Today (May 25th), by Access! Research and development, B station independent distribution of "Mobile Suit: Fusion" officially launched.
Judging from the apocalyptic, mech-based worldview plot and turn-based combat gameplay, Mobile Suit Hime: Fusion is a typical core-to-quadratic game. But after a simple experience, I can also feel that the developers have really worked the production process of this game.
For example, game developers have said on TapTap that in order to create multi-structured characters and enhance the sense of technology, they use a combination of 3D and Spine technology and new lighting technology. In actual experience, you can indeed feel that the game has a good performance in shaping the mecha girl and shaping the atmosphere of scientific and technological combat.
On the other hand, Fusion is also a sequel to the two-dimensional game "Mobile Suit Hime" released in 2016, so it inherits the original game's rigorous and grand worldview without slots in the plot.
For all aspects of the game, you can go to feel it again, and I will not repeat it here. What is more interesting to the CIS is the issuance methodology of station B for this core secondary product.
As mentioned earlier, through the iteration of two products, "Mobile Warfare Ji" has IP potential, so how to recall secondary core users and create a sense of belonging is a topic in the release of B stations.
On the other hand, the end of the world and the mecha have been the common options of two-dimensional games in recent years, not only for the old two-dimensional players who "enjoy the group tour", but also for the pan-two-dimensional players, it is not a new element. So how to impress them, in addition to testing the R & D team's understanding and control of the content, but also how to create momentum for product marketing.
And after "Blue Route", "Dream 100", "BanG Dream! The release and operation of many two-dimensional games such as "Princess Link", perhaps Station B has accumulated a methodology for the release of core two-dimensional products. So when it comes to Mobile Suit: Fusion, is there a new iteration of this methodology?
01
Content marketing under core quadratic products
To understand B's publishing methodology on Mobile Suit Hime: Fusion, you can see a lot of information from their warm-up before the game is launched.
Overall, there were two promotion peaks before the launch of "Mobile Suit Ji: Fusion": one was that in July last year, the information about fusion was disclosed at the B station conference; and the other was in April this year, after the product opened the test pre-download stage.
In July last year, "Mobile Suit Hime: Fusion" was just released, and at this time, the marketing of the product was relatively basic, mainly focusing on the level of introducing the game content. On the one hand, to undertake the game conference, Station B invited the well-known UP master of the animation area to introduce and try out this product to players, and then the official publicly displayed the game's character setting, standing drawing and game world view.
The battle PV of "Mechanical Battle: Fusion" has been played more than 1.1 million times on B station
After entering May this year, the promotion of "Mobile Suit Hime: Fusion" has become more frequent. Focusing on content marketing, Station B began to try more ways, and even more "showmanship". For example, on May 8, the game official first released a 4K 360° VR panoramic video based on the game scene setting.
Let's start with the picture quality
Under the 4K super clear, the loneliness of the war in the last days is highlighted even more
Although this still seems to be part of the performance of the game content, because the two-dimensional game usually presents the game character more directly, the player's initial understanding of the game mostly stays on the character standing. Through the release of the panoramic video, it shows the player the core connotation and technical iteration focus inherited by the game as a sequel to Mobile Suit Ji.
And this is still the first step, the follow-up "Mobile Suit Ji: Fusion" warm-up promotion can be divided into three dimensions: one is the official release of high-quality content, rhythmical disclosure of product information, to attract core players; the second is to rely on the B station innate user ecology, mobilize up the main collective life, radiation pan gamers; the third is to radiate more channels.
Fusion Official has accumulated more than 750,000 fans on Station B
Throughout May, the official has begun to focus on the landing of high-quality content, including updating 4K immersive videos, successively releasing 17 kinds of game character genealogy videos, creating a fun cat ball live broadcast column to disclose game information, and also including inviting well-known Chinese and Japanese singers Yuan Yawei, KOKIA (Yoshida Akiko) and Kobayashi To perform 3 game theme songs from peace, war to salvation.
The immersive video that establishes an immersive sense of immersion and the release of character content is well understood, in order to evoke the memories and resonance of the core users of "Mobile Suit" for the product, but why does Fusion have to customize 3 theme songs at once during the warm-up stage?
In fact, starting from the three singers, it is not difficult to find out at first that KOKIA (Yoshida Akiko) and Kobayashi Weiyu are both Japanese singer-songwriters, and their voices and works are more self-contained, and Yuan Yawei in China is also a powerful singer. Through their different styles, the different themes of utopia, war and salvation can be better interpreted, and the preciousness of peace and bondage is highlighted, helping the game to find people who will like the atmosphere of the game.
