"Because you are more important to me than anyone else"
"If you accompany me, it is not unacceptable that the birthday is a farmhouse"
These words are neither words from novels nor lines from idol dramas, but dialogue from the recently popular game of "Love of Light and Night" (hereinafter referred to as "Light Night").
"Light Night" is a game released in public beta on June 24. The game debuted on the iOS game free list on the day of its launch, and the main topic of the game , Light and Night Love # has received 1.84 billion views as of today.
The positioning of "Light Night" is an Otome game. The so-called otome refers to the unmarried young girl, and the otome game, that is, the love simulation game mainly for young girls, is a kind of female game.
Different from the conventional two-dimensional Otome game on the market, "Light Night" highlights the "real sense of love" in the form of game content expression, and has made many designs for this, such as using adult-like painting style and screen content, detailed design suitable for mobile games and film and television drama plot display, constructing an immersive love experience, so as to get the players' love.
According to the "2019 China Game Industry Report" released by the Game Working Committee (GPC) of the China Music and Digital Association, from 2018 to 2019, the scale of female game users in China exceeded 300 million, accounting for 46.2% of the scale of Chinese game users.
At the same time, according to the "2020 Game Research and Development Strength Survey Report" jointly released by 17173, TalkingData and Dianyu, it is estimated that in 2023, the scale of China's women's mobile game market will reach 95.8 billion, and the average annual compound growth rate from 2018 to 2023 will reach 18.4%, which proves the huge development potential of women to the game market today.
This potential gave birth to "Night of Light".
<h1 class="pgc-h-arrow-right" data-track="21" > long-term dormant</h1>
<h1 class="pgc-h-arrow-right" data-track="22" > is only for one dynasty</h1>
On March 6, 2020, "Light Night" was officially exposed on major platforms for the first time and entered the public's attention. "Night of Light", which was first exposed, has received great attention from interested players because of the "Goose Factory self-developed mobile game", the well-known CV lineup at home and abroad, the famous composers in the industry and the fantastic painting style.
From this day on, "Light Night" opened up the internal test qualifications, spending more than a year to create momentum on the Weibo platform, cultivating the minds of seed users and allowing users to form a deep understanding of the game.
@Light and Night Love's first tweet
According to the number of game tests, we divided the time of more than a year before the launch of the "Light Night" public beta into several stages, namely the Lingxi test stage, the aurora test stage, the dawn test stage and the public test warm-up stage.
In the spirit rhino testing stage, the marketing of "Light Night" is mainly to popularize the game's world view, character settings and the story behind the characters to potential users of the game, and to amplify their expectations for the game.
At this stage, the "small compositions" customized by Guanbo for several male protagonists vividly showed the character settings of the male protagonists and hit the girlish hearts of many girls. The voice audition in the blog post and the voice actor in the middle have made the news of this game spread in the voice actor circle. The luxurious lineup of Li Yuantao, Ajie, Wu Lei, Gu Jiangshan, and Zhao Lu has driven countless fans to write down their feelings and expectations in the official blog, and after layers of forwarding and interaction, they have successfully made the game out of the circle.
It was also at this stage that the game official Wei wei announced the game's Japanese voice actors and co-guests, including Ishikawa Jiejin, Tomoyuki Morikawa, Daisuke Kishio and composers Yuki Hayashi, Asami Tachibana, and Moki Harada, making many users call "I can". The blessing of the Japanese voice actor not only let users understand the high configuration and high quality of this game, but also further enhance the influence of this game.
Relying on the game content itself and the strong CV lineup at home and abroad, "Light Night" has achieved good self-dissemination in the circle, attracted the attention of many players, and laid a solid foundation for the outbreak after the game. In addition, some users who have obtained the qualification for the private beta have also begun to put forward various optimization suggestions to the game officials through Weibo comments.
During the Aurora test and dawn test, the game official adjusted and upgraded the game according to the feedback of the internal test users. In response to users' doubts, Guanwei said that "always put the quality of the game polishing in the first place". Such a sincere attitude has touched many users and brushed up the player's liking and trust in this game.
In the final public beta warm-up stage, Guanbo has conducted interviews with five loud speakers to enable users to have a deeper understanding of these roles. The plot promotion song trailer cooperated by Ayunga and voice actor Gu Jiangshan has empowered the star traffic in the game and completed a wider range of out-of-the-loop.
After the warm-up was in place, "Light Night" chose to go online on June 24, which also has many considerations.
As an otome game, this game is aimed at unmarried young women. A large part of this group is still in the stage of college or graduate school, and leisure time is mainly concentrated in the summer. During the golden hours of the summer vacation in June, their demand for games was unprecedented.
