of players spontaneously completing memes and playing stalks under the influence of Egg Boy IP. In the world of egg boys, there are no alternatives and differences, there are just different styles of happiness.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

At the end of the party, the song "Unforgettable Tonight" is not inferior to the "genuine", and the interaction of the one-click chorus also made a group of egg boys voluntarily join, and also made this egg boy Spring Festival Gala have the most grand closing ceremony. In this Egg Boy Spring Festival Gala, we saw the tacit understanding between the players and the official, and also witnessed the extensiveness and inclusiveness of the Egg Boy IP.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

On the other hand, according to the feedback of players, on the night of Chinese New Year's Eve, the number of people watching the party exceeded the 100 million mark, and combined with the content announcement of the Spring Festival version, the number of active users on the 30th day of the Chinese New Year's Eve exceeded 40 million. #蛋仔岛也有自己的春晚#话题阅读量高达1027 8,000, following the hot topic of the CCTV Network Spring Festival Gala, the topic rushed to the hot search list. Players express their inner happiness and recognition of Egg Boy in their own way.

On the whole, the Spring Festival Gala of Egg Boy Island reflects the in-depth understanding and comprehensive empathy of the post-95 and post-00 generations, and the whole party can be regarded as a collective co-creation of Egg Boy and players, which undoubtedly further shortens the distance between the game and the player.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!
The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

Looking back on the three galas, it is not difficult to see that the Henan Spring Festival Gala is the co-creation of Egg Boy in the cultural field, the CCTV Network Spring Festival Gala is the expansion of Egg Boy in the national certification, and the first Spring Festival Gala of Egg Boy Island is an emotional night talk between Egg Boy and players, and it is also the release of their own happy power.

By gathering the high-traffic "Spring Festival Gala Field of View", Egg Boy tells the "story" of the development of IP from three different dimensions: internal heritage, external recognition, and internal and external empathy, and also shows the super radiation and penetration of Egg Boy IP, reflecting the integration of the game itself, public sentiment and the development of the times.

03‍

 Virtual wall-breaking reality 

 Knowing the world from the world of egg boys 

This kind of integration is not only reflected in the game, but also extended to the real world through various co-branding and co-creation. Although Egg Boy Party is a virtual game, it shows a microcosm of real society. Whether it is the game's groundbreaking family carnival concept or the form of a park product that encompasses realistic emotions, players can experience the real feeling of real life in an immersive game.

From this point of view, although the egg boy IP is a digital product, the realistic elements contained in it are profound and real, which is easier to resonate and empathize with players. Therefore, it is no accident that "Egg Boy Party" can be favored by CCTV with its super high national popularity, and it is no accident that it successfully landed on the CCTV network Spring Festival Gala.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

Looking at "Egg Boy Party" from a realistic perspective, it gives the public a digital space to escape from the troubles and dilemmas of reality for a short time.

The relaxed social mechanism, original + co-creation, PGC+UGC dual-core support of the multi-content system has built a more vivid and vivid multi-person interactive platform for players, nourishing the real heart and spirit of players with the happiness factor in the virtual world, and bringing players high-purity happiness beyond reality and feeding back reality, which is also the fundamental purpose and confidence of Egg Boy Island to hold its first Spring Festival Gala.

The first explosion in the game circle: It's only been the beginning of the year, and NetEase has appeared on three Spring Festival Galas in a row!

In the Henan Spring Festival Gala, the egg boy IP shows the tolerance and co-creation of traditional culture. "Egg Boy Party" relies on the background color of the cultural trend of the times, but in the process of development, it deeply integrates the connotation of traditional culture, forming a dual attribute of both tradition and the times.

Egg Boy IP makes full use of this attribute to continuously expand and enhance the ability to create co-prosperity with a variety of elements. Whether it is "condensing" intangible cultural heritage items such as Miao Yin, bean dyeing, bamboo weaving and lanterns into the UGC map in digital form to promote traditional culture, or combining with the elements of the times to become the "king of stalks" out of the circle, the state of the egg boy is orderly and easy.

From the appearance of the three galas in different dimensions, the egg boy IP has broken the barrier between virtual and reality, and penetrated into many links in our lives.

In fact, after careful inventory, the voice broadcast of the navigation of the egg boy, the linkage of the egg boy theme store such as Michelle Bingcheng and KFC, the short video of the egg boy IP, comics and other cultural and creative content...... It's almost everywhere. Whether from the perspective of the game's content, influence, derivative culture and products, "Egg Boy Party" is definitely the "Nanbowan" of party games.

Today, when we walk out of the world of egg boys, we will be surprised to find that this real world is still filled with the atmosphere of egg boys. Such an egg boy will not only show his skills in the Spring Festival of this Year of the Dragon, but will inevitably sit firmly on the Iron Throne of the party game category in the future, and the IP value of the egg boy will be continuously and comprehensively improved and expanded.

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