KOKIA (Yoshida Akiko) and Kobayashi have sung OP/ED or interludes for many games and dramas. Among them, coincidentally, KOKIA (Yoshida Akiko) once contributed to the theme song of the theatrical version of the hardcore mecha drama "Broken Blade Sword", while Kobayashi Yuki performed an interlude for the "ALDNOAH ZERO" of the same mecha fan, which was called "Suffocating Divine Comedy" by fans.
In this way, when the theme song of the game is launched synchronously on QQ Music, Kugou Music and Kuwo Music, it can not only radiate to more target players more effectively, but more importantly, singers who have specially interpreted mecha theme dramas are specially invited to interpret the theme song for "Mobile Suit: Fusion", this kind of hard work and intentional respect may resonate with two-dimensional players who like mecha themes.
02
A loop-out attempt for pan-gamers
If the above-mentioned B station approach stays in attracting core players, then in the case of getting closer and closer to the game launch, somewhat unexpectedly, the B station began to attract more attention from pan-game players.
On May 23, Station B held the "AG Commander Summoning Order" in the station, inviting the well-known UP masters of the game area, music music, living area, house dance area, and animation area, Fei Fei, Cai Qian, Pan Style, Chinese BOY, GaspIngRazy, and Wheat Wheat Wheat Seed, to start the relay activities of game-related videos, and then recruit players to form a transformation.
For example, the manual video released by the B station UP master Cai Qian transformed the grappling hook of the doll machine into a meow ball in the game "Mobile Battle Ji: Fusion", and within 20 hours after the release of the video, more than 2,000 bullet screens were accumulated, and everyone was brushing "OHHHH" and "100 million details".
Only shallow handmade video "Mall doll machine is too pit? Pure manual transformation of a mecha cat ball doll machine, at home can also play every day"
Subsequently, on May 25, "Mobile Suit: Fusion" linked up the main special effects brother of the B station to restore the game hand to the game world.
Game CG produced by B Station UP main special effects guy
Although in content marketing, the B station linkage UP masters are changing the various "whole lives" of the pattern, but these promotion methods are basically focused on content marketing, around the world view theme and game features of the game's apocalyptic war, trying to stimulate players to think more about the war, which is very consistent with the tone of the game itself.
Properly positioning the tone of the two-dimensional game itself, through the linkage of the official and B station UP to do content marketing that fits the product itself, in fact, several games down, you can see that this has always been the B station when releasing the two-dimensional game is very good at.
But in addition to these, in "Mobile Suit: Fusion", Station B began to make more "out of the circle" attempts in the promotion of core users of the second dimension. The most obvious thing is that Station B invited 12 head Cosers such as Ghost Dance, Liu Yi, Xian'er, and Lady Tian to play the role of the game, and completed the "Broken Dimension Cosplay Project". Although Cosplay's focus user base is still the secondary core audience, it is spread through high-quality content on Channels such as Weibo and Tieba and these contents are also fermenting towards the outer circle. For example, as of the author's writing, the Coser Teppanyaki Ghost Dance Cos.'s "Mobile Suit: Fusion" character Quinn group picture that was just posted on Weibo has received more than a thousand retweets.
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03
Mobile Suit Hime: Fusion at the starting point
In the previous article, the CIS mentioned that "Mobile Suit: Fusion" is a two-dimensional game with a more core gameplay, for users who love really love, why does Station B spend so much effort to do content marketing in various dimensions to expand the basic disk of product users?
This leads to a hypothesis.
Perhaps the potential of Mobile Suit: Fusion is far from what everyone thinks, only staying at the core and short-term.
In fact, "Mobile Suit" has THE POTENTIAL FOR IP shaping. For example, this series of products has a rigorous world view and multi-dimensional role settings, from the perspective of player performance, the previous game "Mobile Suit Ji" has many players to generate electricity for love, and even recharged the "ten-year card" during the operation of the product.
In addition, the marketing of two-dimensional games has long been more than just the output of content. Nowadays, young users including the two-dimensional circle layer emphasize emotional resonance, coupled with the financial report data recently released by Station B, the layering of users in the station is more and more diverse, in order to let the same apocalyptic theme of "Mobile Suit: Fusion" precipitate the IP gene, it is necessary to render the atmosphere in a more appropriate way, and also in a more innovative way, to affect or break the player's inherent impression and cognition of a game.
Looking back as a whole, it can be found that from "Princess Link" to today's "Mobile Suit: Fusion", Station B on the one hand proves that they have the ability to find the tone of the product and personalize the ability to push into a variety of core secondary products; on the other hand, it can also be seen that Station B continues to try to expand the circle of secondary products and form an original IP methodology.
Under the escort of Station B, perhaps for "Mobile Suit Hime: Fusion", today's achievements are only the starting point. In the future, it faces more challenges, but it will also go further and longer.