Based on this, Light and Night Love chose to launch the public beta on June 24, which is close to the summer, seizing the free time of these young women to attract attention to the greatest extent and promote download.
Of course, at this stage of launch, opportunities and challenges coexist. Due to the strong demand for casual games by users, at this point in time, the competition of game manufacturers is also very fierce. If "Light Night" wants to compete for user time and build the popularity of the game in one fell swoop, it must use the highest efficiency to spread the volume of sound and seize the opportunity.
<h1 class="pgc-h-arrow-right" data-track="106" > the N ways of erupting</h1>
<h1 class="pgc-h-arrow-right" data-track="107" > let countless girlish hearts find their home</h1>
The way for "Light Night" to seize the opportunity is to reach as many users as possible through the social platform, pull a full sense of existence, in order to establish a huge player base in the early stage, and then through the social self-communication power of the game itself that was previously confirmed, to achieve two-way amplification of the sound and influence of the game brand in the whole network. Therefore, the game official joined hands with Weibo to achieve strong exposure with boot ads, hot search topics and hot search recommendation bits.
On the day of the game's public beta, the game's related content was everywhere on Weibo.
The first layer of exposure of the game content is on the boot masthead that users will inevitably see when they open Weibo. On June 24, as long as users open Weibo, they can see the content of "Light night" and form a cognition of this game. The button on the boot page to guide the download can go directly to the download center, shorten the conversion link, and further increase the user download volume.
On the day of launch, according to the relevant data survey of "Light Night", the total exposure of the Weibo boot header of "Light Night" was close to 300 million times, and after this high-intensity exposure, the spread of the game was increased to the maximum, and the topicality between interested users was activated, triggering discussions among players, and the two-way game volume was also released.
After users enter Weibo, the presence of "Light Night" is further enhanced. #Light and Night Love 624 Beta # resides in the hot search topic recommendation bit, making more and more users who brush the hot search "eat melon" notice the launch of this game.
Within a week of the launch of the public beta, the topic #Light and Night Love 624 beta # has reached 400 million views, and the number of discussions has exceeded 200,000.
Under this topic, we can see that the official micro frequently publishes game-related blog posts, forming a grip with high-exposure materials to attract the attention of fans. In these blog posts, the game official Blog also does not forget to bring its own long-operated main topic # Light and Night Love # and super talk, so that the heat brought by hot search to drain it, so that game users can enter these long-term operation topics and super talk to interact and strengthen stickiness.
In the light and night love super talk, users can see a lot of game promotional videos, game-related high-quality content, these contents, both official output, but also some game field KOL linkage planting grass, as well as a lot of private beta users' game feelings, original game character mixing video, so that users can further understand the game, stimulate users' interest in this game.
At this stage, boot ads and game-related topics, super talk has achieved a wide range of exposure for the game, and how to allow users to immerse themselves in it and establish a deeper link with the game has become a top priority.
"Light Night" chose to launch the "Wish Gacha Machine" campaign, using a lottery to stimulate user interaction and forward Weibo to expand the volume of the game. In the interactive interface, the game official set up a staged task to guide users to pay attention to the official Weibo and super talk, and share it with friends to form a fission. The last task is to guide users to download the client and experience the fun of the game immersively.
In the interactive process, every time the user completes a stage of the task, he can get a certain number of gacha coins, and have the opportunity to extract more character fragments, from low difficulty to high difficulty, the game official gradually increases the acceptance of potential users, thus finally achieving the purpose of allowing users to download the game.
From the above actions, we can see that on the day of the public beta launch, the marketing of "Light night" on the Weibo platform is multi-dimensional, from the boot masthead to the hot search topic, the game super talk, and then to the lottery interactive activities, this game has a huge traffic pool and a strong interactive Weibo, step by step to guide users, so that it gradually "fell" into the charm of the game.
<h1 class="pgc-h-arrow-right" data-track="108" > conclusion</h1>
The Weibo marketing of "Light Night" this time is different from the previous tradition of Otome focusing on Otome players or two-dimensional players to the game.
Locking in the direction of the target audience's behavior habits, interest preferences, etc., using multi-dimensional marketing scenarios, effectively covering the user group, conquering the mind, deeply infiltrating the game selling points, and achieving very eye-catching results, providing a new idea for the future Otome to the game.
The topic heat caused by "Light Night" on the social platform Weibo once again proves that the development potential of Otome to the game market, or women to the game market, is huge, and users are still looking forward to more high-quality Otome games.